Study Aims to Identify Floral Purchasing Barriers
The Floral Marketing Research Fund is conducting a study to provide new data about the barriers to and motivations for purchasing flowers.
The Floral Marketing Research Fund (FMRF) is conducting a study to provide new data about the barriers to and motivations for purchasing flowers.
The study focuses on consumers who have not purchased fresh flowers in the past 12 months and will provide insight about what could capture new customers.
The study will analyze data from 1,500 adults, ages 18 to 60, who currently live in the United States.
Objectives of the research, according to the FMRF, include:
- Identifying the demographics of non-flower purchasers,
- Examining transactional factors like purchase channel and amount spent,
- Determining why consumers choose non-floral gifts instead of flowers and
- Proposing strategies to convert non-flower buyers into flower buyers.
The results of the study will be released at the American Floral Endowment’s (AFE) annual fundraising dinner on Sept. 19, in conjunction with the Society of American Florists’ (SAF) annual convention in Phoenix.
For more information about the FMRF, visit www.floralmarketingresearchfund.org.