1. Lane County
Farmers Market
Consumer Research Project (Group 7)

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. 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. Secondary
Research

5. Secondary
Research

6. Secondary
Research

8. Primary
Research

11. + 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

12. Mock-up
Flyer