Bridget Behe Q&A
Bridget Behe
Professor of Horticultural Marketing
Michigan State University
Session: Consumer Psychology: How They Think Influences What They Buy
Consumers vary widely in what they consider before buying a plant. Care is one concern, especially if they had prior experience. Novelty is a key factor for others (wanting something no one else has). Plant benefits are yet another factor: does the plant make them feel good? Visual appeal is probably the most pervasive one: do they love how it looks? If it looks great, they are more inclined to learn more, look more closely, and consider if it is something they want.
Engagement. What goes unseen goes unsold. If the customer can “dismiss” looking more at a plant or display from 6 feet or more (usually because the price is so large, they believe it isn’t worth it), they will engage with the plant/display less. Is there something fun, stimulating, enjoyable, visually appealing about that plant? That plant, then, probably gets more eye-ball time.
Customers are different, but there are groups who see things in a similar way. We (retailers) need to be prepared to address as many of those groups simultaneously so that more people spend more thought (albeit a few seconds more) and then decide to buy the plant.