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Price Trumps Quality in Picking a Grocer

Low prices and sales attract a majority of female supermarket shoppers, while men put a premium on convenience.

By Marita Thomas | Updated on April 07, 2008

Best quality food overall was ranked of primary importance to just 1% of all of the adults surveyed in a recently released study of attitudes toward supermarkets and other food stores. Selection and quality ranked third behind price and convenience among nearly all of the age groups surveyed. Low prices matter most to the largest group of grocery shoppers.

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.

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