Weavers Way CoOp Member Survey

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Weavers Way Co-Op Member Survey

• February, 2006

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Objectives

• Member priorities and report card members shop
• Members views on the coops community values
• Member thoughts for new coop strategic
  direction
• Membership demographics, who are we and what
  do we look like

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Methodology

• Self-administered 40 question web survey
• 490 invitations emailed to current Weavers Way
  members
• 355 (72) completed surveys, 137
  completed by paper (high paper response)

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Gap AnalysisCriteria for Choosing to Shop at
Weavers WayImportance versus Weavers Way
Performance
Performance
Importance
Mean Ratings 1Low 5High

• Cleanliness, customer service, staff friendliness
  and a welcoming atmosphere are most important to
  co-op members
• Generally, members see room for improvement on
  all these dimensions, but especially on
  cleanliness

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Gap AnalysisSpecific Type of Products and
Shopping DecisionsImportance versus Weavers Way
Performance
Produce
Local Products
Cheese
Bread
Fresh Meats, Poultry
Dairy (Milk, Yogurt)
Organic Products
Prepared Foods
Grocery/Packaged
Ethnic Products

• Produce is especially important in shopping
  decisions of co-op members. But a variety of
  other product categories are also considered
  important.
• Members clearly identify areas where they think
  co-op product offerings need to be improved
  (produce, local products, fresh meats/poultry)
  and where they excel (cheese, bread, dairy)

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Gap AnalysisSpecific Type of Products and
Shopping DecisionsImportance versus Weavers Way
Performance (continued)

• The co-op performance clearly exceeds
  expectations for many product categories rated as
  less important in their shopping decisions by
  members

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Shopping at Weavers Way and Other Stores
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Frequency of Shopping at Weavers Way

• Most co-op members report shopping once a week or
  more (63) and relatively few shop only once a
  month or less at the coop (13)

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Other Store Shopped At Most Often

• Local stores (ACME and Superfresh) are the most
  frequently used alternatives to the co-op
• Among non-local alternatives, Whole Foods and
  Trader Joes are the most frequently mentioned
  alternatives

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Proportion of Weekly Grocery Budget Spent at
Weavers Way Versus Other Store Shopped Most Often

• Co-op members spend a significantly higher
  proportion of their households weekly grocery
  budget at Weavers Way compared to the other
  store they shop at most frequently

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Average Amount Per Week Spent at Weavers Way
Versus Other Store Shopped Most Often

• There is not a statistically significant
  difference between what co-op members spend at
  the co-op vs. another store at which they also
  shop, suggesting that those spending more money
  are more likely to shop at other stores besides
  the co-op

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Importance of Selected Reasons for Shopping at
Weavers Way - Mean Ratings 1Not at All
Important 5Very Important -

• Among the many reasons that members shop at the
  co-op, support for co-op values, support for the
  co-op and being part of the community are top
  rated reasons

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Importance of Selected Reasons for Shopping at
Other Store Shopped Most Often - Mean Ratings
1Not at All Important 5Very Important -

• Product selection (cant get specific products at
  the co-op) is the most important single reason
  why members shop elsewhere

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Importance of Selected Reasons for Shopping at
Weavers Way Versus Other Store Shopped Most
Often- Mean Ratings 1Not at All Important
5Very Important -

• Weavers Way is rated significantly higher than
  Other Stores on every measure except has specific
  items that I cant get at the co-op, on which the
  other stores score higher

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Shopping Related Values
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Relative Importance of Shopping Related Values -
Allocation of 100 Points Among Items -

• Healthy and high quality food rates highly as an
  important co-op value, followed by lower price,
  ethnic diversity of products, the work
  requirement and selling to members only

17
Relative Importance of Co-Op Related Community
Values - Allocation of 100 Points Among Items -

• The co-op related community values all receive
  support from the membership
• Given a choice of co-op related community values,
  maintaining environmental programs, reflecting
  community diversity in membership and staff are
  rated slightly higher than the urban farm and the
  student run marketplace at Henry school

18
Relative Importance of Co-Op Related Social
Values - Allocation of 100 Points Among Items -

• All the co-op related social values receive
  support from the membership
• Higher support is expressed for living
  wages/benefits for staff, supporting local
  farmers, and commitment to the environment in
  products/practices

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Co-Op Membership Experience
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Length of Co-Op Membership

• Average membership is 8 years with more than one
  third of the members reporting that their
  association with the co-op exceeds 10 years
• One quarter of the membership have been members
  from one through three years

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Feeling About Co-Op Membership

• Feelings about the co-op membership are extremely
  positive

22
Agreement with Statements About Work Requirement
- Mean Ratings Strongly Agree4 Strongly
Disagree1

• While agreement that working at the co-op is a
  valuable experience is high, there is less
  uniformity in preserving the current work
  requirement

23
Likelihood of Working More Co-Op Hours for
Additional Discount on Food

• Overall there is considerable support for this
  concept, with 40 saying they are very or
  somewhat likely to use this option

24
Likelihood of Paying 10 Per Hour to Weavers Way
Part-Time Staff for Doing Co-Op Hours

• Support for this concept is relatively weak, with
  only 26 reporting that they are very or somewhat
  likely to use this option

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Member Opinions About Second Store
26
Level of Support for Opening Second Store

• Member opinions tend to be positive regarding the
  opening of a second store, with 62 expressing
  some level of support and another 24 indicating
  that they had no view/preference on the matter

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Preferred Location for Second Store (Aided)

• There is no member consensus on where the co-op
  should open a second store

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Interest in Weavers Way Business Opportunities
- Mean Ratings 1Not at All Interested 5Very
Interested -

• None of the new business options received strong
  support from the membership
• Top rated areas for new business opportunities
  include a café, a restaurant, catering/food
  service

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Co-Operator Demographic Profile
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Proximity and Transportation to Co-Op
Distance of Home from Co-Op
Zip Code
Transportation to Co-Op Used Most Often

• More than half of co-op members live in the 19119
  zip code (Mt. Airy), and live within one mile of
  the co-op
• Almost 80 of the members drive to the co-op

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Age and Income
Household Income
Age

• The membership of the co-op skews slightly
  younger and higher income (vs. 46,520) than Mt.
  Airy as a whole

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Household Composition
Ethnicity
Have Children 15 or Younger

• Compared with Mt. Airy as a whole, co-op members
  are much more likely to have children in their
  household, and are much more likely to be white