|
Consumer Research:
65% of our customers shop weekly
31% shop 2 times a month
Over 1/2 of the customers shop all seasons at the market
Over 90% of all shoppers come for produce and plants
However 70% purchase flowers and specialty foods
Of those surveyed over 60% would like to see more organic vegetables, while 90% would like more fruits and berries
Over 70% of respondents would like to see improved facilities, including places to sit, more bathrooms, wider aisles, less congestion, a playground for children, improved parking, and carts for carrying purchases
"Do not lose the integrity of the locally produced vendors" at the St. Paul Farmers' Market was heard over & over
Current Vendor Research:
33 of 53 market vendors strongly support an expanded facility, while another 14 expressed medium support
Vendors want to increase the numbers of organic and specialty products
available to their current customers
Vendors would like improved facilities, including better utilities, more restrooms, better lighting, and larger display areas
Much of our research shows that the current vendors and potential vendors are very supportive of an expanded market and a four season market.
Many vendors would like a combination of outdoor/indoor space to deal with
bad weather.
22 current vendors say they have a high capacity to sell year
round
Of the 24 who have a low capacity for selling year round many express
a desire to develop the capacity
All vendors express strong support for diversifying product lines
Of the 59 prospective vendors, 41 show a high level of support for the
proposed expanded market with 15 showing a medium level of support
38 would
be interested in being a vendor at the market or operating a business near the
market that would remain open year round seven days a week
38 of the
prospective vendors indicated a high level of capacity to sell year round
Many would like access to an on site certified commercial kitchen to undertake
value added food processing
A Note About Our Vendor Research: In 1998, the Friends of the St. Paul Farmers' Market (FSPFM) undertook a vendor/prospective vendor survey. The research included interviews with 112 vendors and prospective vendors. 53 were current members and 59 were prospective vendors. The survey found strong support among vendors and prospective vendors for an
expanded market and a four season market. They feel strongly about protecting
the essential character of the historic outdoor shed farmers' market. 20 of the
current vendors say they wish to expand their business and would use an expanded
market to do so.
A Note About Our Consumer Research: In July of 1998 the results of a consumer research
study financed by a USDA grant were published. The research consisted of
458 shoppers at the St. Paul Farmers' Market during the 1997 season, 400
telephone surveys selected randomly from a 20 mile radius of the market and
5 focus groups. The research demonstrated the Market's strong and loyal
customer base and its high recognition throughout the Twin Cities region. Those
surveyed were supportive of the Market and very interested in its expansion and
the possibility of more varieties over more months. The study participants
emphasized the value of quality, fresh, locally produced products as well as
the Market's atmosphere. The consumers believe that the fundamental character of
the Market should not be changed. They want it to be pedestrian friendly, sociable
and open. They support expanding the warm season market into the colder
months and are supportive of alternative downtown sites for the Market if
it is expanded and ample parking is provided.
|
