Tag: farmers’ markets

A “farmers’ market” identifies a common area where farmers meet periodically to sell food products which do not need to be processed before consumption. Farmers’ markets have recently experienced steady growth mainly due to increasing demand for traditional foods and rising consumers’ interest towards locally produced food products. It is also the case that they provide transparency along the supply chain and decrease information asymmetries. This study attempts to define the farmers and consumers of farmers’ markets in terms of both their socio-demographic and their attitudinal characteristics. Data gathering was performed carrying out face-to-face interviews with sixty farmers and consumers. The study findings show that the majority of consumers purchasing at farmers’ markets are women, with an average age of 49 and with a high level of education. They attach great value to the availability of fresh and organic products with a good value for money. Farmers, by contrast, are mainly male, with an average age of 45 years, a high school degree and several years of experience in farming. They value more the creation of a direct and durable relationship with consumers in order to convey information about the quality and authenticity of their products. The study offers useful ...

In recent years, there has been a rapid growth in new type, direct and short supply chains (SSC) Hungary, and the markets have proved to be globalisation-resilient, keeping their market share from sales of fast-moving consumer goods. We conducted a consumer and producer survey to identify the most important expectations and experiences about markets in Hungary. We applied a service quality model (SERVQUAL) to measure the consumers’ and producers’ opinions and satisfaction of Hungarian markets. A warning result of our study is that vendors estimate their level of service above that of the consumers’ experiences which means that, in spite of the direct communication, they do not have an accurate understanding of their customers’ requirements. Our surveys also showed that there is a substantial deficiency between the services expected and experienced at markets in all dimensions (environment, service, convenience and produce) that influence the choice of retail channel. The most important dimension proved to be produce quality which should thus remain in the focus of market developments. In recent years, new trends in urban local food movements have started to emerge in Hungary which could not be detected at the time of our survey (2012). Thus we intend to extend ...