HTA Garden Industry Monitor shows 80% more aware of price battleground

The July 2010 edition of the HTA's Garden Industry Monitor (GIM), 'Price Clever: Learning to Cope with the canny customer,' considers the impact on the gardening and landscaping markets of changing consumer attitudes to price and value.

According to HTA research partner the Future Foundation, price has become the battleground between consumers and suppliers in all sectors.

The eighth issue of GIM Consumer Insight presents the Future Foundation’s latest trend analysis, which found that 80 per cent of UK consumers admit that they have become "increasingly aware of the price of goods and services."

Accompanied by new HTA research into customer satisfaction with garden centres, the report discusses how the industry might best respond to the increasingly canny customer.

"Price is now often regarded as a mere starting point for negotiations" says HTA marketing director Andrew Maxted.

"Consumers feel empowered to seek out value and use an amazing variety of tools and techniques to find the best possible deals; the garden industry is not immune to this trend.

"HTA’s own research shows that customers are generally very satisfied with the quality and service available in our garden centres but that the industry cannot afford to ignore the significant number of customers who are looking for, and increasingly expect, a discount."

HTA members can download ‘Price clever: learning to cope with the canny customer,’ from the market information section of the HTA website www.the-hta.org.uk.


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