The study of sustainability of farmers’ market in Kuching / Yusof Noh

The growth of farmers’ markets, or locally known as “Pasar Tani”, has tremendously increased in recent years. This can be seen from new “Pasar Tani” sites which have mushroomed in many towns all over Malaysia. Therefore, the farmers’ market is the appropriate platform allowing farmers entrepreneurs to get closer to the market to market their product with low cost. The farmers’ market becomes the choice of costumer to get the
agriculture product such as vegetables, fruits, poultry product and other agriculture based product. However, farmers’ market is faced with the challenges and competition from other retail outlet and supermarket. There are so many retail outlets, supermarkets even hypermarkets are offer the same product as the farmers’ market. This study is aimed to identify the variables related to the factors of farmers’ market survival and the factors that influence the sustainability of farmers’ market. Findings of this study will be beneficial to assist the farmers’ market operator to plan and develop their strategy for the sustainability offarmers’ market.