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Understanding Your Needs and
Experiences
A Survey of Shoppers
Conducted by: Department of Conservation Social
SciencesUniversity of Idaho
For the Moscow Food CO-OP Board of Directors
11. How long have you shopped at the Moscow Food CO-OP? (Please check one)
FIRST TIME 0-6 MONTHS 6 MONTHS-1 YEAR 1-5 YEARS 5 YEARS OR MORE
2. On average, how frequently do you shop at the Moscow Food CO-OP? (Please check one)
DAILY/MORE THAN ONCE A WEEK ONCE A WEEK A FEW TIMES A MONTH ONCE A MONTH A FEW TIMES A YEAR
3. Are you a member of the Moscow Food CO-OP? (Please check one) YES NOSkip to #10, on page 2
4. When did you first join the Moscow Food CO-OP? (Please check one) LESS THAN 1 YEAR AGO 1-2 YEARS AGO 3-5 YEARS AGO 6-10 YEARS AGO 11-15 YEARS AGO
16-20 YEARS AGO 21 - 25 YEARS AGO 26 - 30 YEARS AGO MORE THAN 30 YEARS AGO
5. People have different reasons for becoming a member of the Coop. How important were the following in your decision to become a member?
CHARACTERISTICSHow important were the following in your decision to
become a member?(Please circle one response for each statement)
A. Benefit package (members’-only discounts and specials)
NOT IMPORTANT
SOMEWHAT
IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTANT
EXTREMELY IMPORTANT
B. Support of a local community business
NOT IMPORTANT
SOMEWHAT
IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTANT
EXTREMELY IMPORTANT
C. Direct member influence on decision making
NOT IMPORTANT
SOMEWHAT
IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTANT
EXTREMELY IMPORTANT
D. Support of the CO-OP concept
NOT IMPORTANT
SOMEWHAT
IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTANT
EXTREMELY IMPORTANT
E. Education programs for members
NOT IMPORTANT
SOMEWHAT
IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTANT
EXTREMELY IMPORTANT
F. A commitment to sell organics and whole foods
NOT IMPORTANT
SOMEWHAT
MODERATELY
QUITE IMPORTANT
EXTREMELY IMPORTANT
2IMPORTAN
T IMPORTANT
G. Other (please specify) _____________________
NOT IMPORTANT
SOMEWHAT
IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTANT
EXTREMELY IMPORTANT
6. What are the top THREE ways the CO-OP can effectively communicate with you? (Please check only three responses)
BY EMAIL CO-OP WEBSITE www.moscowfood.coop THROUGH IN-STORE FLYERS/SIGNS WITH THE INSIDE BULLETIN BOARD WITH THE ANNUAL REPORT THE CO-OP NEWSLETTER (COMMUNITY
NEWS)
SPECIAL CO-OP MEETINGS ANNUAL MEETING LOCAL NEWSPAPERS BOARD OF DIRECTOR’S MINUTES INFORMAL CONVERSATIONS WITH MEMBERS, BOARD
MEMBERS, OR STAFF OTHER _____________________________________
7. How would you prefer to receive the monthly newsletter, Community News? (Please check one response)
PICK UP A PAPER COPY IN THE CO-OP RECEIVE AN EMAIL REMINDER WITH A LINK TO AN ELECTRONIC VERSION PICK UP A PAPER COPY AT (fill in a location) __________________________________________________
8. Do you use discounts from Moscow Food CO-OP Business Partners? (Please check one response)
YES, If yes which do you most frequently take advantage of?_______________________________
NO, If not, please explain why not?_____________________________________________________
9. What CO-OP board functions have you participated in the PAST TWO YEARS? (Check all that apply)
ELECTION OF THE BOARD OF DIRECTORS ANNUAL MEETING DINNER WITH DIRECTORS ATTENDED A BOARD MEETING PARTICIPATED IN A BOARD SPONSORED EVENT, PLEASE
LIST________________________________________ VOLUNTEERED ON A COMMITTEE, PROJECT OR EVENT, PLEASE
LIST___________________________________ NONE OF THE ABOVE
CO-OP MEMBERS, PLEASE SKIP TO #11 ON THE FACING PAGE
10.How important would the following be in encouraging you to become a member of the Moscow Food CO-OP?
