{"id":2427,"date":"2013-12-03T19:16:00","date_gmt":"2013-12-03T19:16:00","guid":{"rendered":"https:\/\/afe.epicenter1.com\/news\/new-research-helps-meet-consumer-floral-desires"},"modified":"2024-03-18T21:51:57","modified_gmt":"2024-03-18T21:51:57","slug":"new-research-helps-meet-consumer-floral-desires","status":"publish","type":"news","link":"https:\/\/endowment.org\/es\/news\/new-research-helps-meet-consumer-floral-desires","title":{"rendered":"New Research Helps Meet Consumer Floral Desires"},"content":{"rendered":"<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/453daylily.jpeg\" alt=\"New Research Helps Meet Consumer Floral Desires\" class=\"\" width=\"1080\" height=\"675\"> <p class=\"wp-block-paragraph\"><\/p><a href=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/453Report.pdf\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" aria-describedby=\"caption-attachment-2665\" class=\"size-medium wp-image-2665\" alt=\"Daylily - Consumer Floral Desires\" src=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/453daylily-300x225.jpeg\" width=\"300\" height=\"225\" srcset=\"https:\/\/endowment.org\/wp-content\/uploads\/2014\/02\/453daylily-300x225.jpeg 300w, https:\/\/endowment.org\/wp-content\/uploads\/2014\/02\/453daylily-250x188.jpeg 250w, https:\/\/endowment.org\/wp-content\/uploads\/2014\/02\/453daylily-510x382.jpeg 510w, https:\/\/endowment.org\/wp-content\/uploads\/2014\/02\/453daylily.jpeg 640w\" sizes=\"(max-width: 300px) 100vw, 300px\"><\/a><p id=\"caption-attachment-2665\" class=\"wp-caption-text\">Report 453: Identifying Consumer Preferences for Essential Elements of a Flower Product<\/p><br>AFE and researchers from the University of Florida (UF) present compelling evidence about just how enticing and alluring flower fragrance is to consumers, among other scintillating findings, in <strong><a title=\"Post Production Final Research Reports\" href=\"https:\/\/endowment.org\/es\/afe-research-reports-post-production-series-400\/\" target=\"_blank\" rel=\"noopener\">three new consumer preference studies<\/a>:<\/strong><p><\/p><ul><li><strong>Identifying Consumer Preferences for Essential Elements of a Flower Product, Report #453<\/strong><\/li><li><strong>Consumer Analysis of Mixed Containers for Indoor Use, Report #455<\/strong><\/li><li><strong>Identifying Consumer Preferences for Cut Rose Fragrances, Report #456<\/strong><\/li><\/ul><p>In report #453, researchers aim for a better understanding of what flower buyers really want \u2013 color, shape, size, fragrance, etc.\u2014 to better meet consumer demands and increase sales, and the results show consumers overwhelmingly desire fragrance.<br>\u201cThis study allows\u00a0the industry to gain a better understanding of what consumers value in a floral product\u00a0and thereby provides the tools necessary\u00a0to effectively target consumer demands,\u201d said David Clark, Ph.D., Professor of Environmental Horticulture and Director of the Plant Innovation Program at UF. \u201cThe industry needs to offer a\u00a0product consumers want to increase consumer purchases and sales.\u201d<br>The researchers examined two study groups: (1) a group of 295 subjects of mixed genders and four ethnicities, most age 40 or older and (2) a UF undergraduate introduction to plants class with 336 students, the majority of whom were white females age 18-24.<br>Both groups agreed they find fragrance of top importance when purchasing flowers. However, the first group was most specifically interested in \u201cthe subtle fragrance of a traditional rose,\u201d while the student group preferred flowers that smell \u201cfresh with a hint of citrus.\u201d<br><\/p><a href=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/455Report.pdf\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2823\" class=\"size-medium wp-image-2823\" alt=\"Mixed Containers - Consumer Floral Desires\" src=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/455mixedcontainer-300x209.png\" width=\"300\" height=\"209\"><\/a><p id=\"caption-attachment-2823\" class=\"wp-caption-text\">Report 455: Consumer Analysis of Mixed Containers for Indoor Use<\/p><br>Flower color was second most important to both groups, and both preferred \u201cexplosive, vibrant red petals\u201d and showed the least interest in pastels.<br>Both expressed overall low interest about where they specifically purchased flowers, with the exception of the student group who gave a high ranking to flowers \u201cpicked fresh from a local garden.\u201d<br>Clark believes that input from consumers is vital if the industry is to stay abreast of an ever-changing consumer base. He proposes that marketing a new \u201cfragrant flower line\u201d may attract more customers and be the key for increasing sales and profit.<br><a title=\"AFE Post Production Research Reports\" href=\"https:\/\/endowment.org\/es\/afe-research-reports-post-production-series-400\/\" target=\"_blank\" rel=\"noopener\"><strong>Read the detailed full report<\/strong><\/a> online now, along with two additional AFE-funded post-production research reports from UF:<br><a href=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/456Report.pdf\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2668\" class=\"size-medium wp-image-2668\" alt=\"Red Roses - Consumer Floral Desires\" src=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/redroses454-300x200.jpeg\" width=\"300\" height=\"200\" srcset=\"https:\/\/endowment.org\/wp-content\/uploads\/2014\/02\/redroses454-300x200.jpeg 300w, https:\/\/endowment.org\/wp-content\/uploads\/2014\/02\/redroses454-768x512.jpeg 768w, https:\/\/endowment.org\/wp-content\/uploads\/2014\/02\/redroses454-1024x683.jpeg 1024w, https:\/\/endowment.org\/wp-content\/uploads\/2014\/02\/redroses454-250x167.jpeg 250w, https:\/\/endowment.org\/wp-content\/uploads\/2014\/02\/redroses454-1080x720.jpeg 1080w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\"><\/a><p id=\"caption-attachment-2668\" class=\"wp-caption-text\">Report 456: Identifying Consumer Preferences for Cut Rose Fragrances<\/p><br><strong>Report #455: Consumer Analysis of Mixed Containers for Indoor Use<\/strong><br>Mixed containers for patios and outdoor landscapes have boomed in popularity in recent years and now look like a mainstay for some garden centers and big box stores. To date, little research has been done about what combination of plants most consumers would like to see in mixed containers. This research addresses that issue and assists in developing novel, desirable and profitable plant products.<br><strong>Report #456: Identifying Consumer Preferences for Cut Rose Fragrances<\/strong><br>Flowers with an attractive fragrance, as evidenced by report #453, are very alluring to customers. This study aims to identify which rose fragrances customers find most appealing, allowing the industry to deliver the most preferred fragrances and, thus, increase sales and profit.<p><\/p>","protected":false},"template":"","news-categories":[37,31,29,41],"class_list":["post-2427","news","type-news","status-publish","hentry","news-categories-fmf","news-categories-latest-news","news-categories-news","news-categories-florist-event"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>New AFE Research Helps Meet Consumer Floral Desires<\/title>\n<meta name=\"description\" content=\"New American Floral Endowment research proves what consumer floral desires are: bright, vibrant colors and titillating smells.New American Floral Endowment research proves what consumer floral desires are: bright, vibrant colors and titillating smells.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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