Factors Affecting the Marketability of Roses1

Abstract Marketability of arrangements of rose ( Rosa hybrida L.) was evaluated on the basis of unit size, stem length, cultivar, flower condition including openness, bentneck and discoloration, and price using conjoint analysis. Long stemmed, 12 unit red hybrid tea roses lost competitive position in favor of shorter 9 and 5 unit rose arrangements. Price was the major determinant for the favorable consumer acceptance of the smaller sized, short stemmed roses in arrangements. The cultivar of rose marketed and the degree of flower openness were important factors influencing the consumer's purchase decision. Low priced short stemmed roses (40 cm) in a tight bud-stage were the most highly valued, however, ‘Sonia’ roses evoked strong consumer appeal regardless of price or stage of bud openness.