Customer Dislikes Concerning Farm Markets

A discussion of customer service would not be complete without considering customer dissatisfaction with some farm retail markets. Paying attention to what critics say can help the market operator  achieve greater customer satisfaction.

Customer criticism of farm retail markets can be grouped into five categories: poor market facilities, low quality, mixed sizing, improper handling, and miscellaneous market services. Even though customer complaints may not be voiced directly to a store manager or operator, dissatisfied customers will not return. Following are the primary customer criticisms.

Market Facilities

Cleanliness is important to the image of farm retail markets; however, this is one area that some markets do not rate high on. Customers have referred to these markets as dirty, inefficient, loaded with flies and other insects, messy and just plain unclean. Consumers are aware of laws and regulations governing various food service establishments. Providing a clean, well managed, shopping atmosphere goes a long way towards achieving customer satisfaction.

Quality

Customers are turned off by bulk displays containing overripe, dirty, or wilted products. Do not mix overripe produce with products that are not ripe . Topping-off bags of good produce with not-so-good produce on the bottom will discourage repeat trade. Promoting price specials on overripe produce helps move perishable products. Depending on the image of your market, it may be better to dispose of day-old or overripe products.

Mixed Sizes

Generally, consumers don't like various sizes mixed together in one container. A sign stating "mixed sizes" helps to let the customer know what they are purchasing. Selection from this category should be priced accordingly.

Handling

Customers dislike their produce being handled or dumped into paper sacks. Price the product to include the price of the container. Sometimes customers buy the product just to keep the container.

Other Market Services

Many farm retail market customers complain that there are "too few" products and that prices are not marked. Customers want clearly labeled products and answers to their questions.

Other customer complaints are that some markets are too far away from primary roads and that directions are sometimes difficult to follow. To overcome these obstacles, farm market operators must offer quality products at reasonable prices, with customer convenience and satisfaction as the top priority.

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