Continuing on with the Penn State study on Mid-Atlantic consumer purchasing habits, the researchers asked participants about their gender. Across four surveys, approximately 75% of participants who indicated that they were the primary food shopper for their household were female. Of these primary food shopper participants, they were also asked about where they shopped.
A total of 1,553 (Survey 1) and 1,518 (Survey 4) participants residing in metropolitan areas of New York City, Philadelphia, Baltimore, Washington, D.C., and Richmond were surveyed. Data analysis revealed that a significantly greater percentage of female participants shopped at farmers’ markets (Survey 1; 71.7% of females vs. 65.5% of males) and selected farmers’ markets and Community Supported Agriculture (CSA) farms as their primary produce retailer (Survey 2; 36.4% of females vs. 30.4% of males), compared to male participants. Results are exemplified in Figures 1 & 2 below.
As an ag entrepreneur, do you find this data to be true? Are most of your customers female? Do you specifically market towards women? What kind of marketing do you do that is tailored to females?