Consumer preferences for price, color harmony and level of care information of container gardens

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Title: Consumer preferences for price, color harmony and level of care information of container gardens
Author: Mason, Shannon Cecilia
Abstract: Retail sales of container gardens have increased dramatically in the recent past and rose 8 % from 2004 to 2005 , to $1 .295 billion . The objective of this study was to determine consumer preferences for three attributes of container gardens . A Web -based survey was conducted on 18 Oct . 2006 with 985 respondents . Survey participants invited from an independent garden center ?s customer e - mail list were asked to complete a series of questions on a seven point Likert scale . Survey participants also answered questions about past experiences and future purchase intentions with container gardens , as well as demographics . A hierarchical set of levels were used to investigate three attributes of container gardens in a 3 X 3 X 3 factorial conjoint analysis including color harmony , price and care information level provided with the purchase . The surveys were analyzed using conjoint analysis which accounted for 99 .8 % of the variance in container garden preference . Relative importance decreased from price (70 .7 % ) , to care information level (22 .9 % ) , to color harmony (6 .4 % ) . Survey participants preferred a container garden with a price point of $24 .99 , extensive information and the complementary color harmony . A significant portion (77 .5 % ) of participants in this study indicated that they would be more likely to purchase a container garden if extensive information was included with the purchase and 84 .8 % of participants said they would be willing to visit a Website that would provide more information on how to care for and maintain a container garden . Results of this study show that there is a potential to increase the value of a container garden through providing educational material with the purchase .
URI: http : / /hdl .handle .net /1969 .1 /ETD -TAMU -2512
Date: 2009-05-15

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Consumer preferences for price, color harmony and level of care information of container gardens. Available electronically from http : / /hdl .handle .net /1969 .1 /ETD -TAMU -2512 .

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