Farmer's market vs Safeway
At Safeway, there are pricing signs everywhere that allow you to compare exactly how much something costs. Milano cookies are 2/$5, or a package that's $7 is actually 23.5 dollars per ounce if you break it down. There are coupon inserts in the front of the store. There are bright yellow signs saying peaches are $1.99 per pound this week, hanging over the sign that says that they're normally $2.49.
If you go to a farmer's market, GOOD LUCK trying to find how much that organic kale costs. There's typically little mention of price anywhere.
It's important to note that there's no value judgment about whether one place is better than the other.
Why? Because (a) both types of shoppers tell themselves a story, and (b) both places cater to people who value different things.
What kind of story would a person tell themselves about choosing the farmer's market over Safeway? Let's look at two imaginary people, Aiden and Josh.
Aiden shops at the farmer's market:
"I care about organic, locally-sourced, sustainably-grown vegetables. It's more expensive, but I'm willing to pay for it. My health is important and I only have one body, and I've found that I feel better when I eat clean. Plus, the flavor of vegetables that are picked at their prime and grown with care -- the burst of flavor and nuanced texture is unbelievable. I now subscribe to a vegetable CSA so I get weekly deliveries of local vegetables that are in season. Sometimes I'll still get a rare fruit or try a new vegetable at the farmer's market on Sunday. It's a relaxing way to spend the morning after a run."
Josh shops at Safeway:
"I care about food and value. I like places like Trader Joe's, and sometimes get a something special at Whole Foods if I can't find it anywhere else. I mainly shop at Safeway though, because it's convenient on my way home from work. I like that they always carry the brands I need at decent prices. I'm not elitist or picky about food. I could easily afford to pay twice as much for frou-frou groceries. But I believe that good food should be accessible to everyone, and shouldn't have to break the bank."
Usually the stories that you tell yourself have little to do with the REAL reason why you shop at one place or another, or why you choose one thing over another, ever...
The story you tell yourself reinforces your idea of the kind of person you are, aspire to be, and want to associate with. What story does your user tell herself? Does your product match that story? Does your product help your user become the person she wants to be?