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Shoppers More Cost-Conscious: Study

SAN FRANCISCO — Shoppers are more cost-conscious than they were a year ago, and their search for value is changing the way they approach the shopping experience, according to a new study released Thursday by MarketTools here.

According to the survey, 63% of shoppers said they have changed their shopping habits to stretch their grocery budgets. To save money, respondents said they buy items with coupons (80%); buy store brands instead of name brands (62%); use store loyalty cards that offer discounts (62%); buy items only when they are on sale (58%); and buy more large-sized products (43%).

In the search for bargains, shoppers report that the reason they purchase store brands is to get better value (59%) and a more attractive price (56%). Additionally, 67% of respondents say they use coupons for at least half of their shopping trips, and 49% say they use coupons on every, or nearly every, shopping trip. However, many shoppers don't see coupons as an incentive to try something new: Nearly half of respondents (49%) say that a coupon would not prompt them to buy an item they don't normally buy.

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