Local stores fall down on quality and choice

15 April, 2010

Bread is one of the most commonly bought items from local stores, but shoppers are often disappointed with the shops’ quality and choice, according to a new report from YouGov SixthSense.

It revealed that 60% of grocery shoppers use local shops once a week, with 68% purchasing milk and 55% intending to buy bread. However, 30% of those shoppers polled said they were “dissatisfied with the choice of products offered”.

The Co-operative came out as the most widely used local store brand, with 24% of respondents, visiting a shop once a week. Tesco Express came in second with 16%; 11% visited Spar once a week; and 7% went to Sainsbury’s Local.

The report notes that it is the “typically less well-off consumers” who are the key customer base for convenience stores.

James McCoy, research director for YouGov SixthSense says: “While most consumers accept that convenience comes at a price, smaller shops need to ensure that this typically price-sensitive group of shoppers is being catered for with carefully-targeted promotions and special offers.”

The online survey was carried out on 1,469 ‘main shoppers’.

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