Estimating U.S. consumers' choice of floral retail outlets

Chengyan Yue, Bridget K. Behe

Research output: Contribution to journalArticlepeer-review

32 Scopus citations

Abstract

Competition among floral retailers has promulgated industrywide structural changes while giving consumers more choices in locations for purchase. Consumer panel data collected by the American Floral Endowment from 1992 to 2005 were used to evaluate consumers' choice of different floral retail outlets among box stores (BS), traditional freestanding floral outlets (TF), general retailer (GR), other stores (OS), and direct-to-consumer (DC) channels. Since 1992, market share and percentage of transactions decreased through TF but increased for BS. Mean expenditure per transaction in TF was higher than in BS and GR. Consumers who made floral gift purchases were more likely to patronize TF, but those who bought floral products for themselves were more likely to purchase from BS. Consumers patronizing TF or DC were more likely to buy arranged flowers rather than unarranged flowers. Consumers who purchased foliage plants and outdoor bedding or garden plants were more likely to buy them from BS. Reasons consumers who choose BS and GR cited for using those outlets included convenience and lower prices, whereas consumers who purchased from TF and DC cited delivery, reputation, and service as major drivers impacting their use. Demographic and geographic differences were also identified among consumers using the aforementioned outlets.

Original languageEnglish (US)
Pages (from-to)764-769
Number of pages6
JournalHortScience
Volume43
Issue number3
DOIs
StatePublished - Jun 2008

Bibliographical note

Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.

Keywords

  • Box store
  • Demographics
  • Direct-to-consumer
  • Floral outlets
  • General retail
  • Marketing
  • Mass-merchandiser
  • Traditional retail

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