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Consumers are more frequently choosing American-made products over less expensive foreign goods, according to a recent report by The Integer Group and M/A/R/C Research.
The promotional and retail marketing agencies found that shoppers have a continued focus on value, but there is a decline in wanting to shop around to save money. Additionally, convenience within the store is increasingly driving where consumers decide to shop. Easy-to-find items and a quick checkout both show an increase of 8 percent from last month in a measurement of top priorities when choosing stores.
An independent shopper experience is also a growing trend, perhaps because of the convenience and efficiency. “Consumers want autonomy and search for in-store tools that help them get in and out without wasting time,” said Craig Elston, SVP of Integer Group, which has offices in Dallas, Denver and Des Moines, Iowa. “Directional signs above the aisles and a 4 percent increase in the use of self-checkout machines indicate the continued growth in shopper independence.”
Consumers are also paying more attention to digital coupons and online price comparisons, although this may be more true for men. “Men, more so than women, tend to do research prior to walking in the store, as women prefer to explore the environment once they get there,” said Randy Wahl, EVP of Irving, Texas-based M/A/R/C.
The report is part of a yearlong shopper experience study to track opinions and behaviors. Consumers participate in a national survey in which they are asked about their shopping attitudes, shopping behaviors and economic outlooks.