Sit Back or Dig In: The Role of Activity Level in Landscape Market Segmentation
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abstract
Activity level, or the amount of action/interaction with a product, can be an indication of interest in a product category and influences purchases. Our goal was to assess the overall market for landscape plants using consumers activity level from the active/passive continuum proposed by Pine and Gilmore (2011). An online survey instrument was administered to invitees from a national online panel from 7 to 13 Sept. 2016 yielding 1543 useful responses. Factor analysis of 23 items adapted from a previous study revealed five factors, including one active factor and a separate passive factor. These two factors were used in the present study as a basis for a k-means cluster analysis. Two clusters emerged and were labeled Active Engagement and Obligatory Passive Engagement in landscape activities. We compared cluster means for all five factors and found the Active cluster purchased more plants of all types as well as had greater landscape pride and desire for a low (water) input landscape. Members of the Active cluster were from higher income and education households which were slightly larger and more likely to have Caucasian residents compared with the Passive cluster. In practice, retail employees and landscape professionals might initially ask about consumers activity level desired in the landscape as a screening question. Subsequent assistance in design and/or plant selection/purchase could then be tailored toward the desired activity level.
