A STUDY OF CUSTOMERS' FOOD STORE
PREFERENCES

Thai: for the Dunn. of M. A.
MICHIGAN STATE UNIVERSITY
Byron Edward Chalfant
1957

 

 

 

THESIS

gIJIIIJI 2h- .

”The Food Distribution program at Michigan
State University is under the sponsorship of
the National Association of Food Chains"

 

A.STUDY OF CUSTOMERS‘ FOOD STORE PHEFSMENCES

By

Byron Edwari Chalfant

A THESIS

 

lted to rhe School of Graduate Studies of Michlran

\. t

Submit
State University of Agriculture nnfl Annlied Science
in partial fulfillment of the requirements
for the degree of

MA.TER OF 97

Department of General Business
Curriculum in Food Distribution

19 57

ACKNO'LEDGMENT

The author wishes to express his sincere appreciation to
Dr. E. A, Brand, Director of the Curriculum in.Food.Distribution,
and to Dr. William Laser, Professor of Marketing Research, for
their kind guidance and valuable help during the preparation of
this thesis.

The author would like to express his sincere thanks to
Mr. J. Schwartz, Director of Industrial and.Public Relations of
Food Fair Stores Incorporated, to whom the author is forever
indebted for his guidance and interest in the author's under—
graduate work at Albright College, Reading. Pennsylvania and
graduate work at Michigan State University, The author hopes
he will live up to the expectations of Mr. J. Schwartz and
prove worthy of his faith.

For the opportunity of attending Michigan State University,
the author is greatly indebted to Food Fair Stores Incorporated and
Lever Brothers' Company.

Grateful acknowledgment is due Mrs. Maurine Choate for her
typing of the thesis and the assistance of the respondents to the
questionnaire.

Finally. the author would like to express his deep appreciation
and love to his wife, for her understanding, suggestions, and in-

dulgences during the preparation of this thesis.

Byron.Edward Chalfant

 

TABLE OF CCNTEfiTS
CHAPTB PAGE
I. INTRODUCTION. . . . . . . . . . . . . . . . . 1
Statement of the Problem . . . . . . . . . . . .
Description of Methodology . . . . . . . . . . . . . . . 3

Preliminary Investigation . , . . . . . . .

Place EI-fld Time (3f Stilk‘L' . a a n o e I I I I s

Kethod of Selecting Interviewees . . . . . .
Limitations of the Study . . . . . . . . . . . . . 6

SHOPPING HABITS “ED ChnBACTERISTICS CF RESPONDENTS

’4

Characteristics of Heepondents , , , , ,

 

Habits of the deepondents . . . . . . . . . . . 19

H
'1
HI
5
E9
5,

Lade to the Food Store Per Week , , , , , , , , , 15
Day Respondents Shop and Reasons , , , , ,

Compe-i80n Study of enopoin Dag Preference . .

C
p_;
\l)

Part of Day Reapondent Sheps . . . . . . . . . . . . . 20

SlqOfipirlg Lis;ts O O I o I I I O O I I I I I I I I I

"a)
\_rJ

TratSportation . . . . . . . . . . . . . . . ;

Distance Reapondents Traveled to Store , , , 31

e
C
.
I
I
\N

1": 3p . . g n I I I I I 0

Likes and Dislikes of the Resoondents

‘-)J
\ II

Check-Out Counter . . . . . . . . . . . . . . . . . .

TraCl-ing Stalewlps O O I I U I O I I O O O O D O I O O I O “2

CHAPTER PAGE
Conclusion . . . . . . . . . . . . . . . . . . . . . . . #8
III. WHY RESPONDENTS SHOP WHERE THEY DO , , , , _ , . . . . . . :1
Food Store there hes;ondents Were Interviewed . . , , , , 51

The Food Stores in Which Respondents Buy host
of Their Food and Reasons . . . . . . . , . . , _ . , , 0

Meat . . . . . . . . . . . . . . . . . . . . . . . . . 63
Fresh Fruits and Vegetables . . . . . . . . . . . . . . 63
Groceries . . . . . . . . . . . . . . . . . . . . . . . 71
Number of Food Stores Visited , , . , . . , . . . , . . 33
Summary . . . . . . . . . . . . . . . . . . . . . . . . . 95

1v. COJCLUSION mm meetnmmwm: . . . . . . . . . . . . . . . 88
Characteristics of Respondents . . . . . . . . . . . . . 88

Shopping Habits of Respondents . . . . . . . . . . . . . 89

 

Respondents Preferences for Patr onizing a Food
Store and Recommendations . . . . . . . . ... . . . . 9O

BIBLIOGRAPEY . . . . . . . . . . . . . . . . . . . . . . . . . . 93
APPENDIX A . ... . . . . . . . . . . . . . . . . . . . . . . . 97

APPENDIX_ B . . . . . . . .... . . . . . . . . . . . . . . . . 134

(1

APPENDIX

VII.

VIII.

XI.
XII.
XIII.

XIV.

XVI.

XVII.

XVIII.

Karital Status of Keepondents Interviewed

Age of Respondents Interviewed . . . . . . . . .
Education of Beepondents . . . . . . . . . . . .
Occupations of Female Respondents . . . . . . .
Occupations of Male HeSpondents . . . . . . . .

Number of PeOple for Wh m Respondents Buy Food .

Comparison of Number of PeOple the Reapondents Buy

Food For and Store at Which Respondents Shep
Weekly Gross Income of the Respondent's Family
average Number of Tim Respondents Shopped for

Food Each Week . . . . . . . . . . . . .
Day That ReSpondents Purchase Most of Their Food
Reason

Why Respondents ShOp on a Particular Day

Favorite Shepping Day . . . . . .

Day and Part of Deg Heepondent Shops . ,

Reasons Peeple Shop During A Certain Part of the Day

Respondents Who Used a Shopping List . , ,

Comparison of Number of Items on the Shopping Lis

and When the List was Made . . . . .
Person Who Made the Shopping List . . , . . , ,
When Women Made Shopping List Compared to Number

of Items on the List . . . . . . . . . .

13

ll

12

I‘.)
v
,.

I'D
\II

.'\J
01

XIX, Methods Used by ReSpondents to Go Snapping

XX, Distance That Heepondents Travel to the Store . . . , , 31
XXI. Distance PeOple Travel to the Store . . , , , , . , , , 32

XXII. What ReSpondent Considered Most Important
About a Store . . . . . . . . . . .

XXIII. Reasons Respondents Gave as to What Makes an

1')

15185.]. Food ”tore I o o a I I o o I c I I O O O O O I 38
XXIV, Reasons Respondents Dislike Shopping at Food Store

XXV. Comments by Respondents on the Check-Out Counter Ml

XXVI. Th Number of Kind

to

of Tradin* Stamps Saved by

E)

Reapondents

XXVII. Resyondents Opinions of Trading stamps . , . , , , . , R3
XXVIII. Comparison of ReSpondents' Reasons to the Store
Where They Were Interviewed . . . . . , , , . . . , , M5

 

ii
.4
34

ood Store in wrich

’11

Reasons ReSpondents Liked the

TEtesf erre IlltSTVleV-ed . o e g o I o a a c o o o o O O 52
XXX. Coqparison of the Store and the Reasons Why
ReSpondents Liked the Store . . . . . . . , . , , . , 53

"n

XXXI Reasons n23 Respondents Came to Shop at the Food

Store Where Interviewed . . , . w?
XXXII. Comparison of Store and the Reasons Why Respondents

Came to ShOp at the Store Today . , , . . , , , . , , 58

XXXIII. Reasons Why ReSpondents Buy Meat at a Particular

FOOd Store 0 a o I e I o l o o o 0 I O I e O I O O I 6).;
XXXI‘. Reasons Why Respondents Buy Meats at a Particular

c
U\
0\

Store a p a o o I o o o o o o o e a o o I

TABLE PAGE

XXXV. Reasons Why ReSpondents Buy Most Fresh Fruits and

Vegetables at aParticular Food Store . . . . . . . . 69
XXXVI. Reasons Why PeOple Buy Fresh Vegetables at a
Particular Store . . . . . . . . . . . . . . . . . . 72
XXXVII. Reasons Why Respondents Buy Most of Their Groceries
in a.Particular Food Store . . . , , . , . , . , , , 75
XXXVIII. Reasons ReSpondents Gave for Buying Most of Their
Groceries in a Particular Store . . . . . . . . . . . 77

XXXIX. One, Two. and Three Step Shoppers . . . , . . . . . . . 81
L. Comparison of Types of Shopper and Food Store Where

Theg Purchase host of Their Food . . . . . . . . . . 82

XLI. The Place and Number of Interviews ... . . . . . . . . 102

XLII. Day and Number of Interviews ... . . . . . . . . . . . 103

XLIII. Time of Day and Number . . . . . . . . . . . . . . . . 103

 

XLIV. Other Store at Which Respondents ShOp ... . . . . . . . 105
XLV. Comparison of Other Stores at Which Respondents

Shop and The Store in Which They Were Interviewed . . 106
XLVI. Store at Which Respondents Buy Most of Their Meat,

Vegetables and Groceries . . . . . . . . . . . . . . 109

CHAPTER I
INTRODUCTION

During the past several years retail food companies have invested
large sums of money in modernization, expansion, and relocation. Such
programs have been designed to accommodate the large increase in the
number of super market patrons. In addition, food store operators must
provide new outlets to meet the needs of a.population increase of sixty
million peOple over the next eighteen years.1 As a result of the build_
ing and improvement boom. however, the number of food stores reached a
saturation point in many areas. This condition has caused competition
for customer patronage to become more intense each day, and food store
Operators are trying every means available to attract customers.

It is important for food store operators to increase their know-
ledge of customer preference. The store operator who best understands
the whims and fancies of the food shoppers and serves them in a.plees-
ing manner will gain their patronage.

Marketing research has already deve10ped techniques for learning
what customers want. Techniques such as observations, interviews,
reporting panels, and controlled eXperiments at retail stores are

making available to food store Operators information hitherto unavail-

able.

1"Where Will U. 8. Put 60 Million More PeOple," U 5 News d
World Report, Vol. XLIII, No. 6, (August 9, 1957), p. 55.

 

2

Some of the studies made by marketing research organizations and
educational institutions are: The Alderson and Session, marketing and
management counsel, Philadelphia, study on ”When a Wbman Shops What's on
Her Mind”;2 the agricultural experiment station of Michigan State University
investigation on “What Consumers are Saying about Prepackaged Fresh and
Frozen Meats“;3 and the extension service of the University of Maryland
survey on Consumer Shepping Habits.” These studies and many others
have provided a basis for food store operators to make decisions
regarding customer preferences.

Consumers' buying habits and preferences are not fixed. Through
the years a series of changes have taken place which result in shifts
of these preferences. Among these changes are the growth of frozen
foods requiring little preparation for use, better home refrigeration,
increased use of automobiles for shonping, self-service meats, etc.

In view of the importance of marketing research and changing customers'
preferences, the writer feels there is a continual need to learn more
about the customers' buying habits and preferences.
Statement of the Problem
This study arose from an interest by the writer in obtaining a

better understanding of what makes a satisfied customer. The specific

2"When a Wbman Shops, What's on Her Mind," Printers' 13;, Vol.
254, no. 3, (January 20, 1956), p. 25.

38. M. Riley, “What Consumers Are Saying About Prepackaged Fresh
and Frozen Meats,” Agricultural Experiment Station, Michigan State
IJniversity, Special Bulletin #06.

”s. C. Schull and M. R. Godwin, ”Consumer Shopping Habits,” Exten—

sion Service, University of Maryland, Extension Bulletin 137.

 

3
purposes of this study were to determine (1) the shepping habits and

characteristics of customers of food stores, (2) why customers shop where
they do, and (3) what the customer likes and dislikes about shopping at
a particular food store.

The writer undertook this study with the purpose of testing these
hypotheses: (1) customer's store patronage is influenced by the actions
of the store employees; (2) customer's store patronage is influenced by
the assortment of merchandise handled by a food store: (3) the quality
of the store's merchandise influences customer pamronage; and (U) serv.
ices provided fer shapping convenience influence the customer's patron-
ass.

The intent in testing these hypotheses was to learn customers'
reasons for patronizing one food store in preference to another in
hcpe that the information presented will be helpful to the retail food

industry.

Description of Methodolog

Preliminggz Investiggtion
A.preliminary investigation consisting of thirty personal inter-

views was made in homes located in Lansing and East Lansing, Michigan.
The interview was based on eight major questions. See Appendix A,
Questionnaire l, for questions asked. These questions were used as a
lead for a discussion of the interviewee's likes and dislikes about the
stores they patronized. These interviews lasted from twenty minutes

to one hour.

Selectign g; gag Ed Stores
The cities of’Lansing and East Lansing were stratified into

 

)4

selected sub areas on an economic basis. The area selection was based
on the economic appearance of the neighborhood and dwellings. The stores
within each area were competitive. These areas and stores were plotted

on a map.

