1. 17 December 2003Flower Purchasing1 December 2003 for Northern Flower Growers Association by Carol Gunn

2. 17 December 2003Flower Purchasing2 Research Approach To gain market insights –Identify opportunities Telephone omnibus –Consumer Link –1,000 NZers, aged 15+ By Carol Gunn –41 Murdoch Road, Grey Lynn, AUCKLAND –+64 9 376 9269 –carol.gunn@xtra.co.nzcarol.gunn@xtra.co.nz

3. 17 December 2003Flower Purchasing3 Frequency

4. 17 December 2003Flower Purchasing4 Buyer Defintions “Frequent” - Once a month or more “Moderate” - Every 2-3 months “Infrequent” - 1-2 times / year “Non-Buyer” - Never / Don’t know

5. 17 December 2003Flower Purchasing5 Frequent Moderate Infrequent Market Value ($250 million) ($114 million) ($63 million)

6. 17 December 2003Flower Purchasing6 Market Development - Apparent Model - No Involvement Low Involvement High Involvement Non-BuyersInfrequent / Moderate Buyers Frequent Buyers Not easy gift Lack purchase confidence Luxury Special Occasion Gift Little handling confidence Less Luxury More Ordinary Decorative More handling confidence

7. 17 December 2003Flower Purchasing7 Implications Primary target is moderate buyers –Encourage self purchase Secondary target is frequent buyers –Encourage bigger self-purchases Supermarket purchase situation must encourage flower purchase Confidence in flower care is critical component of self-purchase –Education is key

8. 17 December 2003Flower Purchasing8 Strategy PR/Communication programme –Position flowers as aspirational yet attainable –Decorative/mood enhancement –Flower education to build handling confidence –Do it for yourself Build strong relationships with supermarket retailers –Build understanding of ideal supermarket environment

9. 17 December 2003Flower Purchasing9 Total Occasions Average number of occasions: 9.0 7.4 4.0

10. 17 December 2003Flower Purchasing10 Occasion Mostly Buy

11. 17 December 2003Flower Purchasing11 Total Types of Occasions

12. 17 December 2003Flower Purchasing12 Types of Occasions Mostly Buy for

13. 17 December 2003Flower Purchasing13 Buy for Self for Other

14. 17 December 2003Flower Purchasing14 Mostly Buy for Self for Other

15. 17 December 2003Flower Purchasing15 Total Places Buy from Average number of places: 3.9 3.4

16. 17 December 2003Flower Purchasing16 Place Mostly Buy from

17. 17 December 2003Flower Purchasing17 Typical Purchase Mode = $20-49 (i.e most common spend) Average = $34 Median = $20 (halfway point) Mode = $20-$49 (i.e most common annual spend) Average = $26

18. 17 December 2003Flower Purchasing18 Approximate Annual Spend Mode = $175 (i.e typical annual spend) Average = $172 Median = $400 (halfway point) Mode = $420 (i.e most common annual spend) Average = $570 (but NOT typical)

19. 17 December 2003Flower Purchasing19 Summary of Motivations

20. 17 December 2003Flower Purchasing20 Encourage Positive Mood/Emotions

21. 17 December 2003Flower Purchasing21 Easy Gift

22. 17 December 2003Flower Purchasing22 Other Motivations

23. 17 December 2003Flower Purchasing23 Express Sympathy

24. 17 December 2003Flower Purchasing24 Barriers

25. 17 December 2003Flower Purchasing25 Poor Value

26. 17 December 2003Flower Purchasing26 Other Source

27. 17 December 2003Flower Purchasing27 Other Barriers

28. 17 December 2003Flower Purchasing28 Attitudes

29. 17 December 2003Flower Purchasing29 Attitudes

30. 17 December 2003Flower Purchasing30 Key Attitudes Disagree neutral Agree Strongly Disagree neutral Agree Strongly

31. 17 December 2003Flower Purchasing31 Buyer Profile

32. 17 December 2003Flower Purchasing32 Age

33. 17 December 2003Flower Purchasing33 Area

34. 17 December 2003Flower Purchasing34 Occupation

35. 17 December 2003Flower Purchasing35 Employment Status

36. 17 December 2003Flower Purchasing36 Socio-Economic Group

37. 17 December 2003Flower Purchasing37 Lifecycle Stage

38. 17 December 2003Flower Purchasing38 Marital Status