Customer Survey May 2011

Transcription

1 Customer Survey May 2011 Prepared for: Prepared by:

2 2

3 Proportion of dollars spent at Weavers Way is largely unchanged from 2009 survey Frequency of shopping has increased since 2009 survey, especially among those shopping more than once a week which has gone from 29% to 44% Q1. How much does your household spend in an average week on groceries? Q5. How much of your grocery dollars does your household spend at Weavers Way Co-op in an average week? Q6. On average, how often do you shop at Weavers Way Co-op? 3

4 Avg Spent on Weekly Groceries n=584 Under $50 14% 2% 10% $ % 15% 22% $ $ $ % 20% $151+ DK 22% Weekly $ Spent at Weavers Way Co-Op n=584 2% 22% A little (0-25%) Frequency of Shopping at Weavers Way n=584 34% More than 1x wk 48% 26% 28% Some (26-50%) More than half (51-75%) Almost all (76-100%) 78% 44% 3% 4% 15% 1x week 2x month 1x month DK Less than 1x month 4

5 The distribution of co-op vs. non-co-op shopping is similar to that reported in 2009 The distribution of shopping at various Weavers Way locations, of course has changed, with 20% indicating that they spent most of their grocery dollars at WW- Chestnut Hill The lack of respondents spending most of their grocery dollars at WW-West Oak Lane is a reflection of small sample as well as patterns of grocery expenditure Q2. During the past 6 months where have you spent most of your grocery dollars? 5

6 19% 31% 6% 6% 8% WW Co-op Mt Airy WW Co-op Chestnut Hill Whole Foods Acme Trader Joe's Pathmark Other 10% 20% n=580 6

7 Buying patterns reflect both household consumption patterns and co-op product offerings Product purchasing rates are highest for organic, local, fresh fruit/vegetables, dairy/cheese, bread and bulk products Lowest purchasing rates tend to be for specialized types of products The slightly lower percentages reporting buy mostly at WW for organic and local produce compared with 2009 may reflect increased availability Q3. Where do you regularly purchase the following types of products? 7

8 Don't Buy Buy Mostly at Co-op Buy Mostly Elsewhere 100% 7% 6% 80% 60% 40% 20% 0% 19% 22% 30% 33% 33% 38% 75% 74% 70% 64% 60% 54% 6% 3% 0% 3% 7% 8% 28% 50% 22% 40% 47% 12% 23% 24% 46% 45% 31% 31% 54% 60% 40% 37% 6% 3% 53% 29% 18% 27% 66% 72% 23% 5% 40% 20% 40% 13% 81% n=varies 8

9 Importance levels for all items increased from the 2009 survey (question is also slightly different) with the largest increases for a variety of store management issues Cleanliness Friendly/courteous staff Hours of operation Most important are: Quality/ freshness Location of stores/convenience Cleanliness Product selection/variety Friendly/ courteous staff Q4. How important is each of the following to you when choosing where to shop for groceries? Rating Scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 9

10 100% 99% 91% 90% 87% 85% Very Important / Important 80% 60% 81% 80% 79% 77% 76% 73% 69% 64% 57% 40% 20% 0% n=varies 10

11 Weavers Way performance in meeting needs is rated very highly by survey participants Levels of performance (meeting needs) have increased from 2009 Q9. Please rate Weavers Way Co-op in terms of how well it is meeting your needs with respect to the following store characteristics. Rating Scale: Very Well, Well, Somewhat Well, Somewhat Poorly, Poorly, Very Poorly, No Opinion 11

12 100% Very Well / Well 91% 90% 90% 90% 89% 88% 87% 86% 85% 84% 80% 60% 66% 59% 59% 48% 40% 20% 0% n=varies 12

13 Very Well / Well % 80% 60% 40% 91% 90% 89% 90% 90% 89% 89% 88% 84% 85% 87% 86% 85% 84% 73% 62% 64% 60% 66% 57% 59% 59% 56% 54% 48% 20% 0% * Not asked in 2009 n=varies 13

14 One consequence of increasing importance levels is that performance (meets needs) lags behind importance for several of the criteria used in deciding where to shop for groceries, with gaps most notable for Quality/ freshness (9%) Product selection/variety (21%) Prices (31%) Availability of brands my family likes (17%) Q4. How important is each of the following to you when choosing where to shop for groceries? Q9. Please rate Weavers Way Co-op in terms of how well it is meeting your needs with respect to the following store characteristics. 14

