1. CUSTOMER DISCOVERY
SURVEY
Testing Our Value Proposition

2. Survey questions
1. Gender
2. Age
3. Geographic location
4. Education
5. Work situation
6. 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?

3. Surveyees profile
1. Men & women, 25 to 45 years old

4. Surveyees profile
● From Catalonia or Andalusia

5. Surveyees profile
● Has a University degree, currently working

6. Surveyees profile
● Has children or not, shops once or twice a
week

7. Surveyees profile
● Buys local and organic products.
MANY DO NOT KNOW whether they eat local products
or not

8. 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?
Cumulative
Frequency Percent Valid Percent Percent
Valid NA 6 22.2 22.2 22.2
NO 4 14.8 14.8 37.0
YES 17 63.0 63.0 100.0
Total 27 100.0 100.0
DO YOU BUY ORGANIC FRUITS AND VEGETABLES?
Cumulative
Frequency Percent Valid Percent Percent
Valid NO 10 37.0 37.0 37.0
YES 17 63.0 63.0 100.0
Total 27 100.0 100.0

9. 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 Percent
Valid NA 2 7.4 7.4
NO 9 33.3 33.3
YES 16 59.3 59.3
Total 27 100.0 100.0

10. Surveyees stratified according to their answer to
Would you buy these product (local & bio) online if
they were cheaper?
1. Gender
2. Age
3. Geographic location
4. Education
5. Work situation
6. 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?

11. Geographic location
REGION
WOULD YOU BUY THESE PRODUCTS
ONLINE IF YOU COULD GET THEM
CHEAPER? Frequency Percent
NA 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

12. Do you buy organic products?
DO YOU BUY ORGANIC FRUITS AND VEGETABLES?
WOULD YOU BUY THESE PRODUCTS ONLINE IF
YOU COULD GET THEM CHEAPER? Frequency Percent
NA Valid NO 1 50.0
YES 1 50.0
Total 2 100.0
NO Valid NO 7 77.8
YES 2 22.2
Total 9 100.0
YES Valid NO 2 12.5
YES 14 87.5
Total 16 100.0
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 ONLINE
THOSE WHO BUY ORGANIC PRODUCE WOULD BUY IT ONLINE
(*) Fisher Exact Test for 2-Tail : p-value = 0.002

13. 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.