17 December 2003Flower Purchasing1 December 2003 for Northern Flower Growers Association by Carol Gunn
17 December 2003Flower Purchasing2 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 –
17 December 2003Flower Purchasing3 Frequency
17 December 2003Flower Purchasing4 Buyer Defintions “Frequent” - Once a month or more “Moderate” - Every 2-3 months “Infrequent” times / year “Non-Buyer” - Never / Don’t know
17 December 2003Flower Purchasing5 Frequent Moderate Infrequent Market Value ($250 million) ($114 million) ($63 million)
17 December 2003Flower Purchasing6 Market Development - Apparent Model - No Involvement Low Involvement High Involvement Non-BuyersInfrequent / 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 2003Flower Purchasing7 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 2003Flower Purchasing8 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 2003Flower Purchasing9 Total Occasions Average number of occasions:
17 December 2003Flower Purchasing10 Occasion Mostly Buy
17 December 2003Flower Purchasing11 Total Types of Occasions
17 December 2003Flower Purchasing12 Types of Occasions Mostly Buy for
17 December 2003Flower Purchasing13 Buy for Self for Other
17 December 2003Flower Purchasing14 Mostly Buy for Self for Other
17 December 2003Flower Purchasing15 Total Places Buy from Average number of places:
17 December 2003Flower Purchasing16 Place Mostly Buy from
17 December 2003Flower Purchasing17 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 2003Flower Purchasing18 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 2003Flower Purchasing19 Summary of Motivations
17 December 2003Flower Purchasing20 Encourage Positive Mood/Emotions
17 December 2003Flower Purchasing21 Easy Gift
17 December 2003Flower Purchasing22 Other Motivations
17 December 2003Flower Purchasing23 Express Sympathy
17 December 2003Flower Purchasing24 Barriers
17 December 2003Flower Purchasing25 Poor Value
17 December 2003Flower Purchasing26 Other Source
17 December 2003Flower Purchasing27 Other Barriers
17 December 2003Flower Purchasing28 Attitudes
17 December 2003Flower Purchasing29 Attitudes
17 December 2003Flower Purchasing30 Key Attitudes Disagree neutral Agree Strongly Disagree neutral Agree Strongly
17 December 2003Flower Purchasing31 Buyer Profile
17 December 2003Flower Purchasing32 Age
17 December 2003Flower Purchasing33 Area
17 December 2003Flower Purchasing34 Occupation
17 December 2003Flower Purchasing35 Employment Status
17 December 2003Flower Purchasing36 Socio-Economic Group
17 December 2003Flower Purchasing37 Lifecycle Stage
17 December 2003Flower Purchasing38 Marital Status