December 2003

1
Flower Purchasing

• December 2003
• for
• Northern Flower Growers Association
• by
• Carol Gunn

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
• carol.gunn_at_xtra.co.nz

3
Frequency
4
Buyer Defintions

• Frequent - Once a month or more
• Moderate - Every 2-3 months
• Infrequent - 1-2 times / year
• Non-Buyer - Never / Dont know

5
Market Value
Frequent
(63 million)
Moderate
(250 million)
(114 million)
Infrequent
6
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
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

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

9
Total Occasions
Average number of occasions 9.0
7.4
4.0
10
Occasion Mostly Buy
11
Total Types of Occasions
12
Types of Occasions Mostly Buy for
13
Buy for Self for Other
14
Mostly Buy for Self for Other
15
Total Places Buy from
Average number of places 3.9
3.4
16
Place Mostly Buy from
17
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
18
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)
19
Summary of Motivations
20
Encourage Positive Mood/Emotions
21
Easy Gift
22
Other Motivations
23
Express Sympathy
24
Barriers
25
Poor Value
26
Other Source
27
Other Barriers
28
Attitudes
29
Attitudes
30
Key Attitudes
Disagree neutral
Agree Strongly
Strongly
Disagree neutral
Agree Strongly
Strongly
31
Buyer Profile
32
Age
33
Area
34
Occupation
35
Employment Status
36
Socio-Economic Group
37
Lifecycle Stage
38
Marital Status