Attitudes and Awareness of a “Buy Local” Holiday Marketing Campaign
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Notice bibliographique
Résumé
Christmas tree and poinsettia ( Euphorbia pulcherrima ) sales are static or declining nationally and in Michigan. The objectives of this project were to evaluate a “buy local” educational media campaign (“Make it a Real Michigan Christmas”) designed to increase sales of poinsettias and Christmas trees. Consumer online surveys were administered four separate times (Oct. 2011, Jan. 2012, Oct. 2012, and Jan. 2013) to collect measures of awareness and knowledge both before and after each year’s educational media campaign. The survey asked Michigan residents about their Christmas tree and flowering plant purchases for the holiday, Christmas attitudinal questions (scored on a five-point Likert scale), awareness of this campaign, and demographic information. There were 1712 respondents, roughly split into a quarter per survey. Most measures of demographics and purchasing habits were very similar across the four sampling times. A little over a quarter (28% to 30%) purchased a Christmas tree the previous holiday, 16% to 20% which were live trees and 9% to 10% were artificial trees. Roughly a third (31% to 39%) of respondents purchased live poinsettias the previous holiday. “Make it a Real Michigan Christmas” had 3.3% to 5.0% of consumer awareness. Factor analysis identified two key attitudinal dimensions of the Christmas holiday. Factor 1 was described as a dimension of live Christmas trees being difficult, whereas Factor 2 showed a dimension of live trees being worth the effort. Participants were segregated into four clusters based on their factor scores. Emerging groups were either low/high on factor 1 (live trees are difficult) and/or factor 2 (live trees worth the effort). Few demographic differences were identified between the four groups, indicating they are relatively homogeneous in demographic composition. The largest group produced in the cluster analysis was 44% of the sample (cluster 1) and those consumers were more focused on the difficulty of live-tree purchases while the smallest group (6%, cluster 3) had factor scores less than 0 for both attributes.
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Prédiction distillée sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Apprise à partir de 10 348 étiquettes directes de Codex et de 10 348 étiquettes directes de Gemma. Le mode candidate est l'union des têtes enseignantes seuillées; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont ni des étiquettes humaines ni des étiquettes directes de modèles de pointe.
Scores Codex et Gemma par catégorie
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,000 | 0,000 |
| Méta-épidémiologie (sens strict) | 0,000 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,000 |
| Bibliométrie | 0,000 | 0,000 |
| Études des sciences et des technologies | 0,000 | 0,000 |
| Communication savante | 0,000 | 0,000 |
| Science ouverte | 0,000 | 0,000 |
| Intégrité de la recherche | 0,000 | 0,000 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,000 | 0,000 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découle