The main purpose of this paper is to identify about factors of unplanned purchasing for consumers at farmers’ market. For this study, we selected a farmers’ market located at a tourist attraction.
The results show that consumers can be divided into three types according to date, gender, companion and age. Most customers come to the market to purchase special products in the target area and vegetables; however, many customers have also shopped the sales floor for items other than vegetables. Therefore, unplanned purchases can be classified into different products categories. Evaluation, price, quality, and safety are affected by customer purchase. Then, it is considered that these assessments become important during the decision to purchase again.
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