Bluff Country Co-op

2015 Shopper Satisfaction Survey

Completed by:
Hunter Beckstrom
Mackenzie Deets
Adam Gibson
Anthony Harrison
Kelly Highum
Chaise Neumann
Brenna Paskey
Samantha Whites

with Dr. Aurea Osgood

SOC 378, Intermediate Social Research,

Winona State University
Introduction

Justifications

Our purpose as a research team was to create a survey for the Co-op to assess customer
satisfaction and to present respondent feedback. The survey was important for the Co-op to help
existing and potential customers in a variety of ways such as: implementing new marketing
strategies, responding to customer feedback, and to create an improved customer experience. The
survey was also designed to evaluate neighboring competition the Co-op. Through the data
gathered by the survey, the Co-op will be able to efficiently provide customers with a more
satisfying customer experience.

Previous Surveys

The Co-op sent out a survey in 2010 to measure customer satisfaction. They sent out surveys
through via Survey Monkey (paper surveys were also available) to owners with the incentive of
receiving a free cookie for responding. The Co-op received about 300 responses in the 2010
survey. Some of the issues with the previous survey were that the survey was too long, some of
the questions were complicated, and the mailing of paper surveys was expensive. We took into
account these issues in creating the 2015 survey for the Co-op. We also considered requests from
the General Manager and employees, such as a completely electronic format, more specifics
questions, and questions about marketing and competition. In addition to the input we received
from the General Manager and the previous Co-op survey, we used two other co-ops surveys as
references to improve the 2015 the Co-op customer satisfaction survey.

Methods

Data from the present study was collected qualitatively and quantitatively through a
questionnaire developed to measure overall customer satisfaction at the Co-op in Winona,
Minnesota. We used the online survey tool Qualtrics to create the questionnaire. We presented
our draft to the Institutional Review Board (IRB) for approval in order to verify that we were
protecting the privacy of those participating in the survey; the survey also included an
introduction with an implied consent statement. The incentive for completing the questionnaire
was to be included in a drawing for one of four $50 gift cards to the Co-op. The questionnaire
was distributed by the Co-op through an existing email distribution list, the Co-ops
Facebook.com page, customer receipts, and employees informing customers at the Co-op about
the survey. Survey participants had 15 days to respond to the questionnaire in order to qualify for
the incentive and to be included in the results. Owners, non-owners, and all of those who
shopped at the Co-op within this period were eligible. A majority of the participants responded
after each of the two e-mails had been sent out. At the end of the 15 day period, 303 had
participated in the survey and 228 people were entered into the drawing incentive.

Results
Are you currently a Bluff Country Co-op owner?
Answer Response %
Yes 210 79%
No 57 21%

Seventy-nine percent (n=210) of respondents said that they are a BCC owner. Twenty-one percent of
respondents said that they are not a BCC owner.

How many people are in your household?

Adults (18 and older) Children (under 18)
2 2

The average number of people per household is 2.47 people: the average number of adults per
household is 1.88 (ranging from 0-5) and the average number of children per household is .59
(ranging from 0-6). Seventy-one percent of the respondents reported having no children in the
household.
Do you live in the Winona area?
Answer Response %
Yes 231 87%
No 35 13%
Total 266 100%

Do you work in the Winona area?

Answer Response %
Yes 196 74%
No 69 26%
Total 265 100%

Eighty-seven percent of respondents live in the Winona area; three-quarters live in the Winona
area.

A full accounting of the comments are included in the Appendix.

