CUSTOMER DISCOVERY SURVEY

Testing Our Value Proposition

Survey questions

1. Gender2. Age3. Geographic location4. Education5. Work situation6. Do you have children?7. How often per week do you go grocery shopping?8. Do you buy local products? 9. Do you buy organic products?

10. Would you buy these online if they were cheaper?

Surveyees profile

1. Men & women, 25 to 45 years old

Surveyees profile

● From Catalonia or Andalusia

Surveyees profile

● Has a University degree, currently working

Surveyees profile

● Has children or not, shops once or twice a week

Surveyees profile

● Buys local and organic products. MANY DO NOT KNOW whether they eat local products

or not

Surveyees profile

● Buys local and organic products. ● 22 % claim that they cannot tell whether they eat local

produce or not: no label or wrapping, no information provided

DO YOU BUY LOCAL FRUITS AND VEGETABLES?

Frequency Percent Valid PercentCumulative

PercentValid NA 6 22.2 22.2 22.2

NO 4 14.8 14.8 37.0YES 17 63.0 63.0 100.0Total 27 100.0 100.0

DO YOU BUY ORGANIC FRUITS AND VEGETABLES?

Frequency Percent Valid PercentCumulative

PercentValid NO 10 37.0 37.0 37.0

YES 17 63.0 63.0 100.0Total 27 100.0 100.0

Surveyees profile

● 59 % would buy online if they were cheaper

WOULD YOU BUY THESE PRODUCTS ONLINE IF YOU COULD GET THEM CHEAPER?

Frequency Percent Valid PercentValid NA 2 7.4 7.4

NO 9 33.3 33.3YES 16 59.3 59.3Total 27 100.0 100.0

Surveyees stratified according to their answer toWould you buy these product (local & bio) online if

they were cheaper?

1. Gender2. Age3. Geographic location4. Education5. Work situation6. Do you have children?7. How often per week they go grocery shopping?8. Do you buy local products?9. Do you buy organic products?

Geographic locationREGION

WOULD YOU BUY THESE PRODUCTS ONLINE IF YOU COULD GET THEM CHEAPER? Frequency PercentNA Valid Andalusia 1 50.0

Madrid 1 50.0

Total 2 100.0

NO Valid Andalusia 7 77.8

Catalonia 2 22.2

Total 9 100.0

YES Valid Andalusia 6 37.5

Catalonia 9 56.3

Valencia 1 6.3

Total 16 100.0

There is no statistically significant correlation between the region where the surveyee lives and whether or not (s)he would buy online. Fisher Exact Test for 2-Tail : p-value = 0.10 NOT SIGNIFICANT

Do you buy organic products?

There is a statistically significant correlation(*) between eating organic produce and purchasing it online. THOSE WHO DO NOT BUY ORGANIC PRODUCE WOULD NOT BUY ORGANIC PRODUCE ONLINETHOSE WHO BUY ORGANIC PRODUCE WOULD BUY IT ONLINE(*) Fisher Exact Test for 2-Tail : p-value = 0.002

DO YOU BUY ORGANIC FRUITS AND VEGETABLES?

WOULD YOU BUY THESE PRODUCTS ONLINE IF YOU COULD GET THEM CHEAPER? Frequency PercentNA Valid NO 1 50.0

YES 1 50.0Total 2 100.0

NO Valid NO 7 77.8YES 2 22.2Total 9 100.0

YES Valid NO 2 12.5YES 14 87.5Total 16 100.0

CONCLUSIONS

● There is a lack of traceability for non organic produce:● 1 out of 4 surveyees could not tell whether the

grocery they buy is local or not.● All could tell whether they eat organic or not.

● 59% would buy online grocery if the price was lower ● Those who eat organic food would buying it online.

Those who don't eat organic, would not buy organic food online.