In this paper, the authors survey the attributes and the consciousness of the customers who buy local farm products on a direct sales corner at a supermarket in Ami town, Ibaraki pref., and consider the way of increasing and obtaining direct sales stores customers. It is grasped that there are 2 types in customers of local farm products; one type choose the products by interested in their substance, and the other type choose by the appearance. The character of the former type is relatively older and higher frequency of buying. In order to expand the direct sales market, increasing the latter type is one of the effective means.