gen x / y: what igcs need to know to profit from the new gardener
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Gen X / Y: What IGCs Need to Know to Profit from the New Gardener. Index • Methodology • Debunking Myths and Establishing Facts. Methodology. Methodology. - PowerPoint PPT PresentationTRANSCRIPT
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Gen X / Y: What IGCs Need to Know to Profit from the New Gardener
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Index
• Methodology
• Debunking Myths and Establishing Facts
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Methodology
Methodology
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Phase I: Consumer Focus Groups
• Focus groups were conducted at two IGCs:
• Good Earth Garden Market (Olney, MD)
• Mulhall’s Nursery (Omaha, NE)
• Each group consisted of 10 consumers.
• The consumers were split into four groups:
Group 1 Group 2
Good Earth- Not familiar with …- Never purchased from …- Purchased from other IGC
- Not familiar with …- Never purchased from …- Limited experience with other IGCs
Mulhall’s - Currently a customer of …- Familiar with …- Never purchased from …
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Phase II: Validation Survey
• 400 consumers were driven to an online survey via email invitations.
• All respondents were required to have purchased a plant and completed a gardening / landscaping project without
the help of a professional in the past 12 months.
• All respondents were required to own a single-family home with a yard.
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MethodologyDebunking Myths and
Establishing Facts
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True or False: The Gen X / Y consumer has low “interest” in gardening.
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True or False: The Gen X / Y consumer has low “interest” in gardening.
TRUE
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Gen X / Y consumers have lower interest levels in gardening than their parents did when they were the same age.
Top-Box Interest Levels in Gardening*
*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.
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The good news: Gen X / Y consumers are spending the same amount of time and money as the general population on gardening activities.
• In comparison to a 2006 industry benchmark, both the Gen X / Y consumers are spending:
- a median of $250 per year on gardening consumables.
- a median of 5 hours per week on gardening and lawn maintenance activities during peak months.
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True or False: The Gen X / Y consumer gardens for different reasons than previous generations.
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True or False: The Gen X / Y consumer gardens for different reasons than previous generations.
TRUE
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Gen X / Y consumers primarily garden for home / property beautification.
% of Consumers Citing as the PrimaryMotivation to Garden
(n=404)
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True or False: It will be difficult to advertise to the Gen X / Y consumer using traditional marketing methods.
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True or False: It will be difficult to advertise to the Gen X / Y consumer using traditional marketing methods.
TRUE
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Some local advertising methods will not be effective in marketing to Gen X / Y consumers.
• More than half of the respondents indicated that they only “occasionally use the Yellow Pages to look up phone numbers.
• A quarter recycle or throw the Yellow Pages away!
• Less than half of the respondents currently subscribe to a local newspaper.
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While the Yellow Pages are only “occasionally” used, more than 75% of Gen X / Y consumers use the Internet to look up phone numbers.
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2 out of 3 Gen X / Y consumers are watching gardening-related programming on cable networks.
% of Consumers Watching TelevisionNetwork on a Weekly Basis
(n=404)
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Gen X / Y consumers enjoy reading magazines focusing on home and garden content.
% of Female Consumers ReadingMagazine on a Monthly Basis
(n=203)
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True or False: The Gen X / Y consumer hires professionals rather than completing gardening activities on their own.
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True or False: The Gen X / Y consumer hires professionals rather than completing gardening activities on their own.
TRUE andFALSE
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2 out of 3 Gen X / Y consumers are opting to complete the project themselves rather than hire a professional.
% of Consumers Completing ProjectWithout Professional Help v. % Hiring Professional
(n=404)
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Gen X / Y consumers are opting to hire professionals for the “maintenance” activities, while completing the more enjoyable tasks without professional assistance.
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True or False: The Gen X / Y consumer grew up on Home Depot and Lowe’s, and they prefer this channel.
The Gen X / Y consumer has a low affinity for local specialty retailers.
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True or False: The Gen X / Y consumer grew up on Home Depot and Lowe’s, and they prefer this channel.
The Gen X / Y consumer has a low affinity for local specialty retailers.
FALSE
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Over 60% of Gen X / Y consumers are shopping at IGCs for plants.
% of Consumers Shopping Channel
(n=404)
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On median, Gen X / Y consumers are shopping for plants 6 times per year. On median, 2 trips will be to a home center and 1 trip will be to an IGC.
