Abstract

Customers at choose-and-cut Christmas tree farms were surveyed for opinions about live Christmas tree characteristics. In general, consumers differed little in their opinions reflecting preferences for a live Christmas tree regardless of their demographic or socioeconomic profile. The only group which frequently differed in its perceptions were customers aged 61 years and older. This group may require special attention and adjustment in services provided by choose-and-cut operators such as special assistance in carrying tree to the vehicle or even an offer of tree delivery to the customer's residence. Otherwise, operators can base their evaluation of services needed on the observed demographic characteristics such as gender and age.