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TECHNICAL REPORT
UCED 99/2000-21
COMPILATION OF DATA
FOR YOMBA SHOSHONE TRIBE
CONVENIENCE STORE
UNIVERSITY OF NEVADA, RENO
Compilation of Data
for Yomba Shoshone Tribe Convenience Store
Study Conducted by
William O. Champney
Tim D. Darden
and
Thomas R. Harris
William O. Champney is an Emeritus Professor in the Department of Applied Economics
and Statistics at the University of Nevada, Reno.
Tim D. Darden is a Research Analyst in the Department of Applied Economics and
Statistics and the University Center for Economic Development at the University of
Nevada, Reno.
Thomas R. Harris is a Professor in the Department of Applied Economics and Statistics
and Director of the University Center for Economic Development at the University of
Nevada, Reno.
February 2000
UNIVERSITY The University of Nevada, Reno is an Equal Opportunity/Affirmative Action employer and does not discriminate on the
basis of race color religion sex age creed national origin veteran status physical or mental disability and in accordance with
OF NEVADA university policy sexual orientation in any program or activity it operates. The University of Nevada employs only United
RENO States citizens and aliens lawfully authorized to work in the United States.
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This publication, Compilation of Data for Yomba-Shoshone
Tribe Convenience Store, was published by the University of
Nevada Economic Development Center. The United states
Department of Agriculture-Rural Development and United
States Department of Commerce Economic Development
Administration under University Centers Program contract
#07-06-03262-99 provided funds for the publication. This
publication's statements, findings, conclusions,
recommendations, and/or data represent solely the findings
and views of the authors and do not necessarily represent the
views of the United States Department of Commerce, the
Economic Development Administration, United States
Department of Agriculture-Rural Development, University of
Nevada, or any reference sources used or quoted by this study.
Reference to research projects, programs, books, magazines,
or newspaper articles does not imply an endorsement or
recommendation by the authors unless otherwise stated.
Correspondence regarding this document should be sent to:
Thomas R. Harris, Director
University Center for Economic Development
University of Nevada, Reno
Department of Applied Economics and Statistics
Mail Stop 204
Reno, Nevada 89557-0105
UCED
University of Nevada, Reno
Nevada Cooperative Extension
Department of Applied Economics and Statistics
iii
COMPILATION OF DATA
FOR YOMBA SHOSHONE TRIBE CONVIENCE STORE
Introduction
The Yomba Shoshone Reservation is located in the Canyon at head of Reese
River. It is on the west slope of the Arc Dome, which is in the Toyabe Range. It is quite
an isolated area in the center of the State of Nevada. Because of their isolation from
villages or cities of any significant population size, the residents are requesting assistance
in developing and building a convenience store and a gas and diesel facility. The nearest
town or small city with supermarkets and department stores for buying groceries and
living essentials is the Nevada rural community of Fallon, which is 93 miles from the
reservation. It is normal for the reservation residents to drive to Fallon once or twice a
week to shop for food and other consumer items. Those not making the drive must
depend upon relatives or neighbors to shop and bring back the consumer supplies.
Members of the tribe have wanted a convenience store for daily food items for
some time. They have surveyed reservation resident members and these members
indicated strong support for such a facility. Residents have also indicated their desire for
a snack bar or coffee counter as a part of this store. No snack bar or restaurant currently
exists on the reservation and could be a good means of enhancing reservation quality of
life. During the spring and fall seasons, fishermen and hunters come through the area and
are seeking motor fuel and some food items. This is sporadic traffic and the amount of
trade the location could attract is not predictable. Over some period of time and as these
sportsmen become aware of the facility, revenue from this source could increase. These
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extra conditions can impact positively for the support of a convenience store. However at
the present time, they may add negligible revenue, but could increase sales in the future.
There are some private ranches in the lower sections of the valley that might patronize
the store if it is established.
In this study, the potential revenues that a tribal convenience store might get from
members and some outside sales will be discussed. Two kinds of structures that could be
employed and their respective costs that the trade volume could support will be reported.
A number of assumptions are implicit in this analysis. They will be explained where they
apply.
Location of the Store
Two sites were suggested for the store and accompanying fuel pumps. One site is
located at the corner of the two roads would seem more convenient yet it has some rather
costly drawbacks. First there are four RV overnight slots that would require relocation.
There would need to be a considerable amount of fill dirt and gravel placed in southwest
corner of the lot in order to allow longer vehicles to make the drop. Most important is the
amount of space that is required to accommodate towed RV units and area needed to turn
them around. If above ground storage fuel tanks for diesel and gasoline are employed
(and assumed cheaper) then a refueling tanker may have difficulty because of limited
room. These disadvantages favor the second location.
