Surveyees profile1. Men & women, 25 to 45 years old
Surveyees profile● From Madrid or Barcelona
Surveyees profile● Have a University degree, currently working
Surveyees profile● Have children or not. Having children or not does not influence the type(local/organic) of produce they buy.
Surveyee profile● Does not buy food online and if (s)he does, expects to receive it within 1-2 days.
Surveyee profile● Whether buying online or not, quality is what they primarily look for
Surveyees profile● Buy at the supermarket. Around 50% read the ingredients.
Surveyees profile● Many do not like shopping and try to be as fast as possible.
Surveyees profile● There is a strong correlation between enjoying shopping and the time invested on it.The correlation between these two variables is statistically significant 2-Tail p-value = 0.0016 (Fisher´s exact test)
Surveyees profile● Many do not like shopping and go to the supermarket only when they need to.
Surveyees profile● The vast majority shops always in the same place. When asked why, they mention proximity, trust and loyalty towards the grocer next door.
Surveyees profile● 42% took part in a purchasing group at least once.
Surveyees profile● One third prefers local or organic products. MANY CANNOT TELL whether they eat local products or not. The ones who do not buy organic mention the price
CONCLUSIONS● Although the vast majority of end customers answered that quality is their main criterion for selecting fruit and vegetables, only 30% of them chooses organic products (for many, the reason being the too high price).● The vast majority shops always in the same shop. When asked why, many mention loyalty and trust. They trust that their loyalty to one shop will reward them with products selected by the grocer especially for them.