Stakeholder Satisfaction Report 2015 · Key Findings: Overall Performance Q12 3 Grower 80% Buyer 69% Transporter 2 73% - 2011 91% 94% 93% 90% 96% Overall Performance – PMA (Good/Very

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Stakeholder Satisfaction Report 2015 Prepared for: Perth Market Authority June 2015

Prepared by: Ipsos

Sally Braidwood

Tammy Tran

Hayley Gregson

Approach

2

A total of n=244 Stakeholders completed a 7-8 minute telephone survey. Stakeholders were grouped across three areas: Growers (n=100), Buyers (n=100) and Transporters (n=50).

• Of these Stakeholders, n=0 identified as Tenants.

*Stakeholders falling into more than one group (Grower,

Buyer, Transporter) had the opportunity to complete the

survey for all applicable groups. A total of n=244

individuals completed the survey, representing n=250

responses.

Data was collected from 18th to 29th May 2015. Stakeholder lists and contact details were provided by PMA.

Statistically significant differences at the 95% confidence level have been identified throughout and are depicted as: for differences between years | for differences between stakeholder groups.

Please note: due to rounding some responses may not add to 100%

98 97

2009 (n=195)

101 97

2011 (n=198)

105

100

51

2013 (n=244)

100

100

50

2015 (n=244*)

Buyers Growers Transporters

Key Findings: Overall Performance

3 Q12

Grower

Buyer

Transporter

73%

69%

-

2011

80%

91%

94%

93%

90%

96%

2013 2015 Overall Performance – PMA (Good/Very Good/Excellent)

• Since 2011 PMA has made significant progress in terms of Stakeholder satisfaction and this has continued in 2015. • PMA’s overall performance has improved significantly among Growers (93%) and remained consistent among Buyers

and Transporters (90% and 96% respectively). • PMA’s strongest area of performance is in running a safe and effective market operation followed by communication with

market users. • PMA’s greatest opportunity to improve its performance is in relation to how well it is perceived to understand industry

issues. • The majority of Growers rate Market City positively across the seven tangible site attributes indicating they feel the site is

well suited to their needs. There are very few pockets of negativity among Growers but what exists centres around signage, security and parking.

• The vast majority of Buyers provide ‘good’ and ‘very good’ ratings in relation to the Market City site, however, pockets of negativity emerge across each of the seven site attributes.

• Transporters see the Market City site as being easy to access, well lit and having adequate signage but are least satisfied with parking facilities at the site with nearly one in five providing a rating of ‘poor’ or ‘fair’.

• Across all Stakeholder groups, less than one in two are able to comment on the adequacy of emergency facilities.

16%

-1%

2%

Change Ratio 2013 to 2015

3%

4%

1%

1%

2%

-

1%

1%

4%

4%

Overall Performance Perth Market Authority

4 Q12. Keeping in mind all aspects of your dealings with the Perth Market Authority, how would you rate its overall performance?

1

11

20

19

4

6

27

12

2

3

5

7

5

4

3

4

3

35

36

44

53

28

33

49

45

34

25

42

36

28

19

47

43

19

33

44

47

16

8

1

4

15

15

1

7

18

22

Growers

2015 n=100

2013 n=105

2011 n=101

2009 n=98

Buyers

2015 n=100

2013 n=100

2011 n=97

2009 n=99

Transporters

2015 n=50

2013 n=51

Don’t Know

Poor (1) Good (3) Very good (4) Fair (2) Excellent (5)

The positive gains made in 2013 have been consolidated in 2015 with more than half of growers, buyers and transporters rating PMA’s performance as very good or excellent.

