STUDY CASTS LIGHT ON BULB BUYING GROUPS

HICKSVILLE, N.Y. -- Nearly all U.S. gardeners plant flower bulbs, but not all gardeners shop the same way.That is why savvy retailers should identify and market to specific groups of gardeners, according to a study done by the International Flower Bulb Center of Holland. The center, which has its American office here, surveyed 2,000 consumers in 11 states. According to the survey, two distinct garden

HICKSVILLE, N.Y. -- Nearly all U.S. gardeners plant flower bulbs, but not all gardeners shop the same way.

That is why savvy retailers should identify and market to specific groups of gardeners, according to a study done by the International Flower Bulb Center of Holland. The center, which has its American office here, surveyed 2,000 consumers in 11 states. According to the survey, two distinct garden personalities, or psychographic groups, make up 43% of the core bulb-buying market.<

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