15 100% 80% 60% Importance (Very Important/Important) Satisfaction (Very Well/Well) 99% 90% 91% 90% 90% 90% 91% 86% 87% 85% 87% 88% 89% 81% 80% 79% 77% 76% 73% 66% 59% 48% 69% 84% 64% 59% 57% 85% 40% 20% 0% n=varies 15

16 Generally WW is meeting respondent s needs on selected items very well, and at levels higher than those reported in 2009 Non-produce items are again rated in mid-range compared with produce items Health and beauty items receive relatively low ratings (reasons unknown) Q11. Please rate Weavers Way Co-op in terms of how well it is meeting your needs in the following product categories. Rating Scale: Very Well, Well, Somewhat Well, Somewhat Poorly, Poorly, Very Poorly, No Opinion 16

17 100% Very Well / Well 80% 84% 82% 79% 79% 75% 66% 60% 40% 54% 53% 53% 52% 49% 45% 38% 31% 25% 24% 20% 12% 0% n=varies 17

18 The patronage refund takes top place as an economic reason for shopping at WW The importance of voting for Board members has increased significantly since 2009 Member ownership, and member pricing dropped slightly in importance from 2009 Q13. How important are the following features as reasons for you to shop at Weavers Way Co-op? Rating scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 18

19 Very Important / Important 60% 55% 52% 40% 40% 35% 33% 29% 23% 20% 11% 0% n=varies 19

20 Interestingly support for local suppliers and community programming are among the most important reasons identified for joining the co-op Ratings on this question (joining) are flipped from ratings on the previous question (shopping), reflecting the framing differences provided by the two questions Q14. How important are the following features as reasons for joining/maintaining your membership at Weavers Way Co-op? (Members only) Rating scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 20

21 Very Important / Important 100% 80% 92% 81% 76% 68% 66% 60% 55% 40% 20% 32% 24% 0% n=varies 21

22 Generally, the various reasons for not joining WW are not considered particularly important Among the various reasons, the initial investment is most frequently mentioned as a barrier, followed by a lack of understanding of the benefits of joining Q15. How important are the following features as reasons for joining/maintaining your membership at Weavers Way Co-op? (Non-Members only) Rating scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 22

23 Very Important / Important 60% 50% 47% 40% 40% 33% 30% 20% 13% 10% 7% 0% Have not joined because of the required initial investment I don't see any benefits from joining I shop there only occasionally so it does not make sense to join Have not taken the time to join I'm just not a joiner n=15 Caution: small base 23

24 Overall, survey respondents showed very high levels of support for WW Ends/Goals Highest levels of support are for Access to high quality/ reasonably priced food Sustainable local economy Protection/ restoration of local environment Lowest support is for education about co-op principals and values (inconsistent with importance attributed to electing Board?, or they just don t know what they are?) Q16. How important is each of the following ends or goals of Weavers Way to you? Rating scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 24

25 100% 99% 92% 91% Very Important / Important 86% 80% 76% 74% 60% 62% 40% 20% 0% Access to high quality reasonably priced food Create a sustainable local economy Protect and restore local environment Membership that is diverse, inclusive and respectful Active collaboration with community organizations Member participation in co-op and community Educate, train and inform members about cooperative principles and values n=varies 25

26 Stormin Norman s tidbits top the popularity poll for Shuttle readership Readership for other parts of the Shuttle are midrange But also mid-range are those reporting that they read everything in the Shuttle frequently or quite often Maybe Board articles need to be framed in a Q/A format to increase their readership Q17. How often do you read the following parts of the Shuttle? Rating Scale: Frequently, Quite Often, Occasionally, Seldom, Never 26

27 Frequently / Quite Often 100% 80% 60% 61% 54% 49% 48% 44% 40% 35% 27% 20% 0% Norman's articles on questions to the managers Neighborhood news and updates General Managers column Articles on environmental issues Editor Notes Articles from the Board of Directors Everything n=varies 27

28 Face to face contact -- from shopping and then from work hours -- provides the most important opportunity to engage with the co-op The Shuttle also plays an important role For this group, the internet has yet to provide a major engagement point Shopper/member initiated contact is rarely identified as a way that members can engage with Weavers Way Q18. Listed below are a number of ways in which members can be engaged with the co-op. Tell us how frequently you participate in each type of engagement. Rating Scale: Frequently, Quite Often, Occasionally, Seldom, Never 28

