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Value Proposition Canvas: Identification of Pains, Gains and Customer Jobs at Farmers' Markets

Author

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  • Pokorná, Jitka
  • Pilař, L.
  • Balcarová, T.
  • Sergeeva, I.

Abstract

The goal of the research is to identify the factors of business model that form Value Proposition of farmers' market customers in the areas of (1) Products/Services, (2) Gain Creators and (3) Pain Relievers. The examined factor areas are based on the creation of a Value Proposition Canvas. Primary data were acquired through the method of questionnaire survey with 217 customers shopping at the farmer's market. The questionnaire was distributed in person. The most important Customer Jobs are identified as stocking up on fresh and healthy food and feeling good about the purchases; the most important Gain Creators are fresh and healthy food and the most important Pains are higher prices and inconvenient opening hours. Its results are five general recommendations for market sellers and organizers. It was also found that farmers' market customers made personal benefits a greater priority, much more than factors with a wider social scope.

Suggested Citation

  • Pokorná, Jitka & Pilař, L. & Balcarová, T. & Sergeeva, I., 2015. "Value Proposition Canvas: Identification of Pains, Gains and Customer Jobs at Farmers' Markets," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 7(4), pages 1-8, December.
    • Handle: RePEc:ags:aolpei:231899
    DOI: 10.22004/ag.econ.231899
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    References listed on IDEAS

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    1. David Conner & Kathryn Colasanti & R. Brent Ross & Susan B. Smalley, 2010. "Locally Grown Foods and Farmers Markets: Consumer Attitudes and Behaviors," Sustainability, MDPI, vol. 2(3), pages 1-15, March.
    2. Onianwa, Okwudili O. & Wheelock, Gerald & Mojica, Maribel N., 2005. "An Analysis of the Determinants of Farmer-to-Consumer Direct-Market Shoppers," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(1), pages 1-5, March.
    3. Álvarez Alvarado, Marcos Tulio, 2003. "Ética y Economía," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 16, November.
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    1. Ladislav Pilař & Tereza Balcarová & Stanislav Rojík, 2016. "Farmers' Markets: Positive Feelings of Instagram Posts," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(6), pages 2095-2100.

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