Ball University LA - 2012 Consumer Research Findings
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Top Ten findings from Ball Horticultural's 2012 Consumer Research Study

Top Ten findings from Ball Horticultural's 2012 Consumer Research Study

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Ball University LA - 2012 Consumer Research Findings Presentation Transcript

  • 1. 2012 Consumer Study“Top Ten” FindingsJune, 2012Ball UniversityLouisianaBill Calkins bcalkins@ballhort.com
  • 2. Background & Purpose• Summary: Gain insight into residential gardening and the consumer purchase process and to determine possible changes since the study was conducted in 2008.• Key objectives for gardeners include: – Determine attitudes toward gardening and the change since 2008. – Evaluate how gardening behavior (e.g. – time invested, money invested, type of gardening, etc.) has changed since 2008. – Determine if there are changes in the demographics of gardening. – Evaluate store selection drivers and compare to 2008 results. – Identify gardening influencers.• Key objectives for non-gardeners include: – Determine primary barriers to gardening, future intensions, and compare results to the 2008 study. 2
  • 3. Methodology• 1050 Quantitative online interviews in the US and Canada with gardeners and non-gardeners. US Canada Total Non- 200 142 342 gardeners Gardeners 504 204 708 Gardener Quotas Gender: Male 35%• Gardener respondents defined as those who Female 65% purchased and planted flowers in flats or pots in Age: the past year. Other requirements include home 18 to 34 20% ownership and purchase involvement. 35 to 44 25%• Conducted in April 2012 with the Ipsos Consumer 45 to 54 25% Panel. Over 55 30% 3
  • 4. 10Non-gardeners perception of gardening isbeautiful on the outside…..but….
  • 5. Gardening attitudes (Gardeners vs. Non)Gardeners and non-gardeners seem to generally agree on the EXTRINISIC(aesthetic and functional) value of gardening around the home. Non-Gardener Gardener 5
  • 6. Gardening attitudes (Gardeners vs. Non)But non-gardeners fail to see the INTRINSIC value of the activity.Non-GardenerGardener 6
  • 7. Gardening attitudes (Gardeners vs. Non)Therefore, they over-value the investment in time and money.Non-GardenerGardener 7
  • 8. Gardening attitudes (Gardeners vs. Non)Therefore, they over-value the investment in time and money. n oc us o s! N: ers’ f vator LU SIO arden moti NC non g rinsic CO e ‘ t to th the in f ak ing alue o spe the v hen sing W ea incrNon-GardenerGardener 8
  • 9. 9In general, Generation X seems ‘underwhelmed’by gardening.
  • 10. Look at that Gen X non-gardener! Gen Y / Gen X Baby Matures Millenials Boomers (<34 yrs) (34-47 yrs) (48 - 66 yrs) (67+ yrs) (n=50) (n=119) (n=114) (n=59) I dont like to risk the dollar investment in gardening. 3.70 4.20 3.60 3.50 Id rather spend money on things other than gardening. 4.80 4.90 4.40 4.40 Gardening takes too much time. 4.40 4.60 4.00 3.80 Gardening helps me be less stressed. 3.90 3.50 4.20 3.60 Gardening is a way to stay connected to my roots. 3.80 3.20 3.30 3.30 When I see a home landscaped with beautiful flowers, I feel envious. 4.70 3.80 3.90 3.80 When I see a home landscaped with beautiful flowers, I think it brightens 5.80 5.20 5.90 5.80 up the house. When I see a home landscaped with beautiful flowers, I think the owners 5.70 5.10 5.80 5.80 must be proud of their house. Gardening is good for the environment. 5.30 5.10 5.60 5.40Q8. Below are some statements related to flower gardening. Please rate your agreement with the statements using a scale of 1 Letters indicate statistical significance atat 95% confidence level. Letters indicate statistical significance 95% confidence level. to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’.BASE: Non-Gardeners (n=342) 10
  • 11. Age – By Past Gardening Behavior • While we did look to fill various age groups, we noticed a disproportionate amount of ‘non gardeners’ in the 35-44 (Gen X) age group. Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level.What is your age?BASE: Non-Gardeners 11
  • 12. Generation X didn’t have the early gardening opportunity…. Gardeners Non-Gardeners 12
  • 13. The new folks….How many people turn 35 each year? Current Current Current Age Age Age 48-66 34-47 <34 The total pool….# of people aged 35-55? 13
  • 14. The new folks….How many people turn 35 each year? : om ! S I ON es fr tion Y NCLU rn com enera CO retu ng G t i ig ges incom Current Current Current ur b n the Age Age Age Yo o 48-66 34-47 <34 cusing fo The total pool….# of people aged 35-55? 14
  • 15. 8The Independent Garden Center has lost its spotas the largest primary purchase location.
