A RESEARCH ON DETERMINING FACTORS AFFECTING PURCHASING BEHAVIORS OF CONSUMERS ATTENDING FARMERS’ MARKETS: A CASE STUDY OF IZMIR PROVINCE
Project no. 325 · Status: Kapanmış · 2015
Summary
In this study, factors that motivate consumers attending farmers’ markets were mainly investigated. Demographic characteristics and behavioral characteristics of farmers' markets consumers from various aspects, consumer segments that show consumer profiles in farmers' markets, the perceived customer satisfaction with the farmers’ markets, comparison of farmers’ markets and other retail outlets in terms of determining the most appropriate location for buying fruit and vegetables were other important issues examined in the scope of this study. The data of this study were collected from surveys conducted with 363 consumers in 8 farmers' markets in 7 districts of Izmir Province, Turkey. 50.41% of the farmers' market shoppers were 55 and over years old. With regard to gender, 65.56% of all respondents were women. 42.42% of respondents had completed undergraduate and graduate degrees. 49.31% of respondents had an monthly net household income of between 2.001 and 5.000 Turkish lira (TRY). The average household size of those who responded was 2.92 individuals. 34.99% of the respondents were retired and 20.94% of them were housewives. The most important factor that motivated consumers to shop at farmers' markets was determined as “agricultural products that are grown completely chemical free or grown applying fewer chemicals”. Other important factors motivating consumers to shop at farmers' markets were determined as “freshness of products”, “supporting local producers” and “quality of products” respectively. In this study, two different consumer segments were identified, namely: “traditional shoppers” and “conscious shoppers” at farmers' markets. Conscious shoppers were the largest consumer segment, accounting for 63.64% of the total 363 sample. Traditional consumers, called basic shoppers, had typical consumer characteristics. On the other hand, conscious consumers pay attention to products that are certified as being produced using organic farming and good agricultural practices, or grown applying fewer chemicals. Therefore, conscious consumers represent a group that is more sensitive about food safety. Consumers' satisfaction associated with farmers’ markets were perceived between the neutral and somewhat satisfied by interviewed farmers' market shoppers.