Title: The feasibility study of promotion activities in farmers' markets with regional agricultural products

Authors: Tzong-Ru Lee; Hsing-Wen Wang; Yi-Hsiang Hsu

Addresses: Department of Marketing, National Chung Hsing University, 145 Xingda Rd., South Dist., Taichung City 402, Taiwan ' Department of Business Administration, National Changhua University of Education, 2 Shi-Da Road, Changhua City, Taiwan ' Department of Marketing, National Chung Hsing University, 145 Xingda Rd., South Dist., Taichung City 402, Taiwan

Abstract: The farmers' market is one of the channels that enable farmers to distribute their products. If the healthy and nutritional regional agricultural products can be integrated into the market as well as select the best marketing strategy and promotions after market research and consumer analysis, consumers can be stimulated to buy the products, instead of always demanding for healthy food, as well as interact face to face with producers. This paper designed different questionnaires for administrators, farmers and consumers of 27 farmers' markets in Taiwan. With the aid of grey relational analysis, the important promotional campaigns are determined. Based on answers of questionnaires, the important way to combine regional agricultural products and farmer's market and the important promotional campaigns are determined. The important promotional campaigns can help governments in establishing indexes to assess the performance of markets and can facilitate communication with the farmers' market. Based on results, this paper forwarded four suggestions concerning market management and policy making in the future for both the market administrators and the agricultural affair authorities.

Keywords: farmers' market; regional agricultural products; feasibility study; grey relational analysis; GRA.

DOI: 10.1504/IJLEG.2018.093767

International Journal of Logistics Economics and Globalisation, 2018 Vol.7 No.3, pp.248 - 267

Received: 13 Oct 2017
Accepted: 24 Jan 2018
Published online: 03 Aug 2018 *

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