16142823
Consumers' preferences for locally produced food: A study in southeast Missouri
A mail survey was used to gather information from the main food buyer in random households in southeast Missouri to analyze consumer preferences for locally grown food. A majority of shoppers in the region were not aware of the state's AgriMissouri promotion program. Consumers defined locally grown not as a statewide concept but as a narrower regional concept that could cross state boundaries. Most important when purchasing produce were quality and freshness, and most consumers perceived local produce at farmers' markets to be of higher quality and lower price. Farm households were not significantly different from other households in the region and did not show a preference or willingness to pay a price premium for local food products. Food buyers who were members of an environmental group had higher education and income and were more likely to purchase organic food and more willing to pay a higher price for local produce. Households in which someone was raised on a farm, or had parents who were raised on a farm, had a preference for locally grown food and were willing to pay a price premium for it. Marketing local products should stress quality, freshness, and price competitiveness, and appeal to environmentalists and those with a favorable attitude towards family farms.
76657303
Using Customer Surveys to Promote Farmers' Markets: A Case Study
Changing food consumption patterns indicate that food retailers need to be responsive to patrons. Consumer surveys can be used to identify changes that should be made in the management of a facility and to identify relevant promotional messages for food shoppers. A survey of shoppers at a farmers' market is used to estimate a Poisson regression of the number of trips. Results provide a basis for the outlet becoming more responsive to consumer information needs.
53678785
A STUDY OF CONSUMERS AT A SMALL FARMERS' MARKET IN MAINE: RESULTS FROM A 1995 SURVEY
This study was based on a survey of customers who shopped at a small farmers' market during the summer/fall market season of 1995. Information from a survey completed by 239 shoppers was used to develop a profile of the primary consumer group, defined as those who shop regularly at the market and spend the most per visit. Comparisons between survey data and census data for the local population showed that primary shoppers at the market had higher education, higher annual household income, tended to be slightly older, and were more likely to be employed women. For the most part, the respondents were loyal, weekly shoppers who patronized the market because of the high quality of the products. Most reported that they were willing to pay more for produce at the farmers' market.
152600164
Product differentiation and state promotion of farm produce: an analysis of the Jersey fresh tomato.
Product differentiation, a prerequisite for successful state promotion of state branded farm products, may be reflected by differences in the own-price, cross-price and income elasticties of demand between a state's brand and other products. This paper tests for such differentiation by estimating demand functions for tomatoes available at the retail level in New Jersey. The "Jersey Fresh" brand is shown to have higher own-price and income elasticities of demand. It is thus perceived to be of higher quality than others. Consumers are also found to be origin biased. Promotion based on the Jersey Fresh's unique attributes and on encouraging further origin bias may have a good chance of success.
166894422
CONSUMERS' PERCEPTIONS OF LOCALLY GROWN PRODUCE AT RETAIL OUTLETS
Consumption of fresh fruits and vegetables has received considerable attention over the past ten years. This attention has been partially generated by two separate phenomena. First, rapidly rising food prices fostered renewed interest in the potential for expanded sales through direct-market outlets. Intuitively it would seem that fresh fruits and vegetables are ideally suited for direct sales to final consumers because they require no processing. Secondly, consumption of fresh produce has been stimulated by an apparent surge of consumer interest in food nutrition and personal health. Fresh produce is considered by many to possess the desirable nutrients and fiber associated with healthy lifestyles. These phenomena have increased the interest in locally grown “ripe” produce in spite of the higher post-harvest handling cost and shorter shelf -life.[1 ] Also, local growers have become more vocal in striving to reach local supermarkets as they observe the saturation of existing local direct-market outlets.
82057608
Consumer attitudes toward locally grown produce
Can small farmers in California achieve greater profits through promotion of “locally grown” produce? Interviews and sales data indicate that consumers are attracted to locally grown produce, but not if the quality is poor or the price is more than they are used to spending. When markets advertise high-quality, locally grown produce at a fair price, produce sales increase.
