Journal of the NACAA
ISSN 2158-9429
Volume 4, Issue 1 - June, 2011
Variation between Urban And Rural Farm Direct Market Customers
- Coffin, D. R., Extension Professor, University of Maine Cooperative Extension
Cheng, HT, Associate Professor, University of Maine
ABSTRACT
A survey of 393 people provided an overview of consumers’ accessibility, opinions and behaviors towards farm direct marketing outlets in rural and urban areas. The maximum distance consumers are willing to travel to farm direct market is 12 miles. These consumers learn about farm direct markets primarily though newspaper, roadside signs or word of mouth. Urban respondents favor farmers’ markets over farm stands and tailgate markets. Rural respondents favor farm stands and pick-your-own direct markets over farmers’ markets. Urban consumers tend to spend more at farmers’ markets than rural consumers. Quality, freshness, locally grown and desire to help local farmers are the top reasons for shopping at farmers’ markets and other farm-direct markets. More urban consumers identified convenience as reason for shopping at tailgate and farmers’ markets than that of rural respondents. The major findings of this study indicate that farmers’ markets located in an area where a large number of consumers have easy access and opens in regular hours is more likely to succeed. The directions to farm direct market outlets and open hours should be provided in the ads as clear as possible. In addition, the acceptance of other payment methods (such as personal checks and food stamps) and readily available information about the market add convenience to consumers.
Method
In 2003, a survey of consumers in a rural county and its adjacent urban area was conducted to gather information on a number of farm direct market issues and characteristics of consumers visiting the farm direct markets.
Four types of farm direct markets were considered in this survey: farm stand, tailgate market, pick-your-own market, and farmers’ market.
The questionnaires were mailed to a random sample of four thousand households (2000 rural and 2000 urban residents) in the fall of 2003.
There were 393 usable responses for a 9.8% return rate. The length (21 questions and 8 pages) of the mailed questionnaire could have contributed to the lower response rate. Rural residents contributed 5.2% of responses while urban respondents contributed 4.7%.
6.1% of total respondents reported there was someone in their household who participated in the Senior Farm Share program (participant able to purchase up to $100 fresh produce from participating farmer through a voucher.) A statistically significant higher proportion of rural consumers (10.4%) reported someone in their household participated in this program than that of the urban respondents (1.61%). 2% of the respondents reporting someone in their household participated in the WIC program (rural 1.45%, urban 2.69%).
Results
How they find farm direct markets
Table 1 shows that consumers got farm-direct market information mainly from newspapers, roadside signs and word-of-mouth. The following statistically significant observations were found: more urban consumers reported that they learned about farmers’ markets from roadside signs, word-of-mouth, television and newspaper than rural respondents. More rural consumers reported that they learned about farmer stands from roadside sign word-of-mouth, radio, and newspaper than urban respondents. Also, more rural residents learned about pick-your-own from roadside signs than that of urban respondents. More urban respondents learned about tailgate markets from roadside signs and word-of mouth than rural respondents.
