Numerous marketing studies have shown that consumer groups exhibit different preferences and purchasing behaviours, influenced by various factors. Ensuring business stability and growth requires a strong market orientation and effective strategies, emphasising the importance of monitoring consumer preferences and behaviour. This is particularly critical for perishable goods, such as ornamental plants. While research in this sector has focused primarily on cut flowers, potted plants, and nursery trees, there is a significant gap in studies addressing ornamental perennials, despite their growing popularity among individual consumers and businesses specialising in garden and landscape design.
This study assessed consumer preferences and behaviour regarding the purchase of ornamental perennials in different stationary retail outlets across the Małopolska region of Poland. A survey conducted from July to September 2022 covered twenty locations in three types of areas based on population density: Kraków (over 100,000 inhabitants), Gorlice (up to 30,000 inhabitants), and four rural villages, with research conducted at four types of retail outlets in each: garden centres, nurseries, florists, and DIY/home improvement stores. A total of 202 verified surveys, featuring 15 closed-ended questions and a demographic section, were included in the analysis.
Consumers, regardless of age or gender, most frequently purchase perennials from specialised outlets such as nurseries and garden centres, valuing these places for their perceived high-quality products, wide selection, and professional advice. In large cities, large-scale retail stores are also popular, while florists dominate in smaller towns due to greater availability. Price is not a major determinant for most consumers; however, younger and older respondents tend to prefer smaller, cheaper plants, likely due to financial constraints. Online purchases of perennials remain rare, primarily because consumers value the ability to assess plant quality and seek professional advice.
Gender-based preferences are significant. Men prioritise plants with bold, classic inflorescences, such as peony- or lily-like flowers in white or red, as well as decorative foliage. Women, in contrast, favour intensely flowering, fragrant plants with delicate structures in pink, purple, or white. Women are also more inclined to select plants that promote biodiversity and use recycled packaging, a trend also observed among the youngest and oldest consumers. The perennials most frequently mentioned as favourites include echinacea, salvias, peonies, and daylilies, with ornamental grasses and garden ferns also being highly appreciated.
For producers and distributors, understanding consumer preferences is crucial for developing targeted marketing strategies and tailoring their product assortments to maximize profitability.