Customer Survey December 2013

Transcription

1 Customer Survey December 2013 Prepared for: Prepared by:

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3 1. While weekly budgets remain largely unchanged, the frequency of co-op shops has increased and the co-op share of the grocery budget has increase since 2011 In part this reflects significant improvements in co-op product offerings, including: bulk foods, brands preferred by families and health and beauty aids Working members report consistently higher buy mostly at the coop levels than members who in turn report consistently higher buy mostly at the coop levels than shoppers 2. The key priorities for selection of where to shop are similar to those reported in 2011 Quality/ freshness (99% very important/important) Cleanliness (89%) Location of stores/convenience (88%) Product selection/variety (85%) Knowledgeable/Friendly/Courteous staff (84%) 3

4 3. Weavers Way performance in meeting their needs is rated very highly by survey participants, with the co-op consistently exceeding their performance standards 4. Levels of co-op performance (meeting needs) have increased from 2011, significantly higher for areas where the co-op needed to improve: Availability of brand my family likes (up 31% to 9) Prices (up 31% to 79%) Product selection/variety (up 29% to 95%) Available parking (up 16% to 75%) Atmosphere/ambience (up 13% to 97%) 4

5 5. Interestingly the most important reasons for joining/maintaining membership in the co-op are: Support for local growers/producers (93% consider it very important or important) Investing in the community (87%) Supporting community programs (78%) 6. Overall, survey respondents showed very high levels of support for WW Ends/Goals, with highest levels of support for Promoting recycling/sustainability (a new item in 2013) Supporting local, sustainable agriculture and the urban farm movement (new item in 2013) Create a sustainable local economy Access to high quality/ reasonably priced food Membership that is diverse, inclusive and respectful 5

6 7. High proportions, higher than in 2011 (which was also higher than 2009), are likely to recommend Weavers Way as A place to shop (98% very likely/likely) A positive influence on the community (97%) An organization to join (96%) A place to work (72%) 8. Almost everyone reports that they are either extremely satisfied or satisfied overall with Weavers Way Co-op, comparable to 2011 and 2009 results 6

7 9. Across all six mission directed spending priorities (expenditures above and beyond traditional food store costs) 68% of survey respondents support current co-op mission related expenditure levels 10. Levels of support at current levels or higher are as follows: Employee living wage/health coverage (98% support current or higher levels of expenditure) Community outreach (94%) Sustainable/local products (99%) Helping other coops/ engaging Weavers Way co-op members (83%) Supporting working members program (99%) Supporting our two working farms (97%) 7

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9 Proportion of dollars spent at Weavers Way is largely unchanged from 2011 survey Frequency of shopping has increased since 2011 survey, especially among those shopping more than once a week in Mt. Airy which has gone from 44% to 51% The proportion shopping more than once a week in Chestnut Hill is at 44% Q1. How much does your household spend in an average week on groceries? n=1255 Q6. On average, how often do you shop at Weavers Way Co-op? n=1255 9

10 Avg Spent on Weekly Groceries 17% 3% 7% 21% Under $50 $51-75 $ % 15% $ $ % 22% $151+ DK 51% Frequency of Shopping at Weavers Way Mt Airy 21% 14% 8% More than 1x wk 1x week 2x month 44% Frequency of Shopping at Weavers Way Chestnut Hill 18% 11% 3 27% 1x month 28% Less than 1x month 24% 10

11 Avg Spent on Weekly Groceries % 22% 22% 16% 18% 15% 15% 17% 14% 1 7% 3% 2% Under $50 $51-75 $ $ $ $151+ DK 11

12 The distribution of co-op vs. non-co-op shopping is similar to that reported in 2011, with slight increases in the proportion of shopping done at both Weavers Way locations The distribution of shopping at the two Weavers Way locations differs slightly, with CH numbers growing faster but starting from a lower base Whole Foods, Trader Joe s and ACME are the three major competitors to Weavers Way Working members report consistently higher buy mostly at the coop levels than members who in turn report consistently higher buy mostly at the coop levels than shoppers Q2. During the past 6 months where have you spent most of your grocery dollars? n=