Table 1: Information source of farm-direct markets |
||||||
Media |
Farmer’s Market |
Farm Stand |
||||
Rural |
Urban |
Chi. Sq. |
Rural |
Urban |
Chi. Sq. |
|
Newspaper |
23% |
39% |
11.89* |
38% |
23% |
10.53* |
Radio |
6% |
10% |
1.56 |
11% |
4% |
5.56* |
Roadside Sign |
24% |
50% |
28.27* |
71% |
56% |
9.67* |
Television |
4% |
11% |
7.02* |
6% |
5% |
0.15 |
Direct Mail Piece |
2% |
1% |
1.52 |
0% |
2% |
1.24 |
Word of Mouth |
17% |
46% |
38.08* |
57% |
40% |
11.63* |
Internet Site |
0% |
0% |
|
0% |
0% |
|
Restaurant Placement |
3% |
2% |
0.22 |
1% |
1% |
0.11 |
Farmer to Consumer Directory |
1% |
2% |
0.28 |
3% |
1% |
1.63 |
Don’t know of any |
7% |
2% |
5.53* |
3% |
7% |
3.56 |
Other |
0% |
1% |
2.24 |
1% |
1% |
0.81 |
Media |
Pick-Your-Own |
Tailgate Market |
||||
Rural |
Urban |
Chi. Sq. |
Rural |
Urban |
Chi. Sq. |
|
Newspaper |
33% |
38% |
1.21 |
2% |
5% |
2.59 |
Radio |
17% |
13% |
1.16 |
0% |
1% |
0.45 |
Roadside Sign |
43% |
27% |
12.93* |
14% |
26% |
7.88* |
Television |
11% |
14% |
0.74 |
0% |
2% |
2.17 |
Direct Mail Piece |
2% |
2% |
0.06 |
0% |
0% |
|
Word of Mouth |
34% |
28% |
1.83 |
8% |
14% |
4.01* |
Internet Site |
0% |
0% |
|
0% |
0% |
|
Restaurant Placement |
2% |
1% |
1.52 |
0% |
0% |
|
Farmer to Consumer Directory |
0% |
1% |
2.24 |
0% |
0% |
|
Don’t know of any |
2% |
6% |
5.12* |
7% |
11% |
2.47 |
Other |
0% |
2% |
1.24 |
0% |
1% |
0.45 |
* indicates statistical significance at .05 probability level. |
How far they will travel to farm direct markets
Table 2 shows the maximum average distance respondents were willing to travel to farm-direct markets was 12 miles. The following statistically significant observations were found: More urban consumers (73%) reported their distance to farmers’ markets than that of rural respondents (28%), but the distance of urban consumers was 3.54 miles compared to that of rural respondents at 15.41 miles. More rural consumers (82%) reported distance to farm stands than that of urban respondents (56%). More urban consumers (32%) reporting the distance to tailgate markets than that or rural respondents (20%). The proportions of rural (50%) and urban (49%) consumers reporting the distance to pick-your-our farms were statistically the same.
There was a statistically significant higher proportion of urban consumers (92%) reporting the maximum distance they were willing to travel to farm direct markets than that of the rural respondents (90%). But rural consumers (13.85 miles) were willing to travel further than urban consumers (10.55 miles).
Table 2: Distance to outlets and maximum distance willing to travel |
|||||||
|
Rural |
Urban |
Chi-square |
All |
|||
Average distance (miles) |
Response rate |
Average distance (miles) |
Response rate |
Average distance (miles) |
Response rate |
||
Farmers’ market |
15.41 |
28% |
3.54 |
73% |
152.45* |
7.07 |
49% |
Farm stand |
7.49 |
82% |
7.27 |
56% |
64.52* |
7.52 |
70% |
Pick-your-own |
11.48 |
50% |
12.74 |
49% |
34.16 |
11.95 |
49% |
Tailgate market |
10.71 |
20% |
4.23 |
32% |
45.38* |
6.87 |
26% |
Max. millage to travel |
13.85 |
90% |
10.55 |
92% |
43.97* |
12.27 |
91% |
* indicates statistical significance at .05 probability level. |
Why they buy from farm direct markets
A larger proportion of urban consumers responded to reasons for shopping at farmers’ markets (65%), and tailgate markets (30%). A larger proportion of rural consumers responded to reasons for shopping at farm stands (84%) and pick-your-own operations (46%.)
Table 3 is consistent with previous studies, showing consumers top reasons for shopping at farmers’ markets by were “freshness”, chosen by 79% of respondents. The second reason was “locally grown”, chosen by 76% of respondents. These were followed by “quality” and “help local farmers,” chosen by 72% and 71% respondents respectively. There were significantly higher proportions of urban consumers who chose the reasons “convenience” and ”volume” as reasons for shopping at farmers’ market than that of rural respondents.