Dashboard: PMA Performance Elements

5 Q5A

Grower

Buyer

Transporter

74%

67%

-

2011

75%

89%

88%

91%

88%

88%

2013 2015 Running a safe and effective market operation (% Good/Very Good/Excellent)

Grower

Buyer

Transporter

70%

61%

-

70%

75%

69%

64%

67%

66%

Understanding market user needs (% Good/Very Good/Excellent)

Grower

Buyer

Transporter

52%

61%

-

58%

86%

64%

72%

73%

70%

Communication with market users (% Good/Very Good/Excellent)

Grower

Buyer

Transporter

-

-

-

55%

73%

67%

58%

56%

68%

Understanding industry issues (% Good/Very Good/Excellent)

Change Ratio 2013 to 2015

21%

-1%

-

-9%

-11%

-4%

24%

-15%

9%

5%

-23%

1%

Overall Performance Ratings – Perth Market Authority 2015

6 Q5a. How would you rate the Perth Market Authority in terms of…?

3

1

5

4

9

9

9

12

7

8

7

8

7

9

6

8

1

1

2

4

6

4

2

3

5

1

2

5

6

5

4

31

43

29

16

33

30

36

32

39

38

43

34

36

34

34

40

43

32

47

54

26

29

21

26

23

24

21

24

18

19

15

22

15

16

12

18

7

5

10

8

10

10

9

12

6

5

7

6

Running a safe and effective market operation1

Total

Growers

Buyers

Transporters

Understanding market user needs

Total

Growers

Buyers

Transporters

Communication with market users2

Total

Growers

Buyers

Transporters

Understanding industry issues3

Total

Growers

Buyers

Transporters


1 Title rephrased from “Running a disciplined and effective market operation” 2 Title rephrased from “Degree of communication”

3 Question added 2013

7%

7%

5%

8%

20%

21%

20%

20%

17%

15%

19%

20%

28%

27%

33%

20%

Don’t Know

Total: n=250 Growers: n=100 Buyers: n=100 Transporters: n=50

T B

G

G

Across the four Stakeholder segments, all see PMA’s strongest performance being in the area of safety and efficiency. With fewer Stakeholders able to comment on the other performance areas, PMA’s performance is weaker but still generally positive.

Dashboard: Market City Performance Elements

7 Q4

Grower

Buyer

Transporter

-

78%

86%

2015 Lighting (% Good/Very Good/Excellent)

Grower

Buyer

Transporter

80%

90%

96%

Adequate signage (% Good/Very Good/Excellent)

Grower

Buyer

Transporter

81%

88%

90%

Site security (% Good/Very Good/Excellent)

Grower

Buyer

Transporter

78%

89%

76%

2015 Parking (% Good/Very Good/Excellent)

Grower

Buyer

Transporter

78%

-

-

Lighting when unloading (% Good/Very Good/Excellent)

Grower

Buyer

Transporter

64%

71%

60%

Amenities (% Good/Very Good/Excellent)

Grower

Buyer

Transporter

34%

44%

34%

Emergency assistance (% Good/Very Good/Excellent)

Grower

Buyer

Transporter

89%

94%

94%

Easy to access (% Good/Very Good/Excellent)

G T

G

G

Overall Performance Ratings – Market City 2015

8 Q4. How would you rate Market City in terms of each of the following?

5

7

2

3

4

3

4

1

7

4

1

1

-1

1

2

3

1

2

3

5

1

4

37

38

36

29

29

41

40

47

32

34

38

35

26

31

29

34

36

36

34

27

33

44

38

27

43

46

13

11

16

13

13

13

13

10

20

14

16

10

18


13%

14%

12%

21%

21%

8%

13%

6%

2%

7%

13%

4%

2%

Don’t Know


Lighting (Only asked to Buyers &

Transporters)

Total

Buyers

Transporters

Lighting when unloading produce

(Only asked to Growers)

Total

Growers

Adequate signage

Total

Growers

Buyers

Transporters

Site security

Total

Growers

Buyers

Transporters

T

G

G

G

B T

The vast majority of Growers, Buyers and Transporters all rate PMA positively across each of the performance areas below. Transporters are generally even more positive than other Stakeholder segments in relation to lighting, signage and security.