P]. e dTmeofStu

There were three areas chosen from which twelve super markets were
selected. The bases for which the areas were chosen are (1) Area I for
its high income district, and (2) Area II and Area III for the middle
and low income districts.

Area I is located in East Lansing. Three stores were selected in
this area. Two were super markets of national chains- Kroger Company
and National Food Store; the other was a locally owned super market—-
Prince Brothers Market. The stores are located in an area bounded on
the north by Linden Street, on the east by Bailey Street, on the west

by M.A.C. Avenue. and on the south by East Grand River Avenue.

 

Area 11 consists of the Premier Shapping Center and the eastern
part of Lansing. Five stores were selected in this area. Four were
national chains-«Kroger Company, ACF Wrigley, The Great Atlantic and
Pacific Tea Company, and the National Food Store; the other is a local-
ly owned store-«Stop and Shop. The stores are located in an area bounded
on the north by Saginaw Street, on the east by Morgan Lane, on the west
by Hosmer Street, and on the south by Eureka Street.

Area 111 is located in the western part of Lansing. Four stores
are located in this area-~three national chains. Kroger Company, The
Great Atlantic and Pacific Tea Conlpany, and National Food Store. The

Other store in the area is a local chain, Schmidt's Super Food Market.

5

These stores are located in an area bounded on the north by West Sagi-
naw Street, on the west by Logan Street, on the east by Washington Ave-
nue, and on the south by St. Joseph Street. The number of interviews
made in each store may be seen in Appendix A, Tableififiy page 102.

The survey was made on Thursday, Friday, and Saturday during a
two-week period from July 11 to July 21. 1957. Interviews were made
during the morning. afternoon and evening of each day to secure a good
cross section of customers. The day and time interviews were made may

be seen in Appendix A, TablestLII and XLIII page 103.

W:
A questionnaire composed of thirty-two questions was used to ob-

tain the information presented in this study. The questionnaire was
designed and then pretested in one store. The time required to complete
each interview was approximately eight minutes. See Appendix A, Ques-

tionnaire 2, page 99, for the questionnaire used.

Method of Selecting Interviewees:
The sample consisted of #73 personal interviews made in the twelve

stores. The interviewees were selected at random. A.new respondent

was selected immediately after the completion of an interview. In the
event the respondent refused to answer the questionnaire, the next cus-
tomer passing was asked to participate. If the person asked to answer
did not buy most of the food for the family, the interview was discon-

tinued, and, once again, the next customer passing was asked.

Approximately one third of the interviews were made by the writer.

{The others were made by four male students of Michigan State University.

 

6

They were briefed as to the procedure being used prior to taking any

interviews.

Limitations of the Study

The sample used in this study is small, therefore, the information

presented may not be truly indicative of the characteristics of the

total papulation. Limitations of time and money prohibited a larger and

more extensive investigation. The information presented was collected

from a non-random sample.

 

CHAPTER II
SHOPPING HABITS AND CHARACTERISTICS OF RESPONDENTS

The purpose of this chapter is to present pertinent facts about
the characteristics, shOpping habits, likes and dislikes of the reapond—
ents. These facts will be presented in three parts. Part one, Charac-
teristics of Respondents, will include a discussion of respondents'
marital status, age, education, occupation, family income, and number
of peOple for whom the respondents buy food. Part two, Shopping Habits
of Respondents, will be presented by taking into consideration the num-
ber of visits made in one week, shopping lists, distance traveled to
the store, and day and time of day respondents shop. Part three, Likes
and Dislikes of Respondents, will include a discussion of the respond-

ents' likes and dislikes of food stores, check—out counters, and trad-

ing stamps.
Characteristics of Respondents

The marital status of the respondents is presented in Table I, page
8. The largest number of the persons interviewed were married, 90.7
' percent. This group consists of three classifications of respondents:
the wife, man and wife, and husband. The wife represented 68.7 percent
of the total respondents interviewed. Other classifications of respond-
ents interviewed are bachelors, unmarried women, and widows.

The age of respondents is presented in Table II, page 8. The

 

TABLE I

Marital Status of Respondents Interviewed

 

 

 

 

Marital Number of Percent of

Status Respondents {Respondents
Wife 325 68.7
Man and wife 6% 13.5
Husband 1+0 8.5
Bachelor 8 1.7
Unmarried woman 19 “.0
Widow ;] .3i6
Total u73 100.0

 

respondents' ages were classified into five age groups. Each age group
represents a period of ten years, as indicated in Table II. The largest
number of the reapondents were between the ages of 20 and M9 years,
which includes three age groups and comprised 72.6 percent of the
total respondents.

TABLE II

Age of Respondents Interviewed

 

 

 

 

Age Number of Percent of

Groups Respondents Respondents
20 - 29 110 23.3
30 - 39 11M 2 .2
N0 _ 9 118 25.1
50 - 59 80 17.0
60 and over h9_ 1Q,h
Total ’471 100.0

 

The sample of respondents' ages in this study reflects a good
cross-section of food shoppers in Lansing and East Lansing. The age
representation indicated in the Michigan State University study on fresh
and frozen prepackaged meats is similar to the age sample in Table II.

The Michigan State University study revealed that 70 percent of the

 

9

3,982 respondents were classified in the age groups'under 30," and
"30 to N9 years."5
The education of the people interviewed is given in Table III. The
largest number (78.7 percent) of the respondents had a high school educap
tion or higher. Thirty-four and five-tenths percent of the respondents
interviewed completed high school.
TABLE 111

Education of Respondents

m

 

 

Education Number of Percent of
Respondents Respondents
Less than 8 years 29 6.1
Some of high school 72 15.2
High school graduate 163. 3h.5
Some of college 95 20.1
College graduate 11% 2h&;: ’
Total #73 100.0

 

The occupations of the female and male respondents are shown in

1.!

 

Tables IV, page 10 and V, page 10, respectively. The majority of the
females interviewed. 67.7 percent. were employed as housewives. A com-
parison of data in Tables I, page 8 and IV, page 10 indicates that
approximately 2N percent of the married women were employed outside the
home. Table V, page 10. indicates 78.7 percent of the male reSpondents
are classified in three occupational groupszw professional, laborer,
and student.

The number of people for whom the respondents buy food is presented

in Table VI, page 11. The average number of peOple the reapondent buys

 

5H. M. Riley, "What Consumers Are Saying About Prepackaged Fresh
and Frozen Meats," Agricultural EXperiment Station. Michigan State Univer-
sity, Special Bulletin 1+06.

10

TABLE IV

Occupations of Female Respondents

 

 

 

 

Occupation Rigggzdegis Percentage
Housewife 279 67,7
Professional M6 11.2
Clerical 36 8.7
Sales clerk 6 1.5
Operative 13 3.2
Service worker 22 5.}
Student 2 0.5
Retired 8 1.9

Total’ #12 100.0

 

‘—

I"Note: When the husband and wife were interviewed together,
the occupation of the sex who answered the question-
naire was used.

 

TABLE V

Occupations of Male Respondents

W
Number of

 

 

i
Occupat on Respondents Percentage

Professional 15 2N.6
Laborer 25 “1.0
Student 8 13.1
Retired 3 * h.9
Salesman 5 8.2
Service worker iii 8.2

Total“ 61 100.0

 

”Note: When the husband and wife were interviewed together,
the occupation of the sex who answered the question-
naire was used.

11

food for is 3.h persons. Seventy percent of the total respondents pur—
chased food for two to four persons. Again the information presented
in this study is validated by the Michigan State University study on
fresh and frozen prepackaged meats. The study made by Michigan State
University indicated the average size of the family was 3.h persons,
and 71 percent of‘the families consisted of two to four persons.6 See
Table VII, pages 12, 13, and 1h, for the comparison of the number of

people the respondents buy food for and the store at which respondents

 

 

 

 

shep.
TABLE VI
Number of Pe0ple for Whom Respondents Buy Food
Number of PeOple Number of
For Whom Food is Bought‘l Respondents Percentage

l Me 8.5

2 129 27.2

a 92 19.h

lll 23,h

5 50 10.6.

6 29 6.2

7 1“ 3.0

8 or more 8 1.7

Total 1472 100.0

 

*Number of peeple included the person interviewed.

Table VIII, page 15, shows the total weekly income of the families
of the respondents. The incomes of the respondents are distributed
rather equally among the various income groups. The largest number of
respondents' families, 58.1 percent, had a gross income between $61 and
$l20 a week, or $3,200 to $6,200 a year. Twenty—four percent of the

respondents had a family income of over $lh0 a week.

 

6Riley, op, cit.

 

12

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15
TABLE VIII

Weekly Gross Income of the Respondent's Family

 

Number of Percent of

 

 

;::°::ek Respondents Respondents

Under $60 ‘ » 38 8.2

3 61 to $ 80 99 21.3

$ 81 to $100 106 22.8

$101 to $120 65 1h.0

$121 to $1uo #5 9.7

$1141 to $160 3H 7.11

$161 and over 71 16,6
Total h6u* 100.0

*9 respondents did not answer question.

ShOpping Habits of the Reapondents

Trips Made to the Food Storegper Week

This study indicates that the average number of trips made to the

food store by respondents was 2.3 per week. Table IX, page 16, shows

 

35.6 percent of the people interviewed visit food stores less than twice
a week, and only 17.1 percent.make four or more visits. A study made

by Crowell-Collier in 1950 indicated customers make an average of four
visits to the food store a week.7 In comparing figures, this study shows
a decrease of 1.7 trips per week. The writer believes an increase in
home deliveries of milk and bread is an important reason for the de-

crease in respondents' visits as indicated in this study.

Dgy Regpondents Shep and Reasons
Respondents were asked questions 10 and 11 (Questionnaire 2, Appen-

dix A. page 9911s order to learn what day they purchased most of their

7"New Survey Reveals Facts On Consumer Shopping Habits," Proggesive
(Erocer, Vol. 29, No. 11, (November, 1950), p. 76.

 

16
TABLE Ix

Average Number of Times Respondents ShOpped for
Food Each Week

 

 

Number of

 

 

Visits Each Rigggfigeif. Percentage
Week
Less than 1 8 1.7
1 159 33.9
2 13% 28.6
3 88 18.7
n be 8.5
5 1“ 3.0
6 16 3,u
7 5 1.1
8 or more 5, 1.1
Total #69 100.0

 

food and reasons why they shopped on that day. The information obtained
from these questions is presented in Tables X and XI.
TABLE X

Day That Respondents Purchase Most of Their Food

 

 

 

 

Number of

 

 

P

Day Respondents ercentage
Monday 8 1.7
Tuesday 6 1.3
Wednesday 72 15.2
Thursday 7” 15.6
Saturday 77 16.2
No special day 27 2517

Total M73 100.0

 

Friday was indicated by uh.3 percent of the reapondents as the day
they purchase most of their food. The two reasons given by most of the
respondents who shepped on Friday were: (1) stock up for the weekend,
and (2) pay day. Forty-seven percent of the respondents indicated they

buy most of their food on three days: Wednesday, 15.? percent; Thursday,

17

mwa owan.qo.deaaaan00g

 

e!

 

herons one name

OHOE

chum oaou ousuoop aeooaom 00H
can» .995 anvo Haas cacao» omapnuouom .douodpnopna “agape on» no woman one nowuonoouom

«0000M!

 

 

 

 

 

 

:N N» :H .uuaovqomwou mo “manna
:.~2 um mag 2. Rm: 3 doses
a z .m, IIIJWIIIIIII, ............ had gasp so nomwmekoa

. a“ douaunobda uflddoomu nah
NN N 30H H ........0000...0.0 00““ a.“ cauxoo.

