Parkersburg Farmers

Market Research
October 1, 2012
J.C. Rutter, Zach Stanley,
& Jackie Lake

Parkersburg Farmers Market

Research

Objective
Methodology & Data Collection
Statistical Analysis/Results
Recommendations

Parkersburg Farmers Market

Research

Objective:
A comprehensive survey and analysis
of the Parkersburg Farmers Market, its
prospective customers, and its
relevance in the downtown community.

Parkersburg Farmers Market

Research

Methodology & Data Collection:

Surveys were collected manually on
Tuesdays and Fridays from 11am to
2pm at the market and surrounding
area.
Surveys were collected online
through surveymonkey.com.
Compiled all manual data into
surveymonkey.com for statistical
analysis.

Parkersburg Farmers Market

Research
Annual Income

Statistical Analysis/Results
Demographics:

12% 13%
19%

Les s or equal to
$25,000
$25,001 - $50,000
$50,000 - $75,000

28%

$75,001 - $100,000

28%

$100,001 or greater

Age
Less than 18

3% 8%
18%

Female

Male

28-35
36-50

46%

Gender

19-27

26%

51-75
Greater than 75

Size of Household
6% 3% 15%
14%

27%

21%
73%

41%

6 or greater

Parkersburg Farmers Market

Research

Statistical Analysis/Results
How did you first learn about the Farmers' Market?
Answer Options
Newspaper ad/article
Television
Radio
Our website
Social media (i.e. Facebook)
Internet search
Friend/word of mouth
Drove by and saw the market
Do not remember
I don't know

Response
Percent
35.1%
15.9%
5.0%
2.9%
4.2%
0.8%
34.7%
28.0%
7.5%
0.8%
answered question

Response
Count
84
38
12
7
10
2
83
67
18
2
239

Parkersburg Farmers Market

Research

Statistical Analysis/Results
Preferred Days and Hours by
Customers %
Customers would prefer a market presence on Saturdays. If people do not
work downtown and cannot go to the market on their lunch break then they
are missing out entirely on The Farmers Market.
Sunday

Monday

Tuesday

Wednesda
y
Thursday Friday

Saturday

8am-11am

0.087866

0.096234

0.117155

0.096234

0.083682

0.175732

0.309623

11am-2pm

0.179916

0.259414

0.372385

0.263598

0.292887

0.481172

0.405858

2pm-5pm

0.179916

0.066946

0.108787

0.079498

0.087866

0.129707

0.225941

5pm-8pm

0.07113

0.108787

0.125523

0.112971

0.117155

0.150628

0.121339

Parkersburg Farmers Market

Research

Statistical Analysis/Results
What Customers are Asking for:
What product would you like to see more of at the Market?
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

Parkersburg Farmers Market

Research

Statistical Analysis/Results
What activities would you like to see offered at the Market?

60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Live musicPerformers
Games (i.e. magician,
Children
acts,
Canning
activities
etc.) demonstrations
Cooking demonstrations
Contests
Gardening demonstrations
Other (please specify)

Parkersburg Farmers Market

Research
Recommendations:
Knowing the demographic of those who
come to the market will help effective
advertising through the newspaper and
downtown signage.
Holding more music, cooking, gardening,
and canning demonstrations will liven up
the market and create a buzz that people
want to be a part of, thus effective
advertising by word of mouth.

Parkersburg Farmers Market

Research
Recommendations (continued):
Bringing in more local vendors who sell produce,
cheese, baked goods, and restaurant vendors
would give people a vast array of different
products.
The market should have a presence on the
weekends. Knowing that vendors have obligations
for other markets on Saturday (Athens and Marietta
Markets) we suggest a Sunday presence or new
vendors for Saturdays to offer citizens who do not
work downtown the chance to experience the
Farmers Market.

Parkersburg Farmers Market

Research

Questions or Comments?