Top reasons for shopping at pick-your-own markets were “freshness,” “quality,” “locally grown,” “value for money.” Significantly more urban respondents chose “special events,” “help local farmers,” “locally grown,” and “atmosphere” as reasons for purchasing at pick-your-own operations than rural residents.
Table 3: Reasons for shopping at farm-direct markets (percentage of respondents) |
||||||||
Criteria |
Farmer’s Market |
Farm Stand |
Pick-Your-Own |
Tailgate Market |
||||
Rural |
Urban |
Rural |
Urban |
Rural |
Urban |
Rural |
Urban |
|
Convenience |
15* |
34* |
36 |
34 |
17 |
19 |
23* |
45* |
Value for the money |
48 |
35 |
47 |
44 |
61 |
62 |
38 |
52 |
Quality |
65 |
75 |
71 |
79 |
64 |
65 |
63 |
70 |
Selection |
31 |
40 |
28 |
23 |
14 |
21 |
18 |
20 |
Volume |
4* |
14* |
9 |
13 |
26 |
27 |
8 |
13 |
Appearance of products |
43 |
50 |
47 |
50 |
29 |
40 |
38 |
46 |
Help Local Farmers |
67 |
73 |
73 |
77 |
49* |
71* |
63 |
68 |
Nutrition |
56 |
55 |
55 |
55 |
42 |
49 |
55 |
50 |
Freshness |
72 |
82 |
82 |
82 |
66 |
77 |
73 |
73 |
Locally Grown |
70 |
79 |
78 |
82 |
53* |
73* |
63 |
73 |
Canning/Freezing |
17 |
14 |
24 |
16 |
35 |
32 |
13 |
20 |
Atmosphere |
30 |
37 |
22 |
29 |
19* |
35* |
18 |
18 |
Special Event |
19 |
17 |
5 |
10 |
4* |
25* |
5 |
11 |
Homemade Foods |
22 |
26 |
13* |
23* |
6 |
10 |
10 |
18 |
Crafts |
13 |
13 |
3 |
7 |
0 |
3 |
3 |
11 |
Flowers |
24 |
21 |
11 |
18 |
7 |
6 |
15 |
11 |
Precut/Packaged Produce |
4 |
4 |
2 |
4 |
0 |
4 |
3 |
5 |
Shrubs |
15 |
8 |
7 |
8 |
3 |
3 |
3 |
4 |
* indicates statistically significant difference between rural and urban response at a .05 probability level. |
Why they don’t buy from farm direct markets
Table 4 shows the top reasons for not shopping at farmers’ markets were “limited hours” chosen by 36% of respondents, followed by “high price” chosen by 24% respondents. Next reason chosen was “inconvenient location”.
Table 4: Top four reasons for not shopping at farm direct markets (percentage) |
|||||||
Farmer’s Market |
Farm Stand |
||||||
Rural |
Urban |
Rural |
Urban |
||||
Don’t know any in my area |
29 |
Limited hours |
54 |
Raise my own garden produce |
30 |
Don’t know any in my area |
27 |
Raise my own garden produce |
25 |
High Prices |
36 |
High prices |
25 |
Limited hours |
27 |
Inconvenient location |
22 |
Inconvenient location |
18 |
Limited variety |
22 |
Inconvenient location |
22 |
Too far |
15 |
Don’t accept food stamps |
16 |
Limited hours |
18 |
Limited variety |
20 |
Pick-Your-Own |
Tailgate Market |
||||||
Rural |
Urban |
Rural |
Urban |
||||
Raise my own garden produce |
37 |
Too far |
28 |
Don’t know any in my area |
32 |
Don’t know any in my area |
41 |
Inconvenient location |
23 |
Raise my own garden produce |
22 |
Raise my own garden produce |
32 |
Limited hours |
23 |
Too far |
15 |
Don’t accept credit/debit cards |
21 |
Inconvenient location |
17 |
Don’t accept credit/debit cards |
16 |
Limited hours |
12 |
Don’t know any in my area |
19 |
Limited hours |
14 |
Raise my own garden produce |
16 |
What they buy at farm direct markets
Table 5 indicates that fruits & vegetables are the most popular items chosen by consumers at farm direct markets. A statistically significant higher proportion of rural consumers were more likely to purchase fruits (61%) and vegetables (80%) from farm stands than that of urban consumers. And a higher proportion of urban consumers were more likely to purchase these from farmers’ markets (54% & 64%) and tail gate markets (26% & 30%) than rural respondents. Organic produce and flowers were popular items consumers purchased from farm stands and farmers’ markets.
