Consumer Segments in Urban and Suburban Farmers Markets

Using cluster analysis, this study used a consumer intercept survey to measure consumers’ attitudes and behaviors at a sample of urban and suburban farmers markets. Five consumersegments were identified using cluster analysis, namely: Market Enthusiasts, Recreational Shoppers, Serious Shoppers, Low-...

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Bibliographic Details
Main Authors Elepu, Gabriel, Mazzocco, Michael A
Format Journal Article
LanguageEnglish
Published 01.05.2010
Subjects
cluster analysis
Community/Rural/Urban Development
consumer segments
Consumer/Household Economics
Crop Production/Industries
farmers markets
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Summary:Using cluster analysis, this study used a consumer intercept survey to measure consumers’ attitudes and behaviors at a sample of urban and suburban farmers markets. Five consumersegments were identified using cluster analysis, namely: Market Enthusiasts, Recreational Shoppers, Serious Shoppers, Low-involved Shoppers, and Basic Shoppers. Each of these segments represents a group of consumers with different attendance and purchasing behavior.Furthermore, different segments look upon the farmers market shopping experience differently, ranging from an opportunity to quickly purchase fresh vegetables to a regular outing of on-siteconsumption and entertainment. Managerial and marketing implications of identified consumersegments were hence drawn.
Bibliography:http://purl.umn.edu/93352