| In Spring 2005 and Fall 2009 consumer surveys were collected in several Metropolitan 4 cities in Indiana and Illinois to explore differences based on psychographic and behavioral 5 characteristics of farmers’ market consumers. Consumer intercept surveys were conducted in: 6 South Bend, IN; Bloomington, IN; Springfield, IL and Peoria, IL. Likert scale questions were 7 analyzed using factor and hierarchical cluster analysis to identify clusters of consumers based on 8 several farmers’ market characteristics. Survey results show that of the 164 Metropolitan 9 surveys analyzed, 85.3% of respondents were Caucasian, 71.9% were between the ages of 35 and 10 64 and 78% were female. Data analysis showed that four clusters were formed: Recreational 11 (42%),... |
