Evaluating the Factors Influencing the Number of Visits to Farmers Markets
Additional Document Info
The primary objective of this article was to determine key factors affecting the frequency of consumer visits to farmers' markets. Data were obtained from in-person surveys administered in two farmers' markets locations in Texas, and used to determine consumer factors, market factors, and socio-demographic characteristics of shoppers influencing frequency of visits. The results of the model showed that travel distance, number of adults in the household, market promotional activities such as entertainment and education, food events, and, to a lesser degree, some demographic variables were all determinants of frequency of visits to farmers' markets. The negative effect of the distance to the market highlights the importance of farmers' market location and influences the demographic profile of buyers as most visitors tend to shop in nearby markets. Thus, results also suggest that demographics characteristics are a weak predictor of farmers' markets interest. 2014 Copyright Taylor and Francis Group, LLC.