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Segmentation tool

What drives consumers to buy flowers and plants?

On behalf of the Flower Council of Holland, Royal FloraHolland and the VGB, the research firm Motivaction conducted an extensive study into consumer values concerning flowers and plants. The results tell us what drives consumers to buy flowers and plants. This information was then used to define five consumer segments that would be implemented in the long-term. The Flower Council of Holland uses these segments for its communication strategies, campaigns and promotions.

Royal FloraHolland makes the results of consumer segmentation studies exclusively available to its members via an interactive tool. The Flower Council of Holland does not provide access to this tool, but can give more information about it. Send an email to info@bloemenbureauholland.nl and we’ll contact you as soon as possible!