13 19% 32% 5% 7% 6% 8% 23% WW Co-op Mt Airy WW Co-op Chestnut Hill Whole Foods Acme Trader Joe's Pathmark Other 13

14 % 31% % 19% 19% 1 8% 1 7% 6% 6% 8% 5% 6% Weavers Way Mt Airy Weavers Way Chestnut Hill Whole Foods Trader Joes Acme Pathmark Other 14

15 Buying patterns reflect both household consumption patterns and co-op product offerings Product purchasing rates (buy mostly at the coop) are highest for Organic (75%, same as 2011) Local (75%, up from 74% in 2011) Fresh fruit/vegetables (68% down from 7) Bulk products (65%, up significantly from 5 in 2011) Cheeses (62% up from 6) Dairy (61% down from 64%) Percentages for the most mentioned don t buy products are vary only slightly Gluten free (81% in 2011 to 73% in 2013) Vegan (66% in 2011 to 65%) Pet products (4 to 39%) Deli items (36% up from 31%) Prepared foods (35% up from 31%) The products bought mostly elsewhere have declined and include Health and beauty aids (65% down from 72% in 2011) Grocery items (58% down from 6 in 2011) Frozen foods (5 down from 52%) Coffee/tea (48% down from 54%) Vitamins and supplements (46%, not measured in 2011) Q3. Where do you regularly purchase the following types of products? n=

16 Don't Buy Buy Mostly at Co-op Buy Mostly Elsewhere % 75% 9% 22% 31% 35% 75% 68% 61% 2% 4% 31% 35% 62% 55% 8% 11% 21% 37% 65% 5 15% 13% 22% 22% 41% 43% 36% 35% 48% 58% 48% 39% 4% 3% 5 27% 23% 7% 29% 65% 65% 24% 11% 36% 24% 39% 7% 19% 73% 46% 25% 29% 16

17 Don't Buy Buy Mostly at Co-op Buy Mostly Elsewhere 10 7% 6% % 22% 3 33% 33% 38% 75% 74% 7 64% 6 54% 6% 3% 3% 7% 8% 28% 5 22% 4 47% 12% 23% 24% 46% 45% 31% 31% 54% % 6% 3% 53% 29% 18% 27% 66% 72% 23% 5% % 81% 17

18 Importance levels for all items are consistent with member/shopper priorities from the 2011 survey Most important (very important/important) are: Quality/ freshness (99% very important/important) Cleanliness (89%) Location of stores/convenience (88%) Product selection/variety (85%) Knowledgeable/Friendly/Courteous staff (84%) Q4. How important is each of the following to you when choosing where to shop for groceries? n=1255 Rating Scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 18

19 10 99% 89% 88% Very Important / Important 85% 84% 8 79% 79% 77% 75% 75% 73% 6 62% 4 19

20 Very Important / Important % 99% 89% 9 91% 88% 85% 87% 84% 85% 79% 81% 79% 8 77% 79% % 77% 74% 76% 73% 69% 62% 64% 4 Quality/ Freshness Cleanliness Loc of Store/ Convenience Prod Selection/ Variety Friendly/ Courteous Staff Hours of Operation Avail of Natural/ Organic Prices Supports Values You Believe In Avail of Atmosphere/ Brands My Ambiance Family Likes Avail of Parking 20

21 Weavers Way performance in meeting needs is rated very highly by survey participants Levels of performance (meeting needs) have increased from 2011, significantly higher for: Availability of brand my family likes (up 31% to 9) Prices (up 31% to 79%) Product selection/variety (up 29% to 95%) Available parking (up 16% to 75%) Atmosphere/ambience (up 13% to 97%) Q9. Please rate Weavers Way Co-op in terms of how well it is meeting your needs with respect to the following store characteristics. n=1255 Rating Scale: Very Well, Well, Somewhat Well, Somewhat Poorly, Poorly, Very Poorly, No Opinion 21

