An Evaluation of Consumer Segments for Farmers’ Market Consumers in Indiana and Illinois

Report detailing research done in Spring 2005 and Fall 2009 to explore differences based on psychographic and behavioral characteristics of farmers’ market consumers. Data analysis showed that four clusters were formed: Recreational (42%), Minimalists (27%), Enthusiasts (23%) and Time-challenged (8%). Each cluster had a unique set of preferences based on farmers’ market attributes ranging from overall convenience of the shopping trip to the presence of nearby stores. Differences in consumer segments suggest that farmers’ market managers can develop specific marketing messages toward each segment.