ATTRIBUTES How important would the following be in
encouraging you to become a member of the Moscow Food CO-OP?
(Please circle one response for each attribute)A. Higher member
discounts NOT IMPORTA
SOMEWHAT
MODERATELY
QUITE IMPORTA
EXTREMELY
3
NT IMPORTANT IMPORTANT NT IMPORTA
NT
B. Greater product selectionNOT
IMPORTANT
SOMEWHAT
IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTA
NT
EXTREMELY
IMPORTANT
C. Longer store hoursNOT
IMPORTANT
SOMEWHAT
IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTA
NT
EXTREMELY
IMPORTANT
D. More information on the benefits of membership
NOT IMPORTA
NT
SOMEWHAT
IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTA
NT
EXTREMELY
IMPORTANT
11.How did you learn about the CO-OP? (Please check one response)
BY WORD-OF-MOUTH THE NEWSPAPER A SALES FLYER THE YELLOW PAGES
THE CO-OP WEBSITE
BY SEEING THE STORE OR A SIGN THE RADIO OTHER________________________________
__
12.People shop at the CO-OP for many different reasons. How important are the following in your decision to shop at the Moscow Food CO-OP?
ATTRIBUTEHow important are the following in your decision to shop at
the Moscow Food CO-OP? (Please circle one response for each attribute)
A. Products only found here NOT IMPORTAN
T
SOMEWHAT IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTAN
T
EXTREMELY IMPORTANT
B. Organics/Non GM NOT IMPORTAN
T
SOMEWHAT IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTAN
T
EXTREMELY IMPORTANT
C. Location/convenience NOT IMPORTAN
T
SOMEWHAT IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTAN
T
EXTREMELY IMPORTANT
D. Price NOT IMPORTAN
T
SOMEWHAT IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTAN
T
EXTREMELY IMPORTANT
E. Customer service NOT IMPORTAN
T
SOMEWHAT IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTAN
T
EXTREMELY IMPORTANT
F. Higher quality NOT IMPORTAN
T
SOMEWHAT IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTAN
T
EXTREMELY IMPORTANT
G. Availability of organic and natural foods
NOT IMPORTAN
SOMEWHAT IMPORTANT
MODERATELY
QUITE IMPORTAN
EXTREMELY IMPORTANT
4T IMPORTANT T
H. The availability of locally grown foods
NOT IMPORTAN
T
SOMEWHAT IMPORTANT
MODERATELY
IMPORTANT
QUITE IMPORTAN
T
EXTREMELY IMPORTANT
13.How often do you use alternative transportation (non-automobile) when you travel to shop at the CO-OP? (Please check one response)
ALWAYS FREQUENTLY OCCASIONALLY NEVER
14.Do you live in walking distance from the Moscow Food CO-OP? (Please check one response)
YES NO
15.Do you work in walking distance from the Moscow Food CO-OP? (Please check one response)
YES NO16.Please rate the performance of the CO-OP by assigning a “grade” to each service
component.
SERVICE COMPONENT
How well does the CO-OP perform each service?(Please circle one “grade” for each service component)
OUTSTANDING EXCELLENT
ADEQUATE
LESS THAN SATISFACTO
RY
UNACCEPTABLE
A. Response to special needs and requests A B C D F
B. Store hours A B C D FC. Ease of shopping A B C D FD. Setup of bulk personal
care items A B C D F
E. Prices A B C D FF. Number of open
checkouts A B C D F
G. Staff availability A B C D FH. Setup of bulk spices A B C D FI. Easy to understand
Signage A B C D F
J. Food product labeling A B C D FK. Response to special
requests A B C D F
L. Store location A B C D FM. Number of open A B C D F
5checkouts
N. Availability of scales A B C D FO. Setup of bulk food A B C D FP. Variety of sale items
and specials A B C D F
Q. Product selection A B C D FR. Overall shopping
experience A B C D F
17.Which of the following dietary preferences and/or needs apply to you or someone in your household? (Check all that apply)
VEGETARIAN VEGAN (NO ANIMAL PRODUCTS) MACROBIOTIC KOSHER ORGANIC
RAW/LIVE FOOD DIABETIC GLUTEN/WHEAT-FREE FOOD ALLERGY(S)____________________ OTHER____________________________
18.Please rate the performance of the CO-OP staff by assigning a “grade” to each task they perform.
