Abstract
This study clarifies the factors that need to be changed, in order to convert new customers to a farmers’ market into repeat customers. For this study, we selected a farmers’market that was r ecently built and located as a tourist attraction.
The results of this study indicate that its characteristic of a tourist location gives visiting customers the opportunity to acquire shop knowledge. Besides, this characteristic tends to attract particular customers in preference to the usual farmers’ markets. With regard to the goods sold there, customers evaluated them as being high-quality, fresh, safe, and at a low price; such evaluations are conducive to subsequent visits and future purchases. Each customer’s evaluation of goods is differ ent, but overall ratings indicate that the goods are generally the same among the usual farmers’ markets. Therefore, we presume that among farmers’ markets that have the same customers and same trade area, there will be competition.
We propose that farmers’ markets target particular customers, and display distinct goods in cases where there are differences of location.
