Abstract
The gardening market segments quite clearly between the older and more affluent keen gardeners who have the time to devote to tending their gardens and the younger gardeners, many of whom work long hours and have families, who want an extra ' room' they can use for socialising and entertaining but do not have the time to spend tending to it on a regular basis. Because of this, these two types of consumer have very different needs and wants when it comes to buying garden products, and they need to be recognised more effectively by both suppliers and retailers.
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