Consumer preferences for geranium flower color, leaf variegation, and price

Researchers often investigate consumer preferences by examining variables c onsecutively, rather than simultaneously. Conjoint analysis facilitates sim ultaneous investigation of multiple variables. Cluster analysis facilitates development of actionable market segments. Our objective was to identify r elative importance and consumer preferences for flower color, leaf variegat ion, and price of geraniums (Pelargonium xhortorum L.H. Bail.) and to ident ify several actionable market segments. We also evaluated the desirability of a hypothetical blue geranium. Photographic images mere digitized and man ipulated to produce plants similar in flower area, but varying in flower co lor (red, lavender, pink, white, and blue), leaf variegation (plain green, dark green zone, and white zone), and price ($1.39 to $2.79). Conjoint anal ysis revealed that flower color was the primary consideration in the purcha se decision, followed by leaf variegation and price. A cluster analysis tha t excluded blue geraniums yielded four actionable consumer segments. When p references for the blue geranium were included, six consumer segments were identified.