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A Target Consumer Profile And Positioning For Promotion Of The Direct Marketing Of Fresh Produce: A Case Study

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  • Wolf, Marianne McGarry

Abstract

A consumer survey was used to identify the proportion of consumers who shop for produce at farmers' markets. A profile of the target market was developed. Characteristics of produce which are most desirable to consumers when making their purchase decision were identified. Consumers' perceptions of the characteristics of produce sold at farmers' markets versus supermarkets were evaluated. The most desirable characteristics of produce which provide farmers' markets produce with a relative advantage over supermarket produce were identified for use in a promotional campaign.

Suggested Citation

  • Wolf, Marianne McGarry, 1997. "A Target Consumer Profile And Positioning For Promotion Of The Direct Marketing Of Fresh Produce: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(3), pages 1-7, October.
    • Handle: RePEc:ags:jlofdr:27211
    DOI: 10.22004/ag.econ.27211
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    References listed on IDEAS

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    1. Brooker, John R. & Eastwood, David B. & Gray, Morgan D., 1993. "Direct Marketing In The 1990s: Tennessee'S New Farmers' Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 24(1), pages 1-12, February.
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    Cited by:

    1. Paudel, Krishna P. & Park, Timothy A. & Pandit, Mahesh, 2017. "U.S. Farmers' Decision to Choose Direct Sales Channel: A Fractional Seemingly Unrelated Semiparametric Model," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258370, Agricultural and Applied Economics Association.
    2. Theresa Varner & Daniel Otto, 2008. "Factors Affecting Sales at Farmers' Markets: An Iowa Study," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 30(1), pages 176-189.
    3. Fang, Xin & Huang, Hui & Leung, PingSun, 2018. "Competitiveness of local food: an empirical analysis of the tomato market dynamics," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(1).
    4. Shi, Lijia & Gao, Shifeng & House, Lisa A. & Heng, Yan, 2015. "A Multi-Store Auction to Measure Willingness-to-Pay for Organic and Local Blueberries," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-10, November.
    5. Anderson, Langston & Hargrove, Tasha M. & Zabawa, Robert & Zekeri, Andrew A., 2017. "Assessing Marketing Alternatives for Small Farmers in Selected Alabama Black Belt Counties," Professional Agricultural Workers Journal (PAWJ), Professional Agricultural Workers Conference, vol. 4(2), June.
    6. Martinez, Stephen W. & Hand, Michael S. & Da Pra, Michelle & Pollack, Susan L. & Ralston, Katherine L. & Smith, Travis A. & Vogel, Stephen J. & Clark, Shellye & Lohr, Luanne & Low, Sarah A. & Newman, , 2010. "Local Food Systems: Concepts, Impacts, and Issues," Economic Research Report 96635, United States Department of Agriculture, Economic Research Service.
      • Martinez, Steve & Hand, Michael & Da Pra, Michelle & Pollack, Susan & Ralston, Katherine & Smith, Travis & Vogel, Stephen & Clarke, Shellye & Lohr, Luanne & Low, Sarah & Newman, Constance, 2010. "Local food systems: concepts, impacts, and issues," MPRA Paper 24313, University Library of Munich, Germany.
    7. Anesbury, Zachary William & Talbot, Danielle & Day, Chanel Andrea & Bogomolov, Tim & Bogomolova, Svetlana, 2020. "The fallacy of the heavy buyer: Exploring purchasing frequencies of fresh fruit and vegetable categories," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    8. Kyung-Hee Kim & Duk-Byeong Park, 2014. "Factors Influencing Rural Tourists' Purchasing Behaviour: Four Types of Direct Farm Markets in South Korea," Tourism Economics, , vol. 20(3), pages 629-645, June.
    9. Neill, Clinton L. & Mitchell, Donna M. & Williams, Ryan B., 2014. "A look at the variations in consumer preferences for farmers' markets attributes," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas 162445, Southern Agricultural Economics Association.
    10. Chen, Lijun & Parcell, Joe & Moreland, Jill, 2016. "Consumer Preference for Sampling at Farmers Markets," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230054, Southern Agricultural Economics Association.
    11. Uematsu, Hiroki & Mishra, Ashok K., 2011. "Use of Direct Marketing Strategies by Farmers and Their Impact on Farm Business Income," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 40(1), pages 1-19, April.
    12. 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.
    13. Sene, Seydina & Paudel, Krishna P. & Park, Timothy A., 2016. "The Changing Structure of Retail Food Stores, Direct Marketing (DM) and Its Impact on Farmers’ Financial Performance," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235736, Agricultural and Applied Economics Association.

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    Keywords

    Consumer/Household Economics; Marketing;

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