| Results of 2003 Customer Survey (Percentages) | |||||||||||||||||||
| New Member 0-2 years |
Loyal
Member 6+ years |
Frequent
Shopper Daily or Weekly |
Member |
Nonmember |
Total | ||||||||||||||
| Surveys distributed | |||||||||||||||||||
| 1 | Surveys returned | 16% | 25% | 71% | 83% | 17% | 100% | ||||||||||||
| Important | Important | Important | Important | Important | Important | ||||||||||||||
| 2 | What are the reasons you shop at Co-op? | Very | Some | Not | Very | Some | Not | Very | Some | Not | Very | Some | Not | Very | Some | Not | Very | Some | Not |
| Store Appearance | 30% | 36% | 6% | 16% | 43% | 9% | 23% | 39% | 6% | 23% | 41% | 6% | 32% | 36% | 4% | 24% | 40% | 6% | |
| Emphasis on Organic & Natural Foods | 91% | 7% | 0% | 94% | 5% | 0% | 93% | 4% | 0% | 93% | 5% | 0% | 79% | 10% | 1% | 91% | 6% | 0% | |
| Customer Service | 51% | 23% | 1% | 52% | 26% | 0% | 54% | 24% | 0% | 53% | 24% | 1% | 50% | 28% | 0% | 52% | 25% | 0% | |
| Product Selection | 77% | 10% | 0% | 72% | 14% | 0% | 74% | 13% | 0% | 76% | 12% | 0% | 73% | 14% | 0% | 76% | 12% | 0% | |
| Convenient Location | 36% | 30% | 5% | 28% | 37% | 7% | 33% | 34% | 5% | 32% | 35% | 6% | 31% | 27% | 5% | 32% | 34% | 5% | |
| Value for Money | 46% | 18% | 4% | 38% | 27% | 2% | 40% | 25% | 1% | 41% | 25% | 2% | 36% | 18% | 1% | 40% | 24% | 2% | |
| Member-Owned Cooperative | 35% | 34% | 8% | 60% | 26% | 5% | 47% | 28% | 5% | 49% | 29% | 5% | 19% | 28% | 13% | 44% | 29% | 6% | |
| Locally Owned Store | 64% | 18% | 4% | 66% | 18% | 1% | 62% | 20% | 2% | 62% | 21% | 2% | 35% | 26% | 5% | 58% | 22% | 3% | |
| 3 | How would you rate the Co-op in: | Excel | Satisf. | Improv Needed |
Excel | Satisf. | Improv Needed |
Excel | Satisf. | Improv Needed |
Excel | Satisf. | Improv Needed |
Excel | Satisf. | Improv Needed |
Excel | Satisf. | Improv Needed |
| Store Appearance | 74% | 21% | 0% | 77% | 17% | 0% | 71% | 22% | 1% | 71% | 23% | 1% | 71% | 24% | 1% | 71% | 23% | 1% | |
| Emphasis on Organic & Natural Foods | 91% | 8% | 0% | 86% | 11% | 2% | 84% | 12% | 2% | 85% | 11% | 2% | 78% | 14% | 1% | 84% | 12% | 2% | |
| Customer Service | 70% | 21% | 3% | 69% | 23% | 5% | 67% | 24% | 4% | 66% | 25% | 4% | 62% | 32% | 2% | 66% | 26% | 4% | |
| Product Selection | 48% | 41% | 4% | 49% | 40% | 6% | 46% | 45% | 5% | 47% | 42% | 4% | 49% | 40% | 5% | 48% | 42% | 5% | |
| Value for Money | 27% | 52% | 11% | 20% | 58% | 17% | 20% | 57% | 16% | 21% | 56% | 15% | 16% | 53% | 21% | 20% | 55% | 16% | |
| Newsletter Co-op News | 27% | 31% | 3% | 24% | 48% | 4% | 22% | 43% | 4% | 22% | 43% | 4% | 18% | 27% | 1% | 21% | 41% | 3% | |
| Events and information provided in store | 29% | 29% | 2% | 30% | 43% | 4% | 28% | 40% | 3% | 26% | 40% | 3% | 25% | 27% | 3% | 26% | 38% | 3% | |
| 4 | Where do you most often purchase food or natural health products? | ||||||||||||||||||
| Ukiah Natural Foods Co-op | 88% | 93% | 96% | 92% | 76% | 89% | |||||||||||||
| Safeway/Ukiah | 38% | 27% | 30% | 28% | 27% | 28% | |||||||||||||
