Marketing Effects on Consumer Retention and Expenditures in Central Kentucky and North Central Tennessee Floral Industry
Advisor(s) - Committee Chair
Linda Brown (Director), Stephen King, and Roger Dennis
Department of Agriculture
Master of Science
Florists in today’s industry are competing against mass-markets that are able to buy and sell fresh-cut flowers at low prices in bulk. Mass-markets offer little or no design or other services. Consumers find it convenient to order flowers online through wire services, paying large fees to order flowers. Order gatherers pose as local floral shops taking consumers orders online or by phone then call the local florist to fill orders. Packaged flowers became popular in the early 2000’s ordering flowers directly from the farm to the consumer. Rural and metropolitan areas of Central Kentucky and North Central Tennessee were surveyed. Florists were selected within a 160 – mile driving distance of Bowling Green, Kentucky. Florists were identified through an Internet search for florists in each county and also the Teleflora database. Survey data were analyzed using Statistical Analysis System 9.3. Ordinal data were analyzed using PROC NPAR1WAY, and Kruskal –Wallis Analysis. Wilcoxon analysis was used for individual treatment separation. This study results had 103 florists’ surveys and 321 of their returning consumer surveys. This study examined correlations in the florist’s survey studying the relationships between marketing effects verses repeat consumers. The consumer survey examined the relationships between when and what consumers purchased arrangements for and the average price per arrangement. Florists using websites as their main form of marketing increased their number of return consumers. Florists targeting consumers 30 years old and younger had more repeat consumers. Consumers whose main method of purchasing was telephone increased their price per arrangement. Walk-in consumers spent less money per purchase. Florists who contributed to this study will receive summary of the results, permitting them to benefit from their contribution
Agricultural Economics | Agriculture
Berkshire, Danielle L., "Marketing Effects on Consumer Retention and Expenditures in Central Kentucky and North Central Tennessee Floral Industry" (2015). Masters Theses & Specialist Projects. Paper 1516.