http://www.wholefoodsmarket.com/mission-values

Even in Vancouver, Whole Foods Market has always been perceived as the organic grocery store that offers natural, but pricey products. In high school, I investigated through providing questionnaires to exclusively Whole Foods customers, and found that they are exceptionally willing to travel extra distance and out of their way, just to purchase Whole Foods products, which will lead a healthier lifestyle for them. Customers are very aware of Whole Foods values, shown all around the stores’ interiors, and believe that there are not many other organic food stores around that emphasize much on eating natural as well as worker ethics and fair trade.

To relate back to this article, I am now more aware of why might customers choose Whole Foods over other organic produce stores. Like the Body Shop, Whole Foods emphasize on having the customers share their own values. It is interesting to see that this marketing approach allows so many customers to have Whole Foods’ value propositions stuck in their heads. Essentially, Whole Foods customers have adopted the stores’ values and are promoting these values to potential future customers. This approach not only allows Whole Foods to establish its position in customers’ minds, but it also allows the company’s values to have the potential to become the new norm.

Read more here: http://www.nytimes.com/2014/10/20/business/media/whole-foods-asks-shoppers-to-consider-a-value-proposition.html?ref=business&_r=0