The second site is located on the north side of the fire station. Fewer fills would
be required at the second site. A much longer access for vehicles would be available
from both directions. Space for parking can be provided next to the store. Storage tanks
can be located with more room for refilling. Supply vehicles can be driven in back of the
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convience store for access to storage room without going through the store proper. Some
turn around space exist across the road for RVs. These reasons make the second site the
preferred site.
Buildings Costs
One building proposed would be 60 feet-by-30 feet and placed on a foundation
with a concrete slab. Additional concrete aprons would be laid front and back for service
vehicles and customers. Parking could be gravel with a 40-foot sidewalk on the north
side of the store to avoid dirt in inclement weather.
Construction would be cement block with wooded trusses and composition roof.
Inside would consist of a 20 feet-by-30 feet storage room that would house inventory and
needed equipment. The main store would be 40 feet-by- 30 feet and along the north side
would be a snack counter with some tables and chairs. Refrigeration will be against the
back wall and the checkout counter by the front door.
Material list and cost are shown in Table 1. Equipment for the store and snack
counter is listed in Table 2.
The second building would be steel clear span building set on a concrete slab. It
would have the same outside dimensions of 60 feet-by- 30 feet with an overhead door in
back for loading and unloading grocery items and one door in front. It would have the
same slab in front for the fuel pumps and the same dimensions for vehicle approaches.
The snack counter portion of the store would have windows but the rest of the store
would be entirely illuminated by artificial lights. A storage room with a partition could
exist that would be the back for the refrigeration unit. Shelves and displays would need to
be free standing.
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Insulation of the building might be a spray on type. This option for a building
would be cheaper to construct and maintain; although it may be less esthetically pleasing
without a façade and landscaping. Estimated costs for the steel span structure are shown
in table 3. Equipment costs involved in fuel sales would remain the same as the first
building option. Facility costs for the snack counter would also remain the same as shown
in Table 2.
Income and Potential Sales
A survey was taken of tribal residents to determine amounts they spent on
selected food items and the frequency that they shopped for them. These results provide
some possible indication of what a convenience store could possible obtain in sales,
hence operating income.
Some items queried were milk, bread, eggs, fast and frozen food items. Soft
drinks and cigarettes were included also because they are often large sales items in
convenience stores. Responses by residents indicate that they spent over $5.00 per week
on milk and most reported making purchases of these items two or more times a week.
Expenditures for bread had a similar pattern. Nearly fifty percent of the respondents
indicated once a week purchases averaging about $4.00 per week while those who made
two or more purchases per week approximated $7.00 per week. As for specific products,
respondents indicate that they bought eggs in lesser amounts and their frequencies of
sales were less. Forty-five percent bought eggs less than once a week and 38 percent
only once per week. Expenditures for eggs were usually under $5.00 per week.
Bigger expenditures were made on soft drinks. Respondents indicated that soft
drink expenditures approximate $10 per week for 65 percent of the respondents on a two
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or three times per week frequency. The remaining respondents spent about $5.00 once a
week on soft drinks.
Survey respondents indicated they bought foods with considerable services built
in them. Convenient foods including frozen food and fast foods were bought two or more
times per week by more than 50 percent of the residents. Weekly expenditures for frozen
food and fast food averaged $12 to $15 and $7 to $12, respectively. Respondents
indicated that over the counter drugs purchases were less than once per week. Some of
these products have considerable margin but turn over may be too low for a convenience
store, initially.
The potential sales were estimated by two different methods. Each of the above
item purchases were estimated for one year. From this annual estimate, convenience store
item purchases were added to determine what might be the gross expenditures for the
store. This was considered to be the lower expenditure estimate by the tribal members
because for many of the staple items it was assumed they would be purchased in Fallon
or Reno. Total estimated revenue for the local convenience store from survey results was
$100,100 per year.
The questionnaire also asked residents what their household income was. Most
frequent response was an annual household income of approximately $20,000 per year.
The calculated average household income was $21,680 per year.
Some non-response bias could exist concerning their response to household
income. No follow up survey was made to determine non-response error. Given thirty
households with this level of household income and possibly these households spending
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up to twenty percent of their income for food and drink, the maximum potential revenue
for the convenience store was estimated to be $130,000.
