The document discusses research conducted to understand consumers' perceptions of Urban Greens products. Key findings include: - Most respondents purchase produce at supermarkets and consume organic produce moderately (1-25%). - Satisfaction with Urban Greens was high, and most felt its produce was as good or better than normal options. - Freshness was the most important factor in produce purchases. - Increased produce and organic consumption correlated with higher satisfaction regarding staff knowledge, variety, and value. - Moderate organic consumers were most satisfied overall and in areas like professionalism and freshness. Recommendations focus on communicating freshness to increase perceptions of taste and value. Variety should also be expanded while maintaining strengths in staff, quality

1. FEEDING THE CONSUMER
UNDERSTANDING THE CONSUMER
nicole
Malott
~
nick
Walter
n2
Co sulting

2. OBJECTIVES
n2
1. Understand where consumers purchase their vegetables
2. Test importance of factors such as freshness, organic, etc.
3. Test perceptions of the quality of Urban Greens products
compared to vegetables they normally eat
4. Measure respondents' perceptions of the Urban Greens brand
equity
5. Develop a demographic, psychographic, and behavioral
profile of the Urban Greens consumer
1

3. METHODOLOGY
n2
Sampling Frame
• All employees at Burke Inc.
Data Collection Method
• Computer assisted survey via e-mail
Response Rate
• Attempted sample 200 respondents
• Actual response rate 136 respondents
• 68% response rate
2

4. DEMOGRAPHICS
n2
18%
34%
18% 23%
7%
20-29 30-39 40-49 50-59 60-69
Age of Respondents
3
64%
36%
Female
Male
Gender
The most common respondent is a female between the ages of 30-39
Base: Total respondents = 131, base size represents only those who completed the survey.
Q1: Please indicate your gender.
Q2: Please indicate your age range.

5. 19%
50%
17%
6% 8%
None 1-25% 26-50% 51-75% 76-100%
Amount of organic food
purchases
ORGANIC PRODUCE IS
MILDLY IMPORTANT
n2
Almost 3/4ths of Respondents Purchase their Fresh Produce at a
Supermarket and 50% of respondents purchase between 1% and
25% organic produce
4
Base: Total respondents = 132 , base size represents only those who eat fresh produce.
Q: Please Indicate the percentage of your total fresh produce that comes from each source.
Q: Thinking about the fresh produce that you buy, about how much of these fruits and vegetables are organic?
73.2%
8.4%
6.8%
6.2%
5.5%
Supermarket
Farmers Market
Specialty Food Store
(i.e. Whole Foods)
Your Garden or a
Friend's Garden
Discount Store (i.e.
Wal Mart)
Percentage of produce
purchased at each location

6. ORGANICS POPULAR OUTSIDE
OF THE SUPERMARKET TOO
n2
5
2% 2% 2%
8%
3%
5%
13%
16%
10%
Farmers Market Specialty Stores Private Garden
Organic consumers consumption of produce
by source
None
1%-25%
26%+
Base: Total Respondents = 131, only those who eat fresh produce were counted in this question, base size
reduced because of non response.
Q: Pleas indicate the percentage of your total fresh produce that comes from each source
Q: Thinking about the fresh produce that you buy, about how much of these fruits and vegetables are organic?
Consumers who ate more organic produce were more likely to
shop at Farmer’s markets, Specialty stores or a private garden
Tests significant at 95% confidence (P=.002, .000,.049 respectively)

7. CUSTOMERS LIKE
URBAN GREENS
n2
Overall those who visited Urban Greens were satisfied and believed
that their produce was as good as or better then what they usually buy
6
Base: Total respondents = 98 , base size represents only those who visited Urban Greens.
Q: Please rate your overall satisfaction with Urban Greens.
Base: Total respondents = 83 , base size represents only those who visited Urban Greens, and bought produce
Q: Compared to fresh produce you typically buy, would you say that the taste of Urban greens’ produce is:
0%
2%
33%
53%
12%
Not at all satisfied
Dissatisfied
Neutral
Satisfied
Extreamly Satisfied
Overall satisfaction with
Urban Greens
0%
2%
49%
43%
5%
Much Worse
Worse
About the Same
Better
Much Better
The percentage
consumers who believe
that Urban Greens’
produce tastes…

8. FRESHNESS REALLY
IS IMPORTANT
n2
1%
3%
10%
29%
27%
30%
Never
2-3 Times a Month
Once a Week
2-3 Times a Week
Once a Day
Several Times a Day
How often respondents eat
fresh vegetables
Nearly 2/3 people enjoy fresh produce at least once every day and
over half agree that “Freshness “ is the most important factor to
consider when buying produce
Base: Total respondents = 136
Q:How often do you eat fresh (not canned or frozen) fruits or vegetables?
Base: Total respondents = 132, base size represents only those who eat fresh produce.
Q: Regarding purchasing fresh produce, please rank the importance of the following factors
7
52%
27%
14%
5%
2%
Freshness
Convenient to
where I live/work
Price
Organically grown
Locally grown
Most important factors
in produce

9. PRODUCE CONSUMPTION
EFFECTS SATISFACTION
n2
Consumers who ate more produce / organics were increasingly more
satisfied with both the knowledge of the staff and Urban Greens variety
8
50%
60%
71.8%
up to 2-3
times per
week
once a day several times
a day
Produce Consumption
Extreme Satisfaction with
Staff Knowledge
Base: Total respondents = 97 , base size represents only those who visited Urban Greens
Q1: Please indicate your satisfaction with the following aspects of Urban Greens – Knowledge of Staff
Q2: How often do you eat (not canned or frozen) fruit or vegetables?
Q1: Please indicate your satisfaction with the following aspects of Urban Greens – Variety
Q2: Thinking about the fresh produce that you buy, about how much of theses fruits and vegetables are organic?
26.6%
59.2% 60.6%
None 1%-15% 26% +
Organic Produce
Consumption
Total satisfaction with
variety
Test Directionally significant at 85% confidence (P=.129)Test significant at 90% confidence (P=.097)

