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Presenter: Marc Goulet, Russell Research
Which generation has the highest appreciation of flowers? What is the most common reason consumers give for purchasing? Which generation is most likely to use a florist? What are the biggest barriers to purchase? What are the two primary ways consumers like to receive floral information?
These questions and more are answered in a new study resulting from a partnership between SAF and the American Floral Endowment (AFE). SAF and AFE invite you to hear the key findings of the 2016 Generations of Flowers Study during a FREE WebBlast for SAF members on June 29.
In just 30 minutes plus time for Q&A, Marc Goulet of Russell Research will explain what the study revealed about these key objectives:
Measure appreciation and knowledge of flowers
Determine flower purchase behavior for self and gift-giving
Understand purchase behavior and drivers by channel
Evaluate gift-giving occasions and the emotional component of giving/receiving flowers
Measure similarities and differences between generational segments
Evaluate trends when compared to the 2009 research
The 2016 Generations of Flowers Study is an update to SAF’s 2009 generational research and was conducted by Russell Research. It evaluates consumer perceptions, motivations and barriers to purchasing flowers among three generations: Generation Y, Generation X, and Baby Boomers. Funded by the Floral Marketing Research Fund, the study also evaluates trends compared to the original 2009 research.
Click below to register