An assessment of consumer preference for direct-­to-consumer market outlets In the mid-­Atlantic region

Abstract

Changes in the agricultural industry have led to changes in eating behavior, consumption patterns and even attitudes and perceptions of protecting the environment and local businesses. New direct marketing methods allow farmers to overcome obstacles such as farm size, delivery logistics, limited marketing budget and labor constraints to achieve greater customer loyalty and enhanced income. Marketing channels, however, are incomplete, despite growing popularity in the 21st century. Establishing the direct marketing grounds, this research aims to examine factors affecting users of farmer-to-consumer direct marketing outlets. It also identifies shopping trends while analyzing demographic characteristics of users of direct market outlets under study. Ultimately it helps to predict the likelihood of purchasing through direct markets and paying premiums based on significant consumer demographic and attitudinal factors. Based on the survey results of 1,134 direct-market-outlet-visiting patrons from the Mid-Atlantic region, estimates of the Logit and Ordered Probit models are used to regress important perceptions, behavioral characteristic and demographic predictors that increase the likelihood of purchasing fresh produce at a direct market outlet. The findings help to explore patterns specifically on consumer purchasing behaviors that will promote the growth of direct market outlets. Focusing on the appropriate media channels and promoting the farmer-to-consumer shopping concepts, farmers have high potential to maintain and enhance profitability.M.S.Includes bibliographical referencesby Yu Tzu Li