Economics Taking Over�Changing Shoppers Habits
When it comes to
stocking up at the local grocery store, overall food quality matters
less than you might think. A new study from Vertis Communications finds
that just 1% of adults say overall food quality is the reason they
choose a supermarket, while the perception of low prices and convenience
- especially how close the store is to either work or home - is far more
important.
Economics Taking Over�Changing Shoppers Habits
�Economic factors,
such as gas prices and the housing market, are changing shoppers� habits
drastically,� says Scott Marden, director of marketing research at the
Baltimore-based Vertis. �More than 90% are affected, and many are
shopping closer to home, stocking up more and combining shopping trips.�
The company says
there are other big changes afoot. In the last four years, the chief
grocery shoppers in families are showing great receptivity to grocery
stores� prepared meals, increasing from 28% in 2004 to 40% in 2008.
And in just two
years, there has been a considerable shift in adults who judge a store
by its parts: �There's been a 5% increase in the number of adults that
listed a department other than meat and produce as the determining
factor in where they shop for groceries,� he says. �Organic and seafood
are showing signs of increased importance.�
The survey also
found significant changes in the media that shoppers use before they go
shopping. �While grocery insert readership has held steady more than
four years, the percentage of adults using them to decide where to shop
has increased significantly, from 52% in 2004 to 59% in 2008.� And the
number of shoppers who get help from the Internet has doubled in four
years.
It also found
gender differences, noting that women are paying closest attention to
rising food prices. Almost half of all chief female shoppers say that
price-related offerings, including the lowest everyday prices, best
advertised specials and store coupons, are the most important factor in
choosing where to shop. Men, on the other hand, are more likely to make
a choice based on convenience.
