Holiday gift gadget won’t turn on? New coat already has a broken zipper? Thanks to guarantees on many types of products, consumers can take comfort in the fact that defective or sub-par items can be returned or refunded. A new AFE research study takes an in-depth look at consumer perceptions of longevity guarantees on floral gifts.
The concept of guarantees is especially pertinent to the floriculture industry as floral gifts can carry some risk for gift givers, due to their perishable nature and indirect way in which they are often given. This study explored the use of longevity guarantees to alleviate some of that perceived risk.
The following is a summary on the study that explored consumers’ receptiveness to longevity guarantees on cut flowers purchased for gifts. (Four other reports are available). This study included a questionnaire administered to 739 participants over the age of 18, followed by a focus group with 120 of the questionnaire participants.
To read the rest of the story, please go to: American Floral Endowment