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Consumer Segments in Urban and Suburban Farmers Markets

Author

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  • Elepu, Gabriel
  • Mazzocco, Michael A.

Abstract

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.

Suggested Citation

  • Elepu, Gabriel & Mazzocco, Michael A., 2010. "Consumer Segments in Urban and Suburban Farmers Markets," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 13(2), pages 1-18, May.
    • Handle: RePEc:ags:ifaamr:93352
    DOI: 10.22004/ag.econ.93352
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    Citations

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    Cited by:

    1. Nicole Didero & Marco Costanigro & Becca B. R. Jablonski, 2021. "Promoting farmers market via information nudges and coupons: A randomized control trial," Agribusiness, John Wiley & Sons, Ltd., vol. 37(3), pages 531-549, July.
    2. Murakami, Tomoaki & Nakajima, Shinsaku & Takahashi, Taro & Nishihara, Yukinaga & Imai, Asako & Kikushima, Ryousuke & Sato, Takeshi, 2014. "Spatially Varying Impacts of Farmers Markets on Agricultural Land Use," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170668, Agricultural and Applied Economics Association.
    3. Cristian Vasco & Diego Salazar & Darío Cepeda & Gustavo Sevillano & Juan Pazmiño & Shirley Huerta, 2022. "The Socioeconomic Drivers of Ethical Food Consumption in Ecuador: A Quantitative Analysis," Sustainability, MDPI, vol. 14(20), pages 1-14, October.
    4. Yeong Sheng Tey & Poppy Arsil & Mark Brindal & Chi Teen Teoh & Han Wei Lim, 2017. "Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach," Sustainability, MDPI, vol. 9(11), pages 1-13, October.
    5. Gréta Maró & Péter Czine & Zalán Márk Maró & Áron Török, 2022. "Eliciting University Students’ Attitudes towards Farmers’ Markets: The Hungarian Case," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    6. Chao-Jung R. Chen & Tun-Hsiang Edward Yu & Rachel J. C. Fu, 2021. "Strategic Management for Community-Based Markets: From Consumers’ Perspectives and Experiences," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
    7. Gallardo, R. Karina & Olanie, Aaron & Ordóñez, Rita & Ostrom, Ostrom, 2015. "The Use of Electronic Payment Machines at Farmers Markets: Results from a Choice Experiment Study," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(1), pages 1-26, February.
    8. Onyango, Benjamin & Govindasamy, Ramu & Alsup-Egbers, Clydette Michelle, 2015. "Uncovering Success Attributes for Direct Farmers’ Markets and Agri-Tourism in the Mid-Atlantic Region of the United States," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(2), pages 1-16, May.
    9. Bi-Kun Tsai, 2019. "Determinants of Consumers’ Retention and Subjective Well-Being: A Sustainable Farmers’ Market Perspective," Sustainability, MDPI, vol. 11(22), pages 1-14, November.

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