22 10 8 Very Well / Well 99% 99% 98% 98% 97% 96% 95% 95% 95% 9 79% 75%

23 Very Well / Well % 99% 98% 98% 97% 96% 9 86% 87% 9 84% 95% 91% 95% 88% 95% 66% 9 59% 79% 48% 75% 59% 4 * Not asked in

24 One consequence of increasing performance levels is that performance (meets needs) equals or exceeds importance for every criterion in deciding where to shop for groceries, with gaps most notable for Performance has improved in those areas identified as most needing improvement in the 2011 survey, including Availability of brands my family likes (up 31%) Prices (up 31%) Product selection/variety (up 29%) Q4. How important is each of the following to you when choosing where to shop for groceries? n=1255 Q9. Please rate Weavers Way Co-op in terms of how well it is meeting your needs with respect to the following store characteristics. n=

25 Importance (Very Important/Important) Satisfaction (Very Well/Well) % 99% 99% 96% 95% 98% 98% 95% 95% 97% 89% 88% 9 85% 84% 79% 79% 77% 79% 75% 75% 73% 62% 75% 4 25

26 Importance (Very Important/Important) Satisfaction (Very Well/Well) % 9 91% % 87% 9 85% 66% 87% 88% 91% 81% 8 79% 77% 76% 59% 48% 73% 89% 69% 84% 64% 59% 57% 85% 4 Quality/ Freshness Loc of Store/ Convenience Cleanliness Prod Selection/ Variety Friendly/ Courteous Staff Hours of Operation Avail of Natural/ Organic Prices Supports Values You Believe In Avail of Brands My Family Likes Knowledgeable Staff Atmosphere/ Ambiance Avail of Parking Cooperative Ownership 26

27 Generally WW is meeting respondent s needs on selected items very well, generally levels higher than those reported in 2011 (which saw an improvement from 2009) Non-produce items are again rated in mid-range compared with produce items, with a significant improvement reported for health and beauty aids Specialty products, used by the fewest coop members, have the lowest rating for meeting needs, including Gluten free products Vegan products Pet products Vitamins and supplements Q11. Please rate Weavers Way Co-op in terms of how well it is meeting your needs in the following product categories. n=1255 Rating Scale: Very Well, Well, Somewhat Well, Somewhat Poorly, Poorly, Very Poorly, No Opinion 27

28 Very Well / Well % 81% 8 77% 76% 72% 69% 64% 57% 53% 51% 49% 4 37% 36% 33% 3 29% 19% 28

29 % 82% 84% 81% 8 79% 77% 79% 76% 75% 72% 69% 66% 64% 57% 53% 54% 53% 53% 51% 52% 49% 49% 45% 37% 38% 36% 31% 33% % 24% 25% 19% 12% * Not asked in

30 Interestingly the most important reasons for joining/ maintaining membership in the co-op are: Support for local growers/producers (93% consider it very important or important) Investing in the community (87%) Supporting community programs (78%) Levels of support for the selected features of co-op priorities are consistent with those reported in 2011 Working members in both Mt. Airy and Chestnut Hill report significantly stronger support for these reasons than non-working members Q14. How important are the following features as reasons for joining/maintaining your membership at Weavers Way Co-op? (Members only) n=1189 Rating scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 30

31 Very Important / Important % 87% 78% 74% 71% 6 57% 4 32% 31% 31

32 % 92% 87% 81% 78% 76% 74% 71% 66% 68% 57% 55% % 32% 31% 24% 32

33 Given high levels of satisfaction, very few members/shoppers answered the question about their various reasons for not joining Weavers Way Among the various reasons, only occasional shopping is most frequently mentioned as a barrier Q15. How important are the following features as reasons for joining/maintaining your membership at Weavers Way Co-op? (Non-Members only) n=10 Rating scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 33

