Furthermore, men and women differ on what they consider the most important features of supermarkets, according to "Customer Focus 2008: Grocery," by Baltimore-based Vertis Communications, a provider of retail advertising services. In general, the store's prices and sales are most important to female shoppers, while convenience and service matter more to men.
Almost half, 48% of women between the ages of 35 and 49, said they valued price-related offerings, such as lowest everyday prices, best-advertised specials and store coupons, the most. This group of women accounts for 60% of all grocery shopping, according to the report.
Nearly as many, 47% of women aged 50 and older, and 46% of those between the ages of 18 and 34, agree. By contrast, while price-related offerings are important to approximately 30% of the male shoppers surveyed, 41% of the men aged 18 to 34 said they valued convenience, such as proximity to work or home, more than any other factor.
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