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2003 National Survey of Consumer Perceptions of All Types of Co-ops

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  • Stephanie Miracle
    Sorry, I forgot to include this in the eNews 2003 National Survey of Consumer Perceptions of All Types of Co-ops In 2003, a coalition of cooperative
    Message 1 of 1 , Oct 18, 2004
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      Sorry, I forgot to include this in the eNews

      2003 National Survey of Consumer Perceptions of All Types of Co-ops
      In 2003, a coalition of cooperative organizations commissioned a survey of
      2,031 adult Americans, conducted July 24-28 by The Opinion Research
      Corporation of Princeton, N.J., regarding their perceptions of different
      corporate governance practices, their perceptions of cooperatives and
      publicly traded corporations, and the likelihood that they would do business
      with cooperatives. At the 95 percent confidence level, the survey has a two
      percent margin of error.
      2003 Survey Findings
      Governance Structure
      When people were asked if the following governance characteristics make a
      business more or less trustworthy:
      · 68% said that a business that has consumers on its board of directors is
      more or much more trustworthy;
      · 66% said that a business that is owned by the people who use the services
      of the company or buy its goods is more or much more trustworthy;
      · 63% said that a business that is governed by a board of directors made up
      of the people who use the services of the company or buy its goods is more
      or much more trustworthy;
      · 62% said a business that is locally owned and controlled is more or much
      more trustworthy; and
      · 55% said a business that allows its customers to democratically elect its
      board of directors is more or much more trustworthy.
      Perceptions of Co-ops vs. Publicly Traded Corporations
      When people were asked if they agreed or disagreed whether the following
      attributes described co-ops and publicly traded corporations:
      · 81% agreed that co-ops can be counted on to meet their customers needs,
      compared to 65% for publicly traded corporations;
      · 79% agreed that co-ops are committed to providing the highest quality
      service to their customers, compared to 58% for publicly traded
      corporations;
      · 78% agreed that co-ops are committed to and involved in their communities,
      compared to 53% for publicly traded corporations;
      · 77% agreed that co-ops have the best interests of consumers in mind when
      conducting business, compared to 47% for publicly traded corporations;
      · 76% agreed that co-ops run their businesses in a trustworthy manner,
      compared to 53% for publicly traded corporations;
      · 74% agreed that co-ops provide products and services that are of high
      value, compared to 63% for publicly traded corporations;
      · 68% agreed that co-ops are ethically governed, compared to 45% for
      publicly traded corporations; and
      · 64% agreed that co-ops offered the most competitive prices, compared to
      58% for publicly traded corporations.
      Consumer Preference for Cooperatives
      When people rated whether knowing that a business is a cooperative affects
      the likelihood they would use or purchase a product or service being
      offered:
      · 73% were more likely to buy products from a food cooperative;
      · 71% were more likely to use a credit union;
      · 69% were more likely to patronize independent, local businesses that
      belonged to a buying co-op;
      · 67% were more likely to buy electricity or telecommunications services
      from a local, member- owned utility co-op;
      · 56% were more likely to use day care services provided by a parent-owned
      co-op;
      · 55% were more likely to prefer health care services offered by a
      consumer-owned cooperative; and
      · 51% were more likely to hold policies with a mutual insurance company.
      Perceptions of Farmer-Owned Cooperatives
      When people were asked whether they agreed or disagreed with the following
      statements about farmer-owned cooperatives:
      · 83% agreed (48% strongly) that farmer-owned co-ops help farmers succeed;
      · 82% agreed (48% strongly) that farmer-owned co-ops strengthen rural
      communities;
      · 64% agreed (39% strongly) that food products grown and/or processed by a
      farmer-owned cooperative were of better quality than food produced by other
      types of companies; and
      · 69% agreed (33% strongly) that they were more likely to purchase food
      products grown and/or processed by a farmer-owned cooperative than those
      produced by other types of companies.
      Other findings
      Those who are already members of cooperatives are more likely to favor co-op
      products and services; even among non-members, being a co-op is a net plus.
      · Those who are already members of cooperatives are more likely to agree
      that the positive business attributes describe co-ops. Still, more than half
      of non-members agreed all the statements described co-ops.
      · Adults 55 and younger are more likely to favor cooperative products and
      services than adults 55 and older.
      · African Americans are more likely to favor co-op products and services
      than whites.
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