154737036
An empirical analysis of state agricultural product promotions: A case study on Arizona Grown
State commodity promotions, which promote food and agricultural products produced within a state's borders, are becoming widespread. Even though they are funded through tax revenues, there is little analysis on their effects. This study evaluates consumer awareness of Arizona's program and their preferences for Arizona products. Also, the effects of the program on product sales are analyzed. It was found that consumers were largely unaware of Arizona's program. However, most indicated that they would prefer Arizona products over others. The promotion was found to have little to no effect on product sales and only a modest direct effect on consumer preferences. lEconLit cites: Q180, M300, H170r © 1999 John Wiley & Sons, Inc.
166392821
A Target Consumer Profile and Positioning for Promotion of the Direct Marketing of Fresh Produce: A Case Study
A consumer survey was used to identify the proportion of consumers who shop for produce at farmers' markets. A profile of the target market was developed. Characteristics of produce which are most desirable to consumers when making their purchase decision were identified. Consumers' perceptions of the characteristics of produce sold at farmers' markets versus supermarkets were evaluated. The most desirable characteristics of produce which provide farmers' markets produce with a relative advantage over supermarket produce were identified for use in a promotional campaign.
55189595
Consumers’ Willingness to Purchase Locally Produced Agricultural Products: An Analysis of an Indiana Survey
Using a survey of over 320 consumers from across the state of Indiana, we estimate an ordered probit model to determine the demographic and attitudinal factors which are most important in predicting the likelihood of consumers to purchase products that are produced within the state. Our results indicate that the willingness to purchase locally produced agricultural products increases with time of residency in the state, and we find a greater tendency for female consumers to purchase such products. We also find that quality perceptions play a critical role in these food purchase decisions. We underscore the importance of maintaining minimum quality standards to maximize the effectiveness of state level agricultural promotion programs.
153677118
Trying and buying locally grown produce at the workplace: Results of a marketing intervention
Although consumers have a high opinion of locally grown produce, they do not consider origin as important as other factors in produce selection. Inconvenience is a major barrier to purchasing local produce. In a rural community in Maine, the Farm Fresh Project tested an intervention designed to exploit consumers' high regard for locally grown produce and also overcome the inconvenience of buying it. Each week for six weeks in the summer of 1997, employees at three worksites were offered tastings of locally grown produce, information about the produce, and an opportunity to order it at their workplaces. Changes in purchases of locally grown produce were compared with changes among employees at three matched control worksites. More than a quarter of workers at intervention worksites ordered produce through the project. Significant numbers of employees at intervention worksites who had not bought locally grown produce earlier in the summer bought it at outlets in the community during the four weeks following the intervention. Visits to the community farmers' market, purchases at roadside stands, pick-your-own purchases, and purchases of locally grown produce, both overall and at locations other than at the farmers' market, increased significantly in the intervention group. Among workers at control sites, only roadside stand purchases increased significantly. It appears that the opportunity to taste and purchase locally grown produce at a convenient venue, the workplace, motivated consumers to overcome barriers to purchasing locally grown produce at less convenient venues outside of the workplace. Temporary farm stands at workplaces may offer a promising new direct market for farmers.
154270745
Local food systems and sustainable communities
The long-term health of a community's food system is an important indicator of its vitality and sustainability. A logical and appropriate way to revitalize a community is by the development of a local food economy. People throughout the United States are designing and implementing sustainable, local food systems that are rooted in particular places, aim to be economically viable for farmers and consumers, use ecologically sound production and distribution practices, and enhance social equity and democracy for all members of the community. This paper reviews the existing literature on local food systems, examines a variety of strategies and initiatives that are currently underway, and identifies steps that community kaders and citizens can use to develop their own local food systems. Finally, I suggest what research is needed to support these community efforts.
110020342
Mail and telephone surveys : the total design method
Develops a theoretically based system guided by principles of social exchange and administration that ensure high quality surveys at low cost. Presents step-by-step procedures and shows why each step is important. Contains many examples and, where appropriate, contrasts acceptable and unacceptable procedures.