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True or False: The Gen X / Y consumer does not recognize the benefits provided by an IGC.
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True or False: The Gen X / Y consumer does not recognize the benefits provided by an IGC.
FALSE
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The frequent IGC shopper (3+ visits / year) primarily shops IGCs for plant quality and assortment.
Top-Box of Factors Impacting Decisionto Shop at an IGC v. Big Box Retailer
*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.
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The occasional IGC shopper (1-2 visits / year) primarily shops at the IGC for the staff experience / expertise and the plant quality.
Top-Box of Factors Impacting Decisionto Shop at an IGC v. Big Box Retailer
*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.
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The non-IGC shopper is primarily not shopping at an IGC due to the perception of higher prices and inconvenience.
Top-Box of Factors Impacting DecisionNOT to Shop at an IGC
*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.
(n=149)
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The words most frequently used to describe IGCs were consistent regardless of shopping frequency.
% of Consumers Using Word to Describe IGCs
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Myth: The Gen X / Y female consumer will be more active and profitable than their male counterpart.
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Myth: The Gen X / Y female consumer will be more active and profitable than their male counterpart.
TRUE…Not Necessarily
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On median, Gen X / Y males are spending 3 more hours per week gardening than their female counterparts.
Gender Comparison of Median Time Spent on Gardening Activities During Peak Gardening
Months
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Male and female frequent IGC shoppers are both visiting IGCs for plants 5 times per year.
Gender Comparison of Median Shopping Visits to all Garden Centers and IGCs for
plants
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On median, Gen X / Y males are spending more on gardening consumables than Gen X / Y females.
Gender Comparison of Median Spending on Gardening Consumables
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True or False: The inducements needed to draw the Gen X / Y consumer will be vastly different.
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True or False: The inducements needed to draw the Gen X / Y consumer will be vastly different.
FALSE
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The strongest IGC shopping inducements were consistent regardless of shopping frequency.
% of Consumers More Likely to Shopat IGC based on Inducement
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Gen X / Y consumers are most interested in learning how to rely less on professionals.
% of Consumers More Likely to Shopat IGC if Course Offered
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True or False: The Gen X / Y consumer considers the IGC to only be a destination for plants.
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True or False: The Gen X / Y consumer considers the IGC to only be a destination for plants.
TRUE,But…
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3 of 10 Gen X / Y consumers are likely to purchase organic fruits and vegetables from an IGC.
Top-Box Likelihood to Purchase from an IGC
*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.
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True or False: The Gen X / Y consumer does not grow vegetables.
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True or False: The Gen X / Y consumer does not grow vegetables.
FALSE
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6 out of 10 Gen X / Y consumers currently grow vegetables.
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3 out of 4 Gen X / Y consumers who have a vegetable garden are growing tomatoes.
% of Consumers Growing Vegetable
(n=234)
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Gen X / Y vegetable gardeners are primarily motivated by personal satisfaction and taste.
Consumers Motivations to Grow Vegetables
(n=234)
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The Gen X / Y consumer has interest in vegetable gardening that exceeds their current levels of experience.
% of Consumers Experiencev. Interest in Learning More
Gen X / Y consumers want to learn more about vegetable and herb gardening.
(n=404)
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True or False: Among GenX / Y consumers the green and organic movements can increase interest in IGCs.
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True or False: Among GenX / Y consumers the green and organic movements can increase interest in IGCs.
TRUE,But…
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Approximately 1 out of 10 Gen X / Y consumers will both agree that an IGC could be a “green center” and be “very likely” to shop for organic products at an IGC.
Top-Box % of Consumers
*Top-Box represent the % of consumer selecting a 5 on a 5-point scale.
(n=404)
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Nearly 3 out of 4 Gen X / Y consumers are occasionally purchasing organic foods.
Frequency of Purchase
(n=404)
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True or False: Targeting GenX / Y consumers will be difficult.
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True or False: Targeting GenX / Y consumers will be difficult.
FALSE
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A new home purchase was cited by the most Gen X / Y consumers as a stimulus to increased gardening activity.
% of Consumers Citing as Impetus for Higher Interest in
Gardening
(n=404)
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The good news...
% Growth in Age Cohortsby Decade
Source: United States Census Bureau