(2) A desire for recognition (emulation, devotion, superiority, 

 ornamentation) . 



(3) A desire for new experiences (excitement, thrills). 



(4-) A desire for achievement or response (creativity, rev?ard, 

 reinforcement) . 



Build an image around your roadside market and your products that 

 satisfy these desires, needs, motives, and people will more readily pat- 

 ronize your roadside market and buy your products. 



Let me tie together some of these consumer desires, needs and mo- 

 tives. 



The first step in attempting to motivate consumers is to examine 

 your consumer market. Frequently we are quite sure we understand a sit- 

 uation even though we don't. 



(1) Roadside Market Image . The image of your store or market is 

 not what you think it is, but what other people think it is. We are 

 back to the concept of consumer perception . 



To project a favorable image your roadside market must meet people's 

 desires or motives mentioned earlier. 



Think about your market image. 



Do you guarantee your merchandise? 



What about weights and measures? (Shoppers feel better if a cus- 

 tomer's scale is available to them - even if they don't use it. The 

 presence of it creates confidence.) 



Are the apples or peaches on the bottom of your pack "okay"? 



Is every area clean? (Studies we conducted show that one untidy 

 or dirty looking department can reflect an "unsanitary-health hazard" 

 image of the whole store.) This makes the customer feel insecure about 

 your foods. The same applies to a roadside market. 



A carelessly groomed clerk projects the image of a slovenly store 

 or roadside market. Keep yourself and your personnel fresh and clean 

 looking as well as your products and your market. 



If you sell eggs watch for broken ones that drip over the customer 

 or her auto on the way home. Women have a real fear about transporting 

 cartons of eggs; we f ound . in a Houston study that this was the main rea- 

 son for preferring cartons over-wrapped with cello-film. It was also a 

 reason for buying eggs from door-to-door peddlers rather than at markets. 



Can your customers walk up and down the aisles of your market with- 

 out doing a two-step in and out between crates from which you are re- 