29 Frequently / Quite Often 100% 84% 80% 68% 60% 46% 40% 30% 20% 10% 4% 3% 0% Shopping at the co-op Read the Shuttle Member work hours Use/read the WW Website, e-newsletter, Facebook, Twitter Contact a Board member, manager or staff Attend a meeting Write suggestions in book or comment card n=varies 29

30 Survey participants give Weavers Way very high ratings on its impact on their lives and their communities Q19. Please indicate the extent to which you agree that Weavers Way Co-op: Rating Scale: Strongly Agree, Agree, Somewhat Agree, Somewhat Disagree, Disagree, Strongly Disagree, No Opinion 30

31 100% 93% Strongly Agree / Agree 89% 89% 80% 79% 75% 60% 40% 20% 0% Has a positive influence on my life Promotes environmental stewardship Works to create a sense of community Can be trusted to matke ethical business decisions Is meaningful in my life n=varies 31

32 Sustainability and social justice issues (local agriculture, environment, making healthy food available, nutrition education) are at the top of the list for the co-op to champion A very small percentage of respondents don t think the co-op should champion any social or environmental issues Q20. How important to you is it that Weavers Way Co-op champion each of the following issues? Rating Scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 32

33 Very Important / Important 100% 94% 94% 80% 80% 78% 75% 60% 64% 61% 56% 40% 20% 7% 0% Supporting local sustainable agriculture Promoting recycling/ sustainablity Making healthy foods avail in areas that are underserved Addressing local hunger problems Providing food/ nutrition educ Support Supporting other developing other co-ops small businesses Making charitable donations to comm org WW should not champion social/ environ issues n=varies 33

34 Responses fall into three groups Highest percentages favor WW farm and carbonreducing investments Moderate support is reported for aiding the co-op movement/economy and for renovating the Mt. Airy store There is also moderate support for paying down co-op debt Relatively few survey participants support making no new investments, on the one hand, or opening new Weavers Way stores, on the other. Q21. It has been a year since Weavers Way opened the Chestnut Hill Store. As we think about the future of Weavers Way, what investments should Weaver Way Consider? Please provide a rating for each option below. Rating Scale: Definitely Consider, Strongly Consider, Somewhat Consider, Somewhat Not Consider, Strongly Not Consider, Definitely Not Consider, No Opinion 34

35 70% 66% 65% Deinitely Consider / Strongly Consider 60% 50% 51% 50% 46% 40% 30% 20% 10% 16% 11% 0% Expand our local farming operations Reduce our carbon footprint Assist in the growth of the local cooperative economy Pay off all our debt Renovate the Mt Airy store Make no major new investments Open new WW stores n=varies 35

36 High proportions, higher than in 2009, are likely to recommend Weavers Way as A place to shop A positive influence on the community An organization to join Smaller proportions, although still a majority would recommend Weavers Way as a place to work Almost everyone reports that they are either extremely satisfied or satisfied overall with Weavers Way Co-op, comparable to 2009 results Q22. How likely is it that you would recommend Weavers Way Co-op to a friend or colleague Rating Scale: Very Likely, Likely, Somewhat Likely, Somewhat Unlikely, Unlikely, Very Unlikely, No Opinion Q23. How would you rate your overall satisfaction with Weavers Way Co-op? Rating Scale: Extremely Satisfied, Satisfied, Slightly Satisfied, Slightly Dissatisfied, Dissatisfied, Extremely Dissatisfied 36

37 Likelihood to Recommend Weavers Way Co-op (Very Likely / Likely) Overall Satisfaction with Weavers Way Co-Op 100% 94% 92% 87% 80% Extremely Satisfied 60% 57% 45% 6% 3% 1% Satisfied Slighty Satisfied 40% Slightly Dissatisfied 20% 46% Dissatisfied 0% As a place to shop As a positive influence on community As an organization to join As a place to work n=583 n=583 37

38 Store based postings (and presumably store based informal communications) are the most important sources of information about the co-op The web site is also an important source of information (note: that this not engagement, but information) Q25. How important to you are the following sources of information about Weavers Way Co-op? Rating Scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 38

39 Very Important / Important 60% 50% 40% 49% 42% 40% 33% 30% 20% 13% 10% 0% In store postings Co-op website Informal communications with other members or staff Information conversations Formal meetings n=varies 39

