Characteristics of Farmer-To-Consumer Direct Market Customers: An Overview

There has been no concentrated effort in the past to examine characteristics of direct marketing consumers to help the producers better serve the needs of consumers. This study provides an overview of various characteristics of farmer-to-consumer direct market consumers from a mail survey conducted in 1994. The results show that the average number visits per month to a direct marketing facility was between one and two. The average dollar amount spent per visit at direct marketing facilities ranged from 11 to 19. The majority of the respondents expected better quality of produce at direct marketing facilities than at supermarkets.