16%
of shoppers say they didn’t do a main shop for Christmas. Of those who did 88%
say they used their normal grocery store and 12% shopped somewhere else. Of
those who shopped somewhere else for their Christmas food shop the main reasons
for doing this included using a variety of stores for different products.
Quality and price were both determinants of store choice. The most cited reason
was using a variey of store for different products.
The
proportion of shoppers switching to another store for better quality or for
shopping around for promotions was pretty much equal. The effect of the
tendency to trade up or shop around for deals was visible in the retailer sales
figures over the Christmas period. Both ends of the price spectrum, the
discounters and Waitrose, recorded strong performance in the weeks leading up
to Christmas.
Do
shoppers pay attention to the retailers’ sales performance then and does it
influence where they shop? Of those who had heard the grocery retailers’
Christmas sales figures just over half (52%) said they weren’t influenced by
them. Considering this, almost as many (48%) say they are influenced by the
sales performance of retailers to some extent.
No comments:
Post a Comment