. o. no: me use wqammon. «ow
oem n .............. oanuafiuha hounds knew
m. g 0 HON .H 00.....0000.000.0000.000 “flaw.“g ago

on.“ OH m m : Nogfl N 0......0.0.0000000.00000000.0. Pflpam
:m +— 0....e.....00.....0.0....0 uqo~°0‘

. no soavooflou heaven
H.w m w.m w H.~ H ......... uwaommo panacea. one noflsm
mom m wow N H05 H 00.000.00.0.0...00..00 “do on. ““003
H m m N0: M .0..0.0.000...0000 Mug 30“.“ ““0 “fig

0 mumm m: NOJH N 0.0.0000..0...0..00 éd Saw OHDHHOQ.
Noam mm 50m." NH mowm +— 000000000.00..0..0.0..00 60"°0HO “.0‘H
Comm NH N0: m 0.0000000000000o000.00000000 fid hum
m NH m m.w m m.mm : ...... goal was anon... you Q5 Mooam
anon pace use
...:i 3:5 ..qu menace Nam :35

no .02 mo .03 mo .02 .aonoom
haouapna hadooqumfi

 

 

 

 

 

 

hon «unboHpAom.a so Adam .uqouaomwom huh neonaom

HN man‘s

18

 

 

.uokuqu one man»

once chem .ao. oaawoon paoouom 00H
can» once Hague Haas .Hapoa owavquoaom .uokowbuoand gonads on» no woman one nowuaqoouom

«09020

 

 

 

m2: - mom ..paedaomuou mo nopapz
o.~HH «mm :.-H mm o.HHH «mm nausea
N.H m O.N .2 ............ had #68». GO hogmw’Od
_ ea coafipuo>du uduaoonu noh
H.H m M.H ..H m00 H ......oeeeoooeooeo COMM OH vGOMOO’
o. as: no use mqammonn pow
mod N 00“ m moo H ............0. OHQUHHUPQ H00flflfl knpdm
mum MH M.H H M.M - o.....o.oo..e...eeoo.o.. flpfiflfl fiog
M OH m: MooH w m0OH NN ..........oeooeooo...00...0... Hflpdm
H0“ :H 0H H “01 m ...-......o.......00....0. UHHOUAOQ'
so noduooaou heaven
m.m mm m.~ m ~.m ma ......... eoeocmo nauseous can modem
H0m NN N0HH m ”0.: OH ......o......00.0..... “no 00 “00004
m0m M: 30W“ mm m0N m 0......o.......... Mug EOHH “H0 569
D00." N ......0........o... Egflfl OHSH—bn
moHH M MoH H Mon N ....................... dOdFOHO OQOA
m.mm :HH N0Hm :N m.nm ON 0........ooeooooo......o.... *6 ”Oh
:.~N «NH o.mm om ~.mm mm ...... M00: use cuckoo: you an Mooum
uaoo unoo pace -
..qu no «Hana them we Sumom the...” m. Seem
mo .02 Mo .02 mo .02

 

 

 

 

 

 

 

.qonsom

 

than ungoduasm a no mosm opsousomwom .2: anouuom

neossaeeoou HM nqm<a

19
15.6 percent; and Saturday. 16.2 percent. The five most frequent reasons
given for shopping on these days were: (1) pwdw. (2) stock up. (3)
double stamp day. (’4) less crowded. and (5) day off from work.

The information presented above indicates respondents do most of
their shopping ‘on the last four days of the week. Wednesday. Thursday.
Friday. and Saturday. Friday being the most papular shopping day.

Table XI. pages 17 and 18, presents the reasons respondents buy
most of their food on a particular day. The reason given by 2734 per...
cent of the respondents was “stock up for the week and weekend." Close-
ly following this reason was "pay day“ which was stated by 25.6 percent
of the respondents. These two reasons suggest many people wait until
pay day to use the money to purchase the large food order needed to last
over the weekend.

The reason. 'less crowded." given by 11.9 percent of the respondents
suggests that they are looking for leisurely shapping without being
annoyed by a crowd of people. The three reasons discussed above repre—
sent the largest percentage of respondents; however. the other reasons.

given in Table XI are equally important.

Cogpgison Stug of Shapping Dg Preference

A comparison study was made to show the change of shopping days
indicated in this study. Information was obtained from a survey-made
in 1955 by nineteen newspapers in various parts of the country. See
Table XII. page 20.

The newspaper survey indicates 36 percent of the respondents chose
Saturday as their shopping day. and only 18.2 percent of them shOp on

the days from Monday to Thursday.

20
TABLE x113

Favorite ShOpping Day
(Survey made by nineteen newspapers)
W

 

Days Percent
Monday through Thursday 18.2
Friday l“3.2
Saturday 36.0
Sunday 0.7
Total Friday and Saturday ........ 81.2

 

The local study indicated 16.2 percent of the respondents chose-
Saturday as the day they shepped. and 33.8 percent shOp during the period,
Monday through Thursday.

By comparing the data of this study with that made by nineteen news-
papers. it will be noted that the local study shows an increase of “6.2
percent in the number of people who shOp on the days. Monday through

Thursday.

 

The writer believes that giving double stamps was the major
cause for the increase in the number of peeple who shop on Wednesday.
Sixty-two percent of the respondents. who indicated Wednesday as their

shapping day. gave as their reason for choosing this day to shep:

" double stamps ."

P t f D Res ondent Sho
A comparison of the day and part of the dw when respondents do most

of their shapping is shown in Table XIII. pages 21 and 22. The morning

was the most pepular part of the day to shop for 38.5 percent of those

8
"What' s The Favorite Shopping Day in Your Community?" Prgggessivg
Eraser. Vol. 314, No. 11. (November 1955). p. 56.

mmm

21

omen co ooscaasoog

 

.wpcopqomoon mNJ no women one newspaooaom dopey.

 

 

 

 

 

 

 

 

m.ma «.ma o.m spcooaom
o.ooa :N o.ooH m~ o.ooH :H Hopoa
...... oafiu Hodoomn oz
:ONM :N meom NN :OHN M 00......eesee. ”aflgopm
HeHm mN moon NN :OHN m ..0eeeee.... nooaopswq
mom” NW wowm ”N Nepm w ....000...000. MAHHEOE
pcoo mace ucoo memo ammo muse
them” Icsoauom teem uncommom Imam locomoom
mo .02 mo .oz mo .02 wafinmoam
nuances mom hon
he
douche anemones: one house: we phsm

 

 

 

cook agony mo awe: ham masocqommom sown: no men

macaw pcodnommom hon mo aacm was awn

HHHN mnm<a

 

22

 

.mpcooaomoon MN: no women one womanhoouom Hopes.

 

 

 

 

 

 

 

 

 

 

 

o.ooa ~.m m.ma N.:: spnoouom
o.ooa me: o.ooa em o.ooa a» o.ooa mom Hosea
m.H w w.:H : o.H N ...... asap Hoaoomm oz
NeJN NHH :.N N m0N N m.om $ ......0...... mgfiqm>fi
memm mm." New: “H mew: mm :.mm :N ..........0 “00500.:
mewm Nw‘fi 00mm w moi N: Comm mm 00....0e..0.0 wgflfioz
pcoo muse ammo mace pcoo mace pcoo mace
them acaomoom Imam accomoom them thommom tack upcomaom

no .02 no .62 no .62 do .62 meanneam

men
he a he you
9 H38 m oz Teaspom 3.9m mo chem
emA<BOB fiVII

 

 

pooh Adena mo poo: ham opsouaomnom hugs: no hon

 

 

macaw unaccomoom hon mo whom one hon

messeaseoou HHHa mam<a

23
questioned. The reason given by Ml.2 percent of the respondents for the
morning hours was that the store is less crowded (Table XIV, page 2%).
This reason. again. indicates the respondents' desire for leisure shop-
ping. Two recommendations that will help solve the problems of a crowdp
ed store are: (1) schedule employees to restock gondolas after store
hours; and (2) keep the aisles clear of unnecessary displays, shopping
carts. empty cartons. etc.

Thirty-five and five-tenths of the respondents do their shopping
in the afternoon. 0f the respondents who preferred to BhOp in the after-
noon. 21 percent gave the reason. ”do my housework in the morning and
then go shopping" and 18.5 percent stated. "convenient time-~on my way
home after work." It is interesting to note that more respondents shap-

ped on Friday afternoon than any other time during the week. The

two reasons indicated by respondents for shOpping on Friday after—
noon are: (1) "On way home from work,“ and (2) ”-Do my

housework in the morning and then go shopping." Friday is pay day in
many establishments and both wife and husband want to have weekends to
themselves. especially in the summer.

The largest number of the respondents who shop in the evening gave
two reasons: (1) "Access to the car (23.1 percent). and (2) 'lork during
the day” (38.5 percent). Only 2.6 percent of the respondents shopped
on Saturday evening. The fact that most food stores close at six or

seven o'clock on Saturday attributes to this low percentage.

Sh Lists
0f the peeple interviewed in this survey. h5.2 percent used a shop-

ping list (see Table XV. page 25). This does not mean that the shapping

lists used contained every item purchased by respondents.

 

 

2h

.awe on» no sameness» men. asap

 

opsocmomaoa no pagans on» no women one .owoaooopom.

 

 

 

 

 

 

 

 

 

 

 

 

 

Hm: had Nma Nwa .aooooomooa mo nopasz
~.~oa Nm: :.:oa NNH ~.Noa mma ~.:HH mom snoaamou Hopes
New MH NeH N N.“ m NeN m ............ooeeeeoeeoeeeeo UHOHHO
m.o : m.0 a m.a m ......... oats was» as season Hoes
meN NH N.H N MeN 3 Men m ............e....o.......... 063mm
Me: ON :0“ : mew WH .0..................oee...o HOHOOO
m.m aw o.ma ea m.m m m.m ............ capsaasse seesaw seam
OeN m NeH N MeN 2 @0H M ......ooeoeoeoeoeeeoe. fiPflde 3H0:
o.w hm m.o A o.HN m H.a N ..Awoaoposv moo. comp xaosoason on
:.~ :m m.H m o.~H Hm ....... not we use can once a“ now
Now ”M :.m J mewH OM NoN J ......oeeeeeooeeoeeeo Muck ROHHG
each as: cOtuoEa» voodoobooo
:.N :M meo H meH m memH OM ee....e............0 OOHUQUSOHOB
nonaoam one ooaaooaoo heaven
m.OH Om Down m: Hen m ......o....... 8W6 Ofifl mafihflfl MHO’
NeHH 1m HeMN NN NeJH MN NeN 1 ......oooeeoooooocee HUG Oa UOOOQ‘
memH NF n.0H NH OeHN :M MezH mN .....o........0...0.... 0H500g00
haaaom oaahtuupoofioobooo
N.ON mm w.m w New OH NeH: m5 ......eoooooeoooeeoeo c0.03090 OGOQ
aces amen peso no.0 .
them neaamem Iaom magnum them magnum them menamom amended
mo .02 mo .02 no .02 mo .oz
wddoeba soonaevm< mcuouo:
naaoa

gm oamoooomuom hon mo

 

 

 

 

seas

men on» no anomwanspaeo o weapon comm osmoom amoosom

>HN.flun<s

25
mev

Respondents Who Used A Shepping List

 

 

 

Answer Riggzngezis Percentage
Yes ........... 21” "5.2
No .....,...... 259 5h.8

Total ll73 100.0

 

Table XVI, page 26, shows that the shapping lists used by “8.1 per-
cent of the respondents contained fourteen or less items: only 17.3 per-
cent of the shepping lists included 25 or more items. The information
presented indicates that many of the respondents used a ”mental" shop-
ping list in conjunction with the written list. Some of the respondents
‘used the shopping list as a guide or reminder, which contained only the
name of the food items such as meat, corn, fresh vegetables, etc,, and
:not specifying the brand names or a particular type of corn, fresh vege-
‘tamles, etc.

To obtain additional information about shepping lists, respondents
were asked questions 17 and 18 in Questionnaire 2, Appendix A, page 99.

regarding when and who made the shopping lists.

Table XVII, page 27, indicates that women made 88.7 percent of the
ialltnpping lists used by respondents, and only five percent of the shOpping
lists used were made by men. A comparison of this data with that presented
in Table IY,page 10, indicates approximately 87 percent of the- women make

t11<3 final decisions on what is bought at the food store realising of
course that the women's decisions are influenced by the other members of
their families. The Fortune magazine, August, 1956, disclosed that some

mthorities stated “the women spend 85 cents out of every dollar spent

 

26

.:»m aspen on» no women mowmanoonems

 

 

 

 

 

o.ooH m.o m.m m.m m.mH ~.wa H.~m m.ma :.H .paooasm
o.ooH :Hm m :H Hm :m 0: mm m: m dupes
m.O H H ........... gfifigfiu
ouomop when nouns
m.m N H z m ........... meanness
ouomop when 039
~.~H mm m m w e an m ... sandman» onomop sun
o.mz mm N W m ma :a ma :m an m ...wcnnmonm as new seam
m.mm m» _ m m an om mm ma .......... sand mennnpm
so>o :n mm :m ma :H m1 :
€23 Ea em m mm mm m“ m M» mm .3 a.

'f

 

 

 

 

 

 

 

 

 

umag mnwmmonm no meouH mo nopasz

 

$3 2.38% :2;

if:

one: not anA on» non; can pawn wqammonm on» no mEopH mo unpasz mo momfiummaoo

H>N fiflm<a

27

by the family.”9

The information presented in Table XVI, page 26, indicates 60.7
percent of the shopping lists were made one day before or the same day
respondents shopped. The same table indicates that thirty of the
shapping lists made one day before or the same day respondents shepped
contained 25 to 35 items. Another 35.5 percent of the shopping lists
were made between weekly shopping trips, classified as "running list.”
The classification "running list" indicates the food items added to the
shopping list throughout the week when the supply of an item was low or
needed to be replenished. Only 3.8 percent of respondents used a shOp—
ping list that was made two or three days before they went shapping.
Table XVIII, pages 28 and 29, shows when women made shopping lists com-

pared to the number of items on the list.

TABLE XVI I

Person Who Made the Shopping List

 

 

 

P Number of P t
erson Respondents ercen age
life 188 87.8
Husband and wife 12 5.6
Unmarried woman 2 0.9
Unmarried man 8 3.8
Husband M 1.9
Total 21h 100.0

 

The information presented on shopping days and shopping lists can
be used by food retailers and manufacturers as an aid for planning their
a"1V‘ertising schedule. For example, Table X, page 16, indicates 91.3
\

1 9"What Makes Women Buy?” Fgrtune Magazine, Vol. LIV, No. 2, (August,
956). p. 98,

-.—..
-—_ -—

28

 

mewem ones do connapGoOH

.upeoumomnoa omH hp use: naeaa wnammonn oma no comma venomous.

