AN ANALYSIS OF OKLAHOMA DIRECT MARKETING OUTLETS: CASE STUDY OF PRODUCE FARMERS' MARKETS

Abstract

The objectives of this study are to examine consumer preferences among various marketing channels including direct marketing in Oklahoma, and to analyze the impact of various demographic variables on purchasing choice. Specifically, this research focuses on the links between demographic factors and shopping preferences. Data from consumers' survey in 21 farmers' markets in Oklahoma will be used to analyze consumer preferences using an ordered logistic regression analysis method. Farmers' market producers and market managers were also surveyed. The results of this study identify consumer characteristics that influence produce demand and consequently growers' return at Oklahoma farmers' market.