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DOI: | 10.21273/HORTTECH.6.3.271 |
Web URL(s): | https://journals.ashs.org/horttech/view/journals/horttech/6/3/article-p271.xml Last checked: 11/15/2019 Requires: PDF Reader |
Publication Type:
| Refereed |
Author(s): | Barton, Susan S.;
Mercer, Jo;
Molnar, Charles J. |
Author Affiliation: | Barton: Extension Specialist, Department of Plant and Soil Sciences, University of Delaware, Newark, DE; Mercer: Horticulture Agent, New Castle County Cooperative Extension, Newark, DE; Molnar: Owner, EastCoast Ecoscapes, Willington, DE |
Title: | Using focus groups to determine market potential for wildflower sod |
Section: | Production and marketing reports Other records with the "Production and marketing reports" Section
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Source: | HortTechnology. Vol. 6, No. 3, July-September 1996, p. 271-276. |
Publishing Information: | Alexandria, VA: American Society for Horticultural Science |
# of Pages: | 6 |
Keywords: | TIC Keywords: Costs; Customer relations; Demonstration gardens; Experimental design; Landscape services industry trends; Lawn and landscape professionals; Lawn turf; Low maintenance landscape; Market potential; Marketing tools; Nurseries; Packaging; Perceptions; Planning; Product evaluation; Qualitative techniques; Questionnaire surveys; Urban habitat; Wildflower sod
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Abstract/Contents: | "Two focus-group sessions were conducted to determine the market potential of a new horticultural product - wildflower sod. One session included homeowners with suburban lots and an interest in wildflowers. Another session included landscape professionals, property managers, and garden center operators. Participants viewed a slide presentation about the uses of wildflowers and wildflower sod, a videotape illustrating wildflower sod installation, and a demonstration plot planted with wildflower sod. The discussion was conducted by an unbiased facilitator. Participants cited the instant effect of wildflower sod as a major advantage. The price was viewed as acceptable for small areas, especially if sod was broken apart and spaced as plugs. Comments from the participants were used to develop an ideal product description and yielded merchandising recommendations." |
Language: | English |
References: | 15 |
Note: | Pictures, b/w Tables |
| ASA/CSSA/SSSA Citation (Crop Science-Like - may be incomplete): Barton, S. S., J. Mercer, and C. J. Molnar. 1996. Using focus groups to determine market potential for wildflower sod. HortTechnology. 6(3):p. 271-276. |
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| DOI: 10.21273/HORTTECH.6.3.271 |
| Web URL(s): https://journals.ashs.org/horttech/view/journals/horttech/6/3/article-p271.xml Last checked: 11/15/2019 Requires: PDF Reader |
| MSU catalog number: SB 317.5 .H6 |
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