Flower Purchasing December 2003 for Northern Flower Growers Association by Carol Gunn 17 December 2003 Flower Purchasing 1
Research Approach • To gain market insights – Identify opportunities • Telephone omnibus – Consumer Link – 1, 000 NZers, aged 15+ • By Carol Gunn – 41 Murdoch Road, Grey Lynn, AUCKLAND – +64 9 376 9269 – carol. gunn@xtra. co. nz 17 December 2003 Flower Purchasing 2
Frequency 17 December 2003 Flower Purchasing 3
Buyer Defintions • “Frequent” - Once a month or more • “Moderate” - Every 2 -3 months • “Infrequent” - 1 -2 times / year • “Non-Buyer” - Never / Don’t know 17 December 2003 Flower Purchasing 4
Market Value Frequent ($63 million) Moderate ($250 million) ($114 million) Infrequent 17 December 2003 Flower Purchasing 5
Market Development - Apparent Model No Involvement Low Involvement High Involvement Non-Buyers Infrequent / Moderate Buyers Frequent Buyers Not easy gift Lack purchase confidence Luxury Special Occasion Gift Little handling confidence Less Luxury More Ordinary Decorative More handling confidence 17 December 2003 Flower Purchasing 6
Implications • Primary target is moderate buyers – Encourage self purchase • Secondary target is frequent buyers – Encourage bigger self-purchases • Supermarket purchase situation must encourage flower purchase • Confidence in flower care is critical component of self-purchase – Education is key 17 December 2003 Flower Purchasing 7
Strategy • PR/Communication programme – – Position flowers as aspirational yet attainable Decorative/mood enhancement Flower education to build handling confidence Do it for yourself • Build strong relationships with supermarket retailers – Build understanding of ideal supermarket environment 17 December 2003 Flower Purchasing 8
Total Occasions Average number of occasions: 17 December 2003 9. 0 7. 4 Flower Purchasing 4. 0 9
Occasion Mostly Buy 17 December 2003 Flower Purchasing 10
Total Types of Occasions 17 December 2003 Flower Purchasing 11
Types of Occasions Mostly Buy for 17 December 2003 Flower Purchasing 12
Buy for Self for Other 17 December 2003 Flower Purchasing 13
Mostly Buy for Self for Other 17 December 2003 Flower Purchasing 14
Total Places Buy from Average number of places: 17 December 2003 3. 9 3. 4 Flower Purchasing 15
Place Mostly Buy from 17 December 2003 Flower Purchasing 16
Typical Purchase Mode = $20 -49 (i. e most common spend) Average = $34 Median = $20 (halfway point) Mode = $20 -$49 (i. e most common annual spend) Average = $26 17 December 2003 Flower Purchasing 17
Approximate Annual Spend Mode = $175 (i. e typical annual spend) Average = $172 Median = $400 (halfway point) Mode = $420 (i. e most common annual spend) Average = $570 (but NOT typical) 17 December 2003 Flower Purchasing 18
Summary of Motivations 17 December 2003 Flower Purchasing 19
Encourage Positive Mood/Emotions 17 December 2003 Flower Purchasing 20
Easy Gift 17 December 2003 Flower Purchasing 21
Other Motivations 17 December 2003 Flower Purchasing 22
Express Sympathy 17 December 2003 Flower Purchasing 23
Barriers 17 December 2003 Flower Purchasing 24
Poor Value 17 December 2003 Flower Purchasing 25
Other Source 17 December 2003 Flower Purchasing 26
Other Barriers 17 December 2003 Flower Purchasing 27
Attitudes 17 December 2003 Flower Purchasing 28
Attitudes 17 December 2003 Flower Purchasing 29
Key Attitudes Disagree Strongly 17 December 2003 neutral Agree Strongly Flower Purchasing Disagree Strongly neutral Agree Strongly 30
Buyer Profile 17 December 2003 Flower Purchasing 31
Age 17 December 2003 Flower Purchasing 32
Area 17 December 2003 Flower Purchasing 33
Occupation 17 December 2003 Flower Purchasing 34
Employment Status 17 December 2003 Flower Purchasing 35
Socio-Economic Group 17 December 2003 Flower Purchasing 36
Lifecycle Stage 17 December 2003 Flower Purchasing 37
Marital Status 17 December 2003 Flower Purchasing 38
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