Review of Customer Preference Research in the Nursery and Landscape Industry

This paper outlines current, descriptive information about the retail plant customer's profile and identifies information needed to complete the profile as well as areas for continued research. Demographic studies that characterize the retail customer base vary with regional market and product lines included in the study. Mass merchandisers attract lower income customers; large, multiple outlet garden centers attract unmarried customers with higher incomes and greater value homes; and independent garden centers attract married, white females. Multiple studies support the conclusion that customers select outlets based primarily on plant quality and selection. Product quality is also the most important characteristic used by retailers when selecting a supplier. Location, price and professional staff also affect outlet selection. Mass merchandisers are selected for familiar, low-risk purchases, while independent garden centers are used for major purchases, when information is desired. The availability of trained, professional sales help is the service most desired by customers. Customers prefer to receive information in the garden center from professional staff and from nursery care tags. Customers prefer to purchase shrubs in containers. In one study, customers preferred to purchase balled and burlapped trees, while in another study trees were preferred in containers. Landscape architects prefer to purchase balled and burlapped plants.