New research by SBXL Ltd has shown that convenience, habit and brand loyalty are now the major factors that determine which supermarkets consumers will use, with only shoppers at discount stores influenced by price.
The figures reveal that shoppers at the Co-op, Morrison’s, Tesco, Sainsbury’s, Marks and Spencer and Waitrose rate convenience far higher than prices in their supermarket choices.
Only shoppers at Asda, Aldi and Lidl say they are more influenced by prices and promotions.
The research is part of SBXL’s Continuous Shopper Insight programme which surveys a cross section of shoppers on a monthly basis.
Information from more than 2,800 shoppers is analysed to give an ongoing picture of shopping habits and shoppers’ attitudes.
SBXL’s senior insight manager Serena Tippler said:
“We survey a wide range of shoppers geographically and across the income scale.
“The message we are getting is that convenience is the major factor for most supermarkets.
“This is emphasised even more as we move up the scale from discount to premium stores.
“Habit and loyalty to a particular supermarket is also a factor.
“In particular, shoppers at those supermarkets which offer loyalty schemes are likely to stick with them, demonstrating that loyalty strategies are successful in playing a part in building habitual behaviour.
“The message to supermarkets from this research is that when they are drawing up their business strategies they should bear in mind that price will influence less of their customers than convenience and loyalty building.”
The same research also shows that Asda has leap-frogged Morrison’s and Sainsbury’s as UK shoppers’ favourite supermarket.
Tesco continues to come out on top in the research, while Sainsbury’s and Morrison’s have been pushed into third and fourth places.
Asda’s jump in popularity is thought to be due in part to the re-branding of its Netto stores, underlining the importance of convenience in shopper choices.
Source: FDIN (http://goo.gl/nKpUc)
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