34 5 Very Important / Important 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 don't like the idea of co-ops 0 I'm just not a joiner Caution: small base Responses listed as whole numbers 34

35 Have not joined because of I don't see any benefits from I shop there only the required initial investment joining occasionally so it does not make sense to join Have not taken the time to join 0 I don't like the idea of coops 0 I'm just not a joiner Caution: small base Responses listed as whole numbers 35

36 Overall, survey respondents showed very high levels of support for WW Ends/Goals Highest levels of support are for Promoting recycling/sustainability (a new item in 2013) Supporting local, sustainable agriculture and the urban farm movement (new item in 2013) Create a sustainable local economy Access to high quality/ reasonably priced food Membership that is diverse, inclusive and respectful Lowest support (still supported by about 2/3 of those surveyed!) is for Supporting other co-ops (new item in 2013) Education about co-op principles and values Q16. How important is each of the following ends or goals of Weavers Way to you? n=1255 Rating scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 36

37 Very Important / Important 10 92% 92% 9 89% 88% 87% 82% % 71% 68% 62% 4 Promoting recycling/ sustainability Supporting local, sustainable agriculture and the urban farm movement Create a sustainable local economy Access to high quality reasonably priced food Membership that is diverse, inclusive and respectful Protect and restore local environment Addressing local hunger problems/ providing food and nutrittion education Member participation in co-op and community Active collaboration with community organizations Educate, train and inform members about cooperative principles and values Supporting other co-ops 37

38 % 92% 99% % 89% 88% 86% 87% 82% 75% 74% 76% 71% 68% 62% 62% 4 Promoting recycling/ sustainability* Supporting local, sustainable agriculture and the urban farm movement* Create a sustainable local economy Access to high quality reasonably priced food Membership that is diverse, inclusive and respectful Protect and restore local environment Addressing local hunger problems/ providing food and nutrittion education* Member participation in co-op and community Active collaboration with community organizations Educate, train and inform members about cooperative principles and values Supporting other co-ops* *Not asked in

39 Stormin Norman s tidbits continue 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 Q17. How often do you read the following parts of the Shuttle? n=varies Rating Scale: Frequently, Quite Often, Occasionally, Seldom, Never 39

40 Frequently / Quite Often % 4 39% 34% Norman's articles on questions to the managers General Managers column Articles on Environmental Issues Editor Notes Everything 40

41 % 4 45% 49% 48% 4 39% 35% 34% 44% Norman's articles on questions to the managers General Managers column Articles on environmental issues Editor Notes Everything 41

42 High proportions, higher than in 2011 (which was also higher than 2009), are likely to recommend Weavers Way as A place to shop (98% very likely/likely) A positive influence on the community (97%) An organization to join (96%) A place to work (72%) The largest increase since 2011 is for those who would recommend Weavers Way as a place to work (up from 57%) Almost everyone reports that they are either extremely satisfied or satisfied overall with Weavers Way Co-op, comparable to 2011 and 2009 results Q22. How likely is it that you would recommend Weavers Way Co-op to a friend or colleague n=1255 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? n=1255 Rating Scale: Extremely Satisfied, Satisfied, Slightly Satisfied, Slightly Dissatisfied, Dissatisfied, Extremely Dissatisfied 42

43 10 Likelihood to Recommend Weavers Way Co-op (Very Likely / Likely) 98% 97% 96% 10 Overall Satisfaction with Weavers Way Co-Op 8 72% % % As a place to shop As a positive influence on community As an As a place to organization to work join Extremely Satisfied Satisfied 5% Slighty Satisfied 2% 1% Slightly Dissatisfied Dissatisfied 43

44 10 Likelihood to Recommend Weavers Way Co-op (Very Likely / Likely) 98% 97% 94% 96% 92% 87% Overall Satisfaction with Weavers Way Co-Op 8 72% % % 46% 45% 42% As a place to shop As a positive influence on community As an organization to join As a place to work Extremely Satisfied Satisfied 5% 6% Slighty Satisfied 2% 3% 1% 1% Slightly Dissatisfied Dissatisfied 44