Overall Performance Ratings – Market City 2015

9 Q4. How would you rate Market City in terms of each of the following?

8

6

7

14

2

2

2

2

6

2

11

6

1

1

1

3

3

2

4

2

3

2

2

1

8

1

1

2

37

39

39

26

34

38

38

22

33

33

35

30

20

17

24

20

32

29

35

40

41

37

40

46

25

24

27

22

13

10

16

12

12

10

15

10

17

14

16

26

8

7

9

8

5

7

4

2


7%

13%

2%

6%

5%

9%

1%

2%

25%

33%

17%

26%

61%

65%

54%

64%

Don’t Know


Parking

Total

Growers

Buyers

Transporters

Easy to access

Total

Growers

Buyers

Transporters

Amenities (toilet/shower facilities)

Total

Growers

Buyers

Transporters

Emergency assistance/first aid

facilities

Total

Growers

Buyers

Transporters

B

T

T B

G B

G

B

Again, most Stakeholders rate Market City positively across each of the performance areas below (with the exception of emergency facilities). The most negative ratings come from Transporters and are in relation to parking and amenities. More than

half of all Stakeholders are able to comment on Market City’s emergency facilities.

Suggestions for Improvements for PMA

10 Q13. Finally, please provide any suggestions for how Perth Market Authority can improve its services or facilities.

“Keep in government hands. Don’t sell to private.”

“No complaints at all to be completely honest - on top of the pile anyway - it is pretty

well run and systems there are good - No.1 in the country.”

“Ladies toilets need to be sign posted, where is it?”

“They could make offices at front of place easier to get to (i.e. entrance is at

back not front and need a card to get in - even if lost

it).”

“Make a sign with PMA contact number, for contact if a problem…”

“They could have security guards more often at the gate house if someone forgets to bring their access card.”

“Could you sort out the card system please (i.e. needs to be better managed - can be confusing for a lot of people e.g.

small buyers like myself). Security guards don't do a lot and are a bit cavalier - people are parking all over the place (i.e. no

order).”

“Need to have more cameras in the market as we loose lots of stock due to unscrupulous forklift drivers taking our stock. If there were more cameras then security could see who was taking the

stock!!!”

“Signage can be a bit ambiguous.”

“More showers and toilets, more truck parking areas.”

“Better signage for heavy vehicles on approach for drivers who

haven't been down that way.” “Put in a few docks and

unloading areas.”

“They should have phone number outside their sheds if I need to contact them.”

Use of Market City: Current and Future

11 Q2a. In the past year, have your deliveries to or from Market City increased/decreased? | Q2b. In the past year, would you say that the proportion of produce you sell through Market City has increased/decreased? | Q3a. Do you expect your use of Market City to increase/decrease? | Q3b. Do you expect your use of the Central wholesaling facility at Market City to increase/decrease?

59

41

53

47

63

51

50

49

64

51

62

58

67

56

54

62

60

67

23

30

22

17

23

21

25

15

30

51

18

19

15

7

16

14

8

5

10

2

18

29

25

36

14

28

25

36

70

49

18

30

23

35

17

30

38

33

30

31

Decreased Increased Stayed the same

In the past year, would you say that the proportion of produce you sell

through Market City has increased/decreased?

In the past year, have your deliveries

to or from Market City increased/decreased?

Growers

2015 n=100

2013 n=105

2011 n=102

2009 n=100

Buyers

2015 n=100

2013 n=100

2011 n=98

2009 n=100

Transporters 2015 n=50

2013 n=51

Do you expect your use of the Central wholesaling facility at Market

City to increase/decrease?

Do you expect your use of Market City to increase/decrease?

Growers

2015 n=100

2013 n=105

2011 n=102

2009 n=100

Buyers

2015 n=100

2013 n=100

2011 n=98

2009 n=100

Transporters 2015 n=50

2013 n=51

The bulk of Growers and Buyers report selling and buying the same proportion of produce through Market City as they were a year ago while transporters report moving more produce to and from the site. Around 20% of Stakeholders report their use of Market

City will increase going forward compared to around 14% who say it will decrease.

