The document profiles customers surveyed in Madrid and Barcelona, Spain. It finds that over half read ingredients when shopping but many do not enjoy shopping and try to finish quickly. There is a correlation between enjoying shopping and time spent. While quality is a main criteria, only a third prefer local and organic products due to higher prices. Most shop at the same supermarket for proximity, trust, and loyalty to the grocer.

1. nd
2 CUSTOMER DISCOVERY
SURVEY

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

3. Surveyees profile
● From Madrid or Barcelona

4. Surveyees profile
● Have a University degree, currently
working

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

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

7. Surveyee profile
● Whether buying online or not, quality is
what they primarily look for

8. Surveyees profile
● Buy at the supermarket. Around 50% read
the ingredients.

9. Surveyees profile
● Many do not like shopping and try to be as
fast as possible.

10. 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)

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

12. 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.

13. Surveyees profile
● 42% took part in a purchasing group at
least once.

14. Surveyees profile
● One third prefers local and organic
products.
MANY CANNOT TELL whether they eat local products
or not

15. 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.