Respondents indicated their expectations of prices to be about the same as where
they currently shop. The expectation of the tribe is to pay the person managing the store
and snack bar to be $20,000 to $22,000 per year. Twenty percent of the gross yields only
$26,000 to operate the vehicle for procurement and other store costs including salary of
operator. The actual expenditure estimate leaves just over $20,000 for this store.
The fuel sales and snack bar sales were not included in the analysis above. Fuel
sales already exist and it is assumed that there will be less travel to and from the
reservation if all households trade at the convenience store. Also the new fuel facility will
cost $92,500, but some recreational sales may develop and commuting to work will
continue. Snack bar sales and net returns from the convenience store are difficult to
estimate. No snack bar has existed so no expenditure patterns have developed. Margins
on items can be high but potential for loss due to spoilage and old products can reduce
these considerably. Thus, until a historical trend is established this is not expected to be
contributing profit center.
Another approach to this convenience store is to have a cooperative in which
people fill out orders, which can be recorded on a computer to construct a shopping list.
An agent of the convenience store or of the tribe could make the shopping trip to Fallon
and Reno and brings back the items ordered. Buying at wholesale firms will lower store
prices, which could possibly result in savings and provide convenience to reservation
residents. Savings in driving by tribal members for one trip per week of 186 miles at
$.40 cents per mile and fifty times a year can approach $111,000 per year. A smaller
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building with only basic equipment is needed to place groceries under cover until orders
are filled and dispersed.
Conclusion
The convenience store as a profitable enterprise to the Yomba Shoshone tribe is
not very probable. The enterprise could break-even for operation if no overhead were
charged to the operation. This would mean that the tribe would need to secure a grant to
cover cost of the building and other facilities such as motor fuel and snack bar operations.
Even under the steel building option, net returns (profits) could not service the loan at
current or past interest rates. Currently a variable loan rate is 8.6 percent for long term
loans from the Farm Credit Services. Therefore for the steel building option, the interest
charges would be $10,230 while for the block building the interest charges would be
$28,875. Under these two building options, no principal will be paid on the loan. The
tribe should also be advised that because of the costs of the building and limited demand
in the area, good management is essential in order to make this business venture
profitable. Past experience would suggest the manager of the store answer to only one
individual regarding policy and managerial style.
The authors realize that excellent management will be crucial for financial
viability of the proposed convenience store. Yet give the long distance and the total
amount of time reservation residents spend to get household needs, other non-market
considerations and opportunity costs of time in the shopping activity should be accounted
even though a dollar amount was not assigned.
Another aspect not covered in this study was any prediction of future growth and
trade in this region. As population pressure grows in other areas of Nevada and given the
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excellent outdoor eminities the reservation possesses, there should be continued growth
in camping, hiking and other recreational activities. Sales at this location could grow in
the future with economic growth in Northern Nevada and potential advertising of local
scenic attributes of the Yomba Shoshone Reservation. It is clear from resident
questionnaires that the tribe could benefit from some type of retail outlet.
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Appendix A:
Estimated Costs of Building Convenience Store
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Table 1. Building Estimates for Yomba Shoshone Tribe Convenience Store.
Grounds for Store and Station Excavation
Sq. Ft. Depth Ft. Cubic Yds Total Cost
Concrete 18,010 467 56,012.00
Gravel 10,790 0.75 300 2,997.22
Foundation 2,700 3 300 36,000.00
Total Grounds and Foundation Work: $ 95,009.22
Cinder Blocks 1,295 1.125 $ 1.25 1,821.09
Wall Construction Materials Total: $ 1,821.09
Braces 30 $ 62.00 1,860.00
Roof 1,800 32 $ 15.00 843.75
Truss 30 $ 100.00 3,000.00
Shingles 200 $ 50.00 10,000.00
Roofing Paper 1,800 9 $ 20.00 180.00
Roofing Materials Total: $ 15,883.75
Materials Subtotal: $ 17,704.84
Labor Total 1,800 Hrs. $ 50.00 $ 90,000.00
Subtotal Constructon Costs: $ 202,714.07
Construction Company Contingency 20.00% $ 40,542.81
Total Building Construction Costs: $ 243,256.88
Culverts2 2,000
Electrical & telephone 3,000
Plumbing 2,000
Highway Turn 1,500
Pumps Diesel 21,000
Gas 23,000
Tanks 2 (1 each gas and Diesel) 40,000
Miscellaneous Total : $ 92,500.00
Total Building Construction, Labor, Misc. Costs and Contingency: $ 468,799.69
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Table 2. Convenience Store and Coffee Shop Equipment Costs.
