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New Study Provides Insight on Purchasing Barriers for Non-Flower Buyers PDF Print E-mail
woman_buying_flowers

The Floral Marketing Research Fund has released results from a study that provides new data about the barriers to and motivations for purchasing flowers.

The results were released at the American Floral Endowment’s (AFE) annual fundraising dinner on Sept. 19, held in conjunction with the Society of American Florists’ (SAF) annual convention in Phoenix.

“This study presents useful information about purchasing barriers that industry members have not seen before,” Gabriel Becerra, FMRF committee member and president of Golden Flowers, said. “The results are easily understandable and contain compelling and practical ideas to implement and get business from non-flower buyers.”

alert

Highlights of the study include:

Wake Up Call! More than 8 in 10 adults surveyed do not plan on buying flowers in the next 12 months. How could you or your business change this?

  • Price incentives, coupons, discounts
  • Lower shipping or delivery charge offers
  • Guarantees for vase life and delivery time
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FMRF Study Identifies Floral Purchasing Barriers PDF Print E-mail
man_buying_flowers

The FMRF is now 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.

“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.”

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