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Flower Purchasing. December 2003 for Northern Flower Growers Association by Carol Gunn. 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 - PowerPoint PPT Presentation
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17 December 2003 Flower Purchasing 1
Flower Purchasing
December 2003
for Northern Flower Growers Association
by Carol Gunn
17 December 2003 Flower Purchasing 2
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– [email protected]
17 December 2003 Flower Purchasing 3
Frequency
2002never/ don't know24%
1-2 times/yr
42%
every 2-3 months
18%
once a month or
more16%
2003never/ don't know25%
1-2 times/yr
40%
every 2-3 months
21%
once a month or
more14%
17 December 2003 Flower Purchasing 4
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 5
Market Value($427million)
Never0%
Moderate27%
Infrequent15%
Frequent59%
Frequency
never/ don't know25%
1-2 times/yr
40%
every 2-3 months
21%
once a month or
more14%
Frequent
Moderate
Infrequent
Market Value
($250 million)($114 million)
($63 million)
17 December 2003 Flower Purchasing 6
Market Development - Apparent Model -
No Involvement Low Involvement High Involvement
Non-Buyers Infrequent / Moderate Buyers
Frequent Buyers
Not easy giftLack purchase confidence
LuxurySpecial OccasionGiftLittle handling confidence
Less LuxuryMore OrdinaryDecorativeMore handling confidence
17 December 2003 Flower Purchasing 7
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 8
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 9
Total Occasions
79 77 7775 74
57 55
45 43 41
31 3126
82 80
69 70 69
4337
51
27
60
36
28
2217
2721
52 50
40 39
46
19
10
32
13
37
2318
64
10 12
56
6566
0
20
40
60
80
100
% o
f B
uye
rs
Frequent Moderate InfrequentAverage number of occasions: 9.0 7.4 4.0
17 December 2003 Flower Purchasing 10
Occasion Mostly Buy
22
10 97
53 2 2 1
8
12
6
2 2
9
0
5 5
1
4
1
7
0
26
5 53
34
0
10
20
30
40
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 11
Total Types of Occasions92 92
88
49
9489
74
48
39
80
66
45
19
27
79
0
20
40
60
80
100
Celebration Sympathy/Sorry Thanks Decoration Romance
% o
f B
uye
rs
Frequent Moderate Infrequent
17 December 2003 Flower Purchasing 12
Types of Occasions Mostly Buy for
28
18
3
8
18
14
6
30
17
52
0
20
40
60
Decoration Celebration Sympathy/Sorry Thanks Romance
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 13
Buy for Self for Other98
17
81
98
46
53
1
52
95
22
4
18
82
2
77
0
20
40
60
80
100
Other Other Only Self Self Only Self & Other
% o
f B
uye
rs
Frequent Moderate Infrequent
17 December 2003 Flower Purchasing 14
Mostly Buy for Self for Other
62
11
38
90
0
20
40
60
80
100
Other Self
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 15
Total Places Buy from
37 35
27
16 1512
5 3
87
53
26
35
17
3630
11
20 19
8 6 5
67
8692
32 31
20
74
0
20
40
60
80
100
% o
f B
uye
rs
Frequent ModerateAverage number of places: 3.9 3.4
17 December 2003 Flower Purchasing 16
Place Mostly Buy from
7 73 1 1
3
20
4
13
3 3 3 3 1 2 15
30
38
48
4 3 2
64
46
0
20
40
60
80
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 17
37
43
7
61
1314
6
19
0
20
40
60
80
$1 - $9 $10 - $19 $20 - $49 $50 - $99
% o
f B
uye
rs
Frequent Moderate
Typical PurchaseMode = $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 18
25
3
26
59 10
26
0
13
0
7
11
400
61
0
20
40
60
80
$0-$100 $101-$200
$201-$300
$301-$400
$401-$500
$501-$600
$601-$700
$701-$800
$801-$900
$901-$1000
over$1,000
% o
f B
uye
rs
Frequent Moderate
Approximate Annual SpendMode = $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 19
Summary of Motivations
1216
2020
49
58
50
68
0
20
40
60
80
NETT-Encouragepositive
mood/emotions
NETT-Easy gift NETT-Other NETT-Expresssympathy
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 20
Encourage Positive Mood/Emotions
7 6
1
5
2
5
1
8
42
10
13
30
2 2
14
18
0
10
20
30
40
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 21
Easy Gift
7 7
3 32
8 8
4
9
4
1 2 2
9
12
14
6
43
14
19
17
12
0
5
10
15
20
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 22
Other Motivations
2
11
1 1
2
3
7
33
0
2
4
6
8
10
Nice thing to do Flowers arenatural
Inexpensive Ordinary situation Valentines Day
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 23