.oema wagon as: sand on» use: on» engage» HH< .

 

 

 

 

 

 

 

 

 

 

 

 

 

Coom m.mN mow.n moH umHA .HO pGOOhomll
o.ooa mm o.ooa Hm o.ooH mm o.ooa m manna Hence
m.m H mnammonm ouomon whee mouse
m.~ m m.m H .. wnflmmonm opomop whee eta
m.m m m.mm NH m.ma m ... wcflmmonm onomop hep 0:0
m.Hm ma m.mm mH :.:: we 1.00H m ...... enhances an ass seam
m.mm om m.H: Hm m.wm :H ............. sang mansqsm.
peso mums name name peso mane asoo even
them :cqomnom teem udmonom teem uncommom seem lemommmm
mo .02 mo .oz mo .02 mo .02
page wanedonm on»
ma on ma :H on OH m on e 3 none smog one; noses non:
amaq mmammozm no mEopH mo nogasz

 

%

pudn on» no uaoaH we nonasz on coasmEoo pawn whammonm one: none: are:

HHH>N NamQB

29

.npcocnomnou oma hp coma upmfia mmfimmonm oma no women pmoouomss

.oema manop was used one soon on» announ» HH< .

 

 

 

 

 

 

 

 

 

 

 

 

 

0.00H m.o m.m m.m M.mH upwan mo vceonemss
0.00H OmH 0.00H H 0.00H NH 0.00H ma C.OOH Hm mumfla dance
moo H so....-o.coco mafiggogu
ouomop when mouse
m.w m :.w H .mcfimmona ouowop mane one
:.wa mm m.mm : m.mm : w.mm w ..meammonu ouomop new one
HA: we QR : New NH m4: ma .....wfimmfim as an. seam
:.~m HF o.ooa H o.mm m H.HH m m.~m on ............»mng seepage.
anon wane once made ammo name name name anon name
them upcomnom seem admommom teem venomnom teem Ideommom them lemommom
mo .oz mo .oz mo .oz mo .02 we .oz
33 waaeaoem 2»
.33 Ba mm :m 3 an mm 3 mm :m 3 om cams noses use:
A4808

 

 

pman_mm«mmo£m so manna mo nonapz

 

g

omfiq on» no maoau mo nopaaz op cmuemaoo pmag mnfimmonm one: meaos can:

93528“ as 53;

30

percent of the respondents shop on Wednesday, Thursday, Friday, or Satur-
day. Table XVI, page 26, indicates approximately 95 percent of the con-
sumers, who make shopping lists, made them or added items to the list

one day before the same day they shopped. The data presented suggests
the best time to advertise in newspapers, over radio, television, etc. is
during wednesday, Thursday, Friday, and Saturday, to reach the majority

of the potential customers for that week.

Tzansportation

The method of transportation used by respondents on the day they
buy most of their food is shown in Table XII. The automobile was the
method of transportation used by 91.3 percent of the respondents.

TABLE III

Methods Used by Respondents
to go Shopping

 

 

 

 

 

Methods Number of
Used Respondents Percent
Automobile 432 91.3
Walk 29 6.2
Bus 10 2.1
Gab 2 .9.
Total #73 100.0

The remainder (8.7 percent) of the respondents used a bus, cab, or walk-
‘961 file a method to go to the food store. It is interesting to note in

1&1131ue XIII, page 36, only h.5 percent of the respondents indicated

31
parking most important when they shop. A.comparison of these two pera
centages suggest customers consider parking facilities conventional with
super markets . Parking facilities were provided by super markets used

in this study.

Distgpce Regpondents Trayeled to Store
The data.presented in Table XX was compiled by plotting the address-

es of the respondents on a map, using the map scale to measure the approx-
imate distance traveled. (See map, Appendix C, page 110) The approximate
average distance respondents traveled to the store was three miles, 39
percent traveling one to two miles. The largest number of the respond-
ents, 60.9 percent, traveled two miles or less to the store. This
might suggest that the store location is more important than is indicated
by the respondents in Table XXII, page 36.

TABLE XX

Distance That Respondents Travel to the Store

 

   

7 —.___-

Distance Number of

 

 

Traveled Reapondenta Percentage

Less than 1 mile 100 21.9
1 to 2 miles 173 39.0
3 t0 )4 N 72 15.9
5 t° 6 " 37 8.1
7 t° 8 " 17 3.7
9 to 10 " 26 5.7
11 to 12 " a 2.0
13 to 1h " 0.9
15 to 16 ll 3 0.6
17 and over 10 2.2
Total #56 100.0

 

A.breakdown showing the stores where respondents were interviewed

and the distance they traveled from their homes to the markets is shown

111 ‘13sible XXI, pages 32, 33, and 39. 0f the respondents interviewed in

32

 

women axes no cofiqfipcoou

 

 

 

 

 

 

 

o.ooH om o.OOH H: o.OOH N: Hence
::.m H wm.m m Hobo dam modes NH
::.N H : ma 0» ma
= :H on nH
:m.m H mH.m H . NH on HH
m .~ m mm.: m . oH on m
:3.“ H MH.m H g m o» a
. ~0.~H N Hm.w : s m on m
o m H mm.:H m mm.: m g s on m
0.0m OH mH.:m :H m:.~m Fm moHHa m on H
o.mz m No.~H N mw.:H N oHas H can» name
peso muse ammo name name muse
uuom locommom teem lusoasom them [pooqmom
o .o . . coao>she
% z mo 02 ho oz monopwHa
unopponm oosaam HomoHaez unwoam

 

llllllLrIIIlI-lllllllllfi

 

 

 

 

macaw on» on Honeys oamoom oomoumfin

Hxx mqm4a

1)
3

momma fines no dosages”—

 

 

 

 

 

 

 

 

 

o.00H m: 0.00H mm o.OOH m: c.00H mm Hence
scum H mw.H H ~H.N H mm.: H tape can ssHaa NH
mo.m H mw.H H g mH o» mH
H m m = :H 0» MH
moum H m:.m m = NH on HH
m mH w mm.HH m mm.: m mo.m m = OH on m
wo.: m ms.m m mm.m m mm. H z w on N
8.0a m m:.m m mm.: N mgm N = m on m
H:.om oH Nw.wH OH mm.mH a m~.mm m s s on m
mm.mm mH mm.mm mH mH.mm wH m~.mm m moHHe m on H
wo.: m mw.H H mm.mm MH mm.~m m oHaa H can» mama
ammo memo acme name name name name some
9.3m upcommom them uncommom them Idsommom ....Hom temopmom
mo .02 mo .02 mo .02 mo .02 60.3228
005nmw9
momoum n .honHu: H9333“ um um. 4

 

 

 

 

 

:5

shown on» on Hosanna odouoom museums

fleosereoOH Hex mamas

3n

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

o.OOH m: o.OOH m: o.OOH a: c.00H mm Hence
MH.m H mo.m H peso saw soHHe NH
: ma 0» ma
mo.m H . :H on mH
MO.M H 2 NH 0» HH
. MH.m H mo.m m 2 0H 0» m
Na 3 m .mo.m H nH.m H .e m o» N
. Hum m Mm.OH m NH.NH : . m on m
mm.m H H: om oH H.mH m Hm.om oH . s o» m
mm.mm :H mo.Hm mm «1.0: mH Hm.Hm a moHaa m o» H
mm mm mw H:.om 0H 0:.mm HH Hm.Hm a oHHs H asap smog
Once waco 9.900 mpflm “:50 m «28 ucoo madm
«pom lemommom_ Juom upsommom seem {woodwom Imam [coonwom
mo .62 mo .02 mo .02 mo .oz ceasesue
monopmwn
m 333% H503; Swans m e ...
HHH <mm<

macaw on» o» assays oamoom somepmHn

meossHuqoou Hxx mamas

35

the Irigley or Kroger Super Market located in the Frandor Shopping Center,
approximately 32 percent (23 respondents) traveled seven or more miles.
The following information obtained from Table XXI, pages 32, 33, and 334,
indicates the drawing power of a food store located in a shOpping center
compared to a food store not surrounded by a group of stores. Seventeen
percent or seven respondents interviewed in the National Food Store lo-
cated in East Lansing traveled 7 or more miles compared to the 32 percent

or twenty-three respondents who were interviewed at each of the two food

stores in the Frandor Shepping Center.

'12
The approximate locations of the stores where interviews were made

and the respondents home are illustrated on the map, of the city of
Lansing, East Lansing, and environs, in @pendix C, page 110. The map

illustrates that most of the customers interviewed live within a radius

 

of one mile from the store where they were interviewed, with the excep-
tion of those respondents interviewed at either of the super markets in
the l‘randor Shapping Center and the A and P Sinner Market on North lash-
ington Avenue. The respondents interviewed in these super markets are
distributed over a larger area than the respondents interviewed in the
other stores. The map also indicates that respondents living in Charlotte,
Dewitt, Bath, Mason, and Williamston, Michigan come to Lansing and East

Lansing to do their food shopping. For a further analysis, see the Map
in Appendix C, page 110.
Likes and Dislikes of the Respondents

That which the respondents considered most important about a food

store is presented in Table XXII, page 36. To obtain this information

36

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37
respondents ranked three of the nine items listed in question 21, Ques-
tionnaire 2, Appendix A, page 99. The largest number of respondents,

67.1 percent, indicated the quality of all foods as their first, second,
or third choice, of which 35.1 percent of the respondents interviewed
ranked “quality of all foods“ as their first choice. Another 52.8 per.
cent of the respondents ranked ”prices“ as their first, second, or third
choice of which 18 percent of the respondents interviewed ranked “prices"
as their first choice. The reason selected by No.2 percent of the re-
spondents as their first, second, or third choice was “variety of merchan-
dise." Eleven and five-tenths percent of the respondents indicated this
as their first choice.

The second choice column in Table XXII, page 36, shows “prices” was
indicated by a larger number (23.8 percent) of respondents than any other
reason listed. The third choice column indicates "quality of all foods" and

"variety of merchandise" each were chosen by 13.9 percent of the respondents.

 

The three most important reasons, quality of all foods, prices, and
variety of merchandise, indicated above suggest a large number of the
reSpondents prefer a food store that handles a vast assortment of quality
foods and sells them at reasonable prices. Of course the classification
onuality will be indicated by price-—in most cases. It is interesting to
note that "store location" is indicated as the fourth most mentioned
I'easons in table XIII.

To obtain more information on what a customer likes about a food
stcsre, respondents were asked to complete the statement, “An ideal food
at301's is one that ----------- ."

Table XXIII, page 38, presents the reasons given by the respondents.

Thi’ three reasons most often given were: (1) large variety of merchandise,

TABLE XXIII

Reasons Respondents Gave as to What Makes
‘an Ideal Food Store

 
 

Number of

38

   

 

 

 

 

 

Percent
Reasons of of
Replies Replies Respond,
ents
Large variety of merchandise ..., 1N0 18.9 31.h
Clean .. ......................... 100 13.5 22.M
Good quality of all foods 95 12.9 21.3
Friendly and courteous personnel. 81 10,9 18.2
Reasonable prices .... ...... .... 6O 8.1 13.5
Good service .. ............... ... 36 “.9 8.1
Wide aisles-roomy . ......... ..... 33 “.5 7.)i
Good store layout and arrange-
ment of merchandise .......... 26 3.5 5.8
Attractive and modern 26 3.5 5.8
Meets your needs ............ .... 26 3.5 5.3
Self service ....... ........... .. 22 3.0 “.9
Well stocked shelves --
no out-of-stock .. ........... .. 22 3.0 9.9
Conveniently located ............ 16 2.2 3.6
Well lighted . ........... . ..... .. 10 1.h 2.2
Otliers . . ............. . ... lt5 6.3 10.3
Total 793 100.0 165.6*

 

‘Percent based on W46 respondents.

 

39
(2) clean, and (3) good quality of all foods; this again suggests that

the customers prefer a store with a large variety of merchandise and a
good quality of all foods displayed in a clean store. ,Cleanliness was
indicated by 22.“ percent of the respondents. Only'13.5 percent of the
respondents indicated the reason "reasonable prices”. It might
be noted parenthetically at this point that the respondents may not be
entirely frank in admitting how important the pennies saved might be.

Respondents were also asked what they disliked about a food store.
Table XXIV, page No, shows the respondents' dislikes about a food store.
The reason mentioned most often by 30.5 percent of the respondents was
”a dirty and unattractive store.I Fifteen percent of the respondents
expressed a dislike for a crowded store, which suggests stores should be
large enough to provide space for the convenience of shepping. The three
reasons expressed most often by respondents (indicated in Table XXIV)
which might possibly cause customers to patronize a competitor's food
store are: (l) a dirty and unattractive store, (2) an over crowded
store, and (3) unfriendly and discourteous personnel.

