Navigation Links
Farmers' markets offer different strokes for different folks
Date:2/19/2010

URBANA -- Farmers' markets are not created equal. Some sell only fresh produce while others offer entertainment and a wide variety of vendors. And each market's unique personality attracts some people while repelling others. A University of Illinois study revealed that based on what they offer, farmers' markets self-select people who are on a specific mission -- and visiting other retail stores isn't one of them.

"Not one of the six farmers' markets we visited in the city of Chicago and suburbs drew any business to any of the other retailers on the same day as the farmers' market," said U of I economist Michael Mazzocco. "That's not to say that there isn't an occasional person. But on the questionnaire we asked 'how many other retailers have you visited or will you visit on this trip?' and the answer was zero."

Mazzocco concluded that market organizers are mistaken if they are counting on a farmers' market to bring in more traffic in retail stores. "The farmers' markets may build awareness of other stores for future trips, but we did not investigate that."

So, what does bring people to the market?

"Each farmers' market attracts those who they subconsciously, inadvertently, want to attract," Mazzocco said. "For example, the Oak Park farmers' market is the only one where we found a majority of men, and a larger proportion of money than anywhere else we went was spent on food consumed on site. People were there to buy coffee and donuts, roam around downtown, and visit with their friends."

Mazzocco compared the mission of the Oak Park Saturday morning market shopper to those at Hyde Park on a Thursday afternoon. "The Oak Park stroll-around-with-coffee-and-donut is a mission. They tend to buy some produce while they are there. They might not. At Hyde Park, the mission is to get off the CTA on your way home from work, buy some produce and continue your route home. If you are stopping on your way home from work and you just want to get your zucchini and go home, you won't stop at a market with a carnival atmosphere because all of the people engaged in entertainment and social causes are in your way."

The point is, markets are going to turn some people on and turn some people off, he said.

The study identified five preference-based consumer segments: market enthusiasts, recreational shoppers, serious shoppers, low-involved shoppers, and basic shoppers each with significantly different demographics and behavior characteristics.

Mazzocco advises market organizers to pay attention to community demographics for indicators of their potential and actual customers.

"We don't want to tell market organizers who they should be targeting. All we can tell them is they are targeting something, whether intentionally or not. And, what works one place, may not work somewhere else."

Adding a market at the same location but at a different time or day may actually draw the same customers. "We learned that people are not monogamous when it comes to farmers' markets," Mazzocco said. "If they're going to a farmers' market on a Saturday, they will generally go to the same one. But a Thursday afternoon farmers' market can augment Saturday's and get the same customers. Some people will go twice, perhaps because they have run out of what they bought on Saturday. So, it's about freshness."

Mazzocco said the study got a strong message from people that buying fresh is an important feature, but not necessarily organic. "People going to the market expected to find organic, but weren't going there specifically for it. They expected to see it there and to be one of their choices, but that wasn't why they were going there."

Two other points of interest in the study were that food safety was something market shoppers cared about, and, on average, people spent about $20 per person, per visit.

At the six market locations, 508 questionnaires were completed, out of which 383 were useful.

Consumer Segments in Urban and Suburban Farmers Markets, co-written by Gabriel Elepu, will be published in the April, 2010 issue of International Food and Agribusiness Management Review.


'/>"/>

Contact: Debra Levey Larson
dlarson@illinois.edu
217-244-2880
University of Illinois at Urbana-Champaign
Source:Eurekalert

Related medicine news :

1. Whole Foods Market(R) Donates $25,000, for Midwest Farmers - Hoping to Match an Additional $10,000, via Customer Donations
2. Farmers and ranchers pay top dollar for inadequate health insurance protection
3. Organic Farming Research Foundation Applauds Farm Bill Victories for Organic Farmers and Ranchers
4. Farmers Insurance Group(R) Raises More Than $3.2 Million in a Single Day for the March of Dimes
5. Philippine Farmers Bank Turns to Misys to Underpin its Consumer Lending Business
6. Americas Egg Farmers Launch New Incredible Edible Egg(TM) Advertising Campaign Focusing on Body And Mind
7. Farmers Trans Fat Solution Efforts Preserve $700 Million Market
8. Americas Peanut Farmers to Travel to New York City to Meet Consumers, Work to Rebuild Trust in All Things Peanut
9. Americas Egg Farmers to Participate in Annual White House Easter Egg Roll Today
10. Farmers Insurance Joins March of Dimes March for Babies April 25, 2009
11. Arizona-Based Sprouts Farmers Market Sprouts in Brea and Riverside
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/26/2016)... ... June 26, 2016 , ... On June 10-11, 2016, A Forever Recovery, ... Festival and World’s Longest Breakfast Table in Battle Creek, MI, where the rehabilitation facility ... home to some of the world’s leading providers of cereal and other breakfast foods. ...
(Date:6/25/2016)... ... 25, 2016 , ... Experts from the American Institutes for ... Meeting June 26-28, 2016, at the Hynes Convention Center in Boston. , AIR ... care planning, healthcare costs and patient and family engagement. , AIR researchers will ...
(Date:6/25/2016)... Beach, CA (PRWEB) , ... June 25, 2016 , ... ... UCLA with Magna Cum Laude and his M.D from the David Geffen School of ... Diego and returned to Los Angeles to complete his fellowship in hematology/oncology at the ...
(Date:6/24/2016)... ... June 24, 2016 , ... Those who have experienced traumatic events ... turn to unhealthy avenues, such as drug or alcohol abuse, as a coping mechanism. ... tools for healthy coping following a traumatic event. , Trauma sufferers tend to feel ...
(Date:6/24/2016)... ... June 24, 2016 , ... Dr. ... accelerated orthodontic treatment. Dr. Cheng has extensive experience with all areas of orthodontics, ... and accelerated osteogenic orthodontics. , Micro-osteoperforation is a revolutionary adjunct to orthodontic ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... Belgium , June 24, 2016 ... today announced the appointment of Dr. Edward ... as a Non-Executive Director, effective June 23, 2016.Dr. ... Compensation and Nominations and Governance Committees.  As a ... will provide independent expertise and strategic counsel to ...
(Date:6/23/2016)... June 23, 2016 Research and Markets ... Market - Forecast to 2022" report to their offering. ... method for the patients with kidney failure, it replaces the ... from the patient,s blood and thus the treatment helps to ... chloride in balance. Increasing number of ESRD ...
(Date:6/23/2016)... , June 23, 2016  In a startling report released today, ... their residents by lacking a comprehensive, proven plan to eliminate prescription ... definitive ranking of how states are tackling the worst drug crisis ... four states – Kentucky , New ... Vermont . Of the 28 failing states, three – ...
Breaking Medicine Technology: