IDEAS home Printed from
MyIDEAS: Login to save this paper or follow this series

Short Chain in FVG Region: An Evaluation of the Customer Satisfaction at the “Farmer’s Shopping Points”

  • Rosa, Franco
Registered author(s):

    Farmer market, farmer shops, milk dispenser, 0‐Km are some of the new born initiatives for trading agricultural products at (or near) the farm gate, now spreading in EU‐USA; their purpose is to offer to the farmers the chance to trade directly their products, and offer to the consumers new shopping opportunities alternatives to conventional food marketing outlets. This study was addressed to test the customer satisfaction at the farmers’ shops created by a farmer cooperative. The experiment was performed in Friuli VG a North‐East region of Italy, with a survey using a questionnaire submitted to a number of customers randomly selected at the end of their shopping. The customer satisfaction (CS) was evaluated with the SERQUAL procedure consisting in measuring the discrepancy between consumer’s perception and expectation of their shopping experience. The results suggested the following observations: the majority of customers was over 50’s, with an income less than 20 thousand €; they appreciated the variety and origin of the products and criticized the scarcity of space inside the shopping, parking and payment facilities. The frequency of shopping varied from once or twice a week to once a month while the average expenditure at farmers’ shops varied between 20‐25 € per visit. The usual food shopping was made at different market stores (from two to four) but most of the food budget was spent at the LD (Large distribution). Eight different consumer’s profiles were elaborated based on the results of the CS using the cluster analysis. Compared to other retailing facilities, consumers generally expected to find a better food quality, lower prices and were not strongly concerned about brand and packaging strategies, more important at the LD shopping. Quality, freshness and courtesy were the mostly appreciated attributes of this shopping experience, while critics were addressed to the scarcity of space inside the shops, difficulties in parking, payment facilities and market visibility

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    Paper provided by International European Forum on Innovation and System Dynamics in Food Networks in its series 2010 Internatonal European Forum, February 8-12, 2010, Innsbruck-Igls, Austria with number 100459.

    in new window

    Date of creation: Oct 2010
    Date of revision:
    Handle: RePEc:ags:iefi10:100459
    Contact details of provider: Web page:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:ags:iefi10:100459. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.