  • 16. The IGC has lost 9 points….to Lowe’s in particular What stores did you purchase flowers from in the past year? (check all that apply) 2008 vs. 2012 P.S. Walmart has also lost out….What stores did you purchase flowers from in the past year?National distribution of gardeners applied to data for 2008 and 2012 to equalize distribution.BASE: Gardeners 16
  • 17. Even as ‘primary’ the presence of the IGC has lost out. 2008 PRIMARY Lowe’s = 21% HD = 21% IGC = 35% Walmart = 18%S8. What stores did you purchase flowers from in the past year?Q30a. Which of these stores would you consider your primary store for flower purchases?BASE: US Gardeners (n=504) 17
  • 18. The lead for the IGC is still strong in the NE and MW 18Primary Purchase location.
  • 19. “Shopping around” is prevalent everywhere. 19All stores shopped.
  • 20. Main Reason for Store Preference – By Primary Store Local / Home Grocery Canadian Fred Independent Depot Lowes Walmart Store Tire Meyer Menards (n=223) (n=136) (n=133) (n=83) (n=33) (n=19) (n=16) (n=10)* Broad selection - "I know I will find what I 24% 22% 23% 12% 9% 11% 13% 30% am looking for" It is within close proximity to my 11% 31% 20% 24% 18% 42% 25% 20% home Healthy/Well cared 25% 11% 14% 4% 12% -- 6% 10% for flowers Its time efficient - I can purchase other needed items outside -- 9% 11% 33% 30% 26% 44% -- of the flower category Knowledgeable and helpful sales 16% 4% 4% 2% -- -- -- -- associates It is the place I have always shopped for 6% 2% 9% 5% 6% 11% -- 10% flowers Gardening department is neat 1% 10% 11% 5% 9% -- 6% 10% and well organized Unique flowers I may 11% 2% 3% 1% -- -- -- 20% not find other placesQ30b. What is the main reason that [INSERT Q30A STORE] is your primary store for flower purchases?Q30c. What are the other reasons [INSERT Q30A STORE] is your primary store for flower purchases?BASE: Gardeners Purchasing at Store *NOTE: Small Sample Size 20
  • 21. Main Reason for Store Preference – By Primary Store Local / Home Grocery Canadian Fred Independent Depot Lowes Walmart Store Tire Meyer Menards (n=223) (n=136) (n=133) (n=83) (n=33) (n=19) (n=16) (n=10)* Broad selection - "I know I will find what I 24% 22% 23% 12% 9% 11% 13% 30% am looking for" It is within close proximity to my 11% 31% 20% 24% 18% 42% 25% 20% home Healthy/Well cared eir th for flowers 25% 11% 14% N as : 4% e12% -- 6% 10% Its time efficient - I LUSIO incre unger can purchase other O NC e IGC he yo C11% th 33% t elp ally to ??? needed items outside -- 9% 30% 26% 44% -- h we speci tion? of the flower category an Knowledgeable and w c eal – e enera Ho pp helpful sales 16% 4% 4%g 2% -- -- -- -- associates a It is the place I have always shopped for 6% 2% 9% 5% 6% 11% -- 10% flowers Gardening department is neat 1% 10% 11% 5% 9% -- 6% 10% and well organized Unique flowers I may 11% 2% 3% 1% -- -- -- 20% not find other placesQ30b. What is the main reason that [INSERT Q30A STORE] is your primary store for flower purchases?Q30c. What are the other reasons [INSERT Q30A STORE] is your primary store for flower purchases?BASE: Gardeners Purchasing at Store *NOTE: Small Sample Size 21
  • 22. 7Store preference varies by generation. This cantranscend the plant department.
  • 23. What stores did you purchase flowers from in the past year? (check all that apply)What stores did you purchase flowers from in the past year?.BASE: Gardeners
  • 24. Head to head….Home Depot vs. Lowe’s as Primary…..What stores did you purchase flowers from in the past year?.BASE: Gardeners
  • 25. In total, Home Depot and Lowe’s appear ‘undifferentiated’ • Home Depot is viewed as performing better on overall value, better promotions, lower prices, and a great online site for gardening. Lowe’s fairs better at having an overall better store, helpful sales associates, and a clean gardening center. 18% 30% 29% 15% 27% 17% 19% 26% 26% 15% 13% 24% 20% 21% 20% 21% 20% 18% 17% 19% 15% 14% 15% 13% 15% 7%Q33. You mentioned that you shop at both Lowe’s and Home Depot for gardening purchases. Below are some characteristics of the stores. Please designate which store best delivers on each characteristic.BASE: Gardeners Showing at Both Home Depot and Lowe’s (n=150) 25
  • 26. The Home Depot is theclear choice for theyounger generations. 26
  • 27. While price, value andconvenience aredrivers, there is still apreference for TheHome Depot’sinspiration. 27
  • 28. e N : to th e LUSIO saging Hom NC mes &Y at . CO and . X ’s ts o n o we ro duc nerati rs at L n p e d g e o o meAlig ferr ,B p re De p ot 28
  • 29. 6Containers are up, perennials are down but whatstill wins is ‘in the ground’.
