Masters Theses

Date of Award

8-2001

Degree Type

Thesis

Degree Name

Master of Science

Major

Agricultural Economics

Major Professor

David B. Eastwood

Committee Members

John R. Brooker, Ted C. Jaenicke

Abstract

There has been an increase in fresh produce consumption over the past few years, which has been good for many participants in the produce distribution system. However, due to the consolidation of the wholesale industry some smaller farmers are having problems selling the limited quantities. This study focused on an often overlooked outlet for small growers, the green grocers. A green grocer is a specialty store that emphasizes atmosphere, locally grown, and specialty produce. These outlets are more accessible in urban areas than farmers' markets. Six outlets were selected for the study to represent the variety of green grocers operating in Tennessee. A questionnaire was distributed to shoppers at the six outlets. The survey gathered information about ideal and actual evaluations of store features (SERVQUAL) and socioeconomic characteristics. There were 24 feature statements in the SERVQUAL section which were broken down into eight feature group categories: Quality, Accurate Pricing, Employees, Hours, Information, Signs, Physical Features, and Other Products. Analysis of the survey data focused primarily on these eight feature groups. The results of the surveys were used to develop marketing suggestions for green grocer outlets. The suggestions were based on using socioeconomic analysis of the feature groups to better meet customer demand.

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