Consumer Preference for Edible-flower Color, Container Size, and Price

Abstract

Two surveys were conducted to determine characteristics important in containerized edible flowers that could be sold in retail outlets. Self-selected participants at Bloomfest at Cobo Hall, Detroit, were assigned to one group that rated the importance of attributes such as color of pansy (Viola ×wittrockiana Gams. `Accord Banner Clear Mixture'), color combinations, container size, and price. Participants assigned to a second group rated color, color combinations, and container size. Flower color was allocated the most points in the purchasing decision (63% for the first group and 95% for the second), with a mixture of all three colors (blue, yellow, and orange) being the most desirable. Responses were subjected to Cluster Analysis (SPSS Inc., Chicago), which resulted in the formation of three distinct groups. The groups were labeled “Likely Buyer” (those who had eaten and purchased edible flowers before and rated characteristics of edible flowers favorably); “Unlikely Consumer” (those who had eaten edible flowers before and had rated characteristics of edible flowers unfavorably); and “Persuadable Garnishers” (those who had not eaten edible flowers before, but were very likely to purchase edible flowers for a meal's garnish).