45 The Shuttle (47% very important/important) has become the most important source of information about the co-op, followed by enewsletter (31%) The co-op web site (29%) Informal conversations with board members or staff (29%) In store postings, which were most highly rated as a source of information in 2011 have dropped to 5 th place in 2013 (44% down to 25%) Q25. How important to you are the following sources of information about Weavers Way Co-op? n=1255 Rating Scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 45

46 5 47% Very Important / Important % 29% 29% 25% 1 6% The Shuttle Enewsletter Co-op website Informal conversations with board, members or staff In store postings Facebook/ Twitter 46

47 % 32% 31% 42% 29% 29% 33% 25% 49% % The Shuttle Enewsletter* Co-op website Informal conversations with board, members or staff In store postings Facebook/ Twitter* *Not asked in

48 Across all six mission directed spending priorities (expenditures above and beyond traditional food store costs) 68% of survey respondents support current co-op mission related expenditure levels Levels of support at current levels or higher are as follows: Employee living wage/health coverage (98% support current or higher levels of expenditure) Community outreach (94%) Sustainable/local products (99%) Helping other coops/ engaging Weavers Way co-op members (83%) Supporting working members program (99%) Supporting our two working farms (97%) Q26. The Weavers Way Mission Statement guides the Co-op's spending priorities. The bars in the following question show how many cents out of every dollar the Co-op spends go to special Co-op Mission-related priorities. Currently, mission related priorities account for 17 cents of every dollar spent by the Co-op. 48

49 Provide a living wage/health care coverage for employees (the difference between conventional supermarket labor costs and Co-op labor costs) % 6 4 6% 6% 6% 4% 6% 1% 1% 1% Note: Boxed number is what is currently spent 49

50 Provide community outreach (including Shuttle, total expense of donations, support, salary, etc) % 5% 2% 3% 2% 1% 1% 1% 1% 1% 1% Note: Boxed number is what is currently spent 50

51 10 Marketing, labor and support for providing sustainable, local products % 5% 4% 1% 2% 2% 1% 2% 2% 1% 1% 1% 1% Note: Boxed number is what is currently spent 51

52 Helping other co-ops and engaging WW memberships (total expense of labor and other expenses) % % 3% 1% 2% 2% 1% 1% Note: Boxed number is what is currently spent 52

53 Supporting the working member program (total expense of labor, supplies, etc) % 6 4 1% 4% 3% 2% 2% 1% 1% 1% 1% 1% 1% 1% Note: Boxed number is what is currently spent 53

54 10 Supporting our two urban farms (total expense of labor, supplies, etc) % 4 7% 7% 5% 1% 2% 2% 3% 2% 1% 1% 1% 1% 1% 3% Note: Boxed number is what is currently spent 54

55 10 Total of All Expenditures 8 68% % 5% 3% 1% 2% 1% 1% 0 1 to to to to to to to to to 90 55

56 About one third (38%) feel that the co-op is doing very well/well in achieving the goal of reflecting the diversity of the community in every aspect of Weavers Way operations feel rate the Weavers Way performance as doing somewhat poorly, poorly or very poorly Chestnut Hill members and working members are significantly more likely to give very well/well ratings than Mt. Airy members and working members Q29. The Co-op is committed to reflecting the diversity of our community in every aspect of our operation. How well do you feel we are achieving this goal? n=1255 Rating Scale: Very Well, Well, Somewhat Well, Somewhat Poorly, Poorly, Very Poorly, No Opinion 56

57 8 Very Important / Important % 27% 11% 1 7% 3% Very Well Well Somewhat Well Somewhat Poorly Poorly Very Poorly 57