Item Quantity Cost/unit Cost
Cash Register 1 700.00 700.00
Computer 1 1,600.00 1,600.00
Standing Shelves 4 800.00 3,200.00
Cold Box 1 2,000.00 2,000.00
Work Counter 1 3,000.00 3,000.00
Serving Counter 1 800.00 800.00
Stools 4 50.00 200.00
Tables 2 80.00 160.00
Chairs 8 45.00 360.00
Coffee Urns 2 175.00 350.00
Display Case 1 300.00 300.00
Sink 1 95.00 95.00
Drain 1 300.00 300.00
Hot Water Heater 1 400.00 400.00
Garbage Disposal 1 150.00 150.00
Incinerator 1 500.00 500.00
Total Equipment Cost: $ 14,115.00
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Table 3. Steel Building Estimates for Yomba Shoshone Tribe Convenience Store.
Grounds for Store and Station Excavation
Total Cost
Gravel 48,000.00
Slab and Footing 3,750.00
Apron 500.00
Grounds and Foundation Work Total: $ 52,250.00
Steel Building 15,000.00
Building Kit Total: $ 15,000.00
Labor Total 1,080 Hrs. $ 50.00 $ 54,000.00
Building Cost Total: $ 121,250.00
Culverts2 2,000
Electrical & telephone 3,000
Plumbing 2,000
Highway Turn 1,500
Pumps Diesel 21,000
Gas 23,000
Tanks 2 (1 each gas and Diesel) 40,000
Miscellaneous Total : $ 92,500.00
Total Building, Construction, Labor, and Misc. Costs: $ 213,750.00
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Appendix B:
Compilation of Yomba Shoshone Tribe Reservation Residents
Questionnaires
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Convenience Store Survey of Yomba Shoshone Tribe Residents
Question 1a through 1x are designed to identify the frequency of which family members
of the Yomba Shoshone Tribe purchase convenience items and the weekly expenditures
for those items. From these questions, estimates of potential frequency and revenue from
convenience store items can be estimated.
Q1 a. How many times per week do you and your family members purchase Milk?
Survey Response %
<1> Less than Once a week 22
<2> 0nce a Week 39
<3> Twice a Week 17
<4> More than Twice a Week 22
<5> Never 0
<6> Don't know 0
Cumulative % 100
Q1 b. What would you estimate your household spends per week on Milk?
Survey Response %
<1> Less than Two Dollars 11
<2> 2 to 5 Dollars 44
<3> 5 to 10 Dollars 28
<4> 0ver 10 Dollars 17
<5> None 0
<6> Don't know 0
Cumulative % 100
Q1 c. How many times per week do you and your family members purchase Bread?
Survey Response %
<1> Less than Once a Week 28
<2> 0nce a Week 33
<3> Twice a Week 17
<4> More than Twice a Week 22
<5> Never 0
<6> Don't know 0
Cumulative % 100
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Q1 d. what would you estimate your household spends per week on Bread?
Survey Response %
<1> Less than Two Dollars 11
<2> 2 to 5 Dollars 50
<3> 5 to 10 Dollars 22
<4> 0ver 10 Dollars 17
<5> None 0
<6> Don't know 0
Cumulative % 100
Q1 e. How many times per week do you and your family members purchase Eggs?
Survey Response %
<1> Less than Once a Week 39
<2> 0nce a Week 39
<3> Twice a Week 12
<4> More than Twice a Week 5
<5> Never 5
<6> Don't know 0
Cumulative % 100
Q1 f. what would you estimate your household spends per week on Eggs?
Survey Response %
<1> Less than Two Dollars 11
<2> 2 to 5 Dollars 78
<3> 5 to 10 Dollars 11
<4> 0verlODollars 0
<5> None 0
<6> Don't know 0
Cumulative % 100
Q1 g. How many times per week do you and your family members purchase processed
meats?
Survey Response %
<1> Less than Once a Week 22
<2> 0nce a Week 28
<3> Twice a Week 22
<4> More than Twice a Week 17
<5> Never 0
<6> Don't know 11
Cumulative % 100
15
Q1 h. what would you estimate your household spends per week on processed meats?
Survey Response %
<1> Less than Two Dollars 11
<2> 2 to 5 Dollars 22
<3> 5 to 10 Dollars 17
<4> 0verlODollars 50
<5> None 0
<6> Don't know 0
Cumulative % 100
Q1 i. How many times per week do you and your family members purchase Cigarettes?
