The Effect of Container Garden Attributes on Consumer’s Preference
Date Issued
2010
Date
2010
Author(s)
Lu, Po-Ting
Abstract
Container garden is a type of pot flowers. In addition to used as house or office environment decoration, it’s also used as gifts, and is becoming popular in Taiwan’s floral market these days. In order to develop a suitable market strategy plan, the purpose of this study is to investigate the influence of container garden attributes on consumer preferences and to compare the differences between self users and gift users by analyzing the sample ranking, the results of preferences, and consumer willingness-to-pay (WTP) for different container garden attributes. The study collected container garden product pictures from floral stores’ DM. There were 5 test samples and 100 formal samples being selected which consumers were asked to score.
The results showed that the consumer preferences and WTP have close correlations with the price, size, plenty amount of plants, and the plant styles. The consumers prefer container garden products with price under 2,000NT dollars, in middle or large size, of plenty amount of plants, and with white or yellow flowers. Woody and foliage plants are not well liked.
When the product’s plant amount adds one, consumer WTP increases 303NT dollars. While the size shifts from small to middle, consumer WTP increases most, which is about 831NT dollars. As for plant style, when red flowers change to foliage plant, consumer WTP decreases most, which is about 1,455 NT dollars. However, consumer WTP increases when the style changes into white flowers, which is about 531NT dollars.
Self users and gift users all prefer cheaper, plenty amount of plants, and flowering plant. Nevertheless, the consumer preferences vary by different purchasing purposes. Gift users prefer large size and white flowers. On the contray, self users prefer middle and large size dislike foliage plant. When plant amount increases, self users’ WTP is higher than gift users’, and while the product size changes from small to large, the self users would pay more to purchase than gift users, too.
In conclusion, it is recommended that container garden production shall focus on middle size, about 2,000 NT dollars, and flowering plant. Especially produce white and yellow flowers, and enrich the product properly for better sale value.
Subjects
preference
container garden
marginal willingness to pay
Type
thesis
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