This study clarifies the identity of various farmers' markets. Through analysis of survey questionnaire from Y city in Fukuoka Prefecture, Japan we analyzed consumer's reason for store selection among farmers' markets and supermarkets. Firstly, factor analysis was applied to the data set in order to extract factors of consumer's store choice; the relationship with the store, the presence of local products, various convenience factors, and values added aspects. Secondly, cluster analysis was applied to these four factor scores, thereby classifying the farmers' markets and supermarkets into four groups each with different store identities. The first group consists of famers' markets which are characterized by local production and as having value added on the store. The second group consists of farmers' markets and cooperative supermarkets characterized by local production and as based on a relationship with consumers. The third and fourth groups consist of only supermarkets which are convenient and value added stores. In conclusion, 'face to face relationships, sense of trust, product safety and product freshness' were identified as the identity of farmers' markets, which differentiated them from supermarkets.
|Number of pages||11|
|Publication status||Published - Jun 30 2014|