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Four-inch (10.2-cm) potted fl ow er ing Campanula carpatica Jacq. ‘Blue Clips  ̓ (campanula) traditional herbaceous pe ren ni als, were sold in fl oral departments of three retail supermarket chain stores from 5 May through 20 May and 16 June through 1 July 2000. The intent was to determine whether repositioning cam pan u la as a “new” indoor fl owering potted plant would add to total fl oral department sales or detract from sales of more tra di tion al fl owering potted plants. Unit sales for all 4and 4.5-inch (10.2and 11.3cm) fl owering potted plants stocked in three su per mar ket fl oral departments were re cord ed week ly and compared with unit sales from three stores where campanula were not sold (control). Unit sales for campanula were sim i lar to those of traditional indoor fl owering potted plants frequently stocked in fl oral de part ments. Statistical analysis showed that mean unit sales of traditional potted fl owering plants for stores that did and did not stock campanula were similar. Therefore, adding campanula to the fl ow er ing potted plant mix did not detract from or jeopardize sales of similar indoor fl ow er ing potted plants. A wide variety of fl owering potted plants, sizes and product price points attracts dif fer ent consumer groups. Smaller fl owering pot ted plants in the twoto three-dollar range are appropriately priced for children to pur chase as gifts (Crothers, 1996; Saxton, 1992). More expensive offerings may not deter cus tom ers, as Crothers (1996) noted, “people will spend money they normally wouldnʼt” on Motherʼs Day gifts (Crothers, 1996). Supermarkets have been strong com pet i tors in sales of fl owering potted plants, with 23,000 supermarkets selling fl owers along side 26,000 traditional retail fl orists (So ci ety of American Florists, 2001). No less than 84% of self-service and 99% of limitedand full-service supermarket fl oral departments sell fl owering potted plants (Food Marketing In sti tute, 1994). Sales of fl owering potted plants account for up to 50% of fl oral sales in nearly one-third of the supermarkets selling them. Gross margin on fl oral sales is 35% to 45%, indicating they are a highly profi table product line for the supermarket. In many cases, fl oral sales account for 1% to 1.5% of total su per mar ket store sales (B.K. Behe, unpublished data). Since blue is a popular fl ower color (Ameri can Demographics, 2002) and cam pan u la is most likely to be repositioned as a “new” indoor fl owering potted plant, the re search ers proposed to investigate how sales of campan u la would affect other product sales and determine whether consumers would pur chase herbaceous perennials for indoor use that are normally sold as landscape material. Materials and Methods Production. Campanula carpatica ‘Blue Clips  ̓ (campanula) seedlings with three to fi ve true leaves arrived from a commercial producer in 128-cell trays (10-mL cell volume) in Dec. 1999. Upon arrival, seedlings were transplanted into 4-inch (10.2-cm) round plas tic containers fi lled with a commercial soilless medium composed of composted pine bark, vermiculite, Canadian sphagnum peat, and coarse perlite with a wetting agent, lime, and starter fertilizer charge (High Porosity Mix; Strong-Lite Products, Pine Bluff, Ark.). Plants were fertilized at every ir ri ga tion with a nu tri ent solution of well water [elec tri cal conductivity (EC) of 0.70 mS·cm and 105, 35, and 23 mg·L Ca, Mg, and S, re spec tive ly] acid i fi ed with H 2 SO 4 to a ti trat able alkalinity of 130 mg·L CaCO 3 and water soluble fer til iz er pro vid ing 125N–12P–125K–13Ca (mg·L 30% ammoniacal N) plus 1.0 Fe, 0.5 Mn, 0.5 Zn, 0.5 Cu, 0.1 B, 0.1 Mo (mg·L MSU Special Greencare Fer til iz ers, Chi ca go). Marketing. Upon reaching a mature size and having numerous blooms, campanula were placed in fl oral departments of three retail supermarket chain stores in the Grand Rapids, Mich. area between 5 May and 20 May 2000 and 16 June and 1 July 2000. This test period was chosen as most fl owering pot ted plants are sold during spring, coordinating with Motherʼs Day, the holiday for which most of these plants are sold (Crothers, 1996; Saxton, 1992; Stickel, 1995). Grand Rapids is a vi a ble Received for publication 24 Sept. 2001. Accepted for pub li ca tion 14 May 2002. Use of trade names does not imply endorsement of the products named or crit i cism of similar ones not named. We thank Paul Bouma, Shawn Koepnick, and Henry Mast Greenhouses for their assistance and plant do na tions for this experiment. Assistant professor, present address: The Penn syl va nia State Univ., Dept. of Horticulture, 301 Tyson Build ing, University Park, PA 16802 Associate professor. To whom reprint re quests should be sent. E-mail address: behe@msu.edu Former graduate student, present address: 110 Milton Dr., Goose Creek, SC 29445. Herbaceous perennial plants add sub stan tial color and texture to home and commercial landscapes. With the vast se lec tion of fl ower form and architecture, any gar den