Consumers rank flower quality more important than price

The Floral Marketing Research Fund has released a comprehensive study on consumer preference for flowers and gifts. “Consumer Preference for Flowers and Gifts: Age Segments, Substitutes and Perceived Risk” found the quality of flowers is more important to consumers than price. When compared to other attributes, when purchasing flowers, consumers ranked quality the highest consideration followed by color, price, design and other factors.
The 2-year project was conducted under the guidance of Chenmgyan Yue of the Univ. of Minn. With support from Bridget Behe at Mich, St. Univ. and Charlie Hall at Texas A&M Univ. it funded by the Floral Marketing Research Fund, Asocolflores and other industry individuals and organizations.