PUBLICATION W1393
Beauty Is in the Eye of the Beholder – U.S. Consumers’ Perceptions of Native Plants
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Summary
Consumers’ interest in native plants has increased. The research identifies three consumer clusters (or segments) based on these results, which can be used in targeted marketing strategies. Target marketing occurs when groups of customers respond similarly to marketing stimuli. Results are relevant to ornamental plant growers, landscapers, and garden center retailers who sell native plants or are interested in incorporating them into their product portfolios.
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