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A Study Of Consumers At A Small Farmers' Market In Maine: Results From A 1995 Survey

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  • Kezis, Alan S.
  • Gwebu, Thula
  • Peavey, Stephanie R.
  • Cheng, Hsiang-Tai

Abstract

This study was based on a survey of customers who shopped at a small farmers' market during the summer/fall market season of 1995. Information from a survey completed by 239 shoppers was used to develop a profile of the primary consumer group, defined as those who shop regularly at the market and spend the most per visit. Comparisons between survey data and census data for the local population showed that primary shoppers at the market had higher education, higher annual household income, tended to be slightly older, and were more likely to be employed women. For the most part, the respondents were loyal, weekly shoppers who patronized the market because of the high quality of the products. Most reported that they were willing to pay more for produce at the farmers' market.

Suggested Citation

  • Kezis, Alan S. & Gwebu, Thula & Peavey, Stephanie R. & Cheng, Hsiang-Tai, 1998. "A Study Of Consumers At A Small Farmers' Market In Maine: Results From A 1995 Survey," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(1), pages 1-9, February.
    • Handle: RePEc:ags:jlofdr:27442
    DOI: 10.22004/ag.econ.27442
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    References listed on IDEAS

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    1. Govindasamy, Ramu & Nayga, Rodolfo M., 1997. "Determinants of Farmer-to-Consumer Direct Market Visits by Type of Facility: A Logit Analysis," Agricultural and Resource Economics Review, Cambridge University Press, vol. 26(1), pages 31-38, April.
    2. Gallons, James & Toensmeyer, Ulrich C. & Bacon, J. Richard & German, Carl L., 1997. "An Analysis Of Consumer Characteristics Concerning Direct Marketing Of Fresh Produce In Delaware: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(1), pages 1-9, February.
    3. Kezis, Alan S. & Toensmeyer, Ulrich C. & King, F. Richard & Jack, Robert L. & Kerr, Howard W., 1984. "Consumer Acceptance And Preference For Direct Marketing In The Northeast," Journal of Food Distribution Research, Food Distribution Research Society, vol. 15(3), pages 1-9, September.
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    Cited by:

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    2. Bi-Kun Tsai, 2019. "Determinants of Consumers’ Retention and Subjective Well-Being: A Sustainable Farmers’ Market Perspective," Sustainability, MDPI, vol. 11(22), pages 1-14, November.
    3. 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.
    4. Henneberry, Shida Rastegari & Taylor, Merritt J. & Whitacre, Brian E. & Agustini, Haerani N. & Mutondo, Joao E. & Roberts, Warren, 2008. "The Economic Impacts of Direct Produce Marketing: A Case Study of Oklahoma's Famers' Markets," 2008 Annual Meeting, February 2-6, 2008, Dallas, Texas 6785, Southern Agricultural Economics Association.
    5. Painter, Kathleen, 2008. "An Analysis of Food-Chain Demand for Differentiated Farm Commodities: Implications for the Farm Sector," Research Reports 280103, United States Department of Agriculture, Rural Development.
    6. Detre, Joshua D. & Mark, Tyler B. & Clark, Benjamin M., 2010. "Understanding Why College-Educated Millennials Shop at Farmers Markets: An Analysis of Students at Louisiana State University," Journal of Food Distribution Research, Food Distribution Research Society, vol. 41(3), pages 1-11, November.
    7. Dimitri, Carolyn & Oberholtzer, Lydia & Zive, Michelle & Sandolo, Cristina, 2015. "Enhancing food security of low-income consumers: An investigation of financial incentives for use at farmers markets," Food Policy, Elsevier, vol. 52(C), pages 64-70.
    8. Justin L. Schupp, 2016. "Just where does local food live? Assessing farmers’ markets in the United States," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 33(4), pages 827-841, December.
    9. 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.
    10. Berg, Nathan & Preston, Kate L., 2017. "Willingness to pay for local food?: Consumer preferences and shopping behavior at Otago Farmers Market," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 343-361.
    11. Lydia Zepeda & Cong Nie, 2012. "What are the odds of being an organic or local food shopper? Multivariate analysis of US food shopper lifestyle segments," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 29(4), pages 467-480, December.
    12. Perla, Joseph M. & Rickard, Bradley J. & Schmit, Todd M., 2013. "Do Restaurants Cater to Locapours? Using Zagat Survey Data to Examine Factors that Influence Wine List Selections," Working Papers 164709, American Association of Wine Economists.
    13. Eastwood, David B. & Brooker, John R., 2000. "Small Fresh Fruit And Vegetable Growers In Tennessee: Factors Associated With Their Use Of Commercial Outlets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 31(2), pages 1-10, July.
    14. Brown, Cheryl & Gandee, Jesse E. & D'Souza, Gerard E., 2006. "West Virginia Farm Direct Marketing: A County Level Analysis," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 38(3), pages 1-10, December.
    15. Gandee, Jesse E. & Brown, Cheryl & D'Souza, Gerard E., 2003. "The Role Of Spatial And Demographic Characteristics In Direct Farm Marketing: An Econometric Approach," 2003 Annual meeting, July 27-30, Montreal, Canada 21912, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

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