Table 5: Top four items more likely to be purchased from farm-direct markets |
|||||||
Farmer’s Market |
Farm Stand |
||||||
Rural |
Urban |
Rural |
Urban |
||||
Vegetables |
22* |
Vegetables |
64* |
Vegetables |
80* |
Vegetables |
64* |
Fruits |
15* |
Fruits |
54* |
Fruits |
61* |
Fruits |
49* |
Organic produce |
11* |
Organic produce |
29* |
Eggs |
25 |
Flowers |
23 |
Eggs |
9* |
Homemade foods |
27* |
Flowers |
24 |
Organic produce, Eggs |
20 |
Pick-Your-Own |
Tailgate Market |
||||||
Rural |
Urban |
Rural |
Urban |
||||
Fruits |
47 |
Fruits |
47 |
Vegetables |
15* |
Vegetables |
30* |
Vegetables |
14 |
Vegetables |
16 |
Fruits |
10* |
Fruits |
26* |
Organic produce |
4 |
Organic produce |
5 |
Organic produce |
5 |
Organic produce |
10 |
Flowers |
3 |
Flowers |
4 |
Flowers |
5 |
Flowers |
8 |
* indicates statistically significant difference between rural and urban response at a .05 probability level. |
Table 6 shows the top items respondents indicated that they purchased directly from farmers were apples (70%), sweet corn (64%), berries (50%), squash & pumpkin (44%), potatoes (40%), tomatoes (37%) and cucumbers (32%). A statistically significant higher proportion of urban consumers were most likely to purchase tomatoes (47%) directly from farmers than that of rural respondents and a higher proportion of rural respondents were more likely to purchase sweet corn (69%), dry beans (14%), and milk (8%) directly from farmers than urban respondents.
Table 6: Five products most likely to purchase directly from farmers (percentage) |
|||
Rural |
Urban |
||
Apples |
74 |
Apples |
67 |
Sweet Corn |
69* |
Sweet Corn |
58* |
Berries |
50 |
Berries |
51 |
Potatoes |
45 |
Tomatoes |
47* |
Squash & Pumpkin |
44 |
Squash & Pumpkin |
44 |
Tomatoes |
29* |
Potatoes |
35 |
Cucumber |
29 |
Cucumbers |
35 |
Maple Syrup |
25 |
Fresh Beans |
22 |
Bedding Plants |
21 |
Beet Greens |
20 |
Fresh Beans |
18 |
Maple Syrup |
18 |
Beet Greens |
17 |
Eggs |
18 |
* indicates statistically significant difference between rural and urban response at a .05 probability level. |
How much they spend at farm direct markets
Table 7 shows that a statistically significant difference in the number of urban consumers reporting expenditures at farmers’ market. Double the number of urban consumers responded on all three levels of spending than that of rural respondents. And a higher number of urban respondents is noted on expenditures of less than $10 at tailgate market than that of rural respondents. There were a higher proportion of rural consumers who reported their expenditure from $10 to $19.99 at farm stands than that of urban respondents.
43% of respondents reported spending less than $10 at farm stands, 30% reported spending between $10 and $19.99 and 4% spent over $20 at farm stands. At farmers’ markets 24% reported spending less than $10, 20% between $10 and $19.99 and 8% over $20.