A total of 241 respondents answered this question. The majority of respondents answered with a
single answer, while a total of 32 (13%) participants answered with two or more locations. Bluff
Country Co-op proved to be respondents favorite local business (51%). The next most popular
businesses continued to be Blue Heron Coffeehouse with 19% of the vote and then Blooming
Grounds Coffee at 5%. The majority of preferred businesses included coffee houses throughout
Winona as well as local restaurants including the Boathouse Restaurant, Winona Bread and
Bagel, and Bloedows Bakery. There was a total of 11 answers regarded as
Indifferent/Confusing. These included statements similar to I dont have a favorite local
business, Restaurant, and Impossible to answer. In general, respondents tended to prefer
local, non-chain types of businesses.
What is the highest education level completed within your household?
Answer Response %
Some High School 2 1%
High School Diploma/GED 4 2%
Some College 33 13%
Associate's Degree 27 10%
Bachelor's Degree 92 35%
Master's Degree 66 25%
Professional Degree 33 13%
Other 6 2%
Total 263 100%

Eighty-three percent of the respondents have at least an Associates Degree and 38% have at
least a graduate-level degree.

Does anyone in your household receive nutrition assistance (WIC or SNAP)?

Answer Response %
Yes, WIC only 7 3%
Yes, SNAP only 8 3%
Yes, both 3 1%
No 249 93%
Prefer not to say 2 1%
Total 269 100%

Do you use your SNAP benefits at the co-op?

Answer Response %
Yes 8 73%
No 3 27%
Total 11 100%

If the Co-op accepted WIC, would you use your WIC benefits at the Co-op?
Answer Response %
Yes 9 90%
No 0 0%
I don't know 1 10%
Total 10 100%

Ninety-three percent of the respondents do not use nutritional assistance. Of the 7% of the
respondents who are on nutritional assistance, 73% use their SNAP benefits at the Co-op; 90% of
WIC recipients would use their benefits at the Co-op if they could.
At which locations in Winona do you get your grocery products? Check all that apply.
Answer Response %
Bluff Country Co-op 261 98%
Hy-Vee 206 77%
Wal-Mart 69 26%
Mid-Town Foods 136 51%
Convenience Stores 28 11%
Rochester Wholesale Fruits 136 51%
Target/Menards/Shopko/Dollar Tree 68 26%
Local Farmer's Market 180 68%
Food Shelf 5 2%
People's Co-op (Rochester or La 77 29%
Crosse)
Other 17 6%

Of the 266 total responses to this question, 261 (98%) respondents choose the Co-op as the location
they get their groceries. The following most popular grocery locations included: Hy-Vee (n=206,
77%), the Local Farmers Market (n=180,68%), Mid-Town Foods and Rochester Wholesale Fruits
(n=136, 51% each).
How did you first hear about Bluff Country Co-op?
Answer Response %
Word of Mouth 135 51%
Internet Search Engine 8 3%
Newspaper 3 1%
Local events 3 1%
Radio 0 0%
T.V. 1 0%
Facebook 2 1%
Bluff Country Co-op 5 2%
Website
Walk in/ Walk by 87 33%
Other 22 8%
Total 266 100%

Fifty-one percent (n=135) of respondents heard of BCC by word of mouth. Thirty-three percent
(n=87) of respondents heard of BCC by walk in/walk by. Approximately 8 percent (n=22) of
respondents heard of BCC in a way other than those listed.

How long have you been shopping at Bluff Country Co-op?

Answer Response %
Less than a year 18 7%
1-5 years 97 37%
6-10 years 52 20%
More than 11 years 98 37%
Total 265 100%

Most commonly, respondents have been shopping at BCC for either 1-5 years (n=97, 37%) or more
than 11 years (n=98, 37%). An additional 20% (n=52) responded with 6-10 years and 7% (n=18)
responded with less than a year.
Approximately how much does your household spend at Bluff Country Co-op in a typical
week?
Answer Response %
$20 or less 61 23%
$21-40 65 25%
$41-60 44 17%
$61-80 27 10%
$81-100 33 13%
more than $100 30 12%
Total 260 100%

