growers’ and consumers’ perceptions regarding roses available for purchase tina m. waliczek...
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Growers’ and Consumers’ Perceptions Regarding Roses Available for Purchase
Tina M. WaliczekTexas State University
David ByrneTexas A&M University
and Don Holeman
Rose Hybridizer Association
Objectives Future breeding objectives Expectations and attitudes about
roses Consumers Hybridizers Propagators Marketers Members of the American Rose Society vs
non members Age groups
Identify market limitations Develop strategies to increase
rose use
Limesurvey web-based survey design tool 66 questions 30-40 minutes
Multiple sections Demographic and background Role in the horticultural supply
chain Physical traits Diseases Marketing Open-ended questions
Instrument
1813 internet responses Over 3 months
October, 2012 - early January, 2013
Distributed through American Rose Society Rose Hybridizers Association Texas Landscape and Nursery
Association Word-of-mouth Email Facebook News story
Sample
Microsoft Excel SPSS 21.0
Frequencies and descriptives
Analysis of variance
Data analysis
Results 89% grew roses 94% U.S. residents;
Demographics
Item Responses
Age (mean group)
55-69 years (49%); 70+ years (23%)
Occupation Teachers (36%); Retired (32%); Professionals (10%)
<30 30s 40s 50s 60s 70s 80s
Nu
mb
er o
f re
spon
ses
Role in Supply chainDemographics
Item Responses
Recreational gardener
84%
Plant propagator
23%
Rose marketer 19%
Plant Characteristics
How Important AreDisease resistanceFlower colorFlower numberFlower sizeFoliage colorFoliage glossinessFragranceMature bush sizePetal numberPrickle numberPrickle size
.. In Choosing a Rose Bush?
How important are these factors in your choice of roses?
Item None to
little (%)
Impt (%)
Very to most (%)
Disease resistance
3 11 87
Fragrance 14 24 62
How important are these factors in your choice of roses?
Item None to little(%)
Impt (%)
Very to most(%)
Flower color
9 31 60
# of flowers
8 39 53
Mature plant size
15 42 43
Flower size
34 45 21
How important are these factors in your choice of roses?
Item None to
little(%)
Impt (%)
Very to most(%)
Petal number
35 36 30
Foliage color
37 40 23
Foliage glossiness
48 35 18
Prickle number
59 24 17
Prickle size 60 25 16
Importance of Rose Traits
5= most important, 4= very important 3= important 2= not very important 1= not important at all
Online survey. 1,439 responses. October 15- December 12, 2012
VERY IMPORTANT
IMPORTANT
Importance of Disease ResistanceOver Age Groups
<30 30s 40s 50s 60s 70s 80s
5= most important, 4= very important 3= important 2= not very important 1= not important at all
Importance of Disease Resistance and Fragrance
Over Age Groups
<30 30s 40s 50s 60s 70s 80s
5= most important, 4= very important 3= important 2= not very important 1= not important at all
Importance of Disease Resistance, Fragrance and
Flower ColorOver Age Groups
<30 30s 40s 50s 60s 70s 80s
5= most important, 4= very important 3= important 2= not very important 1= not important at all
Importance of Disease Resistance, Fragrance, Flower Color, and
Flower NumberOver Age Groups
<30 30s 40s 50s 60s 70s 80s
5= most important, 4= very important 3= important 2= not very important 1= not important at all
Are there differences between American Rose Society members and
non members?
Trait ARS member
Non member
Disease resistance
4.4 4.4
Fragrance 3.7 3.8
Flower color 3.7 3.7
Number of flowers
3.6 3.6
Plant size 3.3 3.45= most important, 4= very important 3= important 2= not very important 1= not important at all
Are there differences between American Rose Society members and
non members?Trait ARS
memberNon
member
Flower size 3.2 3.1
Petal number 3.0 2.8
Foliage color 2.8 2.9
Foliage glossiness
2.8 2.5
Prickle number
2.2 2.8
Prickle size 2.2 2.7
5= most important, 4= very important 3= important 2= not very important 1= not important at all
How much do you agree or disagree?
How much do you agree or disagree with the following statements?
Item Disagree(%)
Neutral
(%)
Agree (%)
I prefer roses that bloom throughout the season rather than just once per year.
5 6 89
I prefer roses that have fewer big blooms rather than many small blooms.
24 43 33
Disagree = somewhat to strongly disagree; Neutral = neither agree or disagree; Agree = somewhat to strongly agree
How much do you agree or disagree with the following statements?
Item Disagree
(%)
Neutral
(%)
Agree (%)
Roses are the most valuable plants in my garden.
13 23 64
I would pay more for a rose bush than I would for most other landscaping plants.
22 25 53
Disagree = somewhat to strongly disagree; Neutral = neither agree or disagree; Agree = somewhat to strongly agree
How much do you agree or disagree with the following statements?
Item Disagree
(%)
Neutral(%)
Agree (%)
Roses grow easily in my climate.
20 18 62The best way to keep my rose bushes healthy is to spray them.
48 17 35
Roses are difficult to grow. 62 18 20
Disagree = somewhat to strongly disagree; Neutral = neither agree or disagree; Agree = somewhat to strongly agree
In your ideal rose garden what size of mature
bushwould you prefer?
Knee high (%)
Waist high (%)
Shoulder high
(%)
Head high ( %)
7 48 38 7
What color do you prefer?
% response
5 18
15
30
11
12
11
You are shopping and find an attractive rose bush for sale.
You research the rose online using your smartphone.
How likely are you to purchase that rose variety if it is:
Item Unlikely (%)
Not sure (%)
Likely (%)
Very disease resistant
1 4 95
Somewhat disease resistant
16 31 52
Susceptible to disease
85 10 5
Unlikely = unlikely and very unlikely and Likely = likely and very likely
Disease Percent
Black spot 41
Downy mildew 13
Crown Gall 11
Powdery mildew
9
Rust 8
Anthracnose 7
Botrytis blight 6
Canker 6
Which one of these rose diseases is worse than the others?
Respondents identified the following diseases correctly:
Disease Correct responses
(%)
Black spot 82Powdery mildew
82
Rust 93
Rose enthusiasts prefer roses that are: Disease resistant (low maintenance) Fragrant flowers Abundant flowers Everblooming Waist to shoulder in height Red color Preferences, perceptions and marketing vary with Age groups ARS members Plant suppliers End-users Customer Service Providers
Conclusions
Future studies Further explore demographic
group differences Breeders Those that do not grow roses Differences between genders
Improve on the survey Improve its reliability Better sampling
People who do not grow roses Younger age groups (<50)
Future studies Determine market limitations Strategies to increase rose
market Focus is North America but
future European Union Asia Oceania South America Africa
Rose Breeding at Texas A&M University
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