Marketing Research

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“Why people don’t garden project”
In this marketing research project we looked at the question “Why people don’t garden?”. We defined gardening as a digging a hole in the ground and planting a living thing in that hole. We conducted our research using several different means. We used focus group, in – depth interview, written surveys, telephone surveys, and internet surveys.

Researching gardening we discovered that the term gardening has different meanings to people and they associate it with several different types of gardening. Many of the information we received showed that when people hear the term gardening they think about vegetable gardens. I have garden and garden myself, I realize that they are different types of gardening and they greatly differ between each other. I have done vegetable gardening in my grandparents greenhouses. I automatically associate the word gardening with hard physical work. This is not necessary bad but if we need to increase the interest in gardening the term gardening needs to be presented in a different way. The campaign has to be focused around the idea that buying a small plant from the store and then replanting it in another bigger pot. People have to think about gardening from escape from everyday boring work, making people associate gardening with something pleasant. Healthy lifestyle is definitely something that can help install this image in people’s minds. Research is done showing that having living flowers in your home puts you in a better mood and is also healthier. According to Nancy Etcoff , Ph.D. of Massachusetts General Hospital and Harvard Medical School flowers chase away anxiety and worries. Also according to her based on her research living with flowers can provide boost of energy, happiness and enthusiasm at work. Words like this should be the focus of the campaign. Words like boost of energy and happiness should replace tiring and time consuming. The healthy lifestyle boost of energy are definitely...
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