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In Whom Do They Trust: Satisfaction

What are the most important factors shoppers weigh when choosing a grocery store?

1 Min Read
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What are the most important factors shoppers weigh when choosing a grocery store?Illustration by Studio Takeuma

While quality of fresh meat and produce were by far the most important factors for shoppers when choosing a grocery store, consumers tended to be most satisfied with the overall shopping experience and perceived value of their most trusted retailer.

Shopper Satisfaction With Store Attributes

Leading retailers Walmart, Kroger and Aldi were winners in the top three most impactful categories.

 

Walmart showed high satisfaction scores on attributes across the board and beat the average satisfaction rating in 2 of the 3 most impactful categories: overall value, quality of fresh meat and quality of fresh produce, which it missed the average for by 1%. Kroger scored above average on all but one factor (store traffic), including the three most impactful categories and its customers were particularly satisfied with its self-checkout and app offerings. Aldi scored significantly above average on the three most impactful attributes but scored below average in most other categories.

In Whom Do They Trust?

About the Authors

Meg Major

Meg Major formerly lead the content and editorial strategy for Winsight Grocery Business. Meg has more than 25 years of experience covering the U.S. retail grocery industry, including 18 years at Progressive Grocer, where she held numerous positions of increasing responsibility, including fresh food editor, executive editor, editor-in-chief, editorial director and content chief. In addition to her content leadership duties at PG, Meg spearheaded Top Women in Grocery since its inception in 2007. She began her career at the Pennsylvania Food Merchants Association (PFMA), followed next as editor-in-chief of Philadelphia-based Food Trade News. A native of Pittsburgh, Meg holds a B.A. in journalism from Indiana University of Pennsylvania (IUP).  

Rebekah Marcarelli

Senior Editor

Rebekah Marcarelli comes to the grocery world after spending several years immersed in digital media. A graduate of Purchase College, Rebekah held internships in the magazine, digital news and local television news fields. In her spare time, Rebekah spends way too much time at the grocery store deciding what to make for dinner.

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