A Study of Survey about Farmer's Market for Agricultural Producers and Users in Yamanashi

Abstract

In recent years, many farmers' direct sales shops have built by JA or local associations in rest stops. The farmers' shops are used as places of communication between agricultural producers and customers. In this research, we carried out the questionnaire about satisfaction of market to producers and customers at 2 famous farmers markets in Yamanashi Prefecture. Exploratory factor analysis of the maximum likelihood method and covariance structure analysis were applied to the data. The results are as follows; (1) for farmers and customers the satisfaction in communication at the market is the important factor, (2) farmers are interested in the communication with customers but customers are interested in the products, (3) farmers become more active to the agriculture through the direct shop business experience at the market, (4) customers are cultivated the germ of the spirit of “the local consumption of locally produced”.