Since 2014
The Consumer Costs and Rewards of Direct Social Interaction with Vendors at Farmers' Markets
Advances in Business Research
View Archive Info| Field | Value | |
| Title |
The Consumer Costs and Rewards of Direct Social Interaction with Vendors at Farmers' Markets
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| Creator |
Garner, Benjamin; University of North Georgia
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| Subject |
Business; marketing; communication
Farmers' Markets; direct marketing; retailing |
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| Description |
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.
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| Publisher |
Tarleton State University and the University of Arkansas - Fort Smith
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| Contributor |
—
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| Date |
2016-12-30
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Articles Qualitative; Interview; Ethnography |
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| Format |
application/pdf
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| Identifier |
http://journals.sfu.ca/abr/index.php/abr/article/view/144
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| Source |
Advances in Business Research; Vol 7, No 1 (2016); 1-13
2641-5208 2153-6511 |
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| Language |
eng
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| Relation |
http://journals.sfu.ca/abr/index.php/abr/article/view/144/108
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| Rights |
Authors who publish with this journal agree to the following terms:Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
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