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BALTIMORE -- Forty-nine percent of adults prefer a discount on specific products during each store visit, vs. 34 percent who prefer to accumulate points for a larger reward or payoff at stores that offer a frequent buyer or loyalty card program, according to the proprietary "Customer Focus 2006: Grocery" study from targeted advertising, media, and marketing services provider Vertis here. More specifically, 51 percent of men age 50 and over and women age 35 to 49 who have loyalty cards prefer a discount as opposed to amassing points, the study found.
"From the results of our study, we have noticed a shift in reward programs and an increase in usage among younger demographics," said Vertis v.p., market insights Jim Litwin in a statement. "This presents an opportunity for marketers to better understand different demographics and apply this knowledge to effectively target consumers."
The study also looked into the use of advertising inserts or circulars among grocery consumers. The findings showed that 84 percent of grocery insert readers use circulars to compare prices, while 52 percent of advertising insert readers employ them to determine where to shop for groceries.
Additional finding were as follows:
-- If a store offered a frequent buyer or loyalty card program, 51 percent of professional/white-collar adults would prefer a discount on specific products during each visit, compared with 46 percent of blue-collar adults surveyed.
-- 42 percent of Hispanic consumers prefer to accumulate points for a larger reward or payoff, vs. 34 percent of total adults.
-- 51 percent of baby boomers prefer immediate discounts on specific products or services, as opposed to 45 percent of generation X consumers.
-- 40 percent of women age 35 to 49 and 32 percent of men age 35 to 49 said that advertising inserts have the most influence on their buying decisions; this was the highest percentage among all age groups surveyed.
-- Of the grocery shoppers surveyed, 33 percent of men age 18 to 34 said the deli is the most important department to consider when deciding which grocery store they want to shop.
-- The bakery department was the most important department to consider among adults age 35 to 49, according to 26 percent of female grocery shoppers and 26 percent of male grocery shoppers.
-- Only 9 percent of women and 7 percent of men age 18 to 34 said that the canned goods department would be a deciding factor when deciding which store they want to shop.
-- Of the grocery ad insert readers, 51 percent of men age 35 to 49 said they regularly use coupons they receive from grocery advertising inserts or circulars, compared with 45 percent of women in the same age group.
The survey of 3,000 adults -- conducted for the first time via phone and Web by one of the nation's leading field research companies in August/September 2005 -- measures both general and industry-specific shopping trends. First conducted in 1998, Consumer Focus has since been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.
To get a customized "Customer Focus 2006: Grocery" study, please contact Emily Agan or Maria Amor at (619) 234-0345.