A market survey using conjoint methodology was conducted to establish the relative contributions of cultivar, price, and longevity of potted chrysanthemums ( Chrysanthemum × morifolium L. Ramat) in consumer purchasing decisions. Cultivar characteristics were the most influential in determining whether a consumer would buy a potted mum. While price and longevity possessed similar value for the consumer, the survey results indicated that a consumer's interest in longevity would take precedence over the desire to purchase a mum for a given price. A difference in response to potted mum attributes was observed between males and females. While females perceived price to be relatively similar in value to the cultivar characteristics during a purchase decision, males exhibited less price sensitivity and regarded cultivar attributes as possessing the greatest importance to the decision.
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Shafer et al. (1986) studied this question.