  • 30. The majority of product still goes in the ground. • The share of flowers planted in the ground, into containers, and bought via pre-made 2008 vs. 2012 containers remains similar to 2008. 56.5%Please divide your purchases spent among the three categories below. Your responses should sum to 100%.BASE: Gardeners 30
  • 31. But containers – both DIY and “DFM” are growing…. • More gardeners report they are planting more flowers in pots/baskets in 2012, as compared 2008 vs. 2012 to 2008. There is less use of perennials as compared to the previous study. 65% don’t agreeBelow are some statements related to your gardening habits and how they have changed over time. Please mark if you agree ordisagree with each statement.BASE: Gardeners 31
  • 32. Perennials take a small decline…. • Perennial use, the most frequently cited area for growth, has dropped a few points since the 2008 vs. 2012 2008 study. Agreement statement at 65% (vs. previous at ~35-40%)Below are some statements related to your gardening habits and how they have changed over time. Please mark if you agree ordisagree with each statement.BASE: Gardeners 32
  • 33. Perennials take a small decline…. • Perennial use, the most frequently cited area for growth, has dropped a few points since the 2008 vs. 2012 2008 study. Agreement statement at 65% (vs. previous at ~35-40%) L : for AL ll S ION utions is sti NCLU r sol round CO ng fo In g i llook ning? . e stil garde uge e w ts of h r A ec aspBelow are some statements related to your gardening habits and how they have changed over time. Please mark if you agree ordisagree with each statement.BASE: Gardeners 33
  • 34. 5The most irritating thing? Weeds.
  • 35. Biggest Frustrations with Gardening • Some of the biggest frustrations with gardening include having to weed, plants being destroyed by pests, inclement weather, and lack of time. • “Ridding my garden of weeds at the start of the season takes several days and keeping the weeds away takes so much work throughout the season.” • “Weeds. Theres nothing more to say.” • “The weeding process is repetitive.” • “Bugs in the garden and not knowing how to deal with them.” • “Bugs, pests, weeds, time commitments.” • “The weather. Either too much rain or no rain at all. This is hard to control.” • “Very few things can withstand the intense sun where I live.” • “Running out of time to properly care for a garden.”Q23. What are your biggest frustrations with gardening? Coded verbatimBASE: Gardeners (n=708) 35
  • 36. The weedy midwest….. 36
  • 37. 4The impact of the environment and the economyon our habits. Veggies are not really the gate-way.
  • 38. Big growth in environmentally-driven areas….Below are some statements related to the reasons you garden and your gardening habits. Please rate your agreement with thestatements using a scale of 1 to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’.BASE: Gardeners 38
  • 39. The driver of vegetable gardening has shifted People who recently started are driven more by taste and money than previous ‘starters’ “Matures” were far more interested in taste. Today’s Gen Y is also interested in money. 39
  • 40. Veggies making a come-back, but not the lead item… • Two-thirds of ‘master gardeners’ and ‘gardening enthusiasts’ started gardening with both vegetables/herbs and flowers. This is significantly more when compared to the ‘casual’ and ‘unenthusiastic’ gardeners. Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level.Q10. How did you first start gardening?BASE: Gardeners 40
  • 41. Gardeners: Amount Spent on Flowers in Past Year • Yearly expenditures on flowers remained similar to previous research conducted in 2008. 2008 vs. 2012 US Canada 75th Percentile 25th PercentileIn the last 12 months, about how much have you spent in flowers purchased that come in flats or pots for the garden,your patio, etc.?BASE: Gardeners 41
  • 42. Gardeners: Amount Spent on Flowers in Past Year • Yearly expenditures on flowers remained similar to previous research conducted in 2008. 2008 vs. 2012 US Canada e ON: ’ of th al CL USI storm ment t ON d the viron e mus l’ C e n a ather t the e tay. W nction vest we . Bu e to s e ‘fu g har 75th Percentile ‘ We omy her on th udin ng. n e l i eco cts ar focus – inc ell-be a o g w imp inue t rdenin ental t a con n of g vironm ur n ret and e 25th PercentileIn the last 12 months, about how much have you spent in flowers purchased that come in flats or pots for the garden,your patio, etc.?BASE: Gardeners 42
  • 43. 3Gardening should, indeed, be a family activity.
