Romanian Farmers’ Market - A Multinomial Logit Model Approach

This paper analyzes the nature of the farmers’ market in Romania and its position regarding the main rivals: the specialized stores and the supermarkets. We use a multinomial logit model to estimate the consumers’ characteristics which determine their preference for a certain commercialization form of the fresh agricultural products. The estimations of the model show that farmers’ market can keep a segment of consumers relatively stable, since it dominates its competitors through prices, proximity to the consumers, freshness and diversity of the products.