The most common response to the question asking how much money is spent weekly was $21-40
(n=65, 25%). An additional 23% (n=61) said $21 or less, and 17% (n=44) said $41-60. One-
quarter of respondents reported spending $81 or more each week.
For which of the following reasons do you come to Bluff Country Co-op? Check all that
apply.
Answer Response %
Grocery shopping 254 96%
Deli/Ready-to-Eat 135 51%
Classes 20 8%
Home Brew 13 5%
Personal Care/Wellness 144 54%
Other 37 14%

The vast majority (n=254, 96%) of respondents come to BCC for grocery shopping. Fifty-four
percent (n=144) of respondents come to BCC for person care/wellness products; 51% (n=135) of
respondents come to BCC for deli/read-to-eat; 14% (n=37) come for reasons other than the ones
listed; 8% (n=20) respondents come to BCC for classes; 5% (n=13) respondents come to BCC
for home brew products.
Which of the following dietary preferences/restrictions influence your household shopping
needs? Check all that apply.
Answer Response %
Vegan 22 8%
Vegetarian 67 25%
Gluten-Free 62 23%
Paleo 20 8%
Organic 208 79%
Low Sodium 33 13%
Low Fat 33 13%
Diabetic 10 4%
Food Allergy 24 9%
Other 35 13%
None 27 10%

The majority of respondents (n=208, 79%) listed their dietary preference/restriction as organic.
Approximately one-quarter noted dietary preference/restriction of vegetarian (n=67, 25%) or
gluten-free (n=62, 23%). Thirteen percent (n=33) marked either low sodium or low fat or other
(including local food or dairy free or raw).
Where do you purchase the following products most often? (Select one)
Question Purchase at Purchase Don't Purchase Total
Bluff Country Elsewhere Responses
Co-op
Produce 161 86 3 250
Deli/Ready-to-Eat 117 40 77 234
Bulk 189 27 27 243
Spices 173 58 11 242
Dairy 112 97 26 235
Cheese 123 95 17 235
Eggs 141 72 23 236
Frozen 68 126 29 223
Bread 113 92 31 236
Meat/Fish 58 137 34 229
Personal Care/Wellness 127 101 11 239

The items that the respondents purchase at the Co-op the most (above 50% of respondents) are
bulk (78%), spices (71%), produce (64%), eggs (60%), personal care/wellness (53%), cheese
(52%), and deli and ready-to-eat (50%). Frozen (57%) and meat and fish (60%) products were
most commonly purchased elsewhere. The items respondents said they did not purchase neither
elsewhere or at the co-op were deli/ready-to-eat (33%), meat and fish (15%), frozen (13%), and
bread (13%).
What influences your decision to purchase these products? (Select all that apply)
Question Quality Freshness Dietary Price Total
Preferences Responses
and/or
Restrictions
Produce 169 126 46 74 415
Deli/Ready-to-Eat 108 68 48 41 265
Bulk 139 65 30 110 344
Spices 139 73 19 84 315
Dairy 100 60 32 76 268
Cheese 119 51 27 74 271
Eggs 135 90 29 58 312
Frozen 77 24 24 87 212
Bread 113 77 33 53 276
Meat/Fish 80 49 24 89 242
Personal Care/Wellness 110 16 26 91 243

Quality of products seems to be the most important aspect for respondents when it comes to
deciding where they buy products. The items purchase the most based on quality were personal
care/wellness products (45%), cheese (44%), spices (44%), eggs (43%), deli/ready-to-eat (41%)
and produce (41%). Price seems of significantly less importance than quality. Respondents said
price influenced their decision the most when purchasing frozen food (41%), meat and fish
(37%), personal care/wellness products (37%), and bulk (32%). Dietary preferences and
restrictions was least influential factor in what customers decided buy.
Which of the following certified organic items do you purchase at Bluff Country Co-op?
Check all that apply.
Answer Response %
Meat 94 37%
Dairy 133 52%
Eggs 142 55%
Bakery 86 34%
Frozen/Center Store 100 39%
Vegetables 201 79%
Fruit 185 72%
Grains 133 52%
Wellness Products 118 46%
None 9 4%

Out of 256 participants only 9 or 4% of the survey participants said they did not purchase any
organic products at BCC. Respondents most commonly purchased organic vegetables (79%) and
fruit (72%) at BCC. Respondents least commonly purchase organic bakery items at the Co-op.