58 58

59 The profile of what respondents value is consistent with their responses to other questions in the survey with their reports from 2011 Highest agreement among 9 statements is reported for Proactive about my health (97% agree/somewhat agree) Buy local foods when available (96%) Willing to pay a little more for products produced more sustainably/with less environmental impact (94%) Shop in places where I feel a sense of community (9) As much as possible, shop at locally owned retailers (9) Nutritional value is more than price when buying food (9) Q30. Please indicate your level of agreement with the following statements. n=

60 I exercise on a regular basis 9% 3% Agree Somewhat Agree Nutritional value is more important to me than price when buying food 9% 1% Somewhat Disagree 32% 56% Disagree 49% 41% Organic foods are very important to me and my family I am proactive about my health I buy local foods when available 12% 5% 46% 27% 3% 1% 26% 3% 37%

61 I shop in places where I feel a sense of community 9% 1% Agree Somewhat Agree Somewhat Disagree As much as possible, I shop at Locally owned retailers 8% 2% 38% 52% Disagree 39% 51% I am willing to pay a little more for products that are produced more sustainably/ with less environmental impact I engage in activities that address political/ social issues 5% 2% 15% 4% 32% 41% 62% 4 61

62 I exercise on a regular basis 2013 Nutritional value is more important to me than price when buying food % 56% 32% 29% % 43% 47% 41% Agree Somewhat Agree 9% 11% Somewhat Disagree 3% 3% Disagree Agree Somewhat Agree 9% 8% Somewhat Disagree 1% 1% Disagree Organic foods are very important to me and my family 46% 49% 37% 36% Agree Somewhat Agree 12% 12% Somewhat Disagree 5% 3% Disagree 62

63 I am proactive about my health 2013 I buy local when available % % 4 Agree 27% 28% Somewhat Agree 3% 3% 1% 1% Somewhat Disagree Disagree 4 Agree 26% 24% Somewhat Agree 3% 2% Somewhat Disagree Disagree I shop in places where I feel a sense of community 52% 5 42% 38% Agree Somewhat Agree 9% 7% Somewhat Disagree 1% 1% Disagree 63

64 As much as possible, I shop at locally owned retailers % 51% Agree 39% 35% Somewhat Agree 8% 9% Somewhat Disagree 2% 1% Disagree I am willing to pay a little more for products that are produced more sustainably/ with less environmental impact 62% 6 Agree 32% 35% Somewhat Agree 5% 4% 2% 1% Somewhat Disagree Disagree I engage in activities that address political/ social issues 41% 42% 4 39% Agree Somewhat Agree 15% 13% Somewhat Disagree 1% 6% Disagree 64

65 73% 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 Note: this is down from 76% in 2011 Q31. How do you identify? n=

66 Male Female Prefer not to answer % 73% % 24% % 24% 19% 1% 3% 4% 66

67 Three quarters of survey respondents come from three zip codes Mt. Airy, (44%) Chestnut Hill, (18%) Germantown, (13%) These percentages are consistent with those reported in 2011 Q32. What is your zip code? n=

68 15% 4% 6% 18% 44% Mt Airy Germantown Chestnut Hill Glenside Roxborough Others 13% 68

69 5 44% 46% % 12% 18% 18% 15% 16% 1 6% 7% 4% 4% Mt Airy Germantown Chestnut Hill Glenside Roxborough Others 69

70 With the exception of the significant increase in the proportion of survey respondents age 65+ the age distribution of survey respondents is similar to that reported in % of Weavers Way members/shoppers are age 50+ Q33. What is your age? n=

71 % 31% 1% 4% 6% % 31% 12% 7% 6% 9% % 1% 4% 3% 7% 6% 9% 7% 7% 6% 16% 12% 1 9% 13%

72 Almost two thirds of respondents (64%) have shopped at Weavers Way 5 years or more Compared with the 2011 survey, there have been significant decreases in the proportions of those who have shopped at Weavers Way less than a year and from 1 3 years There has been a significant increase since 2011 in the proportion who have shopped at Weavers Way for 20+ years Q34. How long have you been shopping at Weavers Way Co-op? n=