Survey Response %
<1> Less than Once a Week 11
<2> 0nce a Week 22
<3> Twice a Week 0
<4> More than Twice a Week 17
<5> Never 50
<6> Don't know 0
Cumulative % 100
Q1 j. What would you estimate your household spends per week on Cigarettes?
Survey Response %
<1> Less than Two Dollars 0
<2> 2 to 5 Dollars 5
<3> 5 to 10 Dollars 5
<4> 0ver 10 Dollars 34
<5> None 51
<6> Don't know 5
Cumulative % 100
Q1 k. How many times per week do you and your family members purchase over the
counter drugs?
Survey Response %
<1> Less than Once a Week 56
<2> 0nce a Week 5
<3> Twice a Week 5
<4> More than Twice a Week 5
<5> Never 12
<6> Don't know 17
Cumulative % 100
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Q1 l. What would you estimate your household spends per week on Over the counter
drugs?
Survey Response %
<1> Less than Two Dollars 11
<2> 2 to 5 Dollars 33
<3> 5 to 10 Dollars 17
<4> 0verlODollars 17
<5> None 11
<6> Don't know 11
Cumulative % 100
Q1 m. How many times per week do you and your family members purchase Soft
drinks?
Survey Response %
<1> Less than Once a Week 28
<2> 0nce a Week 5
<3> Twice a Week 23
<4> More than Twice a Week 44
<5> Never 0
<6> Don't know 0
Cumulative % 100
Q1 n. What would you estimate your household spends per week on soft drinks?
Survey Response %
<1> Less than Two Dollars 5
<2> 2 to 5 Dollars 28
<3> 5 to 10 Dollars 28
<4> 0ver 10 Dollars 39
<5> None 0
<6> Don't know 0
Cumulative % 100
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Q1 o. How many times per week do you and your family members purchase Fast
Food/Carryout such as pizza, chicken, hamburgers, etc.
Survey Response %
<1> Less than Once a Week Frequency % 39
<2> 0nce a Week 28
<3> Twice a Week 17
<4> More than Twice a Week 11
<5> Never 0
<6> Don't know 5
Cumulative % 100
Q1 p. What would you estimate your household spends per week on Fast Food/Carry
Out?
Survey Response %
<1> Less than Two Dollars 12
<2> 2 to 5 Dollars 0
<3> 5 to 10 Dollars 28
<4> 0ver 10 Dollars 50
<5> None 5
<6> Don't know 5
Cumulative % 100
Q1 q. How many times per week do you and your family members purchase Frozen/
Ready to Fix such as frozen pizzas, TV dinners, microwave dinners, etc.
Survey Response %
<1> Less than Once a Week 39
<2> 0nce a Week 17
<3> Twice a Week 11
<4> More than Twice a Week 17
<5> Never 11
<6> Don't know 5
Cumulative % 100
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Q1 r. What would you estimate your household spends per week on Frozen/Ready to
Fix foods?
Survey Response %
<1> Less than Two Dollars 11
<2> 2 to 5 Dollars 5
<3> 5 to 10 Dollars 34
<4> 0verlODollars 34
<5> None 11
<6> Don't know 5
Cumulative % 100
Q1 s. How many times per week do you and your family members purchase Gasoline?
Survey Response %
<1> Less than Once a Week 5
<2> 0nceaWeek 22
<3> Twice a Week 34
<4> More than Twice a Week 39
<5> Never 0
<6> Don't know 0
Cumulative % 100
Q1 t. What would you estimate your household spends per week on Gasoline?
Survey Response %
<1> Less than Two Dollars 0
<2> 2 to 5 Dollars 0
<3> 5 to 10 Dollars 11
<4> 0ver 10 Dollars 89
<5> None 0
<6> Don't know 0
Cumulative % 100
Q1 u. How many time per week do you and your family purchase diesel?
Survey Response %
<1> Less than Once a Week 0
<2> 0nce a Week 0
<3> Twice a Week 0
<4> More than Twice a Week 5
<5> Never 95
<6> Don't know 0
Cumulative % 100
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Q1 v. What would you estimate your household spends per week on diesel?
Survey Response %
<1> Less than Two Dollars 0
<2> 2 to 5 Dollars 0
<3> 5 to 10 Dollars 0
<4> 0ver 10 Dollars 5
<5> None 95
<6> Don't know 0
Cumulative % 100
Q 1 w. How many times per week do you and your family members purchase Snack
foods?
Survey Response %
<1> Less than Once a Week 12
<2> 0nce a Week 22
<3> Twice a Week 22
<4> More than Twice a Week 39
<5> Never 0
<6> Don't know 5
Cumulative % 100
Q 1 x. What would you estimate your household spends per week on snack foods?
