Farmers Markets: An Analysis of the Determinants of Consumers Attitudes and Behavior

This research explores indicators of the attitudes, preferences, and features of customers who buy at farmers’ markets in India, using an intercept survey design. Single-stage purposive sampling was carried out in which consumers were targeted at weekend farmers’ markets at nine different locations within the state of Maharashtra, India. Over a 2-month period of data collection (eight weekend visits) a total of 255 consumers were interviewed on site at the time of purchase, from whom we collected 235 completed questionnaires. Consumers in the sample were divided into three clusters and were rated positively on all seven factors considered. The findings of the study are that in cluster 1, about 80% of consumers were willing to pay more at the farmers’ market rather than to go to a nearby retail outlet or supermarket. Cluster 2 comprised those consumers who prefer value for money while cluster 3 includes those consumers who gave a high rating to the hygiene and service conditions at the market. This research concludes that consumers are positive about the operation of farmers’ markets held near their home.