Online Survey of Consumer Preferences for Poinsettia Cultivars

Abstract

New introductions necessitate ongoing studies to keep producers updated about current trends. Consumer preference study results for poinsettia cultivars may interest breeders, wholesale producers, and retail consumers. An online consumer preference survey, conducted from 15 December 2020 to 19 January 2021, was posted in the Qualtrics software platform. Email distribution lists and Facebook were both used to promote the online survey. The survey link was accompanied by a description introducing the project’s purpose and expressing gratitude for participation. Qualtrics automatically collected participants’ data. The survey was closed, and the data were collected on 19 January 2021 from 792 respondents. This study aimed to identify consumer preferences for traditional red, white, or pink poinsettia cultivars and novelty selections. The topmost preferred poinsettia cultivars are “Princettia Queen Pink”, “Winter Rose Dark Red”, “Ice Punch”, “Christmas Mouse”, “Princettia Pure White”, and “Princettia Hot Pink”. The color of poinsettia cultivars did not significantly affect the respondents’ willingness to pay. However, pot size substantially impacted their willingness to pay for poinsettias. Respondents were willing to pay USD 4.89, 8.13, 12.11, and 17.14 per pot for the 4-, 6-, 8-, and 10-inch potted poinsettias, respectively. Some of the socioeconomic characteristics of the respondents influenced their decisions on how much they were willing to pay for poinsettias.