Study: Trying Too Hard to Track Spending Counterproductive for Grocery Shoppers

A recent report by Koert van Ittersum, assistant professor of marketing, van Ittersum sought to learn whether, when, and how grocery shoppers keep track of their in-store spending. The report found that most shoppers do overspend because they rely to heavily on calculating costs in their heads. van Ittersum said, "When shopping in a grocery store, the chaotic, information-rich environment can tax a shopper's ability to mentally calculate the total basket price. Executing many arithmetic operations with multi-digit pricing is demanding. Our findings show that shoppers tend to be more accurate when they employ short-cut strategies in their calculations."

We encourage you to read van Ittersum's report. How can you use this information in your efforts to improve the in-store experience for the shopper?

Study: Trying Too Hard to Track Spending Counterproductive for Grocery Shoppers

The Shopper Insights in Action 2010 Full Program is Now Available

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Are you engaging your Customers as Partners in the Package Design Process?

What motivates purchase behavior? From the first moment of truth through engagement towards loyalty, creating a brand relationship begins and often ends with the package itself. In a world of abundance, get the message right.

PROOF: Market Research for Packaging Design is back!

April 14-15, 2010
Trump International Hotel & Tower
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Keynote Jim Stengel, Retired Global Marketing Officer, Procter & Gamble shares his experience with Applied Leadership, Amazing Results

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Industry leading corporate practitioners sharing case study presentations, including: Kimberly-Clark, Sherwin Williams, HP, DuPont and more.
Presentation of the 1st Annual Packaging Awards brought to you by The Dieline and FUSE

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A&P to Adjust Pricing Strategy

The Wall Street Journal reports that Great Atlantic & Pacific Tea Co., which owns A&P and Pathmark grocery chain is working with shareowner Yucaipa Cos. to develop new marketing strategies to lure tight-fisted consumers. Christian Haub, the executive chairman and interim chief executive said that A&P is discontinuing several marketing programs and reinvesting those funds into lowering shelf prices on everyday foods. New advertisements also will focus on those lower-priced shelf items.

Sales at the supermarkets have fallen by a reported %5.8 percent as the grocery chain has not had success and connecting with customers.

Learn more: Supermarket chain A&P to shift its pricing strategy

Shoppers changed this holiday season

Marketing Week recently looked at how shoppers behaviors have changed from holiday shopping seasons past, as shoppers are now more conscious by making lists and sticking to them when they make their trips to the mall or grocery store. According to a recent survey, 68% of shoppers have increased their budget settings, 57% have increased the number of price comparisons they do across multiple stores, and 61% are using more coupons. Marketing Week credits shoppers with looking to the simple, and encourages stores to navigate that way. They use Apple and IKEA stores as great examples of keeping things simple while still meeting the customers needs. Read the full article here.

What are you doing in-store to cater to your customers who are now more budget conscious?