A summary analysis of the three tables discussed above indicates
six customer preferences to be foremost in the respondent's mind. These
preferences indicated by the respondents are:

(1) Quality of all foods.

(2) Large variety of merchandise

(3) Prices

(M) Cleanliness

(5) Friendly and courteous personnel

(6) Store location.
The list of preferences are ranked according to the number of times

sear}; was mentioned by the respondents indicated in Tables XXII, page 36,

 

TABLE XXIV

Reasons Respondents Dislike Shopping
at Food Store

 

 

 

 

 

 

 

 

M
Number Percent Percent
Reasons of of of
Replies Replies Respond-
ents
Dirty and unattractive . . . ....... . I 133 29.8 30.5
crOWd-ed Store s ssssss s sssssssssss s ‘ 66 12.3 15.1
Unfriendly and discourteous
personnel . ... . .. ............. . 63 11.7 1]".h
Merchandise poorly arranged
and displayed . ................ 1&1 7.6 9.1+
Long lines at checkout counter. . .. 31 5.8 7.1
Doesn' t have a large variety
of merchandise ......... ....... 28 5.2 6.“
Merchandise and cartons
blocking aisles . ............. . 28 5.2 6.“
High prices ...... . ........ .. 23 “.3 5.3
Lack quality merchandise .. ..... .. 21 3.9 ”.3
Poor quality produce . ............ 19 3.5 ”a":
Inadequate parking . ........ . ..... 15 3.0 3.7
Narrow 818198 .ssssssss sssssssss ss 16 3.0 307
Undesirable odors . . . ............ . l3 2.“ 3.0
Merchandise not price marked. . . . . . 10 1.9 2.3
Paflkaged meats . ....... . . . ....... . 3 1.5 1.3
Others ............. 21 3.9 ”-3
Total 537 100.0 123.1‘

 

 

 

 

'Percentage based on 1+36 respondents.

1&1

XXIII, page 38, and XXIV, page l+0. There were very few respondents who
mentioned meat, fresh fruits and vegetables, mid other groceries as
reasons. These items were connotsd in the respondents' reasons, "quality

of all foods,” and “variety of merchandise."

C k-Out Co r

The front section of the food store is often referred to as the
"bottleneck.“ This nickname resulted because of the long lines of cus-
tomers waiting to pay for their purchases during rush hours. In order
to study the customers' attitudes and Opinions of the “check-out" sec-
tion, respondents were asked to complete the sentence, "The check-out
counter in a food store ---- ------ ." Table XXV shows the comments rs-
spondents made in completing this sentence,of which 65.8 percent of the
cements were favorable. The unfavorable ones given by respondents were:

TABLE m ' '

Comments by Respondents on the Check—Out Counter

W
Percentage Percentage

 

 

Comments Ngmbfiagf of of
. ep Rgplies Respondents

Fast 200 1$3.3 16.3
Should be manned preperly ... 108 ’ 22.8 25.3
Convenient .................. 67 19.2 15.7
Efficient 215 5.1 5.6
Speed booth needed for

people with few items 23 “.9 a.“
Friendly personnO]. oessssssss 20 1‘02 07
Lack confidence in cashier

(too fut) soossssossssssoo 15 302 305
Others 16 3.3 3.7

0 110.7.

Total lF13 100.

l"Percsentage based on 1’.27 respondents.

he

”Should be mannedfprOperly," ”Special booth needed for peeple with a
few items," and "Lacks confidence in the cashier—-too fast." The com—
ment made by 25.3 percent of the respondents was that the check-out
counters are not manned prOperly. The unfavorable comments presented
suggest a large percent of the respondents like to shop at stores which
do not make them wait in long lines. The wise manager will realise the
importance of efficient and fast service and when lines begin to form,

he will put additional check-out booths into operation before the lines

get long.
Tradin St s

In the retail food industry. “trading stamps“ are a controversial
topic among food store Operators. The writer took the opportunity when , L
making his survey to acquire information relative to trading stamps.
Questions 20. 21. and 26 in Questionnaire 2. Appendix A, page 99. were
asked respondents to ascertain how many peeple saved trading stamps. the 1 :1
number of kinds of stamps they saved, and their Opinions regarding trad-
ing stamps.

Ninety-six percent. or M5M, of the respondents interviewed answered
"yes" when asked ifthey saved trading stamps. Table man page 1&3 indicates
86.6 percent of the respondents saved from one to three types of trading
stannps. Only l3.h percent of the respondents saved more than three kinds.
of"trading stamps, of which 7.7 percent saved four different kinds. This
10" percentage indicates that most people save only trading stamps which
are popular with them. The less popular stamps are discarded in most

cases, not accepted, given to a friend. or a combination of all three.

In order to obtain the opinions of the pe0ple interviewed regarding

trad-111g stamps, respondents were asked to complete the statement "Trading

1+3
TABLE XXVI

The Number of Kinds of Trading Stamps
Saved by Respondents

W
M

 

 

 

Number Number of Percentage
of Kinds Respondents
1 kind 126 27.8
2 kinds 186 M1.0
3 81 17.8
" 35 7.7
5 " 16 3.5
6 " 8 1.8
7 " or more 2 O.M
Total #5“ 100.0
stamps given by a food store are -------- ." The reasons given in answer

to the question are presented in Table XXVII.

TABLE XXVII

Respondents Opinions of Trading Stamps

 

 

J” j
‘-

 

 

 

 

 

 

 

 

 

Number Percentage Percentage
Respondents Opinions of of of
Replies Replies Respondents
Bonus ........... ..... .. 125 21*.9 25.8
Unimportant--Wouldn' ‘0 go out of my .
‘way for them .. .............. ...... 102 30.3 21.9
Good method to obtain desired
gpremiums . ........ . ......... ... 8h 16.7 18.0
PEG! for them in price of merchandise. 62 12.4 13.3
Nuisance ..................... .. 57 11.3 12.2
Discontinue stamps and reduce prices. 5 7.") 7.5
Used to stimulate store patronage. . .. l7 3.1+ 3.5
Okaor if don't interfere with prices.. 12 2.h 2.6
Preniiums acquired-with stamps better
tflan.those previously given ....... . h 0.8 .9
Christmas aid ....................... )4 0.8 .9
Total 502 100.0 107.7‘

 

*Based on 1£66 reapondents.

m.

The total number of replies by respondents indicated u3.2 percent
favorable, 51 percent unfavorable, and 5.8 percent neutral toward the
trading stamps.

Two reasons given by respondents in favor of trading stamps were:
(1) trading stamps are a “bonus," (26.8 percent); and (2) trading stamps
are a good method to obtain desired premiums, (18 percent). These
reasons seem to indicate the respondents who would possibly go elsewhere
if the store they now patronized discontinued stamps.

The two reasons given by respondents that strongly disfavored stamps
are: (1) nuisance(12.2 percent} and (2) discontinue stamps and reduce
prices (7.5 percent) The two reasons considered neutral by the writer
are: (1) used to stimulate store patronage, and (2) okay, if they don't
interfere with prices. (See Table XXVIII, page M5, for comparison of
respondents' reasons and the store where they were interviewed.)

The information on trading stamps presented indicates 51 percent of
the replies given were against the stamps. This does not indicate that
the time has come when trading stamps can be discontinued. If stamps
were discontinued under present business conditions and customer attitude
toward stamps is typical of the reasons presented in Table XXVII, page
M3, the writer feels there would be a greater loss of customer loyalty
than there would be if trading stamps were continued. The writer also
believes trading stamps will be continued for sometime. But, because
many food shoppers save two or more types of stamps (Table XXVI, page
M3), food store operators will have to supplement stamp programs with

other types of promotions to retain customer loyalty.

l*5

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146

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Conclusion

This study revealed that 90.7 percent of the reapondents were mar-
ried and bought food for an average of 3.M persons. The largest number
of persons interviewed were between the ages 20 and Me. This comprised
72.6 percent of the persons interviewed. The largest number of respond-
ents had a high school education or higher, which comprised 78.7 percent
of the total interviewed. The majority of females interviewed were
employed as housewives. The male respondents (78.7 percent) were clas—
sified in three occupational groups: professional, laborer, and student.
The family income in this study was predominantly in the middle income
group, with 58.1 percent in the $60 to $120 weekly income bracket.

The average number of trips made to the food store by the respond-
ents was 2.3 per week. {any of the respondents have their milk and bread
delivered to their homes. This factor, perhaps, accounts for only 16.6
percent of the respondents making four or more visits a week to food
stores.

Retailers should devise some method to obtain a larger percent of
the milk and bread sales. By attracting more of this trade, food store
operators will increase store traffic, exposing customers to the large
variety of other food items handled. Since impulse buying is an impor-
tant factor in purchasing, this extra exposure will show an increase in
sales volume. A few suggestions that might be used to attract bread
and milk customers to the store are:

(1) By advertising company's private label bread endorsed by some

“child.hero,“ David Crockett, for example.

(2) Award premium gifts by saving wrappers from bread or tops of

xnilk cartons or caps from milk bottles.

Mg

(3) Special price on a different type of bread each weeka-or only
at the beginning of the week.

(h) Give a loaf of bread free with every'_____,dollar order during
the first or second day of the week.-

Respondents do most of their shopping on the last four days of the
week, Wednesday, Thursday, Friday, and Saturday, Friday being the most
pepular day, which was indicated by NM.3 percent of the respondents.
Another 15.2 percent made their largest purchase on Wednesday. in im-
portant factor contributing to the increase of Wednesday patronage in
Lansing and.nast Lansing is double stamp day. Giving double stamps is
one method that might be used by food store operators to switch store
traffic to the early part of the week.

The three reasons most often given by respondents as to why they
Ihop on a certain day were: (1) Stock'up for the weekend, (2) Payday,
and (3) Less crowded.

The morning was the most papular part of day to shop for 38.5 per-
cent of the respondents. The reason given by h1.2 percent of the respond—
ents who shopped in the morning was "less crowded," indicating the
respondents look for leisurely shopping.

Approximately half of the peeple interviewed used a shopping list.
The shopping lists used by h8.1 percent of the respondents contained
fourteen or less items. The study indicated that 88.7’percent of the
shapping lists used were made by women. and only 5 percent of the shop-
ping lists were made by men. The two days on which most of the shapping
lists were made were, one day'before, or the same day respondents shapped.

The automobile is used by 91.3 percent of the respondents to go

shopping. The approximate average distance traveled by respondents

 

 

50

to the food store was three miles. The respondents interviewed at Wrig-
ley and Kroger supermarkets located in the Frandor Shapping Center
indicated that approximately 32 percent (23 respondents) traveled seven

or more miles.
The respondents when asked what they liked and disliked about a

food store indicated six preferences. Their six preferences listed
according to importance are:

(1) Quality of all foods

(2) Large variety of merchandise

(3) Prices

(h) Cleanliness

(5) Friendly and courteous personnel
(6) Store location.

There were very- few respondents who mentioned meat, fresh fruits and
vegetables, and other groceries. These items might have been connoted in

the respondents' preferences, quality of all foods and variety of merchan-

dise. .
Of the respondents completing the question, “The checkhout counter

in a food store is ------ ," 65.8 percent gave favorable comments and
314.2 percent unfavorable. The unfavorable reasons indicated a large
number of the respondents do not like to shop at a store where they must
wait in long lines to pay their food bill.

Ninety-six percent of the respondents saved trading stamps, and
86.6 percent indicated they save one to three kinds of trading stamps.
To learn what respondents thought of trading stamps, they were asked to
complete the statement, ”Trading stamps given by a food store are ----.'
The reasons given in answer to this question by respondents indicated
343.2 percent of the replies were favorable, 51 percent of the replies

were unfavorable. and 5.8 percent of the replies were neutral.

CHAPTER III
WHY RESPONDENTS SHOP WHERE THEY DO

In this chapter the respondents' reasons for shopping at certain
food stores are presented. The first part of the chapter will include
the reasons given by respondents regarding what they like about the
food store at which they were interviewed and why they came to the store
instead of another.

The second.part of the chapter will include an examination of the
respondents' food store preferences. The food store preferences are
classified by three general groups: meat, produce, and groceries. The
latter group includes all items found in a food store, excluding meats
and fresh fruits and vegetables. The investigation of preferences will
reveal the food store at which reapondents purchase most of their meat,
fresh fruits and vegetables, and groceries and the reasons purchases

were made in the food stores mentioned.
Food Store Where Respondents Were Interviewed

The respondents were asked questions 5 and 7 in Questionnaire 2,
Appendix A, page 99 , to learn what respondents liked about the food store
and.reasons they came to sh0p at this food store instead of another.

First to be examined are the reasons given by the respondents when
asked.what they liked about the food store where they were interviewed.

