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Marketing

Most consumers still buy on price

PW ReportersBy PW ReportersMarch 27, 20152 Mins Read
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The majority of consumers put price as the key driver when buying food, new research from the National Office of Animal Health (Noah) has found.

The study, carried out on a panel of 1,007 consumers by IGD ShopperVista in autumn last year, saw 53% put price as the most important factor when shopping, with 35% saying it was price and 32% familiarity with the product.

The use-by/sell-by date was also selected as most important by 32% of consumers, with taste and smell the top choice of 26%.

The importance of special deals is clearly important as 23% of consumer put promotions as the key driver in purchasing decisions. The origin of the food and products produced more ethically were only the main differentiating factor for 17% and 16% of the shoppers respectively.

The research also asked the consumers who they trusted for accurate information about food, with the FSA coming out on top being chosen by 32% of respondents, up 2% compared to 2012 when the research was also carried out.

Defra also did well, increasing 7% to 19%, while animal welfare bodies were up 3% at 8%.

Consumer groups fell 4% to 8% and butchers were down 6% to 6%, and even farmers fell 4% to 4%.

Perhaps surprisingly, supermarkets were more trusted, rising 2% to 4%.

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