| Albertsons/Ukiah | 11% | 11% | 13% | 12% | 12% | 12% | |||||||||||||
| Raleys/Ukiah | 30% | 43% | 38% | 37% | 27% | 35% | |||||||||||||
| Trader Joe's | 33% | 35% | 39% | 39% | 42% | 39% | |||||||||||||
| Whole Foods | 13% | 16% | 17% | 17% | 13% | 16% | |||||||||||||
| Mariposa Market/Willits | 12% | 12% | 14% | 14% | 21% | 15% | |||||||||||||
| Local Farmers Market | 39% | 46% | 43% | 41% | 31% | 40% | |||||||||||||
| Others | 24% | 16% | 15% | 18% | 23% | 19% | |||||||||||||
| 5 | If you shop elsewhere: What attracts you to these other stores? | New
Member 0-2 years |
Loyal
Member 6+ years |
Frequent
Shopper Daily or Weekly |
Member |
Nonmember |
Total | ||||||||||||
| Lower prices | 44% | 52% | 54% | 52% | 59% | 53% | |||||||||||||
| Better customer service | 3% | 5% | 4% | 4% | 2% | 4% | |||||||||||||
| More convenient location | 26% | 25% | 20% | 25% | 32% | 26% | |||||||||||||
| Larger selection | 38% | 28% | 34% | 35% | 35% | 35% | |||||||||||||
| Products the Co-op doesn't sell | 41% | 48% | 47% | 44% | 21% | 40% | |||||||||||||
| Others | 8% | 13% | 10% | 9% | 11% | 10% | |||||||||||||
| 6 | Do you wish the Co-op carried other products? | 44% | 41% | 43% | 42% | 27% | 40% | ||||||||||||
| 7 | Are there products that you would like the Co-op to not sell? | 12% | 21% | 18% | 17% | 12% | 16% | ||||||||||||
| 8 | If you are not a Member/Owner of this Co-op, why not? | ||||||||||||||||||
| Don't know enough about member benefits | 1% | 0% | 2% | 0% | 14% | 3% | |||||||||||||
| Don't want to spend the money to
become a member |
0% | 0% | 3% | 1% | 18% | 4% | |||||||||||||
| Not interested | 0% | 0% | 1% | 0% | 7% | 1% | |||||||||||||
| Don't shop here often enough | 0% | 0% | 2% | 0% | 35% | 6% | |||||||||||||
| Others | 1% | 0% | 3% | 1% | 18% | 4% | |||||||||||||
| 9 | Approximately what percentage of your food purchases are organic? | ||||||||||||||||||
| Nearly 100% | 14% | 27% | 21% | 18% | 9% | 17% | |||||||||||||
| 70 - 95% | 21% | 40% | 41% | 37% | 29% | 36% | |||||||||||||
| About half | 49% | 28% | 34% | 34% | 40% | 35% | |||||||||||||
| Very little or none | 11% | 4% | 4% | 6% | 16% | 8% | |||||||||||||
| 10 | Do you find the shelf labeling of 100% organic products in the Co-op useful? | ||||||||||||||||||
| Yes | 83% | 84% | 86% | 82% | 76% | 81% | |||||||||||||
| No | 2% | 2% | 1% | 2% | 1% | 2% | |||||||||||||
| Had not noticed it | 10% | 10% | 11% | 12% | 16% | 12% | |||||||||||||
| 11 | Do you avoid genetically engineered ingredients ("GMO's") in your food? | ||||||||||||||||||
| Yes | 74% | 90% | 86% | 83% | 71% | 81% | |||||||||||||
| No | 11% | 6% | 7% | 8% | 8% | 8% | |||||||||||||
| Don't know much about them | 8% | 1% | 5% | 5% | 16% | 6% | |||||||||||||
| 12 | In the future, what services/events would you like to see added to the Co-op? | New
Member 0-2 years |
Loyal
Member 6+ years |
Frequent
Shopper Daily or Weekly |
Member |
Nonmember |
Total | ||||||||||||
| Education seminars or talks | 17% | 22% | 22% | 21% | 13% | 20% | |||||||||||||
