Farmers Market

Consumer 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
Primary
Research
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.

Mock-up
Flyer