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Use and Enjoy, or Own and Enjoy?

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Guest Blogger

Judy Stapler, Qualitative Insights

“Times have changed. Today people are more interested in what they will use and enjoy than they are in what they will own and enjoy.” Judy Stapler 11/08

You don’t need me to tell you how stressful it has become to live in this great country. While we serve a broad range of consumers, disposable income is becoming a thing of the past and every purchase can now be a major decision for some of them. Gas up the car? Buy food? Keep the home at a comfortable 70°– 72° or a more efficient 65°? Buy the art object or new car we’ve admired for months (now at a greatly reduced price) or decide to spend for something you can actually use. The net effect of this is that consumers at all income levels make decisions more purposefully. It is my opinion that come spring, we will see more people choose to buy those items they perceive that they actually need and can use and enjoy immediately rather than those they simply look at and enjoy owning over time.

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Why This Business Gets In Our Blood

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My colleague, Judy Stapler is an accomplished market researcher, a consumer advocate, and a great addition to our team. Judy recently commented to me that she has observed how exceptionally passionate she has found the people in the horticulture industry to be about what we do (as compared to people working in other industries) . We do not need to get into a deep theological discussion, or raise an argument on the reason why people in horticulture become obsessed with horticulture. Can we just agree that we are?

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What Affluent _ _ _ Love.

Future Fans

Future Fans?

Men are still a big part of the garden market.

If women make over 70% of garden related purchases what percent do you think carry the interest in food?

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