Wholesaler Tenant Performance Ratings – Market City Growers 2015

12 Q10a. How do you rate your dealings with wholesaler tenants (intermediary) at Market City, in regard to…?

8

4

5

12

5

3

8

4

4

4

4

1

3

7

30

32

29

32

38

31

35

27

35

36

24

32

36

27

22

20

22

22

18

25

13


9%

5%

4%

6%

6%

2%

10%

Don’t Know

Upholding market integrity

Information on supply and quality from your intermediary

Feedback on the quality of your produce

Meeting your needs as a grower

Experience/knowledge of your intermediary and their sales staff

Amount of contact with your intermediary

Understanding grower industry issues

n=100

B

B

Growers are overwhelmingly positive in regards to their dealings with wholesaler tenants at Market City yet there are some pockets of ‘poor’ ratings.

Wholesaler Tenant Performance Ratings – Market City Buyers 2015


9

8

7

2

4

5

2

1

1

1

39

40

40

42

41

41

33

39

39

40

39

32

14

10

12

13

13

11


3%

2%

2%

3%

2%

10%

Don’t Know


Information on supply and quality from your intermediary

Meeting your needs as a buyer

Experience/knowledge of your intermediary and their sales staff

Amount of contact with your intermediary

Understanding industry issues

n=100

T

G

G

T

The majority of Buyers consider their dealings with wholesaler tenants as ‘good’ or ‘very good’ and there are very few ‘poor’ ratings across any of the measures.

Wholesaler Tenant Performance Ratings – Market City Transporters


6

2

4

6

4

2

2

4

22

24

30

32

22

34

42

30

40

56

26

10

24

12

14


10%

20%

12%

10%

-

Don’t Know


Understanding industry issues

Communication with your intermediary

Information from your intermediary

Meeting your needs as a transporter

n=50

B

B

Transporters are also positive about their interaction with wholesaler tenants.

Impact and Attitudes Towards Sunday Trading

15 Q16a. Has the recent deregulation of retail trading hours to include Sunday trading materially affected your business? | Q16b. Can you please tell me why you say that?

Q17. Do you feel that the CTA should be open for normal trading (i.e. same as Monday to Friday) on Sunday?

Has the deregulation of Sunday trading hours affected your business?

Yes 20%

No 80%

2013 34% Yes

2015 % Yes (Total n=49)

Total 20%

Growers 3%

Buyers 41%

Transporters 10%

G T

Do you feel the CTA should be open for normal trading hours?

Yes 32%

No 68%

2013 40% Yes

“I’m not a retailer so I don't sell so the competition doesn't worry me.”

“Go around , big box brands have taken some of the money that was available

from smaller independents.”

2015 % Yes (Total n=77)

Total 32%

Growers 32%

Buyers 27%

Transporters 40%

Compared to 2013, less Stakeholders feel they have been impacted by the deregulation of Sunday trading hours. Around a third of Stakeholders want the CTA to open for normal trade on Sundays compared to two thirds who do not support the idea.

Interest in Great Green Grocer Marketing Programme Buyers

16 Q11a. The Green Grocer is a marketing programme developed specifically to assist retailers to promote fruit and vegetables to consumers. Would you participate in this programme?

Q11b. You indicated you would not participate in a marketing programme for retailers, why do you say that?

Yes 23%

No 77%

n=100

Interest in Programme (2015) Reasons for Lack of Interest

“Need more information.”

“It’s hard to say, not interested in the time being, not as successful as I

hoped.”

“Not interested - it's primarily aimed at weekend shopper.”

“We are more wholesalers not retailers. So we buy bulk from markets and bulk shipped off.”

“Because I’m that busy so I know what's going on, been doing this for almost 25

years so I feel like I know what I’m doing.”

Far fewer Buyers are interested in the Green Grocer programme compared to 2013 and many report feeling that the programme is not relevant to them.

2013 64% Yes

Documents

Stakeholder Satisfaction Report 2015 · Key Findings: Overall Performance Q12 3 Grower 80% Buyer 69% Transporter 2 73% - 2011 91% 94% 93% 90% 96% Overall Performance – PMA (Good/Very