{Table XXIX, page 52, shows fourteen different reasons with a total occur-

52
TABLE XXIX

Reasons Respondents Liked the Food Store in Which
They Were Interviewed

 

 

 

 

- No of Percentage Percentage of
Reason Replies of Total Respondents
Replies lho Gave Reasons

Near home 200 17.5 l$2.5
Variety of merchandise ... 137 12.1 29.2
Reasonable prices . . . . . . . . 127 11.2 27.1
Regular customer 121+ .' 10.9 26.”
Friendly service ......... 102 9.0 21.7
Quality meats 79 7.0 16.8
Quality produce 77 5.8 16."
Trading stamps ......... 51 1‘5 10.9
Attractive store ......... 3“ 3.0 7,2
Brands handled ........... 23 2.5 5.2
Parking.................. 2 2.1 5.1
Room' (aisles, etC.) 20 1.3 lh}
Layout of store and

arrangement of

merchandise ............ '17 1.5 3.6
Clean .eeeeeeeeeeeeeeeeeee 16 1e1‘. 3e“
Miscellaneous 97 8.6 20.7

Total 113M 100.0 2h1.6-

 

*Percent based on 11.69.

rence of 1131+ times, given by 1+69 respondents. This table shows the
percent of occurrence of the reasons and the percent of respondents who
indicated the reason. Table XIX, pages 53, 51‘, and 55, shows the reasons
given by respondents compared to the food store where respondents were
interviewed.

In order of frequency of occurrence "near home“ ranked first in the
list of reasons. The number of respondents who gave "near home" as a
reason was 1$2.6 percent of the total, which comprised 17.6 percent of
the replies. Yet, this was ranked sixth for respondents' likes and
dislikes in Chapter II. The respondents interviewed in Schmidt's Super

Food Market (59.1 percent) and National Food Store (60.14 percent),

53

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56
super markets located in Area III, indicated the reason “near home“ more
often than respondents interviewed in other food stores.

The “variety of merchandise“ was the second most significant in
the list of reasons. In frequency of occurrence "variety of merchandise“
ranked on the percentage scale at 12.1 percent, of which 29.2 percent of
the respondents indicated this reason. The “variety of merchandise“
was indicated as the chief reason by respondents interviewed in Wrigley's
Super Market.

”Reasonable prices“ is third in importance as indicated in Table
XXIX, page 52. In point of fi'equency of occurrence for the reasons given
by respondents as to why they like the food store, “reasonable prices”
represented 11.2 percent of the total reasons, which was indicated by
27.1 percent of the #69 respondents. The two Atlantic and.Pacific Tea
Company food stores had a large percent of the respondents indicating
this reason. This is interesting, because.Atlantic and Pacific Tea
Company food stores stress low prices.

A few of the other reasons of less significance as indicated by
respondents, but important, are “regular customer," ”friendly service,"
and "quality meats and.produce.‘ The reason "clean" which was previously
ranked high in importance was considered least important in the list of
fourteen reasons indicated by respondents in this table.

The primary reasons the respondents came to shop at the food store
where interviewed and not to some other food store are shown in Table
:XXXI, page 57. The table contains #69 reasons given by ”01 respondents
and shows the percent of occurrence of the reasons, and the percent of
respondents who gave the reasons. A glance at Table XXII indicates the

reasons respondent gave when asked.why they came to shop at the store.

57
TABLE m1

Reasons lhy Respondents Came to Shop at the Food Store
Where Interviewed '

 

 

 

 

.No. of Percentage Percentage of
Reason Replies of Total Respondents
Replies lho Gave Reasons

Regular customer ....... lu6 31.1 36.M
Near home ............. 1N2 30.3 35."
Prices are low ......... 35 7.5 8.7
Advertised specials ... 32 6.8 8.0
Quality of meat ....... 31 6.6 7.7
Large variety of

merchandise ......... 20 _ N.3 5.0
Good quality of all

merchandise .......... 9 1.9 2.2
Fresh produce (quality). 9 1.9 2.2
Trading stamps ......... 7 1.5 1.8
Parking ................ 7 1.5 1.8
Others ................. 31 6.6 7.7

Total Replies u69 100.0 116.9-

 

‘Percentage based on 1101 respondents.

IRegmlar customer‘ is ranked first in the list of reasons. Or, on a
;percentage basis, this represents 31.1 percent of the total replies.and
‘was mentioned by 36.N percent of the respondents. The respondents when
asked.what they liked about the store, the reason “regular customer"
was ranked fourth in Table HIX, page 52.

Table mu. pages 58, 59, and 60. reveals that a large number of
the respondents interviewed at the ACF Wrigley Store and National Food
Store located in Area II gave the reason "regular customer" when asked -
‘why'they came to shop at the store. The large representation of respond-
ents indicating they were regular customers suggest many of the respond-
_ents interviewed in the Wrigley and National food stores were loyal

customers .

58

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61
The reason-”near home" is listed second in Table XIII, as the reason

most often mentioned by the respondents. This me reason was previously
ranked first in Tablemx. page 52, when respondents were asked what they
liked about the store. The significance of food store location is emphas-
ized again as an important factor influencing the respondents' selection
of food stores.

The reasons “prices are low" and "advertised specials” are closely
related. therefore these will be discussed under one category—”prices."
The significance of "advertised specials“ suggests that the patronage
of‘many respondents was influenced by the "specials” offered at a food
store. In considering both reasons as being basically the same. ‘ “price“
respresents 114.3 percent of the total number of reasons mentioned. which .
was indicated by 16.7 percent of the respondents as the reason for coming
to a particulerfood store. "Prices" were also ranked third in Table
XXII. page.52. when respondents were asked what they liked about the
food store. The respondents interviewed at the Atlantic and Pacific
Tea Company's food stores did not emphasize ”price” in Table mII, page
58, 59, and 60, when asked why they came to shop at the store, as often
as indicated inTable m. page 53, 51+, and 55. when asked what they liked
about the store. Nevertheless. the'number of respondents that indicated
price as shown in Table XXIII, revealseevidence of price being an im
portant influence on A 8: P respondents.

A further analysis of Table ma. page 57. shows ”variety of mar-
chandise” is ranked sixth. Or on the percentage basis, this represents
14.3 percent of the total replies and was mentioned by five percent of
the respondents. The same reason was ranked second in Table XXIX, when

respondents were asked what they liked about the food store. ”Friendly

 

62

personnel” was given as a reason by respondents as an answer to the
question. what they liked about the food store where interviewed, in Table
XXII, page 52. However. ”friendly personnel” is not listed in Table XIII,
page 57. as a reason indicated by respondents when asked why they came

to shop at the store. The reason ”meat" is ranked sixth and fifth in
Tables XXIX and.XXXI respectively. thus indicating the influence meat

has on respondents in selecting the food store in which to shop.

In the final analysis. Tables XXIX, and XXXI. indicate five reasons
influencing respondents as to why they came to shop at the food store
where interviewed and what they liked about the food store. The reasons
in the order of importance are:

Near home
Accustomed to shopping at store (regular customer)
Variety of merchandise

. Prices
. Quality of meats.

\nF'KNNH
O

In AppendixB .‘I‘able XLIYpage 105 shows the other food stores at which
respondents shop; also. Table ILV page 106 contains a comparison of these
food stores with those in which respondents were interviewed.

The Food Stores in which Respondents Buy Most of
Their Food and Reasons

To obtain the data presented in this part of Chapter III. respond.
ents were asked question 22 in Questionnaire 2, Appendix A. page 99 .

The respondents were asked to indicate the retail food store in which
they usually made the largest purchase of meats. fresh fruits and vege-
tables. and other groceries. To understand further their shopping moti-

vation. they were also asked to state the reasons purchases were made

in the food store mentioned.

63
Egg;

The respondents (U30) gave 578 reasons for their preferences of a
food store in which to purchase meat. These reasons. listed in order
of frequency of occurrence. are presented in Table XXXIII. page 6h.
which indicates the percent of replies by category. and the percent of
respondents that stated each reason listed. Of the 578 reasons. "quality"
was mentioned by 51.6 percent of the respondents. which comprised 38.h
percent of the total replies. The importance of “quality" meats is
indicated by these high percentages. The food store operators not get-
ting their share of the meat business may find their customers are buy-
ing superior quality of meat elsewhere.

Another primary reason given by 15.6 percent of the respondents
for purchasing meat at a.particular food store was ”meet is less expen-
sive." which comprised 11.6 percent of the total reasons. A similar
reason. ”prices reasonable.“ listed fifth. was mentioned by 9.5 percent
of the respondents. The combination of the percentages of the two reasons
indicates that 25.1 percent of the respondents revealed prices as a reason
for preferring a food store in which to purchase meat.

“Butcher service" is listed third in significance as a reason re-
spondents preferred a food store in which they purchase meat. In fre-
quency of occurrence. butcher service represented 7.1 percent of the
total reasons. which was indicated by 9.5 percent of the respondents.

A typical comment made by this group of respondents was that they did not
like prepackaged meats because the butchers hide the poor side with the
excess fat and bone and show only the "nice" side. Most of the food
stores using self-service meat have butcher service available. Yet only

1,h percent of the respondents indicated the reason ”butcher service

6h
TABLE XXXIII

Reasons Why Respondents Buy heat at a
Particular Food Store

 

 

 

I

 

 

 

 

 

 

 

R No. of Percentage Percentage
easons Replies of of
Replies Respondents.

Quality - tender.............. 222 38.“ 51.6
Heat is less expensive........ 67 11.6 15.6
Butcher service (non-

packaged) 1&1 7.1 9.5
Prices reasonable ............ Ml 7.1 9.5
Doing other shapping at

same store ......... ..... .. no 6.9 9.3
Store close to home ......... 38 6.6 8.8
Large selection of

different cuts.............. 31 5.“ 7.2
Satisfied with meats ......... 22 3.8 5.1
Self-service meats .......... 20 3.5 “.6
Butcher service available.. -

if desired ................ 6 1.0 1.h
0thers........................ 50 8.6 11.6

Total ............. 578 100.0 13“.2*

 

I"Percentage based on M30 responses.
Note: Some respondents gave more than one reply.
being available" for stores with self-service meat departments. "Self-
service meats" was indicated by “.6 percent of the respondents. and .
comprised 3.5 percent of the total reasons. The information presented
suggests self-service meats are not an important factor effecting the
respondent's selection of a food store at which to purchase meat. con-
sidering eight of the food stores in which interviews were made had
self-service meat departments.

Listed sixth in the list of reasons is "do my other shopping at
same store." Only 6.9 percent of the reasons were in this category.
Other reasons listed are: "store close to home," "large selection of

different cuts of meat," and ”satisfied with meats.”

65

Table XXXIV. pages 66. 67. and 68. shows reasons respondents buy
meat at a.particular food store compared to the food store in which the
respondents purchased most of their meat. A.glance at this table dis-
closes the reason fquality' has a high representation with all the food
stores. The writer believes the word ”qualityI indicated by respondents
does not mean they are all paying the premium demanded for the highest
quality beef. and therefore "quality; when indicated by respondents as
a reason connotes a reasonable price. I

The respondents who purchased most of their meat in the Kroger
Super Markets indicated as their chief reasons. "do my other shepping
at the same store.” ”less expensive." and "reasonable price.” The reason
“do my other shopping at the same store" was also emphasized by respondp
ents who purchased most of their meat at National Food Stores and ACF
Irigley Store. “Butcher service“ showed signs of being an important
reason for respondents who purchased their meat at Prince Brothers
Market. The respondents who stated they purchase most of their meat at
Schmidt's Super Food Market included the reasons "store close to home"
and “meats are less expensive" as the outstanding reasons.

A brief summary of Tables xxxIII. page 6k. and mm, page. 66. 67.
and 68. indicates four important reasons respondents are motivated to

3purchase meat at a.particular food store. The reasons listed in order

of importance are:
1. Quality of meats
2. Prices (quality connotes a reasonable price)

a. Method of merchandising meat
. Do my other shepping in the same store.

See Appendix B, Table XLVI. page 109 . which shows the food stores

where respondents purchased most of their meat.

66

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69

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The primary reasons expressed by respondents which induce them to
purchase fresh fruits and vegetables at a particular food store are
presented in Table XXXV. These reasons are listed in order of importance
based on the frequency of which they were mentioned. A total of 557
reasons were stated by h29 respondents who answered question 22(b) in
Questionnaire 2, Appendix Aw page 99. The importance of ”freshness“ as
a.preference for buying fruits and vegetables was a common reason given
by most of the respondents. In percentages, “freshness" represents 23.9 _

percent of the reasons mentioned and was indicated by 31 percent of the

 

 

 

 

respondents.
.TABLE XXIV
Reasons Why Respondents Buy Most Fresh Fruits and Vegetables ffly
at a.Particular Food Store
Percentage Percentage .
Reasons n°' °f of of j’
Replies Replies Respondents

Fresno...IDIOCOIOOOOOIOOO. 133 23.9 31.0
Do my other shopping at

the same store .......... .109 ' ' 19.5 25.,4
Quality of produce ....... 95 17.2 22.“
Variety 65 11.7 15.1 ‘
Prices reasonable......... 59 10.6 13-7
Store location 0.000000... 30 Son 7.0
Habit 21 3.8 “.9
No particular store-- '

buy where it looks good. in 2.5 3.3
Self-service--pick own.... 7 1.2 1.6
Produce attractively .

diflplflyed oeeeeeeeeeeeee 7 . 1.2 106
other. eeeeeeeeeeeeeeeeee. 16 209 3.7

TOtal .eoeeeeeeeeeeo 557 10000 . 129.7.