73 Less than 1 yr 1-3 yrs 35% % 3 5% 15% 3-5 yrs 5-10 yrs yrs 20+ yrs 3 25% 15% 15% 15% 21% 16% 16% 12% 13% 18% 16% 3 23% 18% 16% 16% 1 5% 5% Less than 1 yr 1-3 yrs 3-5 yrs 5-10 yrs yrs 20+ yrs 73

74 59% report that they have been Weavers Way member owners for more than 5 years The proportion reporting that they have been member-owners for less than a year has decreased significantly from 2011 Q36. How long have you been a member-owner of Weavers Way Co-op? n=

75 Under 1 yr % 59% 27% 8% 17% 1-3 yrs 3-5 yrs 5-10 yrs 25% 15% 17% 19% 15% 15% 13% 17% 15% 21% 17% 15% yrs 1 8% 1 15% 20+ yrs 5% Under 1 yr 1-3 yrs 3-5 yrs 5-10 yrs yrs 20+ yrs 75

76 45% report that they have been working members for 5 years or more Compared with 2011, there have been across the board (for each length of membership period) declines in the proportion of survey respondents reporting that they are working members The declines are significant for those in the under 1 year and 1-3 year periods Q37. How long have you been a working member of Weavers Way Co-op? n=

77 22% 5% 8% 3 Under 1 yr 1-3 yrs 25% 3-5 yrs 5-10 yrs 18% 18% 22% 27% 45% 13% 8% yrs 20+ yrs 15% 1 13% 8% 8% 11% 1 13% 13% 1 5% 5% Under 1 yr 1-3 yrs 3-5 yrs 5-10 yrs yrs 20+ yrs 77

78 The working member discount and the sense of ownership participation are both highly rated (by working members) as important aspects of the working member program 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) n=693 Rating Scale: Very Important, Important, Somewhat Important, Not Important, No Opinion 78

79 Very Important / Important % 74% 67% 63% 6 4 The discount that I receive as a working member The sense of ownership participation that comes from being a working member The social aspect of Learning about how the coop works working together with other members and staff 79

80 % 78% 74% 81% 67% 68% 67% 63% 6 4 The discount that I receive as a working member The sense of ownership participation that comes from being a working member The social aspect of Learning about how the coop works working together with other members and staff 80

81 The household composition of responders to the survey is notable for two reasons First, there is a relatively high proportion (34%) of one member households Second, there are very few households with children (only 11%) Q39. Including you, how many of the following live in your household? n=

82 % 13% 10 11% % 89% 93% 91% 6 53% 89% 91% 85% % 3% 1% 3% 8% 6% 6% Adults 16+ Children Children 6-10 Children % 1% 4% 3% 2% 7% 7% 1 Adults 16+ Children Children 6-10 Children 0-5 One Two Three or More None One Two Three or More None 82

83 44% of survey participants live within a mile of the co-op at which they shop, and 9 live within 5 miles There are slight increases in the proportion of survey respondents who travel more than 5 miles to shop at the coop Q40. How far do you travel (one way) to shop at the co-op? n=

84 % 2% 1% 44% 48% 46% 46% 44% 4 46% Less than 1 mile 1-5 mi 5-10 mi mi 25+ Less than 1 mi 8% 5% 2% 1% 1% 1 to 5 mi 5 to 10 mi 10 to 25 mi 25+ mi 84

85 Slightly more than one third (36%) of survey participants walk to the coop and more than half (53%) report that they typically either walk or bike to do their coop shopping An additional 29% drive to shop in a private car Percentages vary slightly from those reported in 2011 Q41. When you shop at the co-op how often do you get there by? n=

86 7% 3% 2% % % 31% 29% 29% 19% 17% 17% 7% 5% 3% 2% 2% 1% Walking Biking Private Car Public Transit Shared Car Other Walking Private Car Biking Public Transit Shared Car Other 86