TASK PERFORMED How has the CO-OP staff performed in each of these areas?(Please circle one “grade” for each task)
OUTSTANDING EXCELLENT ADEQUATE
LESS THAN SATISFACTO
RY
UNACCEPTABLE
A. Products knowledge A B C D F
B. Knowledge of services A B C D F
C. Professionalism A B C D F
D. Staff availability A B C D F
E. Store cleanliness A B C D F
F. Accurate checkout A B C D F
G. Easy to identify A B C D F
H. Enthusiasm A B C D F
I. Efficiency A B C D F
J. Friendliness A B C D F
K. Helpfulness A B C D F
19.How important is it for the Moscow Food CO-OP to make the following changes?
6
POSSIBLE CHANGEHow important is it for the Moscow Food CO-OP to make
the following changes?(Please one response for each change)
A. More member influence over CO-OP policy and development
NOT IMPORTAN
T
SOMEWHAT
IMPORTANT
MODERATELY IMPORTANT
QUITE IMPORTANT
EXTREMELY
IMPORTANT
B. Increase selection of ready-to-eat deli foods
NOT IMPORTAN
T
SOMEWHAT
IMPORTANT
MODERATELY IMPORTANT
QUITE IMPORTANT
EXTREMELY
IMPORTANT
C. Increase selection of ready-to-eat pre-packaged foods
NOT IMPORTAN
T
SOMEWHAT
IMPORTANT
MODERATELY IMPORTANT
QUITE IMPORTANT
EXTREMELY
IMPORTANT
D. Higher member discountsNOT
IMPORTANT
SOMEWHAT
IMPORTANT
MODERATELY IMPORTANT
QUITE IMPORTANT
EXTREMELY
IMPORTANT
20.For each product listed below, indicate the reason/s you purchase the product at the CO-OP.
PRODUCT (Please check all that apply for each product)
DO NOT PURCHAS
E
NOT GENETICAL
LY MODIFIED
QUALITY/
FRESHNESS
LOCALLY GROWN/ PRODUCE
D
NO CHEMICAL
OR ARTIFICIAL ADDITIVES
NOT AVAILABL
E ELSEWHE
RE
MINIMAL PACKAGING
A. Frozen foods B. Dairy products C. Bakery items D. Beer and wine E. Gluten free foods
F. Bulk items G. Pet food/supplements H. Produce I. Deli foods
J. Fresh meat / poultry K. Vitamins/
supplements
L. Personal care
7M.Housewares/gifts N/A N/A
21.Below is a list of shopping behaviors/preferences. Please indicate how each shopping behavior applies to you.
SHOPPING BEHAVIORS How do you feel about each behavior?(Please circle one response for each statement)
A. I shop the CO-OP because of its products STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
B. I shop the CO-OP because of its location STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
C. I shop at the CO-OP for organic produce STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
D. Although I am concerned about low prices, I am more concerned about product quality
STRONGLY AGREE
AGREE NEUTRAL
DISAGREE STRONGLY
DISAGREE
E. Although I am concerned about low prices, I am more concerned about the ingredients in the products
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
F. When I buy products, I like to be sure that I am getting my money’s worth
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
G. When grocery shopping, I compare the prices of different brands to be sure I get the best value for my money
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
H. I shop around for lower prices on products, but they still must meet certain quality requirements for me to buy them
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
I. I always check prices at the grocery store to be sure I get the best value for my money
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
J. I am not willing to go to extra effort to find lower prices.
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
K. I enjoy clipping out coupons because I feel I am getting a good deal
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
L. I enjoy using coupons, regardless of the amount I save by doing so
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
M. If a product is on sale, that is reason enough for me to buy it
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
N. When I buy a brand that is on sale, I feel that I am getting a good deal
STRONGLY AGREE
AGREE NEUTRAL
DISAGREE STRONGLY
8SHOPPING BEHAVIORS How do you feel about each behavior?
