An update to SAF's 2009 generational research, the 2016 Generations of Flowers Study was conducted by Russell Research and 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.
Specific research objectives of the study included:
- 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 and receiving flowers
- Understand the relative importance of buying local in the overall purchase decision
- Measure similarities and differences between generational segments.
"With limited marketing dollars available, partnering with SAF on this important consumer research ensures the best use of resources and distribution," said AFE Chairman Gabriel Becerra.
Floral industry members can access the study on any of the following websites: safnow.org/GenerationsStudy