Consumer preferences and market potential for potpourri and dry flower products: Evidence from Coimbatore city

Dry flowers and related plant products have attained colossal prospective a stopgap for fresh flowers and foliage for interior scaping and for other diversified fascinated and saleable products as well. This study explores how consumers awareness and evaluation of potpourri attributes shape their preferences, based on consumer choice theory. The study employed a purposive sampling design, involving a structured questionnaire and survey conducted among 250 respondents from Coimbatore city. Conjoint analysis evaluates consumer preferences, while Garrett's ranking technique identifies critical factors influencing usage patterns. The awareness level towards potpourri, a value-added dry flower product showed that 133 out of the 250 respondents were aware. The results of the study revealed that respondents prefer floral scents, selected by 98 respondents. The major attributes favoured were found to be strong fragrance, simple packaging and premium pricing with the utility estimate values of 0.130, 0.165 and 0.366 respectively through conjoint analysis. Key constraints identified are high price with a Garett mean score of 52.04, followed by limited availability of products with a Garett mean score of 51.08 and by lack of variety in products with a Garett mean score of 50.83. The findings suggest that expanding the product variety and enhancing the durability of the value-added products could increase the efficiency and profitability of the market. The Indian floriculture industry can be expanded substantially by exploring into this untapped market.