Hayk Khachatryan – Page 2

Consumer Perceptions of Lawn Fertilizer Brands

Widespread urbanization in the United States has increased the number of lawns. A healthy lawn provides many benefits, including urban heat dissipation, water quality protection, erosion control, carbon sequestration, community safety, aesthetics, and property value growth. Many homeowners maintain their healthy lawns by applying fertilizers throughout the growing season, but excess fertilizer runoff and leaching have received much attention recently because of waterway pollution and algae blooms, leading many states to place restrictions on what chemicals can be used in lawn fertilizers.

Consumers’ increased environmental awareness creates a niche opportunity for the fertilizer industry to promote environmentally friendly lawn fertilizers, but in order to effectively exploit it, industry stakeholders must understand consumer purchasing behavior before expending labor, time, and money creating products for sale. The following 3-page report written by Hayk Khachatryan, Alicia Rihn, and Michael Dukes and published by the Food and Resource Economics Department covers research methodology and the existing brand awareness and selection of consumers in the lawn fertilizer industry. It also discusses homeowners’ preferences for certain fertilizer attributes. Consumer awareness, selection, and attribute preferences indicate existing behavior, and understanding existing behavior assists in the development of effective marketing programs, promotional strategies, and policies.
http://edis.ifas.ufl.edu/fe990

Florida Consumer Preferences for Fruit-Producing Plant Attributes

This 4-page report from the Food and Resource Economics Department and the UF/IFAS Mid-Florida Research and Education Center compares the effects of plant type, price, production method, and origin attributes on consumer preferences for fruit-producing plants. Authors Hayk Khachatryan and Alicia Rihn present the results of a survey of Florida plant consumers conducted in June and July of 2014 to rate their likelihood of purchasing plants with various attributes, reporting that production methods do indeed directly influence consumers’ preferences for fruit-producing plants. The article describes the implications for the environmental horticulture industry and provides suggestions for growers and retailers to more effectively market their plants.
http://edis.ifas.ufl.edu/fe981

US Consumer Preferences for Home Lawn Fertilizers

Consumer preferences for home lawn fertilizers are not always informed and do not always align with best practices. Understanding the disconnect will help turf industry educators better address consumers’ misperceptions about fertilizers, and help industry stakeholders design more appealing products and educate consumers effectively as they promote them. Knowing consumer preferences greatly reduces stakeholders’ risks and improves efficiency in determining future product and promotional strategies. This 4-page report discusses the findings of a 2013 survey of 1,066 US homeowners about their preferences and willingness-to-pay for various lawn fertilizer attributes. Written by Hayk Khachatryan, Alicia Rihn, and Michael Dukes and published by the Food and Resource Economics Department.
edis.ifas.ufl.edu/fe975

Florida Consumer Perception of the Fresh from Florida Campaign on Horticulture Plants

Consumer demand for local products is increasing all the time because of perceptions of superior quality and the idea that local products benefit personal health, the local community, and the environment. Many states have publicly funded marketing programs to promote the consumption of local products. In a new development in Florida, the Department of Agriculture and Consumer Services (FDACS) has partnered with the Florida Nursery, Growers, and Landscape Association to include horticulture plants in the state’s Fresh from Florida campaign for the first time. This 3-page report written by Hayk Khachatryan and Alicia Rihn and published by the Food and Resource Economics Department provides an overview of Florida consumer perceptions of the new Fresh from Florida campaign for horticultural plants. Growers, wholesalers, marketers, and retailers can use the tips inside to understand consumer perceptions and discover how best to use the promotional materials of the new program to reach consumers, reduce economic risks and improve their returns on investment.
http://edis.ifas.ufl.edu/fe976

Floridian Consumer Perceptions of Local versus Organic Ornamental Plants

Horticultural consumers in Florida are interested in local and organically produced plants. But these terms can mean different things in different regions. UF/IFAS researchers conducted a survey last summer which suggests that consumers in central Florida define local as plants that are grown near where they are sold and identify the most important local benefits as product safety, quality, and community support. Organic plants are perceived as requiring fewer chemical additives and being healthier for the environment. The importance of these traits varies by plant type. This 5-page fact sheet was written by Hayk Khachatryan and Alicia Rihn, and published by the UF Department of Food and Resource Economics, February 2015.
http://edis.ifas.ufl.edu/fe964

