| Summary: | 碩士 === 東海大學 === 食品科學系 === 101 === Farmers' Markets are getting attention in recent years, which means more and more people have a lifestyle and values of " environment- friendly, human- friendly, community-friendly, healthy and safe". Farmers ' Market is a new consumer field in this country, and not much literatures are found . Therefore, this study uses questionnaire to investigate consumer behavior on Farmers’ Markets and the IPA analysis is also utilized to discuss and offer suggestions for improving Farmers’ Markets management.
This study finds that the surveyed respondents of Farmers' Markets are mostly women and the mainly purchase of group age is between 31 to 50 ,these consumers are concerned about their health and families , and these people emphasizes on "local environmental protection", "interaction with producers. Majority of consumers’ incomes are among 30,000 NT to 60,000 NT；Mostly of consumers’ job is Housewives , Civil Servant and Teacher; Most of the average purchasing amount in Farmers' Markets is about 200 NT to 600 NT, and there are about 50% of the respondents purchased organic fruits and vegetables at least once a week, which indicating that the market has growth potential.
The result of Food-Related Lifestyle analysis demonstrates the Farmers' Market respondents preferring natural ingredients, and love to cook at home with friends, and the family members will assist with housework that shows family members care of families ,The IPA analysis finds the farmers' markets needed to improve mostly is" Having verification label on products ", which means consumers still have some doubt to Farmers' Market’s products, even though each market have their individually examining methods. This study suggested that the Farmers’ Markets should let consumers know the examining methods to reduce consumer mistrust, and also farmers need to enhance and establish to the consumer’s trust towards products.
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