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Lane County Farmers Market

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Lane County Farmers Market

  1. 1. Lane County Farmers Market Consumer Research Project (Group 7)
  2. 2. 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.
  3. 3. The Approach +Mintel Data base (Natural and Organic food and beverage consumer) + LCFM Consumer Survey + UO Qualtrics Online Student Survey + One onone Interviews with LCFM Consumers.
  4. 4. Secondary Research
  5. 5. Secondary Research
  6. 6. Secondary Research
  7. 7. Primary Research
  8. 8. + 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. Opportunities
  9. 9. Mock-up Flyer

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