40 Existing communication vehicles seem to be preferred as ways for the Board to communicate with owner members Q26. Owner members of Weavers Way Co-op elect a Board of Directors to represent our interests and carry out our vision. Please indicate your preferences For ways in which the Board should communicate with you and get your feedback. Rating Scale: Definitely Prefer, Somewhat Prefer, Somewhat Not Prefer, Definitely Not Prefer, No Opinion 40

41 Very Important / Important 100% 85% 80% 76% 68% 67% 60% 40% 45% 42% 38% 28% 25% 20% 0% The Shuttle bulletins Post minutes on website/ store Owner/ Member surveys Annual meeting Organized Board member focus groups in store tabling Information Board of Director socials Montly board/ committee mtgs n=583 41

42 Overall, the delivery of various types of information appears to be in sync with priorities attached to those same types of information The exception, respondents received more information than they needed about Financial information/ reports News about the Board and committees Q27. How important to you are the following types of information? Rating Scale: Very Important, Important, Somewhat Important, Not Important, No Opinion Q28. How satisfied are you with Weavers Way Co-op s current delivery of this information to you? Rating Scale: Very Satisfied, Satisfied, Somewhat Satisfied, Somewhat Dissatisfied, Dissatisfied, Very Dissatisfied, No Opinion 42

43 Very Important / Important Very Satisfied / Satisfied 80% 60% 74% 73% 68% 65% 64% 65% 66% 59% 50% 51% 54% 40% 40% 22% 20% 0% Store and product news Info about nutrition/ food production practices Environmental issues Community news Financial info/ reports News about the board and committees 0% Social Justice News Note: Social Justice News not asked for Importance n=varies 43

44 The profile of what respondents value is consistent with their responses to other questions in the survey, specifically Health and nutrition are priorities Local, organic and sustainability are priorities Willing to pay a premium price for local, organic and sustainable grocery products Community is important Social engagement around issues of importance is the norm Q30. Please indicate your level of agreement with the following statements? 44

45 45

46 I exercise on a regular basis n=583 11% 3% Agree Somewhat Agree Nutritional value is more important to me than price when buying food n=584 8% 1% 29% 56% Somewhat Disagree Disagree 43% 47% Organic foods are very important to me and my family n=584 I am proactive about my health n=584 I buy local foods when available n=584 12% 3% 49% 28% 3% 1% 24% 2% 36% 68% 74% 46

47 I shop in places where I feel a sense of community n=584 42% 7% 1% 50% Agree Somewhat Agree Somewhat Disagree Disagree 35% As much as possible, I shop at Locally owned retailers n=584 9% 1% 55% I am willing to pay a little more for products that are produced more sustainably/ with less environmental impact n=584 I engage in activities that address political/ social issues n=583 35% 4% 1% 13% 6% 42% 60% 39% 47

48 77% of the respondents are women, so either: The co-op address list is dominated by the addresses of female heads of household, OR Women are more engaged in the co-op and co-op experience than men, OR Women are heavier users of the internet, OR Women are more likely to respond to internet surveys, OR s send out during the daytime are more likely to reach women than men, OR All of the above Q31. How do you identify? 48

49 1% 4% 19% Male Female Transgendered Prefer not to answer 77% n=584 49

50 Not surprisingly, the proportion of survey participants from Chestnut Hill has increased since the 2009 survey Q32. What is your zip code? 50

51 16% 7% 18% 4% 46% Mt Airy Germantown Chestnut Hill Glenside Roxborough Others 12% n=584 51

52 The proportion of respondents age 55+ has increased since the 2009 survey Q33. What is your age? 52

53 13% 1% 3% 7% 62% 33% 10% 9% 7% % n=584 53

54 The length of time shopping at Weavers Way has decreased since the 2009 survey, with the largest increases in the less than 1 year and 1 3 year categories (likely the impact of the Chestnut Hill store opening) Q34. How long have you been shopping at Weavers Way Co-op? 54

55 23% 15% 52% 16% 21% Less than 1 yr 1-3 yrs 3-5 yrs 5-10 yrs yrs 20+ yrs 13% 12% n=584 55

56 The proportion of long term members (5 years or more) among working members is significantly higher than the proportion for all members surveyed A health proportion of both member/owners and working members have joined within the last year Q36. How long have you been a member-owner of Weavers Way Co-op? Q37. How long have you been a working member of Weavers Way Co-op? 56

