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Abstract

Often, the well-funded buyers of horticultural products are more than 60 years old and thus it is quite obvious that this customer group will only buy and demand the respective products for a limited time period. Therefore, it is essential for retail trade nurseries - which are continuously loosing market shares in favour of Do-It-Yourself-stores, garden centres and food retailers - to search in time for younger customers in order to sell them plants and other horticultural products for a longer time period. At least part of the target group "young family" earns high household net incomes, is often underrepresented among the buyers of horticultural products and offers high potentials for future sales not least since the families often influence their childrens' prospective consumption behaviour.

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