An Analysis of Preference for Potted Houseplant Products Using a Conjoint Analysis Method for the Development of Pet Plant Products

Background and objective: Recently, social interest in indoor plants (houseplants) has been increasing. This study was conducted to determine consumer preferences for houseplants by surveying their perception of houseplants, also referred as “pet plants” using a conjoint analysis method.Methods: For the analysis, Attribute 1 defined type which divided into four levels: orchids, oriental general foliage plants, variegated plants. 2 set shape pots classified two square round. 3 material pots, earthenware, ceramic, plastic onggi (Korean style earthenware). Sixteen profiles were extracted through orthogonal design SPSS Statistics. The survey online December 2021, responses 320 out 332 respondents analyzed, after unclear excluded.Results: A preference houseplant products part-worth function models. When purchasing it found that (53.0%) considered most important attribute, followed (34.0%), (13.0%) (Pearson's R = .991, <i>p</i> .000). Foliage (part-worth utility .143) round .056) ceramic .284) preferred priority. Clusters with similar part-worths established coefficients representing estimated each attribute derived from variable. Cluster group 153 people had 109 females (36.6%), 68 50s (22.8 %), 59 bachelor's degree holders (19.8 42 workers flower business (14.1 %) majority demographic item. They round-shaped pots. 104 71 (23.8%), 44 (14.8%), 47 (15.8%), 30 flower-related industrial (10.1%) largest share. earthen 41 32 (10.7%), 17 (5.7%), 25 (8.4%), 9 office (3.0%) businesses planted pots.Conclusion: In this study, consumers' perceptions pet confirmed. findings can be used basic data development plant products, is likely aid producers creating new income sources, giving positive effects differentiated shops.