The characteristics of markets from consumers and producers pont of view

Abstract

For centuries the traditional markets were the most important places for consumers and producers to meet and to buy fresh food. However, over the last century traditional markets were rapidly losing their function, as a consequence of changing retailing industry structure and consumers’ lifestyle (AGUGLIA, DE SANTIS and SALVONI, 2009). Nevertheless, after decades of decline farmers’ markets started to gain popularity as an alternative retail space for consumers and producers choosing or forced to stay away from globalized supply chains. Successful, new farmers’ markets are strong in providing support for such aspects as social justice, environmental sustainability and public health (ALLEN et al., 2003). In spring 2011 we started an exploratory research of the Hungarian markets taking into account the producers’ and consumer’s view about this specific distribution channel. Both quantitative and qualitative research methods were used, including a survey questionnaire administered by internet and structured interviews. All in all 851 consumers and 202 producers participated in the survey. The research was not representative. Quantitative data from the survey questionnaire were organized and analyzed using SPSS version 18. The analyzing methods we used were Crosstabs, ANOVA, Principal Component Analysis and Cluster Analysis. Our results confirmed the important role of fruit and vegetable products, and product quality at the markets. 99 percent of respondents purchased at least occasionally fresh vegetables and fruits at markets, including 60 percent of regular buyers. Clustering the factors influencing the purchase, those buyers highly esteeming product quality preferred the markets. On the other hand the research had some warning results. First, the market vendors evaluated their own performance higher than customers did, so in spite of the direct producer-consumer relationship they were not fully aware of the consumers’ needs. Also, market operators and vendors hardly used any marketing and information dissemination tools, and those used left virtually no impact on consumers. Thus, in spite of the high potential, without changing the present management of Hungarian markets, the future role of markets in promoting a healthier, fresh food diet is not guaranteed.