Factors affecting the purchase behaviour of farmers' markets consumers

Abstract

The main purpose of this study is to determine the factors that motivate consumers who shop at farmers' markets. The data for this study were gathered from questionnaires of 363 consumers from eight farmers' markets in seven districts of Izmir province, Turkey. To reveal the consumer profile of the farmers' markets examined in this study, consumer segments were determined using factor and cluster analysis. Two different consumer segments -'conventional' and 'conscious'-were identified in the farmers' markets examined. 'Conventional Consumers' reflect typical consumer behaviours and give more importance to factors such as the location of and access to the market, quality and freshness of the products, activities at and around the market and the availability and variety of products. 'Conscious Consumers', in contrast, represent a group that is more sensitive about food safety. The majority of consumers (63.64%) who visited farmers' markets were from the Conscious Consumer segment. The majority of the consumers who visit farmers' markets are conscious consumers, requiring the strategies related to these markets to be revised. Farmers' markets should be improved in terms of selecting vendors, food safety, physical facilities and social activities.