Consumer Segments in Urban and Suburban Farmers Markets

Gabriel Elepu and Michael A. Mazzocco

International Food and Agribusiness Management Review, 2010, vol. 13, issue 2, 18

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.

Keywords: Community/Rural/Urban Development; Consumer/Household Economics; Crop Production/Industries (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:93352

DOI: 10.22004/ag.econ.93352

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