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Newspaper Inserts, Direct Mail Still Shape Consumers' Grocery-Shopping Behavior

November 23, 2010: 01:59 AM EST

Vertis Communications’ recent study, “Grocery Shopping In The New Economy 2010,” reveals that 57% of male respondents say they are their households’ main grocery shoppers, a 10 percent increase from a similar study in 2006, although 85% of women say they are. A majority of adult respondents say they still rely on newspaper inserts to choose which grocery store to go to and prepare their shopping lists, although just 46% of 18-34 year-old male respondents say they do so. Among respondents who are 35 years and older, 90% of women and 80% of men say they read grocery stores’ direct mail; and among these readers, about 75% redeem coupons. People still look to conventional supermarkets for perishables, although a growing proportion of shoppers are using discount stores and wholesale clubs and discounters and club channels are increasingly encroaching on supermarkets’ territory for non-perishables. Price remains the dominant factor in store choice in all groups.

"The Rise of the Smart Consumer", HAPPI, November 23, 2010, © Rodman Publishing / HAPPI
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