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From a survey of farmers’ markets shoppers,this study aims to investigate the factors that differentiate samplers and non-samplers,factors that motivate and discourage consumers to take free samples presented by vendors,and estimate to what extent sampling affects consumer behavior and perceptions about products. A survey questionnaire was conducted yielding 1145 usable responses. A simultaneous equation model and exploratory factor analysis assessment was conducted. Results show that consumers’ trust in farmers’ markets food system have a significant impact on sampling decisions,and affiliation towards persons distributing samples motivate consumers to sample. The post sampling effect can be reflected by consumers’ immediate purchase,generating word of mouth and an increase in unplanned purchase.


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