  • 44. Did Parents Garden – By Past Gardening Behavior • Nearly 70% of non-gardeners have parents that gardened. • Lapsed gardeners are more likely to have parents that gardened, as compared to those who parents never gardened. Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level.Q55a. Did one or more of your parents/guardians garden when you lived with them?BASE: Non-Gardeners 44
  • 45. Assist with Gardening As Child – By Past Gardening Behavior • Three-fourths of non-gardeners whose parents gardened assisted their parents/guardians. • Lapsed gardeners are significantly more likely than those who have never gardened to have assisted their parents/guardians with gardening activities. Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level.Q55b. When you lived with them, did you assist your parent/guardian(s) with any gardening activities?BASE: Non-Gardeners Whose Parents Gardened 45
  • 46. Gardeners are almost twice as likely to have had experiencedgardening as a kid. Two possible leading indicators of gardening activity. One – did your parents garden and then if they DID, did you help them? Gardeners are twice as likely to have gardening with their parents as kids. 46
  • 47. This is even more pronounced when you look at thegenerations. Gardeners Non-Gardeners 47
  • 48. Gardening Activities with Children – By Type of Gardener • Nearly two-thirds of gardeners with children in the household consider gardening a family activity. • ‘Gardening enthusiasts’ are significantly more likely to include the family as compared to ‘casual’ or ‘unenthusiastic’ gardeners. Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level.Q19. Which of the following statements best describes your gardening activities with your children?BASE: Gardeners with Children in Household *NOTE: Small Sample Size 48
  • 49. Gardening Activities with Children – By Type of Gardener • Nearly two-thirds of gardeners with children in the household consider gardening a family activity. • ‘Gardening enthusiasts’ are significantly more likely to include the family as compared to ‘casual’ gardeners. . N: ant o ific LUSIO s sign How d NC rden i o it. CO ga o to d t? st ed e kid ispos this n ng d etti is pre oaden G Y en br G Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level.Q19. Which of the following statements best describes your gardening activities with your children?BASE: Gardeners with Children in Household *NOTE: Small Sample Size 49
  • 50. 2The transition from casual to enthusiastic is stillour ticket to riches
  • 51. Type of Gardener – By Age • Nearly 60% of gardeners classify themselves as “casual gardeners.’ • Gardeners over 44-years-old are more likely to consider themselves ‘gardening enthusiasts,’ as compared to younger gardeners. Denotes statistical significance atat 95% confidence level. Denotes statistical significance 95% confidence level.Q17. Which of the following best describes your gardening activities?BASE: Gardeners 51
  • 52. Casual vs. Enthusiastic CASUAL GARDENER ENTHUSIASTIC GARDENER AGE: ~42 AGE: ~50 Years of experience: ~5-10 Years of experience: ~10-20 Main Drivers: EXTRINSIC Main Drivers: INTRINSIC •Add Beauty •Relaxing/reduce stress •Improve curb appeal •Connection to nature •Reflection of me •Express my creativity Garden by myself Gardening is a family activity Dollars Spent: $88 Dollars Spent: $118 52
  • 53. 1Let’s not forget it’s all about plant quality.
  • 54. Reasons Would Leave/Shop Somewhere Else for Plants • Overall, three-quarters of gardeners will leave a store when the flowers aren’t healthy or well-cared for. A second tier of reasons to leave include flowers being priced too high or the store having a narrow selection.Q31a. Which of the following would be most likely to make you leave a store and shop somewhere else for flowering plants?Q31b. What are other reasons you might leave a store and shop somewhere else for flowering plants.BASE: Gardeners (n=708) 54
  • 55. Our Top 10…..10. To reach the non-gardener, focus on intrinsic value. 9. Want a payoff? Skip right to Gen Y. 8. And get that Gen Y into the IGC’s…. 7. As for Depot and Lowe’s? Pay attention. 6. Offer the best in-ground products. 5. Scratch that. Offer the best in-ground SOLUTION. 4. We weathered the storm…now drive the function. 3. Functional for the whole family. 2. Our goal: improve confidence for quicker migration. 1. And don’t forget that product quality… …is the foundation for all else. 55 55
  • 56. Thank You!Ball UniversityLouisianaBill Calkins bcalkins@ballhort.com