Grocery Shoppers Focus on Value, Convenience

Apr 22, 2002

Buying groceries and preparing meals plays an important role in the majority of U.S. households. Most consumers go food shopping on a weekly basis and care deeply about getting the most for their dollar, according to eBrain Market Research.

About 41 percent say it takes between 31 and 60 minutes to prepare the major meal, dinner. Hectic schedules make flexible shopping hours desirable for many. Twenty-four-hour operations and a preferred shopper program ranked first and second, respectively, as most important features of a grocery store.

Nearly all respondents say sale items had at least some impact on purchasing decisions, and 52 percent indicate that that impact was “significant.” About 48 percent say they sometimes use coupons, while 30 percent always do. And brand loyalty varies across categories with more allegiance focused on general merchandise than consumables.

Moderator Comment: Which of the eBrain research findings did you agree/disagree with most?

Our guess is that about 50 percent of the 41 percent that said they
take between 31 and 60 minutes to prepare dinner order take-out at least three
times a week. [George
Anderson – Moderator

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