Growers’ and Consumers’ Perceptions Regarding Roses Available for Purchase

Tina M. WaliczekTexas State University

David ByrneTexas A&M University

and Don Holeman

Rose Hybridizer Association

Objectives Future breeding objectives Expectations and attitudes about

roses Consumers Hybridizers Propagators Marketers Members of the American Rose Society vs

non members Age groups

Identify market limitations Develop strategies to increase

rose use

Limesurvey web-based survey design tool 66 questions 30-40 minutes

Multiple sections Demographic and background Role in the horticultural supply

chain Physical traits Diseases Marketing Open-ended questions

Instrument

1813 internet responses Over 3 months

October, 2012 - early January, 2013

Distributed through American Rose Society Rose Hybridizers Association Texas Landscape and Nursery

Association Word-of-mouth Email Facebook News story

Sample

Microsoft Excel SPSS 21.0

Frequencies and descriptives

Analysis of variance

Data analysis

Results 89% grew roses 94% U.S. residents;

Demographics

Item Responses

Age (mean group)

55-69 years (49%); 70+ years (23%)

Occupation Teachers (36%); Retired (32%); Professionals (10%)

<30 30s 40s 50s 60s 70s 80s

Nu

mb

er o

f re

spon

ses

Role in Supply chainDemographics

Item Responses

Recreational gardener

84%

Plant propagator

23%

Rose marketer 19%

Plant Characteristics

How Important AreDisease resistanceFlower colorFlower numberFlower sizeFoliage colorFoliage glossinessFragranceMature bush sizePetal numberPrickle numberPrickle size

.. In Choosing a Rose Bush?

How important are these factors in your choice of roses?

Item None to

little (%)

Impt (%)

Very to most (%)

Disease resistance

3 11 87

Fragrance 14 24 62

How important are these factors in your choice of roses?

Item None to little(%)

Impt (%)

Very to most(%)

Flower color

9 31 60

# of flowers

8 39 53

Mature plant size

15 42 43

Flower size

34 45 21

How important are these factors in your choice of roses?

Item None to

little(%)

Impt (%)

Very to most(%)

Petal number

35 36 30

Foliage color

37 40 23

Foliage glossiness

48 35 18

Prickle number

59 24 17

Prickle size 60 25 16

Importance of Rose Traits

5= most important, 4= very important 3= important 2= not very important 1= not important at all

Online survey. 1,439 responses. October 15- December 12, 2012

VERY IMPORTANT

IMPORTANT

Importance of Disease ResistanceOver Age Groups

<30 30s 40s 50s 60s 70s 80s

5= most important, 4= very important 3= important 2= not very important 1= not important at all

Importance of Disease Resistance and Fragrance

Over Age Groups

<30 30s 40s 50s 60s 70s 80s

5= most important, 4= very important 3= important 2= not very important 1= not important at all

Importance of Disease Resistance, Fragrance and

Flower ColorOver Age Groups

<30 30s 40s 50s 60s 70s 80s

5= most important, 4= very important 3= important 2= not very important 1= not important at all

Importance of Disease Resistance, Fragrance, Flower Color, and

Flower NumberOver Age Groups

<30 30s 40s 50s 60s 70s 80s

5= most important, 4= very important 3= important 2= not very important 1= not important at all

Are there differences between American Rose Society members and

non members?

Trait ARS member

Non member

Disease resistance

4.4 4.4

Fragrance 3.7 3.8

Flower color 3.7 3.7

Number of flowers

3.6 3.6

Plant size 3.3 3.45= most important, 4= very important 3= important 2= not very important 1= not important at all

Are there differences between American Rose Society members and

non members?Trait ARS

memberNon

member

Flower size 3.2 3.1

Petal number 3.0 2.8

Foliage color 2.8 2.9

Foliage glossiness

2.8 2.5

Prickle number

2.2 2.8

Prickle size 2.2 2.7

5= most important, 4= very important 3= important 2= not very important 1= not important at all

How much do you agree or disagree?

How much do you agree or disagree with the following statements?

Item Disagree(%)

Neutral

(%)

Agree (%)

I prefer roses that bloom throughout the season rather than just once per year.

5 6 89

I prefer roses that have fewer big blooms rather than many small blooms.

24 43 33

Disagree = somewhat to strongly disagree; Neutral = neither agree or disagree; Agree = somewhat to strongly agree

How much do you agree or disagree with the following statements?

Item Disagree

(%)

Neutral

(%)

Agree (%)

Roses are the most valuable plants in my garden.

13 23 64

I would pay more for a rose bush than I would for most other landscaping plants.

22 25 53

Disagree = somewhat to strongly disagree; Neutral = neither agree or disagree; Agree = somewhat to strongly agree

How much do you agree or disagree with the following statements?

Item Disagree

(%)

Neutral(%)

Agree (%)

Roses grow easily in my climate.

20 18 62The best way to keep my rose bushes healthy is to spray them.

48 17 35

Roses are difficult to grow. 62 18 20

Disagree = somewhat to strongly disagree; Neutral = neither agree or disagree; Agree = somewhat to strongly agree

In your ideal rose garden what size of mature

bushwould you prefer?

Knee high (%)

Waist high (%)

Shoulder high

(%)

Head high ( %)

7 48 38 7

What color do you prefer?

% response

5 18

15

30

11

12

11

You are shopping and find an attractive rose bush for sale.

You research the rose online using your smartphone.

How likely are you to purchase that rose variety if it is:

Item Unlikely (%)

Not sure (%)

Likely (%)

Very disease resistant

1 4 95

Somewhat disease resistant

16 31 52

Susceptible to disease

85 10 5

Unlikely = unlikely and very unlikely and Likely = likely and very likely

Disease Percent

Black spot 41

Downy mildew 13

Crown Gall 11

Powdery mildew

9

Rust 8

Anthracnose 7

Botrytis blight 6

Canker 6

Which one of these rose diseases is worse than the others?

Respondents identified the following diseases correctly:

Disease Correct responses

(%)

Black spot 82Powdery mildew

82

Rust 93

Rose enthusiasts prefer roses that are: Disease resistant (low maintenance) Fragrant flowers Abundant flowers Everblooming Waist to shoulder in height Red color Preferences, perceptions and marketing vary with Age groups ARS members Plant suppliers End-users Customer Service Providers

Conclusions

Future studies Further explore demographic

group differences Breeders Those that do not grow roses Differences between genders

Improve on the survey Improve its reliability Better sampling

People who do not grow roses Younger age groups (<50)

Future studies Determine market limitations Strategies to increase rose

market Focus is North America but

future European Union Asia Oceania South America Africa

Rose Breeding at Texas A&M University

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