The Consumer Costs and Rewards of Direct Social Interaction with Vendors at Farmers' Markets

Authors

  • Benjamin Garner University of North Georgia

Keywords:

Farmers' Markets, direct marketing, retailing

Abstract

The purpose of this research paper was to examine the consumer rewards and costs of having direct interaction with a farmer at a farmers’ market.  This analysis sought to deepen our understanding of the interpersonal benefits and costs of this direct exchange. This research uncovered several themes that encapsulate the customer experience regarding direct, face-to-face communication with the farmer. These included the importance of face-to-face communication, friendship, trust, customized service, accountability, and regularity.  Negative aspects of direct consumer-farmer interaction included obligation, guilt, and rude farmers. 

 

Author Biography

Benjamin Garner, University of North Georgia

Dr. Garner is an assistant professor of marketing and management.

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Published

2016-12-30

Issue

Section

ABR Journal Articles