10. MODERATE CONSUMERS
SATISFIED WITH VALUE
n2
Those who moderately consume produce are the most satisfied with
value but the more organ they consumer, the more satisfied they
were
9
34%
60%
49.5%
up to 2-3
times per
week
once a day several
times a day
Produce Consumption
Total satisfaction with
value
Base: Total respondents = 97 , base size represents only those who visited Urban Greens
Q1: Please indicate your satisfaction with the following aspects of Urban Greens – Value
Q2: How often do you eat (not canned or frozen) fruit or vegetables?
Q2: Thinking about the fresh produce that you buy, about how much of theses fruits and vegetables are organic?
26.7%
51% 57.6%
None 1%-15% 26% +
Organic Produce
Consumption
Total satisfaction with
value
Test Directionally significant at 85% confidence (P=.141) Test significant at 95% confidence (P=.010)

11. MODERATE USERS MORE
SATISFIED WITH FRESHNESS
n2
10
20%
51%
36%
None 1%-25% 26%+
Organic Produce
Consumption
Total satisfaction with
Freshness
Base: Total Respondents = 97, only those who went to Urban Greens were asked this question
Q: Please indicate your satisfaction with the following aspects of Urban Greens
Q: Thinking about the fresh produce that you buy, about how much of these fruits and vegetables are organic?
Q: How often do you eat fresh (not canned or frozen) fruits or vegetables?
Moderate consumers of organic produce and daily produce consumers were
the most satisfied with the freshness of Urban greens produce
68%
80% 80%
2-3 Times a
Week
Once a Day Several Times
a Day
Produce Consumption
Total satisfaction with Freshness
Test Directionally significant at 80% confidence (P=.189) Test significant at 95% confidence (P=.189)

12. MODERATE ORGANIC BUYERS
ARE MOST SATISFIED
n2
Moderate organic users were overall more satisfied with the
professionalism of Urban Greens
11
47%
53%
61%
20%
43%
33%
None 1%-25% 26%+
Organic Produce Consumption
Total satisfaction of professionalism of staff
Extremely Satisfied
Satisfied
Base: Total Respondents = 97, only those who went to Urban Greens were asked this question
Q: Please indicate your satisfaction with the following aspects of Urban Greens
Q: Thinking about the fresh produce that you buy, about how much of these fruits and vegetables are organic?
Test significant at 95% confidence (P=.035)

13. MODERATE CONSUMERS EQUALLY
SATISFIED AS HEAVY CONSUMERS
n2
12
26.6%
59.2% 60.6%
None 1%-15% 26% +
Organic Produce Consumption
Total overall satisfaction
Those who moderately consume organic produce are just as
satisfied overall as heavy consumers
Base: Total respondents = 97 , base size represents only those who visited Urban Greens
Q1: Please rate your overall satisfaction with Urban greens
Q2: Thinking about the fresh produce that you buy, about how much of theses fruits and vegetables are organic?
Tests significant at 95% confidence (P=.008)

14. FRIENDLINESS, KNOWLEDGE, AND
PROFESSIONALISM ARE KEY
STRENGTHS
n2
Customers are most satisfied with friendliness of staff, knowledge of
staff and professionalism
13
Base: Total respondents = 88 , base size represents only those who visited Urban Greens and choose to answer this
question
Q: Please indicate your satisfaction with the following aspects of Urban greens.
71% 69%
58%
49%
36%
11% 8%
27% 27%
38% 40%
55%
42%
52%
Friendliness Knowledge Professionalism Freshness Taste Vaule Variety
Percentage Customers who are Extremely Satisfied
or Satisfied with…
Extremely Staisfied
Satisfied

15. BRAND
PERFORMANCE TABLE
n2
14
Relative Strengths
Issues to Watch Low Priority
Enhancement
Opportunities
Key Drivers where
Performance
needs attention
Key Drivers where
Performance is
good
Issues that need attention,
but not as urgently as those
in “Enhancement
Opportunities”
Attributes being done well,
but deserve secondary
attention after the upper
sections
Importance
Performance
Low
High
High

16. BRAND
PERFORMANCE TABLE
n2
15
High
Low High
Importance
Performance

17. RECOMMENDATIONS
n2
16
“Enhancement Opportunities”
• Value - Increase of Benefit (Do Not decrease price)
• Price reduction signals conformity with largest competitor (Supermarkets)
• Lowering price will not add value as the perception of brand will decrease
• Increase in benefit through communication of Freshness
• Communication of Freshness
• Freshness (moderate to high performance) closely linked with TASTE
• Taste is an “Issue to Watch”
• moderately out of your control as you already maximize raw materials
• Taste is a perception - based on freshness
An increase in taste perception through a communication plan
centered on freshness will increase perceived value

18. RECOMMENDATIONS
n2
17
• Variety
• Variety will bring value experience to the Urban Greens Consumer
• Lowering price will not add value as the perception of brand will
decrease
• Focus communication to target market
• Target market: Moderate to heavy organic consumers who most
typically shop at supermarkets
• Niche Organic consumers are important as they are a big part of
your current sales distribution
“Relative Strengths”
Maintain strong staff and quality standards
• Highest performing areas – Can Not loose differentiation
• Do not want to loose high performance on freshness
• Need Freshness to communicate Taste and Value