Year: 1999
Type: article
Abstract: Researchers often investigate consumer preferences by examining variables consecutively, rather than simultaneously. Conjoint analysis facilitates simultaneous investigation of multiple variables. Cluster analysis facilitates development of actionable market segments. Our objective was to identify relative importance and consumer preferences for flower color, leaf variegation, and price of geraniums ( Pelargonium × hortorum L.H. Bail.) and to identify several actionable market segments. We also evaluated the desirability of a hypothetical blue geranium. Photographic images were digitized and manipulated to produce plants similar in flower area, but varying in flower color (red, lavender, pink, white, and blue), leaf variegation (plain green, dark green zone, and white zone), and price ($1.39 to $2.79). Conjoint analysis revealed that flower color was the primary consideration in the purchase decision, followed by leaf variegation and price. A cluster analysis that excluded blue geraniums yielded four actionable consumer segments. When preferences for the blue geranium were included, six consumer segments were identified.
Source: HortScience
Authors: Bridget Behe, Robert Nelson, Susan Barton, Charles Hall, Charles D. Safley, Steven Turner
Language: English
Subfield: Economics and Econometrics
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $3,000
OpenAlex ID: W2169928797