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Customer Behavior     
 
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Why Do You Shop At Your Community/neighborhood Shopping Center?
Posted By: zonedinn on 1/1/2007 8:08 PM (CST) 250 Points
I am not a student. I work in marketing and am asking a question about customer/consumer behavior. In a time when there is a shopping center on EVERY corner, or so it seems, what makes you loyal to your center? Or, are you not loyal to any one center? Do you shop where the deals are? Do the other retailer's entice you to stop and shop too? Or are you simply a destination shopper - do you get what you need and move on?

if you are loyal to any one center is there more than a sale price that will cause you to change directions and head for a different center?

If I need a gallon of milk for home, I can spider off in 3 different directions - all at about the same distance from my home - and pay basically the same amount. If I venture another 2 miles, I can save dramatically, but don't always want to go that far. What about you?

I am only curious, have my own ideas and wondered what some of you think, too.

Thank you in advance for your thoughts.

Posted by: Billd724 Accepted Answer
1/1/2007 8:52 PM (CST)
Zonedinn --

Good question . . . I almost passed on answering your question until I realized that I DO have a favorite convenience store out of about 3 that are equidistant. That started to intrigue me. I really started to consider what made me prefer one over the others.

It's not price. I'm not a price shopper by nature. But in my case, it's got to be the fact that I know the people at the store I go to by name and, vice versa. It's the personal connection. Surprise, surprise. A MAJOR competitive factor that only costs the desire to care to connect!

Thank you for helping me appreciate the subtle but powerful factor that drives my choice of where I'll spend my money. Priceless.

Bill
 
Posted by: charles.stannard Accepted Answer
1/1/2007 8:53 PM (CST)
Two scenarios for me: (30's something bachelor)

My weekly trip for the week's meals and lunches - I go to the same place because the prices and selection are good, and I can usually get it done quickly with those new self-checkout lanes. I also know the store's layout, and can get my items quickly. For me, the best shopping experience is a quick one, and one that doesn't cost me an arm and a leg.

If I need one thing like milk, I go to the nearest/most convenient location (even if it's a little more expensive) - the extra time isn't worth the savings on 1 or 2 items.
 
Posted by: sdsondhi Accepted Answer
1/1/2007 11:25 PM (CST)
Service... see there are people who go to the same shop inspite of window shopping like me...
basically its flattering to a customer when the treatment meted out seems a notch above the rest.

for eg. though my convenience store doesn't advertise home delivery the owner still home delivers for us at no extra charge...now why wouldn't i be loyal to him becomes a good question. esp. when the prices remain the same..

for variety i can go to any other shop and i know that this owner will get me the goods even if his profit on it is a buck or 2 where the average other store tries to keep a margin of at least 25%.
the choice then becomes simple doesn't it?
 
Posted by: michael Accepted Answer
1/1/2007 11:44 PM (CST)
One word: TRAFFIC.

It may be cheaper 3 miles away vs 2 miles but it's not the gas...it's the traffic in metro Chicago.

Michael
 
Posted by: Marketing-Riot Member Response
1/2/2007 5:04 AM (CST)
For quick stops I go to the convenience store that has easy access in and departure out as well as ease of parking and how close I can park to the main entrance in addition to their hours of operation and selections.

There is a closer convenience-type store however traffic makes it a ten minute wait at times to turn in to their parking lot and they don't have extended hours (early & late).

Larger shopping trips I like the market I am familiar so I can quickly locate my grocery items plus the store carries a good selection of goods/services and again convenience in parking, returning cart and easy in access and departure out.
 
Posted by: shghosh Accepted Answer
1/2/2007 6:00 AM (CST)
What makes you loyal to your center? Or, are you not loyal to any one center?
Definitely Loyal Shopper. I like the familiarity if knowing where the stuff is,also in a weird way, if i shop at the same place my bill works out to be similar. New places make me buy more/ less and usually have things still left to buy.

Do you shop where the deals are? Sometimes yes. not for my regular shopping places.

Do the other retailer's entice you to stop and shop too?
Yup- displays/ offers/ great POP.

Or are you simply a destination shopper - do you get what you need and move on?
Nope. Might do impulse purchases but not regular stuff.
 
Posted by: BARQ Accepted Answer
1/2/2007 7:51 AM (CST)
I find it amusing (and simultaneously irritating) when the news media (at least here in Charlotte) make such a big deal about where the lowest priced gas can be found. They never do that for automobiles, clothing, or food! As well, I know many normally rational folks who will drive 10 miles out of their way to buy 20 gallons of gas in SC that is a dime cheaper. They squander half an hour to save 2 bucks.