Express Sympathy
5
8
16
4
0
5
10
15
20
Bereavement Disappointment
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 24
Barriers
10
33
48
18
44
36
0
20
40
60
NETT-Poor value NETT-Other NETT-Other source
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 25
Poor Value
6
13
32
14
27
9
0
10
20
30
40
Too expensive Limited budget Flowers don't last
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 26
Other Source
3
8
16
2
0
20
Grow own Others buy flowers for me
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 27
Other Barriers
3 211 1
2
4
1
3
5
11
21
1
8
2
6
0
0
5
10
15
% o
f B
uye
rs
Frequent Moderate
17 December 2003 Flower Purchasing 28
Attitudes
49
93
24
56
44
88
71
50 50
78
19
75
32
44
0
20
40
60
80
100
Confident thatI know how to
look afterflowers
Reluctant tobuy something
that will die
One of thebest ways of
making peoplefeel good
Really only agift that can be
given towomen, not
men
Buyingflowers formyself is a
luxury
Easiest andsafest way of
buyingsomeone a giftthey will enjoy
% o
f B
uye
rsw
ho
Ag
ree
Frequent Moderate Infrequent
17 December 2003 Flower Purchasing 29
Attitudes
3.07
4.49
2.36
2.983.22
3.97
2.11
3.92
2.62
3.77
4.19
3.333.063.19
1
2
3
4
5
Confident that Iknow how to
look afterflowers
Reluctant tobuy something
that will die
One of the bestways of
making peoplefeel good
Really only agift that can be
given towomen, not
men
Buying flowersfor myself is a
luxury
Easiest andsafest way of
buyingsomeone a giftthey will enjoy
Me
an
Sc
ore
(1
=s
tro
ng
ly d
isa
gre
e, 5
=s
tro
ng
ly a
gre
e)
Frequent Moderate Infrequent
17 December 2003 Flower Purchasing 30
Key Attitudes
Confident
38
20
2
40
6
14
12
35
11
21
13
34
16
10
28
0
10
20
30
40
50
1 2 3 4 5
% o
f B
uy
ers
Frequent Moderate Infrequent
Luxury
1113
6
41
30
18
26
11
32
12
0
10
20
30
40
50
1 2 3 4 5
% o
f B
uy
ers
Frequent Moderate
Disagree neutral AgreeStrongly Strongly
Disagree neutral AgreeStrongly Strongly
17 December 2003 Flower Purchasing 31
Buyer Profile
Gender
6859
49 44
3241
51 56
0
20
40
60
80
100
% o
f B
uy
ers
Male
Female
Main Shopper
7767
59 60
2333
41 40
0
20
40
60
80
100
% o
f B
uy
ers
No
Yes
17 December 2003 Flower Purchasing 32
Age
13
24 2422
16
20 19
25
21
15
30
21
18
12
19
40
13
17
9
21
0
10
20
30
40
50
% o
f B
uy
ers
Frequent ModerateInfrequent Non-buyers
13
24 2422
16
20 19
25
21
15
30
21
18
12
19
40
13
17
9
21
0
10
20
30
40
50
% o
f B
uy
ers
Frequent Moderate Infrequent Non-buyers
17 December 2003 Flower Purchasing 33
Area
51
17
7
24
2
42
12 12
29
5
40
15 14
22
9
44
7
13
28
10
0
20
40
60
% o
f B
uy
ers
Frequent ModerateInfrequent Non-buyers
51
17
7
24
2
42
12 12
29
5
40
15 14
22
9
44
7
13
28
10
0
20
40
60
% o
f B
uy
ers
Frequent Moderate Infrequent Non-buyers
17 December 2003 Flower Purchasing 34
Occupation
42
27
6
25
44
22
8
2627
22
14
38
20 19
14
48
0
10
20
30
40
50
% o
f B
uy
ers
Frequent ModerateInfrequent Non-buyers
42
27
6
25
44
22
8
2627
22
14
38
20 19
14
48
0
10
20
30
40
50
% o
f B
uy
ers
Frequent Moderate Infrequent Non-buyers
17 December 2003 Flower Purchasing 35
Employment Status
63
13
23
66
8
20
51
13
33
41
13
44
0
10
20
30
40
50
60
70
% o
f B
uy
ers
Frequent ModerateInfrequent Non-buyers
63
13
23
66
8
20
51
13
33
41
13
44
0
10
20
30
40
50
60
70
% o
f B
uy
ers
Frequent Moderate Infrequent Non-buyers
17 December 2003 Flower Purchasing 36
Socio-Economic Group
8
31
25
21
10
6
14
31
15
26
87
5
27
2123
13 12
3
24 23
18
9
23
0
10
20
30
40
% o
f B
uy
ers
Frequent ModerateInfrequent Non-buyers
8
31
25
21
10
6
14
31
15
26
87
5
27
2123
13 12
3
24 23
18
9
23
0
10
20
30
40
% o
f B
uy
ers
Frequent Moderate Infrequent Non-buyers
17 December 2003 Flower Purchasing 37
Lifecycle Stage
14
79
25
13
32
10
4
17
26
12
31
19
5
15
24
13
24
19
4
15
28
1718
0
10
20
30
40
% o
f B
uy
ers
Frequent ModerateInfrequent Non-buyers
14
79
25
13
32
10
4
17
26
12
31
19
5
15
24
13
24
19
4
15
28
1718
0
10
20
30
40
% o
f B
uy
ers
Frequent Moderate Infrequent Non-buyers
17 December 2003 Flower Purchasing 38
Marital Status
22
66
7 6
23
64
85
36
53
75
47
36
8 8
0
20
40
60
80
% o
f B
uy
ers
Frequent ModerateInfrequent Non-buyers
22
66
7 6
23
64
85
36
53
75
47
36
8 8
0
20
40
60
80
% o
f B
uy
ers
Frequent Moderate Infrequent Non-buyers
