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Marketing

Price top concern for shoppers

23.02.2009
Shoppers are becoming more in interested in the price of the purchases than the type of store in which they shop, according to new research from Ipsos MORI.

The Ipsos Global Advisor study, which was released last week in advance of ESOMAR’s Retail and Shopper conference, which will be held in London from 2 to 4 March, reveals the negative impact of the current financial crisis on grocery retail across the world, with three out of four people in Latin America saying that they now buy less than they did before. Four out of five people in France and 56pc of British respondents also said they were buying less.

Also, 55pc of UK respondents said that price is the decisive factor in purchasing decisions. In France that figure rose to two thirds (66pc) while 40pc of shoppers in Germany feel that way.

The survey was carried out in 22 countries during November 2008 and involved a sample of 23,437 respondents.

 “During times of economic instability it is more important than ever for retailers to understand what motivates their customers,” said ESOMAR director general, Veronique Jeannin. “This data demonstrates shopper behaviour is changing and retailers need to be prepared and planning ahead. All the more reason to invest in robust customer research to deliver these insights.”

 

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