2019 ASHS Annual Conference

In the ornamental horticulture industry, young consumers are becoming an important market segment due to first-time home ownership and increasing spending power. However, due to diverse life experiences and other factors, these age groups likely view ornamental plants and their promotions differently. During this presentation, similarities and differences in consumer perceptions and reactions to retail promotions for ornamental plants between age groups will be discussed. A special emphasis will be placed on point-of-sale information and how attention to that information impacts consumer behavior in the retail environment.