1. How important is each attribute to you when purchasing products in organic grocery stores?
Not at all important Relatively Unimportant No idea. Relatively Important Very Important
Taste ○ ○ ○ ○ ○
Calories; Packaging; Fresh; Whether the product worth the money; Convenience to buy; Taste; Decorations/Layouts in stores; Product variety; Safe distance in COVID-19 (We are not adding these attributes to the chart above now due to the 1 page limitation, we will do it later)
Description for Q1: In the part of qualitative research in our explanatory research, we found that some respondents care more about natural ingredients and others pay more attention to convenience to buy, so we want to know about how they rate some attributes of products and we can know what they care about when they purchase.
2. Do you think the price of organic products is reasonable for you?
Strongly Disagree; Disagree; No idea; Agree; Strongly Agree
3. How much did you pay in your last purchase for organic products?
No past purchase; Less than 50 dollars; 50-100; 101-150; 151-200; More than 200
Description for Q2,3: In our research on Mintel, price is a large barrier for people to shop in organic stores, 56% of shoppers think products in organic stores are not worth the money but nearly all respondents who’ve purchased in organic stores in our qualitative research said the premium price is quite reasonable, so we want to investigate in this gap.
4. Please list the specific organic grocery stores that you think have set the prices higher than your expectation (if no one in list, please skip this question): __________________ , and also give the approximate percentage deducted from current prices that will make you be willing to purchase in stores: ____%.
Description for Q4: The exploratory research points out the group of price-sensitive customers. So, we need to know more specifically about how much the prices may influence their consumption in organic grocery stores.