Table 7: Fresh food expenditure at farm-direct markets (percentage) |
||||
|
|
Less than $10 |
$10 to $20 |
Over $20 |
Farmers’ market |
Rural |
14.5* |
9.7* |
4.8* |
Urban |
33.9* |
30.6* |
12.9* |
|
Farm stand |
Rural |
46.4 |
34.8* |
4.3 |
Urban |
38.7 |
23.7* |
4.3 |
|
Pick-you-own |
Rural |
16.4 |
27.1 |
10.6 |
Urban |
16.7 |
22.0 |
8.1 |
|
Tailgate market |
Rural |
12.1* |
5.3 |
0.5 |
|
Urban |
22.0* |
9.1 |
1.1 |
* indicates statistically significant difference between rural and urban response at a .05 probability level. |
Table 8 no statistically significant difference was found between urban and rural consumers reported seasonal expenditures on fruits & vegetables or meats. 20% of consumers reported spending less than $10 per week for fruits & vegetables, 35% consumers reported spending $10 to $20 per week during the growing season and 27% reported this spending level the rest of the year. 36% reported spending over $20 per week on fruits & vegetables.
This is compared to 15% of consumers reporting spending less than $10 per week for meat, 31% who reported spending $10 to $20 per week and an average of 33% who reported spending over $20 per week on meat.
Table 8: Family average weekly expenditure on food |
||||||
Expenditure per week |
Fruits and Vegetables |
|||||
Up to $10 |
$10 to $20 |
Over $20 |
||||
Rural |
Urban |
Rural |
Urban |
Rural |
Urban |
|
During Growing Season (June to October) |
23 |
16 |
35 |
35 |
32 |
41 |
During the rest of the year (November to May) |
19 |
20 |
23 |
31 |
37 |
38 |
|
Meat |
|||||
Up to $10 |
$10 to $20 |
Over $20 |
||||
Rural |
Urban |
Rural |
Urban |
Rural |
Urban |
|
During Growing Season (June to October) |
15 |
16 |
28 |
35 |
31 |
30 |
During the rest of the year (November to May) |
15 |
13 |
28 |
34 |
36 |
31 |
|
Livestock Products |
|||||
Up to $10 |
$10 to $20 |
Over $20 |
||||
Rural |
Urban |
Rural |
Urban |
Rural |
Urban |
|
During Growing Season (June to October) |
20 |
26 |
16 |
16 |
13 |
15 |
During the rest of the year (November to May) |
19 |
24 |
13 |
15 |
18 |
16 |
Differences between rural and urban respondents are not statistically significant at a 5 percent significance level. |
Other product attributes
Table 9 showed no statistically significant difference was found between urban and rural respondents with respect to willingness to buy and/or pay more for special foods. 49% would be likely to purchase organic foods and 32% reported a willingness to pay more for organic foods. 40% would be likely to purchase hormone free foods, 30% GMO[1] free foods and 33% items raised on range. 24% were willing to pay more for hormone free foods, 19% GMO foods and 22% would pay more for foods raised on range.
Table 9: Would like to buy and would be willing to pay more for special foods (percentage of respondents) |
||||
|
Organic |
Hormone Free |
||
Rural |
Urban |
Rural |
Urban |
|
Would likely purchase |
47 |
51 |
39 |
41 |
Would be willing to pay more |
33 |
30 |
25 |
23 |
|
GMO Free |
Raised on Range |
||
Rural |
Urban |
Rural |
Urban |
|
Would likely purchase |
28 |
32 |
31 |
34 |
Would be willing to pay more |
18 |
19 |
23 |
20 |
Factor Analysis
Consumers’ Reasons for Shopping
Factor analysis was used to analyze the underlying consumers’ reasons for going to farm stands and farmers’ markets using the 18 reasons for shopping in table 10. Factor analysis was used to reduce the number of these criteria and find the common factors that influence consumer decision to shop or not shop at farm direct marketing outlets.