Survey Response %
<1> Less than Two Dollars 0
<2> 2 to 5 Dollars 28
<3> 5 to 10 Dollars 28
<4> 0ver 10 Dollars 39
<5> None 0
<6> Don't know 5
Cumulative % 100
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Questions 2 through 7 are designed to estimate the weekly frequencies of Yomba
Shoshone Tribal members shopping at convenience stores outside the reservation. This
information would provide insights as to potential demand of local residents for
convenience goods and the opportunity cost of driving to these areas outside the
reservation.
Q2. On average, how many times per week do you shop at convenience stores in Fallon?
Survey Response %
<1> Less than Once a Week 17
<2> 0nce a Week 39
<3> Twice a Week 22
<4> More than Twice a Week 17
<5> Never 0
<6> Don't know 5
Cumulative % 100
Q3. How many times per week do you patronize the convenience stores in Austin?
Survey Response %
<1> Less than Once a Week 28
<2> 0nce a Week 11
<3> Twice a Week 0
<4> More than Twice a Week 11
<5> Never 45
<6> Don t know 5
Cumulative % 100
Q4. How many times per week do you patronize the convenience stores in Gabbs?
Survey Response %
<1> Less than Once a Week 28
<2> 0nce a Week 5
<3> Twice a Week 12
<4> More than Twice a Week 5
<5> Never 45
<6> Don’t know 5
Cumulative % 100
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Q5. How many times per week do you patronize the convenience stores in other
communities?
Survey Response %
<1> Less than Once a Week 39
<2> 0nce a Week 17
<3> Twice a Week 17
<4> More than Twice a Week 5
<5> Never 11
<6> Don’t know 11
Cumulative % 100
Q6. How many times per month do you make a special trip into town to purchase food
items?
Survey Response %
<1> Never [go to Q8a] 0
<2> Less than Once a Month 0
<3> 1-2 Times per Month 28
<4> 3-4 Times per Month 50
<5> 5 or More Times per Month 22
<6> Don't know 0
Cumulative % 100
Q7. What items do you usually purchase on these special trips? (you can mark more
than one answer).
<1> Milk MEAN 7.45
<2> Bread All of these items were listed by most
<3> Eggs respondents for their grocery shopping trip to
town
<4> Cigarettes
<5> 0ver the Counter Drugs
<6> Soft Drinks
<7> Fast Food/Carry Out
<8> Frozen/Ready to Fix
<9> Processed Meats
<10> Other items
<11> Don't know
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Questions 8a through 8b provide insights as to videotape rental purchases by Yomba
Shoshone Tribal members. Information from these questions would indicate potential
viability of offering videotape rentals at the convenience store.
Q8 a. On average, how many times per month do you rent videotapes?
Survey Response %
<1> Never [Go to Q10] 67
<2> Less than Once a Month 17
<3> 1-2 Times per Month 11
<4> 3-4 Times per Month 5
<5> 5 or More Times per Month 0
Cumulative % 100
Q8 b. What types of videos would you purchase?
Survey Response %
<1> Comedy 11
<2> Adventure 45
<3> Adult 11
<4> Video Games 5
<5> Don't know 28
Cumulative % 100
23
Question 9 through question 12b provides information as to opinions of Yomba Shoshone
Tribal members about a potential convenience store locating on the reservation. These
questions also provide information as to frequencies of purchases of specific convenience
store items if a convenience store were located on the reservation.
Q9. The Yomba Shoshone Tribe is currently considering building a convenience store
on the Yomba Shoshone Reservation. In your opinion how great a need is there
for a convenience store on the reservation?
Survey Response %
<1> Great Need 95
<2> Some Need 5
<3> Little Need 0
<4> No Need 0
<5> No Opinion 0
Cumulative % 100
Q10. Do you support or oppose the building of a convenience store on the Yomba
Shoshone Reservation?
Survey Response %
<1> Strongly Support 100
<2> Somewhat Support
<3> Somewhat Oppose
<4> Strongly Oppose
<5> No Opinion
Cumulative % 100
Q11 a. If a convenience store was built on the reservation. How many times per week do
you think you would purchase milk from that store?
Survey Response %
<1> Less than Once a Week 17
<2> 0nce a Week 33
<3> Twice a Week 33
<4> More than Twice a Week 17
<5> Never 0
<6> Don't know 0
Cumulative % 100
24
Q11 b. If a convenience store was built on the reservation. How many times per week
do you think you would purchase bread from that store?
