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Farmers’ markets are gaining popularity in Lithuania by encouraging people to choose locally produced, healthier, and more authentic products than in conventional shops or shopping centres. However, the competition is intensifying and consumer attraction and retention becomes a priority task for many vendors in the markets. Considering market as non-homogenous, different marketing measures have to be applied for every market segment in order to meet customer needs and expectations. One of the ways for segmenting consumer markets is dividing them by generations. The scientific discussion about the factors influencing different generations’ customers switching behaviour is still scarce; therefore, the scientific problem solved in the manuscript is: what factors influence different generations’ customers switching behaviour in farmers‘ markets in Lithuania? To solve the problem, the aim of the research is to assess the factors influencing different generations‘ customers switching behaviour in farmers‘ markets in Lithuania. Questionnaire survey is provided to determine the factors affecting different generations’ customer switching behaviour. Research results enabled naming common factors supporting and repressing customer switching behaviour; also, generation-specific factors were determined. Based on research results, vendors in farmers’ markets in Lithuania can plan and implement marketing activities better corresponding to their customer profile.

Research of factors influencing different generations’ customers switching behaviour in farmers’ markets in Lithuania