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Two surveys were conducted to determine the importance of characteristics of containers of edible flower which could be sold to consumers in retail outlets. Self-selected participants at Bloomfest at Cobo Hall in Detroit, Mich., were assigned to one group that rated the importance of attributes such as edible flower color of  Viola  ×  wittrockiana  `Accord Banner Clear Mixture', color combinations, container size, and price of the container. Participants assigned to a second group rated color, color combinations, and size. Flower color was allocated the most points in the purchasing decision (63% for the first group and 95% for the second group), with a mixture of all three colors (blue, yellow, and orange), proving to be the most desirable. Responses were subjected to Conjoint Analysis (SPSS Inc., Chicago), which resulted in the formation of three groups of customer segmentation. The groups were labeled “Likely Buyer” who had eaten and purchased edible flowers before and rated characteristics of edible flowers favorably; “Unlikely Consumer” who had eaten edible flowers before and had rated characteristics of edible flowers unfavorably; and “Persuadable Garnishers” who had not eaten edible flowers before, but were very likely to purchase edible flowers for a garnish for a meal.

496 Consumer Preference of Edible Flower Color, Container Size, and Price