Survey Response %
<1> Less than Once a Week 17
<2> 0nce a Week 28
<3> Twice a Week 33
<4> More than Twice a Week 22
<5> Never 0
<6> Don't know 0
Cumulative % 100
Q11 c. If a convenience store was built on the reservation. How many times per week do
you think you would purchase eggs from that store?
Survey Response %
<1> Less than Once a Week 33
<2> 0nce a Week 50
<3> Twice a Week 12
<4> More than Twice a Week 5
<5> Never 0
<6> Don't know 0
Cumulative % 100
Q11 d. If a convenience store was built on the reservation. How many times per week
do you think you would purchase cigarettes from that store?
Survey Response %
<1> Less than Once a Week 11
<2> 0nce a Week 5
<3> Twice a Week 11
<4> More than Twice a Week 11
<5> Never 57
<6> Don't know 5
Cumulative % 100
25
Q11 e. If a convenience store was built on the reservation. How many times per week
do you think you would purchase over the counter drugs from that store?
Survey Response %
<1> Less than Once a Week 67
<2> 0nce a Week 18
<3> Twice a Week 5
<4> More than Twice a Week 5
<5> Never 0
<6> Don't know 5
Cumulative % 100
Q11 f. If a convenience store was built on the reservation. How many times per week
do you think you would purchase soft drinks from that store?
Survey Response %
<1> Less than Once a Week 6
<2> 0nce a Week 22
<3> Twice a Week 22
<4> More than Twice a Week 50
<5> Never 0
<6> Don't know 0
Cumulative % 100
Q11 g. If a convenience store was built on the reservation. How many times per week
do you think you would purchase Fast Food/Carry out from that store?
Survey Response %
<1> Less than Once a Week 0
<2> 0nce a Week 39
<3> Twice a Week 33
<4> More than Twice a Week 17
<5> Never 0
<6> Don't know 11
Cumulative % 100
26
Q11 h. If a convenience store was built on the reservation. How many times per week
do you think you would purchase Frozen/Ready to fix from that store?
Survey Response %
<1> Less than Once a Week 0
<2> 0nce a Week 61
<3> Twice a Week 22
<4> More than Twice a Week 12
<5> Never 0
<6> Don't know 5
Cumulative % 100
Q11 i. If a convenience store was built on the reservation. How many times per week do
you think you would purchase Gasoline from that store?
Survey Response %
<1> Less than Once a Week 5
<2> 0nce a Week 22
<3> Twice a Week 22
<4> More than Twice a Week 46
<5> Never 0
<6> Don't know 5
Cumulative % 100
Q11 j. If a convenience store was built on the reservation. How many times per week do
you think you would purchase Diesel fuel from that store?
Survey Response %
<1> Less than Once a Week 11
<2> 0nce a Week 0
<3> Twice a Week 0
<4> More than Twice a Week 5
<5> Never 66
<6> Don't know 18
Cumulative % 100
27
Q11 k. If a convenience store was built on the reservation. How many times per week
do you think you would purchase processed meats from that store?
Survey Response %
<1> Less than Once a Week 11
<2> 0nce a Week 56
<3> Twice a Week 17
<4> More than Twice a Week 11
<5> Never 0
<6> Don't know 5
Cumulative % 100
Q11 l. If a convenience store was built on the reservation. How many times per week do
you think you would purchase snack foods from that store?
Survey Response %
<1> Less than Once a Week 0
<2> 0nce a Week 44
<3> Twice a Week 28
<4> More than Twice a Week 28
<5> Never 0
Cumulative % 100
Q12 a. If the new store rented videotapes, how many times per month do you think you
would rent videos?
Survey Response %
<1> Never 17
<2> Less than Once a Month 0
<3> 1-2 Times per Month 39
<4> 3-4 Times per Month 17
<5> 5 or More Times per Month 5
<6> Don't know 22
Cumulative % 100
Q12 b. If the new store rented videotapes, how many times per month do you think you
would rent video games?
Survey Response %
<l> Never 33
<2> Less than Once a Month 17
<3> 1-2 Times per Month 33
<4> 3-4 Times per Month 0
<5> 5 or More Times per Month 5
<6> Don't know 12
Cumulative % 100
28
Questions 13 through 15 are designed to obtain the opinions of Yomba Shoshone Tribal
members as to frequency of purchase at alternate prices of convenience store items.
Results from these questions could provide revenue estimates at alternative prices for
convenience store items.
