Shopping at the farmers' market: consumers and their perspectives

Phil Lyon, Viv Collie, Eva-Britt Kvarnbrink, Anne Colquhoun

Research output: Contribution to journalArticle

Abstract

While farmers' markets are a colourful addition to urban shopping, they are periodic, relatively expensive and provide for a very limited range of consumer requirements. In fact, they are the antithesis of supermarket ubiquity, price sensitivity, wide product/service range and extended opening hours. So, despite their small role in total food retail sales, why are they a growing presence and what do farmers' markets say about the consumer needs that supermarkets do not satisfy? This article reports the findings of a questionnaire-based survey of 391 farmers' market customers in five Scottish towns during 2006. Customers were seeking high quality food products, even if that meant premium prices, and put a particular value on direct transactions with the producer. Although these data have a specific geographic context, they have resonance for the growing schism between producer and customer in the UK and other countries.
Original languageEnglish
Pages (from-to)21-30
Number of pages10
JournalJournal of Foodservice
Volume20
Issue number1
DOIs
Publication statusPublished - Feb 2009
Externally publishedYes

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Consumer markets
Shopping
Farmers
Supermarkets
Price sensitivity
Food retail
Questionnaire
Price premium
Food products

Cite this

Lyon, Phil ; Collie, Viv ; Kvarnbrink, Eva-Britt ; Colquhoun, Anne. / Shopping at the farmers' market : consumers and their perspectives. In: Journal of Foodservice. 2009 ; Vol. 20, No. 1. pp. 21-30.
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Lyon, P, Collie, V, Kvarnbrink, E-B & Colquhoun, A 2009, 'Shopping at the farmers' market: consumers and their perspectives', Journal of Foodservice, vol. 20, no. 1, pp. 21-30. https://doi.org/10.1111/j.1748-0159.2008.00119.x

Shopping at the farmers' market : consumers and their perspectives. / Lyon, Phil; Collie, Viv; Kvarnbrink, Eva-Britt; Colquhoun, Anne.

In: Journal of Foodservice, Vol. 20, No. 1, 02.2009, p. 21-30.

Research output: Contribution to journalArticle

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