When shopping in a supermarket, buyers tend to apply their personal preferences in choosing a product or a brand over another. Retailers and supermarkets are trying to capture aspects that influence this supermarket shopping decisions. The objective is to provide the buyers with what they want from the supermarket. Of course, the first thing that retailers can do is studying what the consumers are buying.
Studies show that several aspects may influence the buyers’ decision to buy something. They develop personal bonds with certain product. Uniquely, the consumers do not simply buy what they prefer. Instead, they tend to prefer what they buy. In other words, the supermarket shopping decision can be influenced, right?
What Determines Supermarket Shopping Decision
The following are some aspects that are found to influence the buyers’ decision to pick a product or a brand over others in the list, as noted by Brad Love on BBC:
Retailers invest much to find out the shoppers’ decision-making. It is not surprising to find that the shoppers’ decision is influenced by their values and objectives. These are certainly the first reasons to go to supermarket. If you aim for preparing delicious and healthy foods, you buy quality ingredients and organic raw ingredients.
Likewise, when your aim is to make stylish gowns for your kids, you will buy fabrics that feel comfortable on the kids’ sensitive skin. In the end, the customers will fall into the cycle, in which they will develop certain bond with a brand or a product. If the first trial of dress making is successful, you will buy the same fabrics (perhaps with different colors) to make another gown for your kids or even a gown for yourself.
This cycle exists at least for several supermarket visits. When you have enough gowns made of certain fabrics, you will try another fabric and make different clothing like a skirt. In other words, the shoppers will finally break the shopping loop and explore multiple products or brands.
Studies also show that several aspects may influence the shoppers’ loyalty on certain products or brands. They may include price, habits, or values. Some customers feel that price matters the most. For some others, values of the product are more important. For instance, you might first buy organic foods for trial. Then, you feel healthier after consuming the organic foods. In the end, this will become a new habit. In this stage, price may not be the most important aspect anymore.
The technology interestingly affects the supermarket shopping decision. App-based shopping has become a new lifestyle. Studies also look into aspects that influence the customers’ decision to do app-based buying. Interestingly, they found that many positive (but not excellent) reviews are not enough to drive the shoppers into a shop.
Instead, few reviews can attract more visitors. The customers love to find something different from a shopping center. When few customers provide negative reviews but few others provide excellent (not simply moderate) reviews, there may be something unique with the supermarket.
Those three aspects are certainly not enough to explain the supermarket shopping decision. However, they represent what drives the shoppers to pick a product or a brand over others.