A Conjoint/Logit Analysis of Nursery Stock Purchases

Product attributes that determine nursery-stock sales from wholesalers to retail garden centers and landscapers were studied. Conjoint analysis was used to obtain data on buyer preferences. The data were analyzed using ordinary least squares and logit procedures to determine the attributes that are preferred by buyers. It was determined that good- to excellent-quality stock, offerings with a full line of additional plants, taller plants, and cash discounts are desirable attributes. Quality is the dominant attribute affecting preferences. Packaging the preferred attributes together significantly increases the probability of a plant being purchased by buyers.