 

7

*Based on M29 respondents.

70

"Do my other shopping in same store" is the second most significant
reason for buying fresh fruits and vegetables at a.particu1ar food store.
This reason accounted for 19.5 percent of the reasons which was eXpress-
ed by 25.h percent of the respondents.

‘ The primary reason given by 22.“ percent of the respondents is
“quality,“ representing 17.2 percent of the reasons. This reason is
ranked third in importance as a.preference for buying fresh fruits and
vegetables at a food store. Another primary reason for purchases of
produce items is "variety.” This answer is ranked fourth as the most
often mentioned reason. Or, on a.percentage basis, ”variety" repre-
sents 11.7 percent of the reasons, and was expressed by 15.1 percent of
the respondents. "Reasonable price" is the fifth reason given for buys
ing fresh fruits and vegetables, which was indicated by 13.7 percent
of the respondents.

“Store locations" was listed sixth in importance. accounting for
5.“ percent of the reasons mentioned. Other reasons of less importance
as indicated by respondents are: "habit," ”no particular store,“ ”self-
service," and “produce attractively displayed."

The chief reasons for Kroger attracting respondents for fresh fruits
and vegetables were freshness, quality, and convenience. The outstand-
ing appeals of the Atlantic and Pacific Tea Company's stores were fresh-
ness and prices; the Wrigley store were convenience, quality and variety;
the Schmidt's Super Food Market were freshness, quality and convenience;
the Prince Brothers Market were convenience and store location; and the
National Food Stores were convenience and freshness.

The term "convenience” used in the text represents ”do my other

shopping in the same store." A comparison of the reasons respondents

 

71
purchase most of their fresh vegetables in a particular store and the
store at which respondents purchased their fresh vegetables is shown in
Table XXXVI, pages 72, 7}, and 71+.

A.brief summary of Tables XXIV, page 69, and.XXXVI, indicates three
important reasons respondents are motivated to purchase fresh fruits and
vegetables at a.particu1ar food store. The reasons listed in order of
importance are:

l. Freshness and quality
2. Convenience--do other shepping in the same store
3. Variety.
See Appendix B, Table XLVI . which shows the food stores where

respondents purchased most of their produce.

W
The reasons given by respondents when asked why they purchased their

groceries at a.particu1ar food store are disclosed in Table XXXVII. page

0

“3

75. The respondents (M32) who answered this question gave 5M7 reasons.
In order of frequency of occurrence. "price“ ranks first on the list of
reasons in Table XXXVII. page 75. Or, on a.percentage basis, 'prices'
accounted for 2h.5 percent of the reasons, and was specified by 31 per.
cent of the respondents. In cases of meat and produce “prices" ranked
second and fifth, respectively. “Quality,” which previously ranked high
on the percentage scale fer meat and produce is ranked sixth on the list
as a reason for purchasing groceries at a particular food store. "Quality“
was mentioned by 7.9 percent of the respondents and comprised 6.3 percent
of the reasons for purchasing groceries at a food store.

The respondents indicated ”do my other shopping in the same store”

as the second most often mentioned reason for purchasing groceries at a

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75
mm mm:

Reasons Why Respondents Buy Most of Their Groceries
in e. Particular Food Store

 

 

 

 

No. of Percentage ‘ Percentage
Reasons R.p11.. of ' of
, - .Replies Respondents

Prices .................... 13h 2h-5 31-0
Do my other shopping in

the same store ......... 115 21.0 26.6
Brands offered ........... 75 13.3 17.2
Larg- Variety ”5 8.2 10.“
Store located close

to home ................. “5 3.2 10.“
Regular customer .......... “0 7.3 9.2
Quality of groceries 31* 6.3 7.9
Arrangement and appear-

ance of displays......... 20 3.5 1U5
Bead ads to find store

has best special! ....... 15 2.3 3.5
No particular store........ 9 1.6 2.1
Where give stamps ......... 6 1.1 1.3
Others 0.. ..... 00. oooooooo 0 9 106 201

Total 51W 100.0 126.3'“

 

*Based on M32 respondents.

particular store. In percentages, 21 percent of the reasons were classi-
fied in this category and was referred to by 26.6 percent of the respond-
ents. “Do my other shapping in same store" had a high percentage rating
in this table and Tables mm, page 61;, and mv. page 69, suggesting
many respondents prefer to do all their shepping in one store.

”Brands offered” is ranked third as the most significant reason on
"the list, which was indicated by 17.2 percent of the respondents.
”Brands offered,“ comprised 13.8 percent of the total reasons. The
‘store brands represented by this percent (13.8) are Kroger brands (2
percent), A 8: P brands (2.6 percent) , National Food Store brands (2 per-

cent), and other brands (7.2 percent).

76

"Variety” is ranked fourth on the list of reasons representing 8.2
percent of the reasons, and was indicated by 10.§ percent of the respondp
ents. Another reason with the same percentage rating is Istore location.I
”Store location,” as used by many respondents, meant that they purchased
groceries at a food store close to home. The importance of store loca-
-tion for purchasing groceries may be partially ascribed to the bulky
heary nature of the canned goods.

The reason ”regular customer" represented 7.3 percent of the reasons
and was mentioned by 9.2 percent of the respondents. "Trading stamps”
represented only 1.1 percent of the reasons fer purchasing groceries at
a particular store. ”Trading stamps" were not mentioned by respondents
as a reason for purchasing meats and.produce at a store. This suggests
stamps were unimportant as an influence for deciding where to purchase
meat, produce and groceries, or respondents were reluctant to indicate
the importance of trading stamps. Other reasons listed are “arrangement 1i
and appearance of displays,” "newspaper ad with best specials," and "no a.
particular store“ representing 3.6, 2.8, and 1.6 percent of the reasons
respectively.

Table XXXVIII, pages 77, 78, and 79, shows a comparison of the
reasons with the food stores at which respondents purchase most of their
groceries. The fact that price was a common appeal of most of the stores,
indicates there is little, if any. noticsable difference between the
stores in their pricing, although many respondents indicated Atlantic
and.Pacific Tea Company's food stores have lower prices because they do
not give trading stamps. The Atlantic and Pacific Tea.Company's stores

chief appeal was “prices“ and “brands offered.“

77

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78

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80

"Variety” and "do my other shopping in same store” were the reasons
given most frequently as the basis for choosing the Wrigley store for
groceries. Kroger stores were patronized by respondents for their
"brands offered" and "convenience of doing other shapping in the same
store." "Store location" was the chief appeal of National Food Stores
for purchasing groceries. The respondents purchased groceries at Schmidt's
Super Food.Market for their "brands offered."

Table XLVI , in Appendix B. page 109, shows the food stores at which
respondents purchased most of their meat. produce, and other groceries.
The change of store preference is noticeable among the respondents who
purchase their meat at Prince Brothers Market and Stop and Shop as to
where they purchase their produce and other groceries. "Quality“ was
the main reason for respondents purchasing meat at the Prince Brothers
Market and Stop and Shop market.

A.brief summary of Tables XXXVII, page 75. and XXXVIII, pages 77.
78, and 79. indicates four important reasons why respondents are moti-
vated to purchase groceries at a.particu1ar food store. The reasons
listed in order of importance are:

. Prices
. Convenience--do my other shOpping in same store

1

2

a. Brands offered
. Variety.

Number 9f Food Stores Visited
Table XXIII, page 81, shows the number and.percent of the respond-

ents who make one, two, and three stops when purchasing their meat.
produce. and groceries. The data in Tables XXIII and KL (see pages

82, 83, and 8“) are based on #03 respondents.

 

81
TABLE XXIII

One, Two, and Three Stop Shoppers

 

 

 

 

‘Number of P re
Respondents e entages
One-stop shepper 217 53.8
Two -st0p shopper its 36.0
(A) Meat and vegetables..
Go elsewhere for groceries. (16) ' ( h.o)
(3) Meat and groceries.
Go elsewhere for vegetables. (23) ( 5.7)
(C) Groceries and vegetables.
Go elsewhere for meat. (106) (26,3)
Three-stOp shepper M1 10.2
Total Respondents “03 100.0

 

The respondents showed a definite inclination to patronize one
food store on their shopping trips. The date.presented indicates that
53.8 percent of the respondents are one—stop shoppers, who purchase most
of their meat, produce, and groceries in the same food store.

There are 1M5 respondents, or 36 percent, who purchase most of
their food items in two stores, typified as a two-stOp shopper. The two-
stop shappers are incorporated into three categories which are: (1)
meat and produce at the same food store and visits another food store
to purchase groceries, represented by four percent of the respondents;
(2) meat and groceries are purchased in the same food store and visits
another store for produce, represented by 5.7 percent of the respondents;
and (3) groceries and.produce are purchased in the same food store, and

visits another store for meat, represented by 26.3 percent of the

82

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55
respondents. The large percentage.of respondents indicated who pur-
chased their meat at a.separate store emphasizes the influence ”meat"
has on food store patronage.

A separate food store was patronized for each of the three groups
by 10.2 percent of the respondents. Table XL, pages 82, 83, and 8“,
shows a comparison of one, two, and three stop-shoppers and the food

store at which they purchase most of their food.
Summary

There were many significant facts found in reasons why respondents
shop where they do. The first part of the chapter reveals five maJor
reasons that influence the respondents to patronize the food store where
they were interviewed, The reasons presented in the order of importance

WOI’B:

‘ \-I"’ U vvw '— V

 

1. "Near home.” Although the automobile is used by 91.3 percent r
of the respondents, the food store closest to the respondents' home
that satisfied their demands, influenced their preference of a food
store at which to shop. The term “near" as indicated in this survey
represents an average of three miles.

2. “Accustomed to shopping at store." The respondents revealed
the desire to patronize the food store at which the layout and arrange-
ment of merchandise was easily adaptable for convenient shopping.

3. "Variety of merchandise." The respondents indicated a.prefer-
ence to shop in a food store that handles the items and brands they are
used to buying. A large variety allows the customers to buy merchandise

that will be economically suited to their "pocket books” and.promotes

86
easier selection of the items that will be mutually accepted by the
members of their families.

h, “Prices.“ The respondents prefer to patronize a food store that
has competitive prices.

5, 'Qmality of meats.” Meat being the main item of a.meal, cus-
tomers patronize a food store that has good quality meat at a reason-
able price. The Kroger Company is satisfying the demands of customers
by merchandising two grades of beef.

The second part of the chapter included an investigation of the
respondent's food store preferences: 'meat, produce, and other groceries.
The investigation revealed the reasons respondents were motivated to
purchase most of their meat, produce, and other groceries at a.particup
lar food store. [

The outstanding reasons that motivated respondents to purchase meat
at a particular food store were:

1, "Quality" and 2. "Price." The respondents prefer food stores
that have good meat that is reasonably priced.

3. ”Method of merchandising meat." The method of merchandising is
an important factor effecting respondents' food store patronage for the
purchase of meat. This is attributed to two methods of merchandising
meat--'self-service' and "counter service." The food store operators
that have self-service meat departments must offer a trim of meat com-
parable to, if not better trimmed than that received at a food store
providing counter service. Self-service meat packaging is under sus-
picion by many respondents.

h, "Do my other snapping in same store." The respondents prefer

87
to shqp at a food store that satisfies their demands in all three
departments--meat, produce, and groceries.

The major reasons that influenced respondents to purchase their
fresh fruits and vegetables at a particular food store were:

1. ”Freshness and quality." The respondents prefer a food store
that has attractive and inviting fresh fruits and vegetables at reason-
able prices.

2, "Do my other shopping in same store.” Respondents prefer to
shop at a food store at which they purchase other food items.

3, "Variety." The respondents prefer a food store that has a
large selection of fruits and vegetables from which to choose.

The major reasons that influenced respondents to purchase their
groceries are prices, brands offered, variety, and convenience of doing

other shopping in the same food store. The reasons indicated are similar

to those mentioned for meat and produce, with the exception of “brands

offered." This reason indicates respondents become familiar with brand
names and patronize the food store that stocks the desired brands. Many
respondents indicated the private label brands of Kroger, Atlantic and
Pacific Tea and National Food Stores as a.reason for patronizing these
food stores.

The respondents showed a definite inclination to patronize one food
store to purchase most of their meat, produce, and groceries. The data
presented indicated that 53.8 percent of the respondents are one-stop
shoppers; 36 percent are two—stOp shoppers.who purchase most of their
food in two stores; and 26.2 percent are three-step shoppers, who pur-
chase most of their meat, produce, and other groceries at separate food

stores.

CHKPTER IV

CONCLUSION AND RECOMMENDATION

The purpose of this study was to learn what motivates a customer
to patronize one food store instead of another store for the purchase of
food items. To obtain the information on customer preferences a survey
was conductedof l+73 customers interviewed in twelve super markets located
in the cities, Lansing and East Lansing, Michigan.

