A preliminary analysis of the market for small, medium and large horticultural shows in England.

Abstract

Understanding the consumer is important in estimating the market for an event. This study analysed the socio-demographic and other characteristics of actual and potential visitors to three styles of English horticultural shows. The shows selected varied in terms of their status - national, regional, local; the number of visitors they attract and the length of time they are open to the public. The analysis of the findings of a survey of residents in southern England suggests that whilst age is a key demographic variable, a more valuable means of segmenting the population is by their level of enthusiasm for gardening. Furthermore it is proposed that demand for the largest shows, held nationally can be established not only, through these factors but also, by the potential visitors’ history of attending smaller horticultural shows. The implications for the marketing of these and similar events are discussed.