Do you think Bluff Country Co-op should offer conventional products?

Answer Response %
Yes 66 27%
No 181 73%
Total 247 100%
Approximately three-quarters of respondents reported thinking that BCC should not offer
convention products. Non-owners were slightly more likely to think BCC should offer
convention products (77% versus 72%).

How many classes offered by Bluff Country Co-op have you or someone in your household
attended within the past year?
Answer Response %
0 212 82%
1-2 41 16%
3-4 4 2%
5+ 1 0%
Total 258 100%

Of the 258 respondents, the majority (82%) of respondents did not attend a class hosted by Bluff
Country Co-op within the past year. Sixteen percent attended one or two classes.
You indicated that within the past year that you or someone in your household did not
attend any classes offer by Bluff Country Co-op. Why not? Check all that apply.
Answer Response %
Didn't know about the 69 33%
classes
Not interested in attending 69 33%
the classes
Timing was not convenient 84 40%
Poor previous experience 1 0%
Other 30 14%

Respondents reported that the timing was not convenient (40%), not being interested in attending
the classes (33%) or not knowing about the classes (33%).
Please rate your level of agreement with each of the statements below.
Question Strongly Agree Neither Disagree Strongly Total
Agree Agree Disagree Responses
nor
Disagree
Fair trade, organic, and local 157 82 13 0 0 252
products affect my shopping
decisions.
I am satisfied with the product 60 146 29 15 1 251
selection at Bluff Country Co-
op.
I am pleased with the quality 118 121 12 0 0 251
of the products at Bluff
Country Co-op.
The product displays at Bluff 130 111 7 2 1 251
Country Co-op are neatly
organized.
The layout of Bluff Country 97 116 28 7 2 250
Co-op is accessible for
everyone.
The lighting is adequate at 92 135 11 3 1 242
Bluff Country Co-op.
I am pleased with the overall 87 137 15 5 1 245
interior appearance of Bluff
Country Co-op.
The cleanliness of Bluff 110 120 12 3 0 245
Country Co-op is well-
maintained.
The co-op's parking is suitable 63 138 30 12 3 246
for me.
The location of Bluff Country 101 127 14 3 2 247
Co-op is adequate for me.
I am pleased with the exterior 53 132 50 11 1 247
appearance of Bluff Country
Co-op.
The staff at Bluff Country Co- 165 68 12 2 1 248
op are friendly.
The staff at Bluff Country Co- 117 102 24 5 1 249
op are knowledgeable.
I am satisfied with my check- 127 98 19 3 2 249
out experience at Bluff
Country Co-op.
Overall, I am satisfied with 133 109 4 1 0 247
my experience at Bluff
Country Co-op.
Two hundred-and-fifty two respondents responded to the item Fair trade, organic and local
products affect my shopping decisions; 95% of respondents agreed or strongly agreed with
this statement. Two hundred-and-fifty one respondents responded to the item I am satisfied with
the product selection at Bluff Country Co-op; 83% of respondents agreed or strongly
agreed with this statement. Two hundred-and-fifty one respondents responded to the item I am
pleased with the quality of the products at Bluff Country Co-op; 95% of respondents agreed
or strongly agreed with this statement. Two hundred-and-fifty one respondents responded to
the item The product displays at Bluff Country Co-op are neatly organized; 96% of
respondents agreed or strongly agreed with this statement. Two hundred-and-fifty
respondents responded to the item The layout of Bluff Country Co-op is accessible for
everyone; 86% of respondents agreed or strongly agreed with this statement. Two hundred-
and-forty two respondents responded to the item The lighting is adequate at Bluff Country Co-
op; 94% of respondents agreed or strongly agreed with this statement. Two hundred-and-
forty five respondents responded to the item I am pleased with the overall interior appearance of
Bluff Country Co-op; 92% of respondents agreed or strongly agreed with this statement.
Two hundred-and-forty five respondents responded to the item The cleanliness of Bluff Country
Co-op is well-maintained; 94% of respondents agreed or strongly agreed with this
statement. Two hundred-and-forty six respondents responded to the item The co-ops parking is
suitable for me; 82% of respondents agreed or strongly agreed with this statement. Two
hundred-and-forty seven respondents responded to the item The location of Bluff Country Co-
op is adequate for me; 92% of respondents agreed or strongly agreed with this statement.
Two hundred-and-forty seven respondents responded to the item I am pleased with the exterior
of Bluff Country Co-op; 75% of respondents agreed or strongly agreed with this statement.
Two hundred-and-forty eight respondents responded to the item The staff at Bluff Country Co-
op are friendly; 95% of respondents agreed or strongly agreed with this statement. Two
hundred-and-forty nine respondents responded to the item The staff at Bluff Country Co-op are
knowledgeable; 88% of respondents agreed or strongly agreed with this statement. Two
hundred-and-forty nine respondents responded to the item I am satisfied with my check-out
experience at Bluff Country Co-op; 90% of respondents agreed or strongly agreed with this
statement. Two hundred-and-forty seven respondents responded to the item Overall, I am
satisfied with my experience at Bluff Country Co-op; 98% of respondents agreed or strongly
agreed with this statement.

