PMR Research: Place of purchase determined by the price offer

2011-11-14



Attractive price is the most important factor affecting the choice of place for grocery shopping among Polish consumers, regardless of their level of income, according to a recent survey by PMR Research. As many as 85% of the respondents described this factor as important or very important. Polish shoppers are also strongly influenced by the nature and breadth of shops’ product selection (important or very important for 84% of the respondent), followed by the convenience of a store’s location (83%).
Of far less significance are factors such as the possibility to buy non-grocery items or the proximity of cinemas, cafes, restaurants or similar attractions. The category of respondents most likely to be influenced by the proximity of attractions in their choice of place to buy groceries are those in the 25-34 age bracket. In this group, 35% saw this factor as important or very important. We might assume that they are young families seeking to combine shopping duties with entertainment, treating shopping trips as family outings.
In addition, most of the respondents in the PMR study (55%) said they typically used grocery lists when doing their shopping. Interestingly, the propensity to use grocery lists, as opposed to impulse buying, is not associated with level of income. It is however slightly more frequent among shoppers aged over 35. Nearly 38% of the respondents said they preferred total spontaneity, whereas 28% admitted that despite using grocery lists, they sometimes bought many other items as well.
More information from the PMR research survey, about the consumer shopping habits you can find in the article “Price most important for Poles in everyday shopping” in the November issue of the monthly Retail Update Poland.