· Report of Findings:
Quality of the produce ranked highest among all my interviewees when it came to where they select to buy from. Almost all say they will stay away from certain grocery stores, even ones with an organic section, if the produce looks old, moldy, or wilted. Price seemed to be of little importance as long as it was fairly matched with the quality.
To meet the need of fresh produce they shop at higher end grocery stores such as Whole Foods and Lucky’s. The reasons stated were that the produce always looks extremely fresh and the stores are very clean. Two individuals stated that you can tell the staff cares about their work as it is evident in how clean the store is and how well displayed the items are.
A major factor when evaluating their purchases of produce is longevity. Does the fruit or vegetable seem to stay fresh for more than a day or two. These individuals have often noticed that when they bought organic produce from places like Walmart that it only lasted a day or two before molding but when they purchased from higher end stores the produce could last up to a week if stored properly.
After conducting more interviews, I am now more equipped to understand what motivates my potential customers to purchase their produce from certain locations as well as what keeps them coming back.
Kristie
ReplyDeleteYour three interviews gave you important information regarding the quality of produce they purchase and what they look for. Once they have a bad experience purchasing organic produce then they are less likely to be loyal to that store in the future. The comment about the cleanliness of the stores and the staff caring would make a big difference in the experience the customers have and their likelihood to return.