Age Cohort Influences Brand Recognition, Awareness, and Likelihood to Buy Vegetable and Herb Transplants

Marketers invest nearly 8% of their advertising budget on in-store marketing because >70% of all buying decisions are made at the point of purchase. Older consumers, especially Baby Boomers (typically classified as persons born from 1950 to 1965) have long been considered a core target market for horticultural products. However, some industry concerns have arisen with regard to the lack of purchasing among younger age cohorts, especially Gen X (born 1966-77) and Gen Y (born 1978-90). Brands help to create the perception of added value while also differentiating products from competitors. Often, brands are one of a few pieces of information consumers use to make product choices. We conducted an online survey in May 2014 to investigate the role of age cohort and brand recognition on the likely to buy (LTB) rating of two herb and two vegetable transplants. We showed study participants images of 16 plants, varying the container color (white, green, and yellow), plant type (basil, parsley, tomato, and pepper), plant brand (generic and three national brands), and price. About equal numbers from three age cohorts (Boomers, Gen X, and Gen Y) were represented in the sample of 566 plant purchasers. We observed that more Boomers had seen (recognized) Brand P, whereas more Gen X and Gen Y participants had seen Brand L. Subjects who had seen the plant brands before the study had a higher mean LTB rating for branded plants compared with those who had not seen the plant brands before the study. Furthermore, both Gen X and Gen Y were more LTB branded plants compared with Boomers. In the conjoint analysis, we found that plant type was the most important product attribute. Price and brand were similarly important but also less important than plant type. All three attributes were more important than container color. Having no brand on the container detracted $0.20 from the perceived value of the plant while the brands added up to $0.15 to the perceived plant value. Future marketing strategies which include branded plants at the point of purchase likely will increase perceived product value and LTB, especially among younger consumers.