A full accounting of the comments are included in the Appendix.

Sixty-four respondents made additional comments about the services of Bluff Country Co-op.
These responses were coded such that the individual responses included multiple comments.
Twenty-two percent of comments made were about negative customer service. Comments
included: Think the staff could be a little more friendly and helpful and more friendly but not
as much social chatter. Seventeen percent of comments made were about expansion; comments
varied from Would a fresh meat/fish counter be possible? to expand the Deli and sit-down
area. Twenty-two percent of the comments made were classified as specific and unique, and
comments varied greatly. Comments such as expand fair trade non-food items, promote bulk
ordering by multi-families or groups and I have to wait in line to get a purple form-cant they
be out somewhere we can just grab one? or Grocery delivery service- or Deli delivery for
lunches. Nineteen percent of the comments indicated that respondents were satisfied with the
services. These positive comments included: am really grateful for the ability to place and
willingness and overall management of the bulk orders; Thank you. and Already wonderful.

A full accounting of the comments are included in the Appendix.

One-hundred and ninety-five respondents made comments about expanding Bluff Country Co-
op. The comments respondents made ranged from physical expansion to location to product and
service expansion. About 20% of the respondents made comments about physical expansion and
most felt that bigger and better would be beneficial to the co-op overall. 10% of respondents
felt cautious about the expansion of the co-op, and that they want to see the continuing growth of
the business without going into debt. 3% of participants made comments about the co-ops
mission such as dont lose your co-op family feeling and keep the great service attitude and
friendly staff. 62% of the respondents commented about expansion of products and services,
which included more space for in-store dining, and more choices in the deli. 29% made
comments about location. Many of the respondents like the convenience of the co-op being
downtown commenting the current location is awesome, but many feel that it needs to be
expanded saying expand the size so you can offer more goods! 14% of those who commented
said they were concerned with price of the goods saying keep prices reasonable for quality
given. About 9% of respondents made a comment of about a change in parking, that they would
like to have ample parking to increase the convenience for everyone. 17% commented that
they would like to see more local and organic products brought to the co-op; 12% of the
respondents commented they would like the deli to be expanded or improved. About 21% of the
respondents commented they were overall satisfied with the current co-op with comments such
as I am very satisfied with the co-op as it is now.
From where do you obtain your information about Bluff Country Co-op? Check all that
apply.
Answer Response %
Newspaper 37 15%
Magazine 4 2%
T.V. 4 2%
Facebook 62 25%
Website 65 27%
In-store bulletin board 103 42%
Word of mouth 86 35%
Newsletter 130 53%
Weekly email 125 51%
Other 14 6%

