POSITIONING CUT FLOWERS IN THE PERCEPTION AND PREFERENCE SPACE OF THE CONSUMERS — NEW RESULTS
In recent years the cut flower assortment has been changing very fast. Every gardener and florist has to realize such new market trends as early as possible. The market research has to provide methods of an early perception of new trends. This paper presents results of survey carried out in a random sample of 402 persons in June 1987 in the city of Hanover. The test persons have rated 15 cut flowers according to four pairs of properties. These four properties have been reduced to two dimensions by applying a factor analysis. The cut flowers have been positioned in a two-dimensional space according to the average factor scores in the total sample and within four age groups. If the preferences of young people are an early indicator of a general trend, negative sales prospects can be expected for carnations, Chrysanthemums, Gerbera, Anthurium and orchids.
VIERHEILIG, B.M. and ALVENSLEBEN, R.v. (1988). POSITIONING CUT FLOWERS IN THE PERCEPTION AND PREFERENCE SPACE OF THE CONSUMERS — NEW RESULTS. Acta Hortic. 223, 345-349