(Please circle one response for each statement)DISAGREE
O. I have favorite brands, but most of the time I buy the brand that is on sale
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
P. I buy bulk whenever possible STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
Q. I am more likely to buy a packaged product if the packaging can be reused
STRONGLY AGREE AGREE NEUTR
AL DISAGREESTRONGL
Y DISAGREE
22.Please rate the following CO-OP member benefits and services for their continued importance to you.
CO-OP BENEFIT OR SERVICE How important is each member benefit or service to you?
(Please circle one response for each benefit or service)
A. Investing in Moscow Food CO-OP because it is a community based business
NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
B. Investing in Moscow Food CO-OP because of its mission statement NOT
IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
C. Educational events NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
D. Member events such as member appreciation day. NOT
IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
E. Coop website: www.moscowfood.coop NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
F. Voting for board of directors NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
G. Minutes from board of directors meetings NOT
IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
H. Ability to place special orders NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
9CO-OP BENEFIT OR SERVICE How important is each member benefit or service to
you?(Please circle one response for each benefit or
service)I. CO-OP newsletter, Community News NOT
IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
J. CO-OP coupons NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
K. Store tours NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
L. Access to computer in personal care NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
M. Suggestion forms NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
N. Bulletin board (inside) NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
O. Business partners NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
P. Informational brochures NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
Q. Free public telephone NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
R. Member meetings NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
S. Dinner with directors NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
T. Annual membership meeting NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
U. Monthly sales/specials NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
10CO-OP BENEFIT OR SERVICE How important is each member benefit or service to
you?(Please circle one response for each benefit or
service)V. Public bulletin board (outside) NOT
IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
W. Taste Fair NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
X. Daily food samples NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
Y. Growers market NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
Z. Tuesday night music NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
AA. Art at the CO-OP NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
BB. Fish Folks NOT IMPORTANT
SOMEWHAT UNIMPORTA
NT
NEUTRAL IMPORTANT
VERY IMPORTA
NT
23.The CO-OP is considering possible services that may be added over the next 5 years. Please indicate which services would benefit you. (Check all that apply)
SPECIAL ORDERS ONLINE HOME DELIVERIES (FOR A SMALL FEE) PERSONAL SHOPPERS (FOR A SMALL FEE)
SALAD BAR AND DELI
EDUCATIONAL SEMINARS OTHER (PLEASE GIVE
SUGGESTIONS)______________
24.How many years of formal education have you completed? (Circle one number)
1 2 3 4 5 6 7 8 9 10
11
12
13
14
15
16
17
18
19
20+
Elementary School
JR. High--High School College Graduate
School
25.What is your current employment status? (Please check all that apply) EMPLOYED FULL-TIME EMPLOYED PART-TIME HOMEMAKER
UNEMPLOYED RETIRED STUDENT
1126.If you are currently a student, where are you a student? (Please check only one
response) HIGH SCHOOL UNDERGRADUATE STUDENT AT: (CIRCLE ONE) UI WSU OTHER________________ GRADUATE STUDENT AT: (CIRCLE ONE) UI WSU OTHER________________
27.What is your Zip code? ___________________
28.How old are you? ________
29.Including yourself, how many people are in your household? (Please write in answers)__________CHILDREN (0-12 YEARS)__________TEENS (13-17 YEARS)__________YOUNG ADULTS (18-24 YEARS)__________ADULTS (25-54 YEARS)__________SENIORS (55+ YEARS)
We would appreciate your answering the next question. If, however you feel this is a private matter we respect your decision to not answer.
30.Which of the following best describes your approximate total family income before taxes in 2006? (Please check one)
I’D RATHER NOT ANSWER LESS THAN $20,000 $20,000-$39,999 $40,000-$59,999 $60,000-$79,999
$80,000-$99,999 $100,000-$119,999 $120,000-$139,999 $140,000-159,999 $160,000 OR MORE
Thank you for your help. Is there anything else you’d like to tell us about the Moscow Food CO-OP? We’d appreciate any comments.
Department of Conservation Social Sciences, College of Natural Resources, BOX 441139, University of Idaho, Moscow, Idaho 83844-1139