Direct marketing of produce : a study of farmers' markets in Jackson, Knoxville, and Memphis, Tennessee

The purpose of the study was to determine what characteristics influence whether a local resident will shop at a farmers' market and how much will be purchased while there. The markets under observation were Jackson, Knoxville, and Memphis, Tennessee. Questionnaires were distributed to patrons of each market for one week periods in Jackson, Memphis, and for two weeks in Knoxville. These responses were then compared to their respective county census data, descriptive and univariate analyses within and across markets were evaluated, and determinants of the amount spent were estimated.

The descriptive results revealed differences in socioeconomic characteristics. The populations surrounding each of the three markets are somewhat distinct in addition to the sizes of the metropolitan areas. Differences were found in the racial composition, the distribution of educational attainment, and the income distribution of the residents.

Despite these discrepancies, however, the socioeconomic characteristics of the patrons were similar in some respects. Shoppers were typically white females from small households that earned over $35,000 annually. Also, these older patrons were generally college educated.

Univariate results for the two weeks in Knoxville revealed only minimal differences between shopper characteristics. These variations, however, provide marketing opportunities. Specific groups to be targeted are men and shoppers who visit with family and friends. Factors to be emphasized are the hours of operation and the availability of buying bulk produce for processing.

Customized marketing plans were developed for the Jackson, Knoxville, and Memphis farmers' markets based on the different indicators of amount spent revealed in the regression results. For Jackson, two campaigns suggested were to maintain the interest of current shoppers, who are local employees, and another to increase family visits to the market. In Knoxville during June, advertising messages should highlight plants and crafts as well as stress the quality and service aspects available at the market. During July, a billboard campaign was suggested to attract residents to the market to make substitute and supplemental purchases. For Memphis, the marketing strategy should be to emphasize the plant and craft offerings to residents who want a place to take their family and friends.