CONSUMER RESEARCH SURVEY

A. Respondents Profile:
Name ________________________________________________ Age___________
Address___________________________________________________________________
Contact Number (for backchecking)______________________________________________

Type of Consumer: (Put a check which sector do you belong to)

Individual
Funeral Homes Please specify______________________________
Event Organizers/
Wedding Planner/ Florist
Church Please specify:_____________________________
Others Please specify:_____________________________

B. Consumer Purchase Preference:

Directions: Rank the following (under I, II, III) according to your preference when purchasing
ornamental plants (Write 1 as the highest, then followed by the next numbers up to the last
option.

I. Type of Store that influences consumer’s plant choice

Home Improvement/ Hardware Internet

Local Garden Center Others: Specify_________________
Supermarket/ Grocery Store
Farmer’s Market

II. Factors that influence consumer’s plant choice

Plant Selection Knowledgeable Staff

Price One-Stop Shopping
Plant Quality Hours of Operation
Convenient Location Referral
Customer Service Others: Specify_________________

III. Characteristics that influence consumer’s plant choice

Lighting Demand Growth

Drought Tolerance Sustainability in your garden
Flowering Business
Size Health
Shape Others: Specify_________________

C. Consumer Buying Behavior

Direction: Kindly put check next to the item for each of the subsection. Take note that in some
subsection, you may have multiple answer.
I. Frequency of Purchase
Everyday Once a month
Once a week Twice a month
Twice a week Three or more times in a month
Thrice a week Every other month
Every other week Others: Specify_________________

II. Location of Purchase

Where do you usually buy your foliage plants?
Local Retailer Other City (e.g. Tacloban)
Local Producer Online
Local Reseller Others: Specify_________________

III. Purchase Method

How do you buy your foliage plants (may have multiple answer)
I buy only the foliage plant I buy foliage with other non-
ornamental pants
I buy the foliage with flowering Others: Specify_________________
plants
I buy foliage plants with succulents

III. Response to Promotional Activities

What kind of promotional activities motivate your purchase intention (may have multiple answer)
Word of mouth Product offers/ Special Pricing/
Coupons
Plant display/Store Display Social Media Advertising
Trade Fair/ Garden Show Others: Specify_________________

IV. Payment Method

What payment method do you use for your purchase? (may have multiple answer)
Cash Bases Per Purchase Cash on Delivery (COD)
Credit Electronic Payment (Gcash,
Paymaya)
Credit Card Others: Specify_________________

V. Expense
Approximately, how much do you spend per purchase?
Everyday Once a month
Once a week Twice a month
Twice a week Three or more times in a month
Thrice a week Every other month
Every other week Others: Specify_________________

Adapted from the following studies:

Uganda Bureau of Statistics National Panel Survey 2009/10
Factors Affecting Consumer’s Preference and Demand for Ornamental Plants/ Khachatryan & Choi
Benchmarking on the Ornamental Potted Plants in Baguio City/ Francisco, 2010
Researcher-made for the Consumer Behavior Part C
 SELLER/PRODUCER SURVEY QUESTIONNAIRE

Section 1: Identification Particulars

1. Location: ______________________________________________________________
2. Address of Market/Store/Nursery:___________________________________________
3. Name of Owner:_________________________________________________________
4. Contact Number (for backchecking)__________________________________________
5. Number of Years in Business ______________________________________________

Section 2: Local Measurement Units and Availability of Ornamental Plants

Consumer Price Information
(Only if the item is available on the market)
What is the Current Compared If low or high,
Is the Unit main Price to a regular the main reason
item of Qty source/origin (Peso) year, is the for price
Ornamental currently as of the price low, changes
foliage available Sold commodity? normal, or (Refer to Code
? 1-local high? Sheet)
1-yes production 0-low
2-no within the 1-normal
community 2-high
2-neighboring
districts
3-neighboring
countries
Agave
Americana
Aglaonema
Asparagus
Bangka-
bangkaan
Bird’s Nest
Bromeliad
Batikan
Caladium
Caricature
Chinese
Evergreen
Copper Leaf
Cypress
Eugenia
Firecrackers
Fortune Plant
Foxtail Fern
Foxtail Palm
Golden Duranta
Kab-kab
Kalipay
Licuala
Madagascar
Manaw
Miagos
Olivo
Palmera
Pandakaki
Pandan Plant
Perubian Fern
Phoenix
Picarra
Pobreng Dahon
Rainforest
Wave of Love
Rapiz
Sabila
Samia Local
San Francisco
Sanado
Sanseberia
Santan
Song of jamaica
Staghorn Fern
Star Pine
Thai Bamboo
Ti Plant
Traveller’s Palm
Tsaang gubat
Umbrella Plant
Wandering Jew
Yucca
Other Plants:
Section 3: Key Commodities Traded
Which were the three most traded ornamental plants?
Is your current volume of If lower or
Plant Name Rank sales low, normal, or high for higher, explain
this year? why.
( 0-low 1-normal 2-high)

Section 4: Barriers to Market Performance

Which of the following factors have a significant impact on the performance of this
market?

Factors 1-Yes; Further Explanation

2-No
1 Insecurity
2 Poor Road Networks
3 Poor Market Infrastructure
4 Demand from external
districts/countries
5 Unfavorable environmental
conditions

CODES SHEET
Reasons for High Price Reasons for Low Price
1-high transport 6-increased demand 11- low 16-reduced demand from
costs from neighboring transport neighboring countries
countries costs
2-high taxes 7-high rental/storage 12-low taxes 17-low rental/storage costs
fees
3-high whole sale 8-reduced availability 13- low whole 18-increased availability in
price in the community sale price the community
4-increased 9-reduced availability 14-reduced 19-increased availability
demand from the from whole sale demand from from whole sale market
local consumers market the local
consumers
5-increased 10-monopoly in the 15-reduced 20-presence of many
demand from sale of plant items demand from competitors
neighboring neighboring
districts countries

Adapted from the Uganda Bureau of Statistics National Panel Survey 2009/1
 CONSENT FORM

Date _________________________________
Name_______________________________________________________________
Address ____________________________________________________________

It is with full understanding that I am participating in this study entitled “Economic Valuation of
Ornamental Foliage in the Horticulture Market of Eastern Samar, Philippines” conducted
by the marketing students of the College of Business Management and Accountancy under the
Business Administration Program Major in Marketing Management. With this, I hereby provide
my full consent to the researchers in handling the information that I will be providing in this
interview. Through this consent form, I also give the researchers the full authority to process
and interpret the information granting that it is free of researcher biases. It shall be known that I
understand completely the nature and concept of this study, as well as its implications.

Further I am also aware that I am not entitled to any form of payment in exchange for my
participation in this study. I take full consideration that result of this study will be beneficial to the
students of the university, hence my full participation. Moreover, I am fully aware that my
participation in this study is done without force, influence and has not accepted any form of
bribe from the researcher in exchange for the information that I will be providing.

_______________________________
Name & Signature of the Respondent