Despite modern retail formats, for many cultures, informal markets (street markets, farmers’ markets, or wet markets in Asia), fleas, and bazaars still remain an important part of life. The purpose of this paper is to provide further insight into the characteristics of informal retailers, and to explain their growth and longevity in markets.
In order to explore what attracts customers to informal retail markets, a survey conducted on the sample of Croatian consumers was carried out.
The results show that consumers point out fresh, affordable, and healthy products and relationships with vendors as the main advantages, while weather conditions, unattractive food, and crowds are the disadvantages and barriers of purchasing at informal markets.
The results presented give directions for various subjects on how to increase the popularity of informal markets.
This paper addresses consumers’ perception of informal markets in the context of an emerging country. With the literature review, and the results of the explorative survey, it contributes to the knowledge on this type of retailing.
This paper forms part of a special section “Food retailing: from farmers’ markets to retail hybridization.”
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