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Low Prices 'Not A Driving Factor For UK Supermarket Shoppers', Study Finds

Published on Jun 30 2016 2:00 PM in Retail tagged: Featured Post / Nielsen / Survey / UK Supermarkets

Low Prices 'Not A Driving Factor For UK Supermarket Shoppers', Study Finds

According to Nielsen’s Global Retail-Growth Strategies Survey, British shoppers are driven by product availability and convenient location over low prices.

The survey polled 30,000 online participants from 61 countries and revealed that 55% of British shoppers choose where to shop based on the products they want stocked regularly.

Shoppers also listed a convenient location as being a key factor (52%) when choosing a retailer, followed by value for money (47%).

UK consumers list product range and quality as relating to four out of the ten most influential factors, with three relating to price and convenience. Lowest price ranks at sixth (39%) in relation to influence, making it even less of a factor in the UK than in Europe (47%), or globally (48%).

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Nielsen’s UK head of retailer and business insight, Mike Watkins said: “ These findings are good news for supermarkets as it demonstrates the opportunities to take a broader, more strategic view about their offer and not to be so focused on price, which can often be a short term reaction to competitive pressure.”

© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Aoife Lawless. To subscribe to ESM: The European Supermarket Magazine, click here.

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