This thesis explores how to promote local agricultural products sales through 5-day market among urban people. The analysis indicates that the higher the people's need and emphasis for the quality, variety, brands, sales facilities and information regarding agricultural products is, the more likely they are to purchase agricultural products, while agricultural products prices tend to make them reserve their purchase. The latter group is more concerned with fruit than with grains and livestock. Vegetables, grains, and livestock consumers are typically over the 30s and visit 5-day market mainly to purchase farm produce, spending between 150,000 and 200,000 won. Fruit consumers are typically under the 30s and visit 5-day market to experience local culture and see 5-day market scenes, spending no more than 100,000 won.