Consumer Segments in Urban and Suburban Farmers Markets

Using cluster analysis, this study used a consumer intercept survey to measure consumers’ attitudes and behaviors at a sample of urban and suburban farmers markets. Five consumer segments were identified using cluster analysis, namely: Market Enthusiasts, Recreational Shoppers, Serious Shoppers, Low-involved Shoppers, and Basic Shoppers. Each of these segments represents a group of consumers with different attendance and purchasing behavior. Furthermore, different segments look upon the farmers market shopping experience differently, ranging from an opportunity to quickly purchase fresh vegetables to a regular outing of on-site consumption and entertainment. Managerial and marketing implications of identified consumer segments were hence drawn.


Editor(s):
Goldsmith, Peter D.
Issue Date:
2010-05
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/93352
Published in:
International Food and Agribusiness Management Review, Volume 13, Issue 2
Page range:
1-18
Total Pages:
18
Note:
www.ifama.org
Series Statement:
13
2




 Record created 2017-04-01, last modified 2017-10-19

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