2nd CUSTOMER DISCOVERY SURVEY

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1. Men & women, 25 to 45 years old

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● From Madrid or Barcelona

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● Have a University degree, currently working

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● Have children or not. Having children or not does not influence the type (local/organic) of produce they buy.

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● Does not buy food online and if (s)he does, expects to receive it within 1-2 days.

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● Whether buying online or not, quality is what they primarily look for

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● Buy at the supermarket. Around 50% read the ingredients.

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● 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)

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● Many do not like shopping and go to the supermarket only when they need to.

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● The vast majority shops always in the same place. When asked why, they mention proximity, trust and loyalty towards the grocer next door.

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● 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.