Reading: Consumer preferences for selected exotic flowering pot plants: A market assessment study

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Consumer preferences for selected exotic flowering pot plants: A market assessment study

Authors:

W. M. T. Prasadini,

Sabaragamuwa University of Sri Lanka, LK
About W. M. T.
Faculty of Agricultural Sciences
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H. S. R. Rosairo

Sabaragamuwa University of Sri Lanka, LK
About H. S. R.
Faculty of Agricultural Sciences
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Abstract

The factors affecting consumer perception on up-country flowering pot plants were analyzed. Simple random samples of 100 end-users and 100 traders; wholesalers and retailers, who purchased flowering pot plants from nurseries in Badulla and Ratnapura districts were selected as interviewees to collect data using a researcher-administered structured questionnaire. Gerbera (Gerbera jamesonil Bolus ex Hook f.), Petunia (Petunia hybrida) and Rose (Rosa hybrida L) were the three flowering pot plant species considered in this study as they are among the most popular exotic flowering pot plant species in the market at present. A half of the respondents was in the age category of 25 to 44 years, in the income category of Sri Lanka Rs. 15,000 to 30,000 (approx. USD 95-190) per month and had a formal education up to General Certificate of Education (Ordinary Level). The key intentions of purchasing flowering potted plants were for outdoor decoration or for planting in the home garden (78%). Other uses included indoor decorations (19%) and for gifting (3%). There were relationships (p<0.05) between the plant variety with stage of blooming and flower colour at buying. However, there was no relationship (p>0.05) between plant variety and petal type; single, double and multi-petal. Most flowering pot plants were purchased from large nurseries by intermediaries to be sold as wholesale and/or retail. Results showed that the price, but not the variety, affected the purchasing decision. A seasonal effect was observed in purchasing flowering pot plants i.e. sales peaks were observed during February to April and June to September, due to special days such as Valentine’s Day. The less requirement for care was an important consideration when purchasing these plants. Majority of the customers got to know about the nurseries through word of mouth. Lack of new varieties such as spider gerbera, dwarf gerbera and spray roses, which were in demand, is one of the major constraints in purchasing flowering pot plants. Promotional campaigns including exhibitions, open fairs and home deliveries are suggested as suitable promotional strategies for nurseries. The results of this study could benefit the companies to gain a competitive advantage while expanding their market share in this important industry.
How to Cite: Prasadini, W.M.T. & Rosairo, H.S.R., (2017). Consumer preferences for selected exotic flowering pot plants: A market assessment study. Sri Lanka Journal of Food and Agriculture. 3(2), pp.21–27. DOI: http://doi.org/10.4038/sljfa.v3i2.48
Published on 29 Dec 2017.
Peer Reviewed

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