Customers

Wholefood Planet is not a corner store, which people buy from on a daily basis purely because they live near it. However customers in the area choose to shop there and do so because they like the shop, its products, its staff and its ethics, just like other shoppers who come from further a field.

People choosing to shop at Wholefood Planets do so because the product range includes wholefood products that are sourced ethically and offers a wide choice that includes restricted-diet commodities. Price is not a key factor in the decision to buy, although customers trust they are getting a fair deal.

This type of shopper is more likely to shop fortnightly, monthly or bimonthly, and to use a motor vehicle when visiting the store. This is based on figures from surveys conducted for two consecutive years at Daily Bread in Cambridge, and is confirmed by reviewing the product sales and buying patterns noticed at the stores. Less than 7% of shoppers came on foot or by bicycle. The percentages of shoppers with fortnightly (28%), monthly (38%) and bimonthly (23%) visits were consistent over the two periods.