Consumer Preferences for Cut Roses and the Effect of the Introduction of a New Cultivar on the US Market

Consumer Preferences for Cut Roses and the Effect of the Introduction of a New Cultivar on the US Market

During this study, we explored the consumer preferences for the US rose market using a nationwide online survey. Through conjoint analysis, we evaluated how attributes such as price, origin, vase life, and bloom size influence consumer choice. We found that rose origin is the most significant factor...

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Bibliographic Details
Main Authors: Andres M. Mayorga-Gomez, Julie H. Campbell, Benjamin L. Campbell
Format: Article
Language:English
Published: American Society for Horticultural Science (ASHS) 2024-12-01
Series:HortScience
Subjects:
conjoint analysis
cut flowers
market simulations
Online Access:https://journals.ashs.org/hortsci/view/journals/hortsci/60/1/article-p126.xml
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