“As a result of this study, we expect industry members to build some concise marketing strategies to increase the use of flowers in their markets,” Gabriel Becerra, FMRF committee member and president of Golden Flowers, said. “We are happy to see funds being invested in marketing research that will benefit our donors and the floral industry in general.”
The study will analyze data from 1,500 adults, ages 18 to 60 who currently live in the US.
Objectives of the research 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 September 19, held in conjunction with the Society of American Florists’ (SAF) annual convention in Phoenix.
Past FMRF projects, like the Social Media Guide for Floral Retailers and Wholesalers and the Consumer Preferences Study for Flowers as Gifts are available online now for free by creating an account.
For more info: http://www.floralmarketingresearchfund.org/