Saga

farmers' market

A large number of the store currently faced with slow increase of sales although the sale and operating activities in the famers' market is carried out on the whole. On the other hand, human exchanges with the consumer by events, such as agricultural experience and a harvest festival, are evaluated. However, the research including the viewpoint of exchange activities in sale and operating activities carried out by farmers' markets are rare. In this study, about the sale and operating activities which the famers' market is carrying out, and the exchange activities being carried out by what kind of intention are include. Six intentions, "the event for consumers", "product differentiation", "city farm village exchange", "products offered", "disclosure of information", and "consumer needs", were extracted. Moreover, the "primitive type" of the famers' market which is not positive about sale and operating activities was analyzed by cluster analysis, and as a result, the three deployment directions, the "supermarket type" which carries out products offered and differentiation, the "city farm village interaction type" which considers exchange as intentional activities, and the "event exchange type" which makes exchange an event, became clear. The relation of the intention of a management result (a sales total per area), and sale and operating activities of an area scale exception was clarified by regression analysis. As a result, it can be seen clearly that the management result is affected by a total sales activities carried out an event and city farm village interaction per area of the large-scale famers' market.

Contemporary