Q 13. Compared to the nearest convenience store, would you expect the prices at the
Yomba Shoshone Reservation convenience store to be:
Survey Response %
<l> Much Higher 0
<2> Somewhat Higher 17
<3> About the Same 44
<4> Somewhat Lower 22
<5> Much Lower 5
<6> No Opinion 12
Cumulative % 100
Q14. Compared to regular grocery stores, would you expect the prices at the Yomba
Shoshone Reservation convenience store to be:
Survey Response %
<1> Much Higher 5
<2> Somewhat Higher 39
<3> About the Same 34
<4> Somewhat Lower 11
<5> Much Lower 0
<6> No Opinion 11
Cumulative % 100
Q15. When you make purchases at a convenience store do you use food stamps and/or
WIC coupons?
Survey Response %
<1> No 83
<2> Food Stamps 0
<3> WIC Coupons 0
<4> Food Stamps and WIC Coupons 17
Cumulative % 100
29
Questions 16 through 24 are designed to provide insights as to the potential customers of
the Yomba Shoshone Tribe. Results of these questions could provide information as to
types of convenience store items that could be provided for different Yomba Shoshone
Tribal members by age, income, etc.
Demographics
Q16 a. On average, how many times a week do you go into town?
Survey Response %
<1> Less than Once a Week 11
<2> 1-2 Times a Week 56
<3> 3-4 Times a Week 11
<4> 5-7 Times a Week 17
<5> More than 7 Times a Week 0
<6> Don't know 5
Cumulative % 100
Q16 b. On average, how many times a week do members of your household go into
town?
Survey Response %
<1> Less than Once a Week 11
<2> 1-2 Times a Week 62
<3> 3-4 Times a Week 22
<4> 5-7 Times a Week 0
<5> More than 7 Times a Week 0
<6> Don't know 5
Cumulative % 100
Q16 c. On these trips to town, how often do members of your household shop for
convenience or grocery items?
Survey Response %
<1> Always 50
<2> Frequently 50
<3> Seldom 0
<4> Never 0
<5> Don t know 0
Cumulative % 100
30
Q17 a. How many people live in your household?
Survey Response %
<1> 0ne 11
<2> Two 33
<3> Three 17
<4> Four 11
<5> Five 17
<6> Six or More 11
Cumulative % 100
Q17 b. Number of people in your household age 18 years and younger.
Survey Response %
<1> 0ne 44
<2> Two 28
<3> Three 17
<4> Four 11
<5> Five 0
<6> Six or More 0
Cumulative % 100
Q18. What is your age?
This may be subject to a non-response bias
<18-97> years old Mean 39.83
Q19. What is the highest level of schooling you have completed?
Survey Response %
<1> Some High School 28
<2> High School Graduate or GED 33
<3> Trade School Graduate or A.A. Degree 6
<4> Some College 33
<5> College Graduate (B.A. or B.S. Degree) 0
Cumulative % 100
31
Q20. In total, how many registered automobiles do members of your household own?
Survey Response %
<O> None 0
<1> 0ne 39
<2> Two 28
<3> Three 22
<4> Four 11
<5> Five or More 0
Cumulative % 100
Q21. How many in your household are employed outside the home?
Survey Response %
<1> None 23
<2> 0ne 44
<4> Three 33
<5> Four or More 0
Cumulative % 100
Q22 a. Of the people in your household who work outside the home, do any work in
Gabbs:
Survey Response %
<1> Yes 5
<2> No 95
Cumulative % 100
Q22 b. Of the people in your household who work outside the home, do any work in
Austin:
Survey Response %
<1> Yes 0
<2> No 100
Cumulative % 100
Q22 c. Of the people in your household who work outside the home, do any work in
Fallon:
Survey Response %
<l> Yes 11
<2> No 89
Cumulative % 100
32
Q22 d. Of the people in your household who work outside the home, do any work in
Nye County:
Survey Response %
<1> Yes 39
<2> No 61
Cumulative % 100
Q 22 e. Of the people in your household who work outside the home, do any work in
communities not listed before?
Survey Response %
<1> Yes 39
<2> No 61
Cumulative % 100
Name of community where you work:
Q23. Considering all sources, what is the total yearly income of your household?
Survey Response %
<1> Less than $5,000 5
<2> $5,000 to $9,999 5
<3> $10,000 to $14,999 5
<4> $15,000 to $19,999 17
<5> $20,000 to $25,000 17
<6> 0ver $25,000 51
<7> Don't know 0
Cumulative % 100
Q24. Indicate your gender.
Survey Response %
<1> Male 33
<2> Female 67
Cumulative % 100
33
