The floriculture industry is in the maturity stage of the product lifecycle, meaning there is a downward trend in demand, sales and profits. To counter this trend, these studies were designed to give insights into Generation X and Y consumers‟ preferences for floral products and floral gifts to determine the best marketing strategies to reach these generations. By targeting these underutilized markets, the floral industry can regenerate demand and sales. Data was collected in the Twin Cities, Minnesota, and Lansing and East Lansing, Michigan, through questionnaire questions and focus group discussions. A mixed ordered probit model was used to analyze the data. Results show significant differences in Generation X and Y consumers‟ perceptions of floral gifts, attributes, advertisements, price, ease of purchase, appreciation, occasion and risk. In general, Generation X consumers appreciated floral products more than Generation Y consumers.
The overall goal of this research was to give valuable insights to floral industry stakeholders concerning marketing decisions when promoting their products to Generations X and Y. Furthermore, recommendations based on the results are provided to assist in the implementation of these findings.