FRESH, FAST, FAMILIAR

Creating the Publix of the future

Dave Girtman Gabriela Castro Brittany Kleinpeter Barbara Vallenas Sherry Yang Carmen Yan

1. What is your e-mail address? 2. What is your gender? Male Female 3. How old are you? 4. What is your ethnicity? White/Caucasian Hispanic or Latino African American Asian/ Pacific Islander Other (Please Specify): 5. Are you a student? Yes No 6. What year are you in? Freshman Sophomore Junior Senior Graduate/ PHD 7. What is your occupation? 8. What is your current annual salary? $0- $10,000 $10,001- $20,000 $20,001 and up 9. Are you in a sorority or fraternity at Florida State University? Yes No 10. Do you live in your sorority or fraternity house? Yes No 11. Do you live within a mile of FSU campus or off campus? On/near campus Off campus 12. How often do you go grocery shopping? Daily 2-3 times a week Once a week 2-3 times a month Once a month Less than once a month Never 13. How much do you usually spend while grocery shopping?

14. Please rank the following grocery stores, in order of how likely you are to visit them. a. Publix b. Whole Foods c. Earth Fare d. Fresh Market e. Trader Joes f. Winn-Dixie g. Walmart h. Costcos i. Sams Club

15. Why is your first choice of grocery store your favorite? 16. How important are each of the following when choosing where to shop for groceries? Very Important Price/Sales Location Freshness Organic Selection Prepared food/Hot bar Service/ Shopping Environment 17. How often do you buy food on campus? Daily Once a Week 2-3 Times a Week 2-3 Times a Month Never 18. How often do you visit College Town? All the time Often Sometimes Rarely Never 19. Why do you rarely or never visit College Town? 20. What do you like best about College Town? 21. What could be improved in College Town? 22. If a grocery store opened an annex (small version of a big store) in College Town, how likely would you be to shop there? Very Likely Important Unimportant Not At All Important

Likely Undecided Unlikely Very Unlikely 23. If you chose unlikely or very unlikely, what is the reasoning behind this? 24. Which of these stores would you be most likely to visit if they opened a location in College Town? (Check all that apply) a. Publix b. Trader Joes c. Whole Foods d. Earth Fare e. Fresh Market f. Winn-Dixie g. Wal-Mart h. Costco i. Sams Club 25. If an annex opened, which would you be most likely to buy? (Check all that apply) a. Prepared Foods b. Bakery c. Staples (Bread, eggs, milk, etc.) d. Snack Foods e. Alcohol f. Toiletries/ Cosmetics g. Household Supplies h. Produce i. School Supplies j. Healthcare Supplies k. Meat/ Poultry l. Other (please specify): 26. What would be the most important attribute to you if a grocery store opened an annex in College Town? Very Important Parking Price Shopping environment/ Ambiance Selection of Items Eat-in/ Carryout Food Hours of Operation Important Unimportant Not at all Important

Other (please specify): 27. Which hours would you be most likely to shop at this annex? 8:00a.m.- Noon Noon- 4:00p.m. 4:00p.m.- 8:00p.m. 8:00p.m.- 10:00p.m. 10:00p.m.- Midnight Midnight-8:00a.m. 28. Would you visit this annex for a quick bit to eat after leaving the bars in College Town? Yes No What type of food would you most likely want to eat after leaving the bars in College Town?