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Viewing report
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Garden Centres: Who Visits, Who Buys and What Do They Think?
The Horticultural Trades Association, Oct 2006, Pages: 55
The definition of what is a garden centre is very much an individual one. Managers of specialist independent garden centres would not consider the garden section of a major DIY multiple a garden centre; however, many consumers may not make this distinction. Similarly, a specialist retail nursery would not consider themselves a garden centre, but again, consumers may not see the difference. When undertaking research amongst consumers, we believe that it is possible to help consumers differentiate between DIY Superstores garden centres and specialist garden centres, but less easy to get respondents to differentiate between retail nurseries and garden centres. When is a large retail nursery that also sells a few gardening accessories and chemicals, a small garden centre? For this reason, in this report we have combined retail nurseries with garden centres into a single distribution channel but refer to both as garden centres.
The author is committed to providing market information that is transparent. By this we mean that we provide full details of the data collection methodology and a consistent and open definition of the market. The author publishes a technical supplement which provides a full list of definitions of retail products included in our measurement of the market, a breakdown of the outlets included within channel definitions and a full description of any consumer variable we use.
When we present retail value figures within this report, these are based upon data collected from the GIM panel on expenditure on a defined list of products and, for convenience, a breakdown of products included with the GIM estimates of the retail garden market is included in Appendix 2.
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