We found that consumers exhibit different preference patterns for turfgrass traits. In both the United States and Canada, three consumer segments were identified, and they are named as Balanced Consumers, Low-input Conscious Consumers, and Appearance Conscious Consumers (the shares of segments are displayed in Figure 2). Each segment’s preferences for turfgrass traits are shown in Table 1.
• Balanced Consumers accounted for 33 percent of the U.S. sample and 25 percent of the Canadian sample. Consumers in this segment were most sensitive to price change. More specifically, they preferred light green grass to dark green grass; they also preferred turfgrasses that need less irrigation and with better ability to withstand foot traffic.
• Low-input Conscious Consumers accounted for 30 percent of the U.S. and more than 40 percent of the Canadian participants. Low-input Conscious Consumers had the strongest preferences for low-input attributes, such as lower irrigation, fertilization, and mowing requirements as well as better ability to withstand foot traffic. Tey also preferred turfgrasses that did not lay over when mowed and those with fewer weeds. Color and texture were not their primary concerns.
• About 37 percent of the U.S. participants and 32 percent of the Canadian participants belonged to the Appearance Conscious Consumers group. Participants in this group cared most about the appearance attributes; they would pay the highest premiums for turfgrasses with light green color, upright leaves, and low numbers of weeds. Although they exhibited preferences for home lawns with better ability to withstand foot traffic, this preference was not as strong as that of the other two groups. Te preference for light green color is contrary to expectations of most people who sell turfgrass seed or sod. Te Appearance Conscious Consumers were distinguishable from Low-input Conscious Consumers in that they cared little about the maintenance attributes.
Table 1. Characteristics of different Consumer segments
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