| Nutrition seminars | 20% | 24% | 25% | 23% | 23% | 23% | |||||||||||||
| Cooking classes | 27% | 21% | 27% | 26% | 23% | 26% | |||||||||||||
| Children's activities | 7% | 5% | 6% | 6% | 3% | 6% | |||||||||||||
| Seniors activities | 6% | 5% | 5% | 5% | 5% | 5% | |||||||||||||
| Community events | 8% | 7% | 8% | 8% | 5% | 8% | |||||||||||||
| Information about cooperatives | 4% | 11% | 7% | 7% | 8% | 7% | |||||||||||||
| Member events | 4% | 7% | 5% | 5% | 2% | 5% | |||||||||||||
| Other | 5% | 5% | 5% | 6% | 3% | 5% | |||||||||||||
| 13 | Would you like to see the Co-op expand? If yes, in what ways? | ||||||||||||||||||
| Deli | 36% | 36% | 42% | 38% | 38% | 38% | |||||||||||||
| Bakery | 35% | 30% | 36% | 34% | 32% | 34% | |||||||||||||
| Fresh Meat & Fish Counters | 63% | 55% | 60% | 58% | 44% | 56% | |||||||||||||
| Fresh Juice Bar | 20% | 31% | 30% | 27% | 25% | 26% | |||||||||||||
| Local Organic Farming Cooperative (to make locally grown food more available) |
61% | 71% | 71% | 70% | 55% | 67% | |||||||||||||
| Other | 4% | 9% | 8% | 7% | 5% | 7% | |||||||||||||
| 14 | How long have you been a shopper at this Co-op? | ||||||||||||||||||
| Less than a year | 20% | 1% | 6% | 6% | 10% | 7% | |||||||||||||
| 1 to 3 years | 36% | 0% | 17% | 17% | 19% | 18% | |||||||||||||
| 3 to 5 years | 15% | 2% | 20% | 20% | 23% | 20% | |||||||||||||
| 6 to 26 years | 25% | 95% | 57% | 53% | 44% | 51% | |||||||||||||
| 15 | How much do you
spend at this Co-op per week on average? |
||||||||||||||||||
| Less than $25 | 25% | 12% | 9% | 17% | 44% | 22% | |||||||||||||
| $25 to $50 | 38% | 29% | 40% | 34% | 29% | 34% | |||||||||||||
| $50 to $100 | 18% | 37% | 35% | 30% | 10% | 26% | |||||||||||||
| More than $100 | 8% | 17% | 14% | 11% | 5% | 10% | |||||||||||||
| 16 | May we ask your age? | New
Member 0-2 years |
Loyal
Member 6+ years |
Frequent
Shopper Daily or Weekly |
Member |
Nonmember |
Total | ||||||||||||
| under 21 | 1% | 0% | 0% | 0% | 0% | 0% | |||||||||||||
| 21 - 29 | 6% | 1% | 4% | 4% | 5% | 4% | |||||||||||||
| 30 - 39 | 13% | 4% | 9% | 9% | 10% | 9% | |||||||||||||
| 40 - 49 | 23% | 19% | 22% | 22% | 23% | 22% | |||||||||||||
| 50 - 64 | 33% | 61% | 50% | 47% | 42% | 46% | |||||||||||||
| 65 and over | 17% | 11% | 10% | 12% | 11% | 12% | |||||||||||||
| 17 | How often do
you shop at the Co-op (on average)? |
||||||||||||||||||
| Daily | 4% | 9% | 9% | 7% | 3% | 6% | |||||||||||||
| Weekly | 59% | 78% | 91% | 70% | 41% | 65% | |||||||||||||
| Monthly | 23% | 9% | 0% | 14% | 29% | 16% | |||||||||||||
| Once in a while | 10% | 3% | 0% | 6% | 21% | 8% | |||||||||||||
| 18 | What portion of your weekly groceries do you buy here? | ||||||||||||||||||
| All | 5% | 11% | 9% | 7% | 5% | 7% | |||||||||||||
| Most | 19% | 38% | 38% | 31% | 10% | 28% | |||||||||||||
| About half | 37% | 34% | 39% | 33% | 23% | 32% | |||||||||||||
| Few | 30% | 15% | 13% | 22% | 47% | 26% | |||||||||||||
| 19 | How many people are in your household? | ||||||||||||||||||
| Adults | |||||||||||||||||||
| Children under 18 | |||||||||||||||||||