Farmers MarketConsumer Research Project (Group 7)

Lane County

Research Objective+ Gain valuable knowledge about farmers market consumers.

+ Find a specific target audience to increase LCFM awareness/sales.

+ Develop a strategy to increase the amount of food grown and consumed locally.

+ Help LCFM to build, maintain, and maximize both preexisting and potential relationships with consumers.

The Approach+ Mintel Data base (Natural and Organic food and beverage consumer)

+ LCFM Consumer Survey

+ UO Qualtrics Online Student Survey

+ One on one Interviews with LCFM Consumers.

Secondary Research

Secondary Research

Secondary Research

PrimaryResearch

Opportunities

+ Fix parking to increase the ease of shopping

+ Target 18-34 year old families with young children

+ Utilize new media marketing to increase awareness and get people more involved.

+ Play up health benefits of buying local/organic

+ Play up freshness of products

+ Play up the local position ( aka local economy benefits )

+ Kid friendly activities/events at the market

+ Tourist attraction for out-of-towners to get a sense of Eugene

+ Improve navigation/organization ( create a vendor map )

+ Increase awareness about Tuesday and Thursday Markets.

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