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Consumer Preferences for Flowers as Gifts: Age, Segments, Substitutes and Perceived Risk

Consumer Preferences for Flowers as Gifts: Age, Segments, Substitutes and Perceived Risk

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Consumer Preferences for Flowers as Gifts: Age, Segments, Substitutes and Perceived Risk

Research conducted by:

  • Dr. Chengyan Yue, Assistant Professor of Horticultural Science & Applied Economics, and Bachman Endowed Chair in Horticultural Marketing at the University of Minnesota
  • Alicia Rihn, Graduate Research Assistant at the University of Minnesota
  • Dr. Bridget Behe, Professor, Department of Horticulture, Michigan State University
  • Dr. Charlie Hall, Professor of Horticulture, Ellison Endowed Chair in International Floriculture, Texas A&M University
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