FMF report:

'Increasing Demand and Satisfaction in the Floral Industry'

The Floral Marketing Fund (FMF) has released a report called 'Increasing Demand and Satisfaction in Floral Industry'. The results in the report were gathered by means of two surveys conducted during the pandemic (one in July 2020, and one in June 2021) by researchers Dr. Benjamin L. Campbell, Dr. Julie H. Campbell, and Dr. Jessica A. Holt at the University of Georgia. 

As businesses look to serve new and existing customers, they must ensure they are not only driving awareness for products but also giving customers what they want in a cut flower. The study examines why people bought cut flowers, how to drive awareness through advertising, and what customers want.

FMF Chairman, Pat Dahlson, CEO of Mayesh Wholesale Florist, commented, “this study presents key data on consumer preferences and ways the floral industry can better promote our products to improve the customer experience.”

The study identified where consumers are purchasing flowers, what their future plans were to purchase, and the types of products bought/received. It also asks about the consumer’s perspective on the benefits of flowers and word association with flowers.

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