er can fi nd a herbaceous perennial to com ple ment the garden. Many herbaceous perennials can be programmed to fl ower at a specifi ed date (Niu et al., 2001; Runkle, et al. 1998;) much like poinsettia (Euphorbia pulcherrima Willd. ex Klotzsch) or fl orist chrysanthemum (Dendranthema morifolium Ramat. Tzvelev). Moore (2000) showed that Campanula carpatica Jacq.,‘Blue Clips,  ̓Cam pan u la portenschlagiana Roem. & Schult., Core op sis grandifl ora Hogg ex Sweet ‘Sunray,  ̓ Echinacea purpurea L. ‘Magnus,  ̓ Lavandula angustifolia Mill. ‘Hidcote Blue,  ̓ and Leucanthemum ×superbum Bergmans ex J. Ingram ‘Snowcap,ʼGaura lindheimeri Engelm. & A. Gray ‘Whirling Butterfl ies,  ̓Geranium dalmaticum (G. Beck) Rech. f., Pennisetum setaceum (Forssk.) Chiov ‘Rubrum,  ̓and Veron i ca spicata L. ‘Red Fox  ̓forced into bloom, stored for 0 or 10 d, and subsequently planted outdoors suffered no detrimental ef fects from forcing or storage. Some of those forced herbaceous perennials exhibited a com pact habit [4 to 24 inches (10.2 to 60 cm) in height] and modest postharvest life (10 to 14 d), mak ing them potential indoor potted plants that could be enjoyed outdoors in the home garden (Moore, 2000). In a subsequent per cep tu al mapping study, Moore et al. (2000, un pub lished study) showed that Campanula carpatica ‘Blue Clips  ̓ Jacq. and Oxalis crassipes Urb. mapped central ly, indicating study participants had no strong desire to use these plants exclusively indoors or outdoors. Researchers concluded that Campanula and Oxalis had the greatest potential, of the pre vi ous ly mentioned spe cies, for indoor and out door enjoyment, which may yield some en hanced profi tability. More over, plants with blue fl owers, such as cam pan u la are popular as garden plants (Sell, 1999). Flowering potted plants can be sub sti tut ed for fl oral arrangements, which may be more expensive and have a shorter life span (Saxton, 1992). Retailers can position their various fl owering potted plants to meet con sum ers  ̓ needs during gift-giving holidays and special occasions. Flowering potted plants are most often purchased for Motherʼs Day, Eas ter, and Secretaryʼs Day, when tokens of af fec tion and appreciation are often exchanged (Crothers, 1996; Saxton, 1992; Stickel, 1995). Cus tom ers wanted colorful blooming plants, in clud ing chrysanthemum [Dendranthema mori folium (Ramat) Tzvelev], hydrangea (Hy dran gea sp.), and tulip (Tulipa sp.), for these hol i days (Saxton, 1992). Hyacinths (Hyacinthus sp. L) and gardenias (Gardenia sp. Ellis.) (Crothers, 1996) in 4and 6-inch (10.2 and 15.2-cm) pots were among the fa vor ite se lec tions (Saxton, 1992). 27-7046, p. 121-123 121 2/14/03, 11:44:29 AM HORTSCIENCE, VOL. 38(1), FEBRUARY 2003 122 MARKETING & ECONOMICS test market, with a population de mo graph ic similar to the national population on average (Waldrup, 1992). The stores were selected from 72 stores owned by a Mich i gan-based company to refl ect a similar fl oral de part ment size and sales. Three of six stores were se lect ed at random to sell campanula. The other three were used as comparison stores. Twen ty-fi ve plants were delivered to each fl oral de part ment on 3, 5, 8, 12, and 19 May, and 18 plants were delivered on 15, 20, 23, and 27 June. White pot covers were used to cover the 4-inch (10.2-cm) pot and a self sticking 2 × 3-inch (5.1 × 7.6-cm) label with the de scrip tion of the scientifi c and common name and in struc tions for indoor and outdoor care was attached to the cover. Care tag in for ma tion included one paragraph on care in the home and a paragraph with instructions for planting and care outdoors. A self-stick ing 1 × 2.6 inch (2.5 × 6.6 cm) label with a price of $3.99, the average price of fl owering potted plants sold in these stores, and an SKU number for re cord ing sales was also attached. Campanula were placed on shelves and end caps next to other species normally sold in the fl oral departments. Floral de part ment staff members watered and cared for the plants and removed unappealing plants from display. A color 8.5 × 11 inch (21.6 × 27.9 cm) sign showed a photograph of the plant with the slogan “Good in the home, great in the garden” and repeated the care in for ma tion on the tag. Campanula unit sales were tracked during the experiment, from 30 Apr. through 1 July 2000, as were other 4and 4.5-inch (10.2and 11.3-cm) potted fl owering plants (from 9 Apr. through 1 July 2000) frequently stocked in these stores each week. During the ex per i men tal periods, unit sales for these plants were compared with unit sales for identical items sold in three additional stores where cam pan u la were not sold. Differences among varieties and sales dates were compared using the Mann-Whitney test (SPSS, Chicago) and Duncanʼs mean separation test (SAS, Chicago). Results and Discussion Unit sales data for three retail chain stores that sold campanula as an indoor potted plant

Consumer Purchases of Campanula carpatica Jacq. 'Blue Clips' in Selected Supermarket Floral Departments as an Indoor Flowering Potted Plant