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Marketers invest nearly 8% of their advertising budget on in-store marketing because >70% of all buying decisions are made at the point of purchase. Older consumers, especially Baby Boomers (typically classified as persons born from 1950 to 1965) have long been considered a core target market for horticultural products. However, some industry concerns have arisen with regard to the lack of purchasing among younger age cohorts, especially Gen X (born 1966–77) and Gen Y (born 1978–90). Brands help to create the perception of added value while also differentiating products from competitors. Often, brands are one of a few pieces of information consumers use to make product choices.We conducted an online survey inMay 2014 to investigate the role of age cohort and brand recognition on the likely to buy (LTB) rating of two herb and two vegetable transplants. We showed study participants images of 16 plants, varying the container color (white, green, and yellow), plant type (basil, parsley, tomato, and pepper), plant brand (generic and three national brands), and price. About equal numbers from three age cohorts (Boomers, GenX, andGenY)were represented in the sample of 566 plant purchasers.We observed thatmoreBoomers had seen (recognized) BrandP, whereasmore Gen X and Gen Y participants had seen Brand L. Subjects who had seen the plant brands before the study had a higher mean LTB rating for branded plants compared with those who had not seen the plant brands before the study. Furthermore, both Gen X and Gen Y weremoreLTBbranded plants comparedwithBoomers. In the conjoint analysis, we found that plant type was the most important product attribute. Price and brand were similarly important but also less important than plant type. All three attributes weremore important than container color. Having no brand on the container detracted $0.20 from the perceived value of the plant while the brands added up to $0.15 to the perceived plant value. Future marketing strategies which include branded plants at the point of purchase likely will increase perceived product value and LTB, especially among younger consumers. With a slowing of plant sales growth (Hodges et al., 2009), competition among companies for consumers’ dollars has heightened. Sluggish demand indicates a maturing market, and an influx of brands is likely to occur at that time in an effort to differentiate products from competitors and enhance the perceived product value (Kotler and Keller, 2009). Branding helps to create the perception of added value and/or distinguishes a company’s products from competitors’. Differentiation and enhancing perceived value through branding may be fruitful actions for the company striving to increase sales. In horticulture, anecdotal evidence suggests that plant branding appears to be more prolific in the 21st century. With >70% of all buying decisions made at the point of purchase, marketers increased their in-store marketing budgets from 3% in 2004 to 8% in 2010 (St ahlberg and Maila, 2012). Marketers also use brands, which facilitate consumers’ buying decisions. In the mainstreammarketing literature, some evidence suggests that consumers first identify necessary information, before it is cognitively processed, to arrive at a purchase decision (Lin and Chen, 2006; Olson and Jacoby, 1972). Part of that information identified and processed in the purchase decision includes brands. Therefore, it may be important for plant producers and retailers to know which pieces of information at the point of purchase, especially regarding plant brands, influence consumers in their purchase decisions. Although there have been some studies on state or regional brands (Collart et al., 2010; Whery et al., 2007), we still have little information regarding the impact that brands have on consumer perceptions or intentions to purchase plants. Therefore, a better understanding of consumer perceptions of plant branding could help growers, wholesalers, and retailers better manage the branded and generic products they grow, merchandise, and more effectively market products to consumers. A maturing of the green industry (Hodges et al., 2009) has included weaker product demand particularly among younger aged consumers (Dennis and Behe, 2007). In light of industry concerns about this reduced demand (Hodges et al., 2009) and, at the same time, changing American demographics (Drucker, 2002), a more precise understanding of consumer perceptions of products is helpful to all marketers. Baby Boomers (most typically described as born between 1950 and 1965) have long been a core customer group for live plants (Dennis and Behe, 2007). However, younger age cohorts do not appear to be purchasing plants to the same extent, causing industry concern (Butterfield and Baldwin, 2013). More information is needed about the perceptions, attitudes, and behavior of younger potential customers to attract them to the products offered by horticultural professionals. Do younger potential consumers view the branded herb and vegetable transplants in the same way as Baby Boomers?

Age Cohort Influences Brand Recognition, Awareness, and Likelihood to Buy Vegetable and Herb Transplants