87 Weavers Way survey respondents continue to be a very highly educated group, with 69% reporting that they have a graduate or professional degree and 93% having completed a college degree or more Percentages are consistent with those reported in 2011 Q42. What is your highest level of education? n=

88 8 69% % 1% Less than HS/ High School 3% 3% Some college/ tech/ trade school 2 yr college/ tech/ trade degree 4 yr college degree Graduate/ Professional degree 88

89 % 66% % 27% 1% 3% 4% 3% 3% Some college/ tech/ trade school 2 yr college/ tech/ trade degree 4 yr college degree Graduate/ Professional degree 89

90 Those responding to the survey are an affluent group, with 69% 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 Reported income levels are consistent with those reported in the 2011 survey Q43. What is your approximate annual household income? n=

91 19% 18% 15% 15% 14% 1 8% 8% 1 5% 5% 1% 2% 91

92 15% 15% 16% 14% 13% 19% 19% 18% 17% 1 8% 9% 8% 8% 1 9% 5% 5% 4% 1% 2% 2% 2% 92

93 Survey responders are overwhelmingly white/ Caucasian (87%) The ethnic distribution is very close to that reported in the 2011 survey Q44. Please tell us your ethnicity n=

94 10 87% White/ Caucasion 4% 3% Black/ African American Two or more/ Multiple race 1% 1% 4% Hispanic / Latino(a) Asian American Other 94

95 10 87% 86% White/ Caucasion 4% 4% 3% 3% Black/ African American Two or more/ Multiple race 4% 4% 1% 1% 1% 1% Hispanic / Latino(a) Asian American Other 95

96 Survey responders initially learned about Weavers Way in several ways, including Seeing the store (67%) Hearing about Weavers Way from members, shoppers or staff (48%) From Weavers Way sponsored events in the community or at Weavers way (13% - 19% depending on type of event) From social media (11%) From school age children (9%) The Shuttle (6%) Results are generally consistent with those reported in 2011 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) n=64 Rating Scale: Very Important, Important, Somewhat Important, Not Important, No Opinion) 96

97 % 6 48% 4 19% 14% 13% 11% 9% 6% Saw the WW store WW members, shoppers, staff WW community program, event, literature* Community event WW sponsored or participated in* WW event at Weavers Way* Social media School age children The Shuttle *Not asked in

98 % 67% 6 48% 51% 4 19% 14% 13% 11% 9% 9% 6% 6% 19% Saw the WW store WW members, shoppers, staff WW community program, event, literature* Community event WW sponsored or participated in* WW event at Weavers Way* Social media School age children The Shuttle *Not asked in

99 55% of survey respondents identify Mt. Airy as their primary shopping location vs. 45% for Chestnut Hill The proportion of working members among shoppers is much higher for Mt. Airy (66%) than for Chestnut Hill (47%) These patterns are similar to those reported in 2011 Q7. Over the last 6 months, when you shopped at Weavers Way Co-op, what percent of the time do you shop at? n=1255 Q8. Which of the following best describes your relationship to Weavers Way Co-op? n=

100 Mean % of time I shop at co-op, I shop at 45% Mt Airy Chestnut Hill 55% Mt Airy Chestnut Hill 34% 1% 52% 66% Non-working member Working member 47% 10 0

101 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% 5 47% Non-working member Working member Shopper 10 1

102 Only ten survey respondents were non-members, and of these 4 reported that they are very likely and 5 reported that they are somewhat likely to become members Of those who are non-working members, 4 report that they are very likely to become working members and 47% report that they are somewhat likely to become working members Q8A. How likely are you to consider becoming a Co-op member (either a non-working member or a working member? (Non Members Only) n=10 CAUTION, EXTREMELY SMALL BASE Q8B. How likely are you to consider becoming a working member of Weavers Way Co-op? (Non Members Only) n=

103 Likelihood of Becoming a Co-op Member* Likelihood of Becoming a Working Member 1 13% % Very Likely Somewhat Likely Not At All LIkely *NOTE: Whole numbers 10 3