The newsletter had the highest percent of users (53%); weekly emails were second highest
(51%). Only two percent of respondents reported obtaining information about BCC via
magazines or television.
Which of the following forms of social media do you use? Check all that apply.
Answer Response %
Facebook 172 86%
Twitter 33 17%
Instagram 40 20%
Pinterest 68 34%
LinkedIn 48 24%
YouTube 87 44%

Eighty-six percent of respondents said that they use Facebook as a form of social media. Seventeen
percent of respondents said that they use Twitter; twenty percent use Instagram; thirty-four percent
use Pinterest; twenty-four percent use LinkedIn; forty-four percent use YouTube.

Do you read the Winona Daily News and/or Winona Post?

Answer Response %
I read the Winona 31 13%
Daily News only.
I read the Winona 45 18%
Post only.
I read both the 101 41%
Winona Daily News
and Winona Post.
I do not read either of 69 28%
these.
Total 246 100%

Forty-one percent (n=101) of respondents read the Winona Daily News and Winona Post.
Twenty-eight percent (n=69) of respondents dont read either of these. Eighteen percent (n=45)
of respondents only read the Winona Post and thirteen percent (n=31) of respondents only read
the Winona Daily News.
How do you watch television programs?
Answer Response %
I watch live television only. 54 22%
I watch online video 50 21%
streaming only.
I watch both live television 57 23%
and online video streaming.
I do not watch television 79 33%
programs.
I don't know. 3 1%
Total 243 100%

Thirty-three percent of respondents reported not watching television programs. Fewer than one-
quarter watch live television, watch streaming television, or watch both.
How do you access radio programs?
Answer Response %
I listen to live radio only. 100 41%
I listen to online streaming 14 6%
only.
I listen to both live radio 86 35%
and online streaming.
I do not listen to radio 42 17%
programs.
I don't know. 1 0%
Total 243 100%

The most common answer for respondents was solely listening to live radio with 100 (41%)
respondents. A significant amount of answers went to listening to both live and streaming radio
stations (n=86, 35%). Also, 42 (17%) respondents claimed that they do not listen to radio programs at
all.

Have you recommended Bluff Country Co-op to others?

Answer Response %
Yes 239 96%
No, but I will. 5 2%
No 4 2%
Total 248 100%

Ninety-six percent of respondents said that they have recommended the BCC to others. Two percent
of respondents said no they havent recommended the BCC to others, but they will in the future. Two
percent of respondents said no they havent recommended the BCC to others.
Eighty-one respondents made an additional comment. These responses were coded such that
some individual responses included multiple individual comments; 106 individual comments
were coded. Overall, the comments were positive; nearly half of the comments (43.4%) were
comments such as, Co-op love!! Thank you for existing. and Bluff Country Coop is my store
of choice. and Yum! Approximately 15% of the comments included specific suggestions
about something other than products (If you had a price match policy I would get everything at
the co-op though! and please reply promptly to all emails received by your customers.).
Nearly ten percent of the comments referred to expansion (I hope the coop can expand into the
old bar next door!! Yes! and Would love if you expanded and had a bigger selection of
products). Seven percent of the comments referred specifically to the staff, with comments such
as, You all rock, so please pay your employees more. Every one of them does excellent work
and they deserve higher wages. and I love the staff. They are so helpful. It makes my day to
have such great service. Thank you. Additional comments included a range of topics, from
comments about the survey specifically (Good survey and Please lets see your results in the
newsletter!) to comments about customer appreciation and dividends and personal testimonies
from shoppers.

Recommendations based on results

Survey suggestions

Conclusion