Economic Impacts of Highway Beautification in Florida

The Florida Department of Transportation is allocated money every year for highway landscaping projects. They make driving more pleasant and are better for the environment, but do they attract private investment and contribute to the economy? This study, commissioned by the FDOT, finds that the average annual economic impacts of highway beautification expenditures in Florida during 2008–2013 amounted to $46 million in output impacts and $28 million in value-added impacts. This 7-page fact sheet was written by Hayk Khachatryan, Alan W. Hodges, Mohammad Rahmani, and Thomas J. Stevens, and published by the UF Department of Food and Resource Economics, December 2014.
http://edis.ifas.ufl.edu/fe963

Eye-Tracking Methodology and Applications in Consumer Research

Eye-tracking technology is a means of exploring the relationship between visual attention and consumer behavior. In the past, eye-tracking technology has been used to conduct research on consumer decision-making, marketing, and advertising. This 5-page fact sheet serves as an introduction to eye-tracking technology and methodology. Written by Hayk Khachatryan and Alicia L. Rihn, and published by the UF Department of Food and Resource Economics, July 2014.
http://edis.ifas.ufl.edu/fe947

Florida Nursery Crops and Landscaping Industry Economic Impacts, Situation, and Outlook

Florida is one of the leading environmental horticulture producers in the United States, ranked second only to California. In 2010, total industry sales were estimated at $12.33 billion. This 10-page report summarizes the current situation, economic impacts, and outlook for the environmental horticulture industry in Florida. Written by Hayk Khachatryan and Alan W. Hodges, and published by the UF Department of Food and Resource Economics, September 2014.
http://edis.ifas.ufl.edu/fe946

Advertising and Promotions in the US Green Industry

US firms that sell nursery and garden products have become more interested in effective advertising and promotion strategies. A major question for these green industry firms is how to stimulate additional sales. This 3-page fact sheet was written by Hayk Khachatryan, Alicia Rihn, Marco A. Palma, and Charles R. Hall, and published by the UF Department of Food and Resource Economics, August 2014.
http://edis.ifas.ufl.edu/fe948

Floriculture Crops Economic Outlook for 2014

This 15-page report summarizes industry statistics using data from primary and secondary sources and highlights production and sales trends in the US environmental horticulture industry in 2014. Data sources include the United States Department of Agriculture National Agricultural Statistics Service (USDA/NASS), US Census Bureau, the IBIS World Industry Reports, National Association of Home Builders, S&P/Case-Shiller Home Price Indices, US Bureau of Labor Statistics, University of Florida Bureau of Economic and Business Research, AIA Economics and Market Research Group, and Florida Realtors®. Primary data is collected through the National Nursery Survey, conducted by the Green Industry Research Consortium. Written by Hayk Khachatryan, Alan W. Hodges, and Shawn Steed, and published by the UF Department of Food and Resource Economics, March 2014.
http://edis.ifas.ufl.edu/fe941

Factors Affecting Consumer Preferences and Demand for Ornamental Plants

The primary goal of this study is to assist industry participants by providing information about consumer purchasing preferences, including information about past and future expenditures on ornamental plants, plant-specific and store-specific factors that influence purchase decisions. Additionally, the study sought to determine whether providing consumers with information about the health and well-being, environmental, and economic benefits of ornamental plants had any effects on consumer preferences for ornamental plants. The main results of the survey are briefly summarized below. The full report titled “Investigation of Factors Affecting Consumer Preferences and Demand for Ornamental Plants” can be downloaded from the UF Horticulture Economics and Marketing Research Program website at http://fred.ifas.ufl.edu/horticulture-economics/publications.shtml”. This 5-page fact sheet was written by Hayk Khachatryan and Hee Jung Choi, and published by the UF Department of Food and Resource Economics, February 2014.
http://edis.ifas.ufl.edu/fe938