57 Member/Owner n=567 22% 20% Under 1 yr 1-3 yrs 11% Working Member N=415 13% 18% 50% 15% 20% 3-5 yrs 5-10 yrs 18% 58% 13% 11% yrs 20+ yrs 13% 27% 57

58 The sense of ownership participation actually tops working member discount in importance to working members, although both are highly rated Although rated somewhat lower, the social aspects of working and the ability to learn how coops work are also both very important to working members Q38. How important to you is each of the following aspects of the working member program? (Working Members) Rating Scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 58

59 100% Very Important / Important 80% 81% 78% 68% 67% 60% 40% 20% 0% The sense of ownership participation that comes from being a working member The discount that I receive as a working member The social aspect of Learning about how the coop works working together with other members and staff n=337 59

60 The household composition of responders to the survey is notable for two reasons First, there is a relatively high proportion (37%) of one member households Second, there are very few households with three or more household members (only 11%) Q39. Including you, how many of the following live in your household? 60

61 Adults (16+ years old) n= % 89% 91% 85% 11% 80% 37% 60% 53% 40% One Two Three or More 20% 0% 1% 4% 1% 3% 2% 10% 7% 7% Children Children 6-10 Children 0-5 One Two Three or More None n=varies 61

62 Almost half of survey participants live within a mile of the co-op at which they shop, and almost everyone lives within 5 miles A very large proportion of respondents walk to the co-op (40%), with the next largest proportion being those who drive in a private car Q40. How far do you travel (one way) to shop at the co-op? Q41. When you shop at the co-op how often do you get there by? 62

63 Traveling Distance n=584 60% Ways of Getting to Co-Op (Usually / Frequently) 5% 1% 48% 40% 40% 31% 46% 20% 19% Less than 1 mile 1-5 mi 5-10 mi mi 0% Walking Private Car Biking 5% Public Transit 2% Shared Car 1% Other n=varies 63

64 Weavers Way survey respondents continue to be a very highly educated group Q42. What is your highest level of education? 64

65 70% 66% 60% 50% 40% 30% 27% 20% 10% 4% 3% 0% Some college/ tech/ trade school 2 yr college/ tech/ trade degree 4 yr college degree Graduate/ Professional degree n=584 65

66 Those responding to the survey are an affluent group, with almost half reporting a household income of $75,000 or more Consistent with this general profile of survey respondents, only 8% report a household income of under $35,000 Q43. What is your approximate annual household income? 66

67 20% 19% 16% 17% 15% 13% 10% 9% 8% 9% 5% 2% 2% 4% 0% n=584 67

68 Survey responders are overwhelmingly white/ Caucasian Q44. Please tell us your ethnicity 68

69 100% 86% 80% 60% 40% 20% 0% White/ Caucasion 4% 3% Black/ African American Two or more/ Multiple race 1% 1% 4% Hispanic / Latino(a) Asian American Other n=584 69

70 Survey responders initially learned about Weavers Way in several ways, including Seeing the store (most important) Hearing about Weavers Way from members, shoppers or staff Via traditional media both neighborhood newsletter/ newspaper and other media (radio, TV, newspaper, internet) Q35. How important was each of the following as a source of information about Weavers Way Co-op before you started shopping at the co-op? (Shopping less than one year at the co-op) Rating Scale: Very Important, Important, Somewhat Important, Not Important, No Opinion) 70

71 100% 80% 67% 60% 51% 40% 20% 29% 23% 19% 9% 6% 0% Saw the WW store WW members, shoppers, staff Neighborhood newsletter/ publication News store about WW on TV, radio, newspaper, internet The Shuttle Social media School age children n=90 71

72 The Mt. Airy and Chestnut Hill stores are the locations most shopped and they are shopped about equally The proportion of working members among shoppers is much higher for Mt. Airy than for either Chestnut Hill or West Oak Lane Q7. Over the last 6 months, when you shopped at Weavers Way Co-op, what percent of the time do you shop at? Q8. Which of the following best describes your relationship to Weavers Way Co-op? 72

73 47% Mean % of time I shop at co-op, I shop at n=584 2% Mt Airy Chestnut Hill West Oak Lane 51% Mt Airy n=286 West Oak Lane n=8 (Extremely small base) Chestnut Hill n=232 23% 38% 3% 49% 4% 73% 12% 50% 47% Non-working member Working member Shopper 73