While this probably does not address your question, zonedinn, it does speak of a greater issue that is plaguing American society. Too many of us have lost our perspective in what constitutes quality -- and quality of life. We don't talk much about the benefits of what we buy, or the richness of doing commerce with a neighbor. Instead, we boast of the low price we got at Wal-Mart.

Not so coincidentally, those who live by the Wal-Mart mentality are those most hurt by off-shoring. While I am a free market advocate, I can't help but note the hypocrisy of those who bemoan loss of "American jobs" yet loyally support the very institutions that create the condition.

BARQ
 
Posted by: mzimmer999 Accepted Answer
1/2/2007 8:48 AM (CST)
There are two things that lock me into a particular destination - convenience/efficiency and service/familiarity.

On the convenience/efficiency side of the question, I'll go to places that allow me to pinpoint what I need in a logical way. For example, I'll go to the deli/convenience store that has a good general array of routine home needs - simple groceries, laundry detergent, etc. - that I might need in a pinch. If I know I can get most coomon needs in one place, I'll go there and price is not a factor. It is convenient and allows me to use my time efficiently.

The other major factor is service/familiarity. I prefer to do business where service is a priority and where I can develop a friendly relationship with the proprietors. That breeds trust.
 
Posted by: Frank Hurtte Accepted Answer
1/2/2007 10:57 PM (CST)
This will sound funny, but I go to the same store for the staples of life beer and milk because I like shopping for meat there.

Here is the situation; if they don't sell meat the same day as it is placed in the display they knock 25% off the price. You can never predict what will be sold or when, but there is a sport to finding it akin to hunting.

Am I weird or what?
 
Posted by: Ann Sheehy Accepted Answer
1/3/2007 5:58 AM (CST)
I most definitely agree that it is the willingness to go the extra mile and the general friendliness that makes all the difference. It is that "can do" mentality that sets some shops apart from others.

Although we are delighted to have a recent influx of very conscientious and hard-working people from other countries working in our booming economy here in Ireland, in some cases the level of service received has fallen short of our expectations due to language difficulties and general unfamiliarity with the region and the local people. Fortunately this is a short-lived problem as our Polish and Russian immigrant population in particular are amazingly dedicated and efficient and a great benefit to our society in general.
 
Posted by: scovert* Accepted Answer
1/3/2007 9:04 AM (CST)
I am loyal to the shopping center near my home because they have made an effort to keep me by lowering prices on alot of their items. Additionally, I receive money of my gas for spending at least $50.00. They also sell gift cards for major stores and gave .20Cents/gal off my gas for purchasing $50.00.I feel they have made the effort to keep me as a customer so even if I have to pay a little more for a particular item I stay with them.
 
Posted by: Jade Accepted Answer
1/3/2007 9:58 AM (CST)
Call me foolish but I'm pressed for time, so I wont' drive around for the best deal. I go to the shopping center nearest my home (or work) for everything, even though 2 miles down the road I can save much more.

It's all about convenience for me (married, mom, work full time) so I'll pay more to know that what I want is where I want it, when I need it. That's the important factor.

Selection is key! The smaller shop 2 miles down the road, with substantial cost savings, has a limited selection. I like my big store, with the massive selection of quality products.

Convenience is the key factor in my day!
 
Posted by: sowmya Accepted Answer
1/3/2007 11:46 PM (CST)
I go to my fave store 'coz it offers great selection at a great price(though not the lowest...& no deals either)
 
Posted by: W.M.M.A. Member Response
1/4/2007 7:22 PM (CST)
I am sorry I missed this question.
I am a big fan of helping to create and maintain successful businesses in my city (Houston) and in my area (Memorial West).

At one corner, across from the neighborhood swimming pool, where old fashioned neighborhood gatherings ocur on a regular basis...is a UPS, Vetrinarian, Cleaners, Donut Shop, Nail Salon and Cell Store. Across Memorial Drive is a Paint Store, Pet Store, Hallmark, Gelato, Mexican Food, Pizza, Frame Shop, Party Supply store and Karate School.

Within one mile of these are several family restaurants, video rental, two grocery stores...etc. We, who live in this area, are blessed to have the conveniences of modern living, with the opportunity to assist independent, naighborhood business owners to continue their success.

I hope this has helped you with your inquiry, a bit.

Randall
WMMA
 


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