Market organic farmers-Costa Rica

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BFJ 111,5

Market trends and consumer profile at the organic farmers market in Costa Rica

498

Juan Antonio Aguirre Gonza´lez CAMSA Consulting Services, San Jose, Costa Rica Abstract Purpose – The purpose of this study is to provide information to local authorities, consumers, retailers and vendors of organic agricultural products. The information could be used for the development of long-term strategies for local organic market development based on the consumer profile information of buyers at the organic market, as well as its evolution and motivations that moved them to start and to continue purchasing organic products. In order to identify reliable trends and potential changes in the quantity and quality of the profile of the organic consumer, could the information also be be used for local market developments strategies. Design/methodology/approach – A total of six studies were conducted at Costa Rica’s largest local organic farmers market “La Feria del Trueque”, during the same period every year during the month of February, covering an eight-year period. The six surveys became three mega databases: one for the 1999/2000 period, another for the 2004/2005 and one finally for the 2007/2008 period. Findings – The study finds that the organic consumer is usually highly educated, has a high income, is concerned with health and environmental problems, has a smaller than average family with men being more involved in the purchase of organic products and living in suburbia rather than from the metropolitan areas. Practical implications – After a decade of expansion, the Costa Rican organic products market is starting to show signs of consolidation. However, the volume, the available varieties and guaranteed supply will decide the future direction of the market. Relocating the market closer to the consumer will benefit the overall sales. Originality/value – The paper gives an in-depth insight into the organic market of today and is a valuable addition to the present literature. Keywords Organic foods, Consumer behaviour, Marketing, Customer satisfaction, Costa Rica Paper type Research paper

British Food Journal Vol. 111 No. 5, 2009 pp. 498-510 q Emerald Group Publishing Limited 0007-070X DOI 10.1108/00070700910957320

Introduction Since 1999/2000 the organic farmers market located at “La Feria del Trueque” the largest organic farmers market of Costa Rica, capital city, San Jose, have been monitored The material reported in this paper is the result of such a monitoring and completes an eight-year cycle, in which the main objective of the effort was to identify the trends and stability of consumers purchasing patterns and profiles characteristics, over a period long enough to be give those marketing agricultural products marketing a solid base to develop long-term strategies to develop the local market. The material available in Costa Rica, from other sources is not comparable, due to the changing methodologies that have been used, as well as the types of survey. Therefore, the data variable from such studies although reliable, has to be taken with this limitation when compare with the material resulting from the study reported in this paper.


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