Consumer Preferences of Ratibida columnifera (Nutt.) Wooton & Standl. Floral Characteristics

• Published in: HortScience Vol. 57; no. 3; pp. 431 - 440
• Main Authors: Hopkins, Kaitlin A., Hall, Charles R., Arnold, Michael A., Palma, Marco A., Knuth, Melinda, Pemberton, Brent
• Format: Journal Article
• Language: English
• Published: American Society for Horticultural Science (ASHS) 01.03.2022
• Subjects: asteraceae; conjoint analysis; native plant; part-worth utility; prairie coneflower; principal component analysis; wildflower
• ISSN: 0018-5345; 2327-9834
• DOI: 10.21273/HORTSCI16233-21

Conjoint analysis can be used to simultaneously investigate consumer preferences on multiple attributes and levels. Our objective was to gain insight regarding consumer preferences for attributes and levels attributed to Ratibida columnifera , a wildflower of potential commercial interest. A ratings-based conjoint analysis using petal color (bicolor, marble, red, yellow), petal shape (circular, oval, notched, lobed), petal number (less than 10, more than 10), and price ($10.00, $15.00, $20.00) was conducted to elucidate part-worth utility from data from 1000 subjects recruited using Amazon Mechanical Turk (MTurk), a crowdsourcing marketplace. Subjects were then clustered according to their conjoint utility scores. In addition to the conjoint analysis, a principal component analysis was performed based on native plant knowledge of the respondent. Conjoint results revealed that petal color was the most important attribute in decision making, followed by price, petal shape, and petal number. Utility values revealed preference for bicolor petals, followed by red, yellow, and marbled color petals. Preference for price went from least expensive to most expensive. Circular petals were favored over oval, notched, and lobed. Subjects also preferred to have 10 petals or more, vs. less than 10 petals. Cluster analysis yielded three consumer segments, which differed in their utility values. These clusters differed in both demographics and R. columnifera preferences. Overall, consumers preferred R. columnifera with partial (bicolor) or complete red coloration over other options, lower prices, more petals, and entire circular or oval petals.