A Farmers’ Market that Enhances Customer Experience and Supports Business Interests of Farmers and Restaurants: A Conceptual Proposal to Promote Fresh, Local Fruits & Vegetables through a New Farmers’ Market: A Multiple Case Study of Farmers’ Markets in Copenhagen
Authors
Peterson, Corissa Jade ; Bilinskaité, Kristina ; Koefoed, Signe Juhl ; Munch, Hanna Kalakech
Term
4. term
Publication year
2017
Submitted on
2017-06-09
Pages
246
Abstract
Dette udvidede speciale undersøger, hvordan udvalgte gårdmarkeder i og omkring København fungerer, er organiseret, og om de giver kunderne en egentlig oplevelse. Undersøgelsen bygger på tre faglige begreber: Oplevelsesøkonomi (at skabe mindeværdige oplevelser, ikke kun sælge varer), eventplanlægning og -design (hvordan rammer, mennesker og ledelse spiller sammen), samt forankring/indlejring (hvordan sociale bånd og stedstilknytning former adfærd). Grundlaget for studiet er semi-strukturerede og strukturerede interviews med markedsarrangører, kunder og stadeholdere samt observationer af markederne. Derudover er landmænd og restaurantkokke interviewet for at få forskellige aktørperspektiver. Resultaterne viser, at ingen af de undersøgte markeder bevidst iscenesatte en oplevelse, hvilket peger på et stort potentiale for at styrke kundeoplevelsen. Deltagelse blev især drevet af sociale relationer og fællesskab (social forankring) samt af friskhed, kvalitet og ønsket om at støtte lokale producenter (rumlig forankring). Markeder, hvor der var dårlig sammenhæng mellem eventdesignets grundelementer—rammer, mennesker og ledelse—fungerede generelt dårligt, især hvad angår rammerne. Samtidig kan alle markederne opfattes som planlagte begivenheder, der kræver forudgående planlægning og organisatoriske indsatser. På baggrund af analysen udvikles et konceptuelt forslag til et nyt gårdmarked i København, der skal give byens borgere adgang til friske, lokale frugter og grøntsager, støtte landmænds og kokkes forretningsinteresser og skabe muligheder for møder, fællesskab og tilhørsforhold.
This extended master’s thesis examines how selected farmers’ markets in and around Copenhagen operate, how they are organized, and whether they deliver a meaningful customer experience. The study draws on three concepts: the Experience Economy (creating memorable experiences, not just selling goods), Event Planning and Design (how setting, people, and management work together), and Embeddedness (how social ties and connections to place shape behavior). The research is based on semi-structured and structured interviews with market organizers, customers, and vendors, as well as observations of the markets. Additional interviews with farmers and restaurant chefs provide perspectives from different actors. Findings indicate that none of the markets intentionally staged an experience, revealing considerable potential to enhance what customers feel and do at the market. Participation was strongly motivated by social relationships and a sense of community (social embeddedness), and by the freshness and quality of produce and the desire to support local producers (spatial embeddedness). Markets with weak synergy among the foundations of event design—setting, people, and management—tended to function poorly, especially in terms of the setting. At the same time, all the markets can be viewed as planned events that require advance planning and organizational effort. Based on the analysis, the thesis proposes a conceptual design for a new farmers’ market in Copenhagen to provide city residents with fresh, local fruits and vegetables, support the business needs of farmers and chefs, and foster interaction, community, and a sense of belonging.
[This abstract was generated with the help of AI]
Keywords
farmers' market ; farmers ; embeddedness ; experience ; experience economy ; events ; restaurants ; market ; CSA ; farmers market ; farmer's market ; design ; food ; fruits and vegetables ; fruits ; vegetables ; local
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