Urban respondents clearly have two primary reasons in mind for shopping at farm stands and farmers’ markets: “locally grown” and “help local farmers.” The “local choice” factor has different meaning and importance to rural and urban consumers.
The first factor does not always include the highest response reasons for shopping. The first common factor affecting respondents’ choices for shopping at farmers’ markets is “Specialty products” instead of Quality or Local choice factors that have high responses. Possibly the specialty products are really the one most attractive to consumers. Further analysis is needed to determine the most important underlying reason for shopping at farmers’ markets.
Table 10: Reasons for shopping at farm stand and farmers’ markets—factor analysis |
|||
Farm Stand |
Farmers’ Market |
||
Rural |
Urban |
Rural |
Urban |
Factor 1: Local choice Locally grown |
Factor 1: Quality Freshness |
Factor 1: Local choice Freshness |
Factor 1: Specialty products |
Freshness |
Nutrition |
Locally grown |
Crafts |
Nutrition |
Appearance of |
Help local farmers |
Shrubs |
Help local farmers Atmosphere |
products Quality |
Nutrition Appearance of |
Flowers Homemade foods |
|
Value for the money |
products |
|
|
|
Quality |
Factor 2: Quality |
Factor 2: Specialty product 1 |
Factor 2: Specialty & convenience |
|
Freshness Quality |
Flowers Shrubs |
Selection Convenience |
Factor 2: Specialty products |
|
Crafts |
Volume |
Flowers |
Factor 3: Local choice |
|
|
Shrubs |
Help local farmers |
Factor 3: Specialty product 2 |
Factor 3: Atmosphere & specialty products |
Crafts |
Locally grown |
Precut packaged produce |
Atmosphere Crafts |
Factor 3: Special choice Special Event |
Factor 4: Special choice & Convenience |
Homemade foods |
Homemade foods |
Selection |
Volume |
Factor 4: |
|
Precut packaged |
Selection |
Volume Canning/Freezing |
Factor 4: Specialty products |
produce Canning/Freezing |
Appearance of products |
Appearance of products |
Shrubs Flowers |
|
Canning/Freezing Convenience |
|
|
Factor 4: Convenience |
|
Factor 5: convenience |
Factor 5: Special choice |
Convenience |
Factor 5: Nutrition |
Convenience |
Canning/Freezing |
Value for the money |
Value for the money |
Value for the money |
Special event |
Factor 5: Atmosphere |
Nutrition |
Factor 6: Quality Selection |
Precut packaged produce |
Atmosphere Homemade foods |
Factor 6: Atmosphere & choice |
Quality |
Factor 6: Local choice |
|
Atmosphere |
Special event |
Help local farmers |
Factor 6: Volume |
Special event |
|
Locally grown |
Volume |
Precut packaged produce |
Consumers’ reasons for not shopping
Consumers were asked to choose reasons for not shopping at farm stands and farmers’ markets from 15 reasons in tables 11 and 12.
The factors for not shopping at each market by rural and urban consumers share similarities and also differences. There are basically five factors “Payment terms,” “Inconvenience,” “Other,” “Poor Quality,” and “Special choice.”
Payment method is the factor recognized by respondents as a reason not to shop at farm direct markets.
“Inconvenience” is a factor for most subgroups. Factors for rural respondents not shopping at farm-direct outlets, “Too far” was always in the same factor with “inconvenient location,” which implies the distance is more concerned by rural residents when considering convenience of the market.
Factor analysis presents another way to explain the variance and correlation of the observed variables. Maybe the unacceptable payment methods of farmers’ markets are the most troublesome to consumers. Further analysis is in need to determine the most important underlying reasons for not shopping at farmers’ market.
