Farmers’ markets’ customer loyalty structure in Lithuania

Abstract

Being disappointed with food quality in supermarkets, people are searching for healthier products in other places. Farmers’ markets are often considered as an alternative. Nowadays, farmers’ markets are gaining their popularity in Lithuania, as well as in many other countries. However, the competition among farmers is increasing as well. As customer loyalty is becoming one of the fundamental goals for the main part of organizations, the same rules can be adapted if considering farmer as a company. Knowing the customer loyalty structure in farmers’ market can help a farmer in taking optimal measures for keeping loyal customers and excelling in the market