Measurements to support farmers’ markets - a South African German comparison

Abstract

Farmers’ markets have become fashionable places for shopping, entertainment, and socializing, and in many cases are not only sources of cheaper or more convenient shopping. With the growth of the craft and the organic food movements, such products are often marketed through farmers’ markets. Entertainment is also often provided. Such shopping locations often charge premium prices. Why farmers’ markets have become so popular may be due to a variety of reasons such as shopping, entertainment, and socializing. Furthermore, a variety of different factors may cause customer satisfaction or dissatisfaction. This research identifies what attracts customers to farmers’ markets and what creates satisfaction for the customer. A quantitative study was used, based on a sample of 1141 respondents from an e-mailed survey. It is also a comparative study between a developed nation (Germany) and a developing nation (South Africa). The research culminated in a Kano model for farmers’ markets in each of the countries. There was considerable similarity in the ‘delight’ and ‘performance’ factors in the two countries, but only South Africa has ‘basic’ factors, while Germany had none. The study has thus contributed to knowledge about consumer behaviour and attitudes towards farmers’ markets and provides suggestions to increase their attractivity.