Jens-Peter Gödde is Senior Project Manager at the research institute, IFH Cologne, and is accompanying the survey "City Gardening". The results of the survey will be presented at spoga+gafa 2019, the largest garden trade fair in the world.
Which special needs do big city dwellers have when gardening in urban spaces? Together the IFH Cologne, spoga+gafa is addressing this issue. We spoke to Jens-Peter Gödde from IFH about the new survey, "City Gardening".
Mr Gödde, at the coming spoga+gafa, the results of the market research survey on the theme "City Gardening" will be presented. What contents were examined in the survey?
In the scope of the survey we would like to place the focus on people from densely populated regions and their special needs regarding plants and tools. We are examining what difference it makes if one only has a small amount of storage space available on a balcony or in a small garden. Does this have an influence on the choice of shopping outlet and is there a preference for new (smaller) packet sizes?
Which target groups are you aiming to address with this survey?
The target group of the survey is manufacturers, dealers and service providers of the garden industry, who would like to understand and win over the high-spending, but hitherto little explored target group of city gardeners and their potential.
How is the survey being carried out?
In an online survey we will interview 1,000 people from the urban space, who have a balcony, roof terrace or a small garden measuring up to 20 square metres. The respondents are questioned about their living environment, garden equipment as well as about their usage motives and buying behaviour.
Which added value does the survey offer the exhibitors and visitors of spoga+gafa?
Based on the motive situation - decorative plants for the balcony, herb gardens, self-provision or sustainability such as the creation of living space for bees - we intend to illustrate the buying behaviour and the necessary basic equipment. The target group focus helps the trade understand the customers better and in turn helps them develop suitable offers. It offers manufacturers an attractive opportunity to reposition their existing product range or enhance it accordingly and thus win over new, high-spending target groups; the survey provides them with valuable decision-making parameters for this purpose based on valid market data.