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Consumer Preference for Sampling at Farmers Markets

Author

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  • Chen, Lijun
  • Parcell, Joe
  • Moreland, Jill

Abstract

From a survey of farmers’ markets shoppers,this study aims to investigate the factors that differentiate samplers and non-samplers,factors that motivate and discourage consumers to take free samples presented by vendors,and estimate to what extent sampling affects consumer behavior and perceptions about products. A survey questionnaire was conducted yielding 1145 usable responses. A simultaneous equation model and exploratory factor analysis assessment was conducted. Results show that consumers’ trust in farmers’ markets food system have a significant impact on sampling decisions,and affiliation towards persons distributing samples motivate consumers to sample. The post sampling effect can be reflected by consumers’ immediate purchase,generating word of mouth and an increase in unplanned purchase.

Suggested Citation

  • 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.
    • Handle: RePEc:ags:saea16:230054
    DOI: 10.22004/ag.econ.230054
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    References listed on IDEAS

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    Cited by:

    1. Chen, Lijun & Parcell, Joe L & Chen, Chao & James, Harvey S. Jr & Xu, Danning, 2016. "Consumer preference for supermarket food sampling in China," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236043, Agricultural and Applied Economics Association.

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    Keywords

    Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Marketing;
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