• Although the consumer demographics differ between the United States and Canada, the overall preferences and relative WTP for turfgrass traits are consistent across these two countries.


Figure 1. Willingness to Pay Premiums for Turfgrass Attributes (in U.S. dollars for seeds to cover 1,000 square feet)


Another objective for this study was to identify potential market segments with differentiated preference for turfgrass attributes. Specifically, we aimed to find the answers for the following questions: Are there different consumer segments with different preferences for turfgrass traits in the U.S. and Canada? If so, what are the characteristics of the different consumer segments? What strategies should the turfgrass industry adopt to better target these consumer segments?


Figure 2. Consumer segments in U.S. and Canada 60 TPI Turf News May/June 2019


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