The research society Glocalities spent last twelvemonth carrying out an blanket study on behalf of the Flower Council of Holland , Royal FloraHolland and VGB into the shared values that consumer have when it comes to flowers and plants . The consumer sectionalisation study carried out in Germany , France , the United Kingdom and the Netherlands has now been completed . The penetration that have been prevail will be used by the Flower Council of Holland to make the right strategic decisions and utilise marketing budget as effectively as potential . The dashboard provides valuable information to stakeholders such as growers and middleman .
Glocalities , the international research programme from Motivaction , has flux the research findings with its extensive worldwide data point , which signify that the section information is particularly rich in insights . Five Modern consumer segments have been identified , each with a defining name , specific characteristics and their own time value description .
The outcome of the cogitation will be made available to phallus by Royal FloraHolland and VGB from 31 January in the form of an synergistic tool .
About the segmentation studySegmentation research provides insight into target chemical group ’ share value , motivators , lifestyle and culture , enabling them to be aggroup into segments . By examining these shared economic value and beliefs at merchandise degree , it is possible to define unique segments and transmit with consumer in a more focussed way . You know what interest them and motivates them to purchase flowers and plants .
The new study is unlike in damage of methodological analysis and section assignment compared to the sectionalization subject area previously developed by the Sinus Institute . This is a footprint modification that was ineluctable because two crucial improvement had to be made : the age category of consumers has been raise to 70 + and the garden plant life family has been integrate in the study .
approach to the researchThe data from the study is alone available to members of Royal FloraHolland and the VGB detached of charge via an online creature . Growers at Royal FloraHolland and wholesalers at VGB can use the contact item below to get at the datum . They must have a Power BI account for this . The Flower Council of Holland does not service any access to the tool . cultivator can contactErik van der Meijsfrom Royal FloraHolland and dealer can get through the VGB -Manon Velthuis
For more informationFlower Council of Hollandwww.flowercouncil.co.uk
