Women shop for price; men shop for convenience
March 20, 2008
by FoodBusinessNews.net Staff
BALTIMORE — Female grocery shoppers place the most emphasis on price-related offerings such as lowest everyday prices, best advertised specials and store coupons when deciding which store to go to. In contrast, male shoppers let convenience direct their grocery-shopping decisions, according to "Consumer Focus 2008: Grocery" a study by Vertis Communications.
Specifically, 48% of women ages 35 to 49 who do more than 60% of the grocery shopping primarily value such price-related offerings, with 47% of such female shoppers 50 and older and 46% of women between 18 and 34 placing the same emphasis on price and value.
"This new set of data regarding chief female shoppers is further evidence that marketers can ensure the largest return on investment by devoting dollars to solid advertising insert campaigns targeting male and female shoppers of varying ages," said Scott Marden, director of marketing research for Vertis Communications.
While 30% of chief male shoppers placed emphasis on price and value, 41% of male shoppers between 18 and 34 valued convenience, especially in terms of proximity to work and home, more than any other factor.
Other findings of the study include super-sized grocery stores are most popular among Hispanic consumers shopping for perishable products such as meat, produce, dairy and baked goods at a non-traditional supermarket. The bakery department continues to be an important department determining whether or not a consumer will frequent a store. Interest in the seafood section among young women rose from 5% to 10% from 2006 to 2008, possibly the result of the marketing of benefits of omega-3 fatty acids and other health aspects of fish.