The primary consumers who are legitimately purchasing products at the farmers market, are consumers within an older demographic. This article presents the data that consumers who happen to be over the age of 55, spent on average $30.00 every time they visited the farmers market. In comparison to the demographic under the age of 55, making average purchases with a total of about $25.00 every time they visited the farmers market. The study did some further investigation and came to the conclusion that this was directly correlated to the average annual income that both of these demographics were receiving.
Those over the age of 55 made approximately $95,000, while those that were under the age of 55 made less than $80,000 each year. While these consumers were out shopping at the farmers market, it was found that over 95% of them were there to purchase various foods. The large majority, around 4 out of every 5 people, were seeking out fresh and locally grown vegetables.
Additionally, every 3 out of 5 people were there for some sort of baked good and every 2 out of 5 people also purchased cheese.
About 1-2 people out of 5, found themselves also purchasing fresh produce such as local fruits and eggs. This study concluded that the people shopping at farmers markets, were primarily there food. However in the summertime, we can see an influx of around 30% of consumers making their purchases on flowers and plants. Consumers at the farmers market found several obstacles to list when they were asked why they were not spending more money, four hundred and thirty two obstacles to be exact.
The largest obstacle that everyone claimed when surveyed was the congestion associated with shopping at the farmers market. Most farmers market draw attention from various places, and the amount of people and limited space can be overwhelming. Those claiming congestion as their primary obstacle inhibiting their purchases at the farmers market really just felt it took up a large amount of time for just shopping. However, this obstacle really only made up about 33.5% of the demographic.
The next most claimed obstacle made up about 17% of those surveyed and was the high prices and/or lack of funds to complete the purchase. Around 15% surveyed it was the distance to carry the products, and in many farmers market situations found themselves without proper bags to carry the produce. 14% did not make purchases because of their obligations after shopping inhibiting them from properly storing the food. Around 11% of consumer simply could not find the produce or goods they had in mind. Lastly, around 10% of consumers couldn’t make the purchases because they did not have any cash on them. Many of us seem to just carry credit cards on our persons today, and this is sometimes just not an accessibility at some of these markets. When trying to determine what factors are really making the difference withdetermining whether or not the consumer will buy the products at the farmer’s market, this survey found a few interesting points.
The largest complaint came from the congestion associated with the farmers market. In this example, they were evaluating consumers shopping at winter farmers market held inside. With so many people in a condense area, it can be easy for the consumer to feel congested and just leave rather than making a purchase. This demographic of complaints made up about 1 in every 5 consumers which can really make such a huge difference. The next complaint made up about 15% of the shoppers and their complaint was that it was very trying of them to carry such a large amount of produce for so long. Produce is often heavy in a large sum and with the primary shopping demographics being consumers over the age of 55, it can become a consumer problem if they cannot physically carry out their purchases.
The next complaint goes hand in hand with this issue, and many expressed their concerns with parking. Not only did they often have to pay for parking, but also worry about the availability. This older demographic now not only has to worry about carrying their groceries, but also hauling it over a long distance to their cars. The last complaint was price being too much, which is a typical complaint to be expected. However, if some of this other complaints were addressed, the consumers may not care about the price as much.
The managers of the farmers markets can really take a lot away from this study. This survey really captured the primary complaints of the consumers and which demographic is shopping at the market. Since we now know that the primary consumers are over the age of 55 and complain primary about having to carry their bags the solution is easy. To increase sales, the managers need to either provide easy reusable bags that distribute the weight of the produce and make it easier to carry around. Additionally, they could have a few people volunteer to help bring the produce back to the cars for the elderly. Regarding the parking issue, they could offer a senior discount or even closer parking for the elderly. Another feature that could boost sales would be allowing access to using a credit card. There are programs such as square that allow sellers to charge credit cards easily.
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