Data collected from the survey were coded and analysed using
SPSS. Respondents rated different aspects of the Otago Farmers’
Market on three different seven point Likert type scale questions,
and the data produced from these types of scales are assumed to
be interval, thus allowing mean scores to be compared through
cluster analysis. Factor analysis was performed on survey variables
as preliminary analysis in order to reduce the original variable
ARTICLE IN PRESS
Please cite this article in press as: Lisa McNeill, Olivia Hale, Who shops at local farmers’ markets? Committed loyals, experiencers and produce-orientated consumers, Australasian