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The influence of farmers markets' characteristics on vendor sales

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  • Jeffrey K. O'Hara
  • Nony Dutton
  • Nick Stavely

Abstract

US farmers market managers must be strategic in deciding which vendors sell at their markets. They would benefit from understanding how market characteristics impact vendor sales, although the few studies that have explored this topic have found inconclusive results. We use a unique panel database of sales at 13 farmers markets to estimate how vendors' sales are influenced by the characteristics of their farmers market. We find that average sales at weekend farmers markets becomes increasingly large as farmers markets increase in size. At weekday markets, average sales increase as small markets add vendors but eventually decline as markets become larger. These results could occur if weekend markets attract shoppers from increasingly greater distances as they become larger, while average sales eventually decline as weekday markets increase in size due to vendor competition. Produce vendors experience higher average sales at weekend markets than weekday markets and experience a relatively small increase in sales as market size increases. Vendors of hot prepared foods experience higher sales at weekday markets [EconLit Citations: Q10, Q12, Q13].

Suggested Citation

  • Jeffrey K. O'Hara & Nony Dutton & Nick Stavely, 2022. "The influence of farmers markets' characteristics on vendor sales," Agribusiness, John Wiley & Sons, Ltd., vol. 38(2), pages 295-311, April.
    • Handle: RePEc:wly:agribz:v:38:y:2022:i:2:p:295-311
    DOI: 10.1002/agr.21728
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    References listed on IDEAS

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