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How growers can increase sales with pots and trays
In order to keep a neutral point of view on their products and to check whether they actually meet these requirements, the company has commissioned the market research institute “Konkret”. The institute based in Bremen/Germany specialises in innovative market and opinion research, and Pöppelmann asked them to find out if and to what extent plant pots, marketing trays etc. have a meaning to end consumers when purchasing plants.
Planning and implementation of the study
To start with, it was initially identified where the study would take place and which products should be included. The Garden center Ostmann in Wildeshausen/Germany was identified as the ideal location where unprepared customers would be recruited as subjects for the experiment. The low marketing trays of the PT series were chosen as test objects and they were compared with conventional high transport trays. In addition, high-quality printed plant pots were compared to neutral, black plant pots.
After a short introductory briefing, the subjects were equipped with a modern eye camera which recorded the movement of their eyes. In this way, the percentage and duration of eye contact and the eye movements could be determined.
Each subject was then guided to the experimental set-up – two CC trolleys loaded with the test objects – where they could pick products at will, without knowing that the test was about the flower pots and transport trays.
After recording the eye movement, the subjects were interviewed. They were questioned about their general buying behaviour, their preferences with regards to plants and they were also asked for their general opinion on plant pots.
The results are summarized in the below video, and the full study report can be downloaded from the TEKU Effect website.
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