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Description:
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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 . |