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Audience Segmentation In Extension Horticultural Programs, Katie M. Wagner, Lendel K. Narine, Rebecca Hales

The Journal of Extension

Cluster analysis was used to segment horticulture clientele using data from a needs assessment. Gardeners were segmented into two groups based on their horticulture practices. These groups were described using several factors including age and time spent maintaining different garden areas. Results from this study indicate the importance of considering the target audience prior to design and implementation of a gardening certificate program.