Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

'Value' Tops Consumers' Grocery Shopping List

November 23, 2009

When making decisions to purchase food, household, and personal products, consumers' primary focus is value, according to research from Ipsos.

When buying food products, 64% of consumers cite value as an important decision-making factor; 64% also cite taste; 55% cite quality; 50% cite the expensiveness of the food product; and 44% cite healthy ingredients.

When buying household and personal products, 64% cite value as an important decision-making factor; 54% cite quality; 49% cite expensiveness; and 48% cite convenience of use.

“For consumers at-large, value is foremost on their minds when shopping for consumer packaged goods products–whether it is a food, household or personal product," said Gill Aitchison, president of Ipsos Marketing.

"And, it is really not surprising that quality and expensiveness would be cited as major drivers in the purchase decision as well since value is, in essence, a tradeoff between quality and price."

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by Chris Tue Nov 24, 2009 via web

    The key question to be asked is how does the consumer define value? Makes them feel good? Helps them stretch their budget? Getting at the root of value enables us to articulate a relevant message.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!