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.