Table 11: Reasons for not shopping at farm stand—factor analysis |
|
Rural |
Urban |
Factor 1—other reasons |
Factor 1—Poor quality |
Other |
Don’t feel safe |
Don’t Feel Safe |
Poor Quality |
Raise my own livestock |
Not clean |
Factor 2—Payment terms |
Factor 2—Payment terms |
Don’t accept credit/debit cards |
Don’t accept checks |
Don’t accept checks |
Don’t accept credit/debit cards |
Don’t accept food stamps |
Don’t accept food stamps |
Factor 3—Special choice |
Factor 3-- |
Limited hours |
Limited Variety |
Limited Variety |
Limited hours |
Don’t know of any in my area |
Don’t know of any in my area |
Prefer buying at supermarkets |
Factor 4-- |
Raise my own garden produce |
Inconvenient location |
Factor 4—Poor quality |
High prices |
High prices |
Other |
Poor quality |
Raise my own garden produce |
Factor 5—Inconvenience |
Factor 5-- |
Inconvenient location |
Too far |
Too far |
Prefer buying at supermarkets |
Not clean |
|
Table 12: Reasons for not shopping at farms’ market—factor analysis |
|
Rural |
Urban |
Factor 1—other reasons |
Factor 1—Payment terms |
Other |
Don’t accept checks |
Don’t Feel Safe |
Don’t accept credit/debit cards |
Raise my own livestock |
Don’t accept food stamps |
Factor 2—Payment terms |
Factor 2—Quality |
Don’t accept food stamps |
Poor quality |
Don’t accept credit/debit cards |
Don’t feel safe |
Limited variety |
High prices |
Factor 3—Quality & Special choice |
Factor 3—Convenience |
Don’t accept checks |
Too far |
Limited hours |
Don’t know of any in my area |
Not clean |
Inconvenient location |
Poor quality |
Factor 4—Other |
Prefer buying at supermarkets |
Limited variety |
Factor 4—Convenience |
Not clean |
Too far |
Other |
Inconvenient location |
Factor 5—Special choice |
Raise my own garden produce |
Raise my own garden produce |
Factor 5— |
Prefer buying at supermarkets |
Don’t know of any in my area |
Limited hours |
High prices |
|
Conclusions
This study provides an overview of consumers’ accessibility, opinions and behaviors towards farm direct marketing outlets in rural and urban areas.
The maximum distance consumers are willing to travel to farm direct markets is 12 miles (11 miles for urban consumers and 15 miles for rural consumers.)
“Quality,” “freshness,” “locally grown” and “help local farmers” are top reasons for shopping at farmers’ markets and other farm-direct markets. There is a statistically significant higher proportion of urban consumers who chose “convenience” as reason for shopping at tailgate and farmers’ markets than that of rural respondents.
The top reasons for not shopping at the farm direct markets are “high price,” “limited hours,” “inconvenient location,” “don’t know any in my area,” and “raise my own garden produce.”
The major findings of this study indicate what consumers prefer in a farmers’ market and what farmers and operators of farmers’ markets should apply in the operation of their markets: convenient location and regular open hours, promotion through suitable media, local products with good quality, specialty products, competitive prices and target the urban consumer segment.
The factor analysis suggests that convenience is the most important factor influencing consumers’ purchase at farmers’ market. Farmers’ market located in an area where a large number of consumers have easy access and opens in regular longer hours is more likely to succeed. The directions to outlets and open hours should be provided in the ads as clear as possible. In addition, the acceptance of other payment methods (such as personal checks and food stamps) and readily available information about the market add convenience to consumers.
Choice of media to promote farmers’ market should include newspaper, roadside signs or word of mouth. This study found that urban consumers are more likely to shop at farmers’ market, since they look for fresher and locally grown foods and also enjoy the atmosphere at farmers’ market.
In addition to providing locally grown fresh and high quality produce farmers’ markets should differentiate themselves by offering specialty goods (i.e. homemade foods, crafts, shrubs and flowers,) and create a perception of quality in the physical attributes as well as the uniqueness of the products sold at the market.
[1] Genetically Modified Organism.