Determinant Factors of Sellers’ Satisfaction in Urban “Marchés”

Abstract

Temporal direct-selling shops in urban areas called “marchés” are drawing attention as a connecting place between urban consumers and producers in rural areas. However, little has been studied on sellers’ satisfaction, which is a crucial factor for the sustainability of the activity. Thus, this study investigated sellers’ satisfaction and identified the factors affecting their satisfaction by focusing on marchés in Tokyo. The data were collected through a questionnaire survey of sellers in “Taiyou no marché” held once a month in Kachidoki; 43 sellers responded. A binary logit model was employed to identify the factors that influence the sellers’ satisfaction. The results revealed that those who have regular customers, engagement with multiple persons, and higher academic background had higher satisfaction than those do not. Thus, marché organizers should consider these points for the sustainable management of marchés.