The results of these interviews with the respondents were:

1. Characteristics of Respondents

l. Ninety and seven-tenths percent of the respondents were married.

2. Seventyhtwo and six-tenths percent of the respondents were
between the ages 20 and #9 years.

3. Seventy~eight and seven-tenths percent of the respondents had a
high school education or higher.

’4. Sixty-seven and seven-tenths percent of the female respondents
were employed as housewives.

5. Seventy-eight and seven-tenths‘percent of the male respondents
were classified into three occupational groups professional, laborer,
and students.

6. The average number of people the respondents purchased f00d for
was 3.1+ persons. ‘

7. The largest number of reapondents' families (58.1 percent) had

a gross income between $3200 to $6200 a year.

89
II. Shopping Habits of Respondents

The respondents in this study made an average of 2.3 visits to the
food store a week. .L comparison of the average number of trips made by
respondents in this study and the number of trips made by food shoppers~
in a Growell-Collier study during 1950, indicates a decrease of 1.? trips
per week. The fact that many families today are having their bread and
milk delivered curtails the number of trips to the food store each.week.

Over 91 percent of the respondents made their largest food purchase
on Wednesday, Thursday, Friday or Saturday. Wednesday was indicated in
this study to be a.p0pular shopping day with respondents. Double stamp
day, is the major cause of the increase of respondents specifying Hednes-
day as a favorite shopping day. The outstanding reason given by respon»
dents for choosing Thursday, Friday or Saturday as their favorite shopping
days are ”stock up for the weekend” and “payday. The chief reason
respondents shop during the early part of_the week was “less crowded”.

The largest number of respondents (38.5 percent) preferred to shOp
in the morning. The principle motive for shopping during the morning
hours was that the store is less crowded. Thirty—five and five tenths
percent of the respondents preferred to shop in the afternoon and 2H.7
percent in the evening. The major reason specified by afternoon shoppers
was they do their housework in the morning. The respondents who shepped
in the evening.gaye the reason, they worked during the day and had access
to a car.

Approximately forty-five percent of the respondents interviewed used
a shopping list. Of these, forty-eight percent of the respondents' lists
contained 1% or less items. The largest number of the shopping lists,
(88.7percent) were made up by women. Most of the lists were made up

either the same day or one day before respondents went shopping.

90
The respondents traveled an average distance of three miles to the

food store. The map in appendix C revealed.most of the respondents live
within a one mile radius of the store at which they were interviewed.
The automobile was used by 91.3 percent of the respondents as a method
of transportation to go shopping.

III. Respondents Preferences for Patronizing a,FBOd Store
and.Recommendations

In the final analyse of the respondents likes and dislikes of food
stores and why they shop where they do, there are feurteen customer
preferences in connection with store patronage.

1. it foo

Quality of all foods handled by a food store include meat, produce
and groceries. The latter group includes all items found in a food
store, excluding meats and fresh fruits and vegetables.

Heat: Meat being an important item of a meal, customers
patronize a food store that has good quality meat at a reasonable
price.

Produce: Customers prefer a store that merchandises a.large
variety of attractive and inviting fresh fruits and vegetables at
reasonable prices.

Groceries: The major factors which influence customers'
patronage of a food store for groceries are the brands offered,
price, variety and convenience of being able to purchase other
food items in the same store.

Recommendations

8h Promote quality of all merchandise by aggressive advertising.

,Institutional advertising is a good method to impress on the people that

quality merchandise is carried in all departments of the store.

 

91

b. A.strong educational program stressing high quality foods
with a.money back guarantee.

c. in advertising campaign featuring brands of merchandise to
familiarize customers with the brands handled by a store.

d. Sell top grade meat, the best available produce, and popular
brands at reasonable prices.
2. Store Lgcations

The food store closest to the consumer's home that satisfies their
needs, is an.important factor which influence store patronage. ‘
Recommendations

a. Apply the facilities and techniques of marketing research to
determine the growth and customer potentials of a site location.
3. Vgiety g: merchandise

lbod customers prefer to shop in a store that handles a large.
variety of items and brands of foods they are accustomed to buying.
The store that stocks a large variety of merchandise allows the customers
to buy'merchandise that will be economically suited to their income, and
promotes easier selection of the items that will be mutually accepted
by the members of their family.
Recommendations'

an Stock new items rspidly and discontinue failures Just as rapidly.

b. Stock items that are representative of the customers nationality.

c. Merchandise a variety of different cuts of meat and variable
sizes of prepacked meats.
“- his:

. The food store that has competitive prices on,all items and promotes

weekly specials strongly influence customers patronage.

92

Recommendations

a. .Plan.promotions of various types from week to week to maintain
interest.

b. _Price merchandise to be competitive with other food stores in
the area.

c. Do not promote tricky specials that tend to confuse the
customer.
5. C e in

Cleanliness of a store and.personnel influence the customers pre-
ference for a store in which to shop. The customers are conscious of
cleanliness, and can.become annoyed if dust and dirt is visable on the
shelves, merchandise, floors, etc.
Recommendations

as A.campaign to stress the importance of cleanliness.

b. The employee's should have clean.uniforms, especially those?
who serve customers directly.

c. Employ a "porter'| to keep the floor, gondolas, signs, and
fixtures clean.

d. Provide 'dusters" for employees and have them dust the counters
each.morning and when merchandise is rotated.
6. Egt grogged

The customers prefer a store where they can shop liesurely without
being annoyed by a crowd of people or merchandise blocking the aisles.
Recommendations to avoid crowding.

a. Schedule-employees to restock grocery shelves after store hours,
especially on weekends.

b. Institute a system of price marking merchandise in the "badk

.93

room" of a store. This system is applicable to stores in which day
stocking is essential.

c. Include wide enough aisles when planning the layout of a new
' store.

d. Keep aisles clear of unnecessary cartons, displays, shepping
carts, etc.
7. is d d c urteous so

The human element of a store is an.important influence on customers
preference of a store at which to shop. Being courteous and friendly
with customers is an impressive way to leave pleasant memories of their
shopping tour at a store.
Recommendations

a. Establish a courtesy program, educating the employees how to
be courteous and the importance of being friendly and courteous to all
customers. The program should be supplemented with employee awards and
remunerations.
8- fashion

is a result of the large number of customers who use the automobile
for shopping, adequate parking facilities is recognized as an essential
requisite for customer patronage.
Recommendations

a. Provide a.sufficient parking area to accommodate shopping
traffic and parking spaces large enough so that customers can park
easily and rapidly'without delay.
9. Trading stgggs and othe; prmm

Trading stamps and other promotional giveaways are important

‘ factors influencing customer patronage.

91.

Recommendations

8» Distribute checks throughout the trading area good fer one
dollarthen an order of $10 is purchased.

b. Hire a crew of girls to visit every home in the trading area
to extend personal invitations to trade at a fOod store.

c. Promote contests or drawings,.giving as prizes, automobiles,
boats, television sets, vacations, etc.

d. Give double stamps on one of the days during the early part

c‘

of the week.
10. Laygut and arrgggement 9f merchgndisg

Customers prefer to shop at a food store where the layout and
arrangement of merchandise is easily adaptable for convenient shopping.
Recommendations

8» Do not stack merchandise too high.

b. Place similar items together_such.as canned vegetables together
in a,uniform order according to types.

c. Provide a wall directory indicating the counter at which
food items can‘be found.
11. last Chegkgut Begzige

Customers prefer to shOp in a store that has fast and efficient
service. The customer does not like standing in long lines to pay
their grocery bill.
Recommendations

a. Do not wait for a line of people to form at the checkout stand.
Judge the number of checkeut stands to have in operation by the number
of customers in the store.

b. ?rovide a special booth for customers in a hurry with only a

few items.

95
12. Butcher Servigg

Many customers patronize a food_store that provides a butcher to
cut the meat at the time of purchase.
Recommendations
a. Self-service meat departments provide butcher service for those
who desire this type of service.
13. Self— m t du e e
The selfLservice food store is preferred by customers for its
speedy service. The food shoppers' patronage is influenced.by a store
at which they can make their own selection of merchandise to get the
best buys for their money - they do not want to be hurried or high
pressured by a clerk.
Recommendations
a. Meat operation should.be visible to build customer confidence
that the meat is cut daily.
b. Prepackaged merchandise should be checked daily fer spoilage
and out dated merchandise.
c. A.chart illustrating the different cuts of meat and the different
methods of preparing the particular cuts of meat should be.displayed in store.
d. An educational campaign on self service merchandising should be inp
stituted to build customer.confidence. Only high quality merchandise should
be offered to the customers to tie in with this educational program.
14. Eabii
Habit as a preference for patronizing a.particular store is the

result of the thirteen customer preferences mentioned.

BIBLIOGRAPHY
BOOKS

Luck, David J., and Wales, Hugh 6., Marketipg Resegch, New York:
Prentice-Hall, Inc., 1952.

Smith, George 3., uptivatign Resegggh in gvgztigig‘m mketigg,

New York: McGraw Hill Book Company, Inc. , 19514.
PERIODICALS

. “New Survey Reveals Facts On Consumer Shepping'Babits", Progressive
Groce , Vol. 29, No. 11, (November, 1950), p. 76.

. 'What Makes Women Buy", Fortune M ine, Vol. LIV, No. 2
August. 1956). p- 98-

. "When a Woman Shops, What's on Her'Mind", Printer's Ink, Vol.
25!“, No. 3 (January 20, 1956), p. 25.

. ”When Do They Buy 3321 Why", gays M ew and Modern Indgstpy,
Vol. 63, No. 2312, (April, 1951+), p. 51.

. ”Where Will U. 8. Put 60 Million More People”, U, S, Neg; ggd
florid Repgzt, Vol. ILIII, No. 6 (wgust 9, 1957), p. l+6.

BILLETINS

Riley, H. 14., “What Consumers Are Saying About Prepackaged Fresh and
Frozen Meats“, Agricultural Experiment Station, Michigan State
University, Special Bulletin 1406.

Schull, S. C., and Godwin, H. 12., "Consumer Shopping Habits ", Extension
Service, University of Maryland, htension Bulletin 13?.

19mm}: 1

1.

2.

3.

. 98

Questionnaire 1
(a).At what store do you buy most of the food for your family?
(b) Why do you shop at this store?
(c) Is there anything you.do not like about this store?
(a) Do you shop at any other food storesIr
(b) What do you like about Shepping at this store?
(c) Why do you buy most of your food items at (answer to 1(a)) and
not at this store?
Is there any food store you do not like to shop at?

If yes, why?

Rank four of the following items according to their importance to
you as to what influences you to shop at a food store.
Store Manager Brands of merchandise

Large assortment of merchandise Premiums (stamps, etc.)

______Low prices ____Fresh produce
Store Open evenings _____fiewspaner advertisements
_____Quality of meat _____Triend1y and courteous
Store location store personnel

Parking facilities

1.

2-3.

5.

7.

9.

10.

11.

12.

99

Questionnaire 2

 

 

Place Do you buy most of the food for your
family? Yes No
Day: 1) Thurs. Time: 1) ___Morning
2) Friday 2) Afternoon
3) ___Saturday 3) ___Bvening
How many peeple do you buy food for? Ans.:

 

What do you like about shopping at this store?

 

1) accustomed to buying here 7) butcher service
2) near home, convenient 8) quality meats
3) variety of merchandise 9) brands
b) friendly service & personnel 10) parking
5) trading stamps 11) prices
6) ' attractive store 12) qual. prod.

13) others

 

 

Do you shop at other food stores?

Name Address

 

Why did you come to shop at this store today and not one of the
others?
Ans.

 

.At what store do you.buy most of your food requirements?

Name Address

 

How many visits do you make to a food store in one week? Ans.

Which.day of the week do you usually buy most of your food?
1) Mon.; 2) Tues.; 3). Wed.; 4) Thurs.;

5) Fri.; 6)____Sat.; 7) No Special Day.

 

Why do you buy most of your food requirements on this day?

Ans.

 

What part of the day do you usually do your food shopping?
(The day you buy most of your food.)

1) Morning; (2) Afternoon; (3) Evening;

h) Nb special time.

13.

11».

15.

16.

17.

18.

19.

21.

2').

23.

100
Why do you usually shop during this part of the day?

Ans.

 

Did you use any means of transportation to come shopping today?

 

Yes Nb 1) car 3) cab
1 2 2) bus b) others
What means of transportation do you use on the day you buy most of
your food? 1) car 3) cab
2) bus 1+) __ others_______

 

Do you have a list of food items that you are going to purchase?

Yes No
1 2

Who made up the list of food items? 1) wife 2) husband
b) husband and wife 3) others

When was the shopping list made? Ans.:

 

How many food items are on the list? Ans.:

 

Do you save trading stamps? Yes No
1 2

How many different kinds of trading stamps do you save?

In what store do you buy most of your:

 

 

 

 

 

 

 

 

(a) fleet: Name Address

Why
(b) Presh.Vegetab1es:Name .Address

Why all ___
(c) Other grgceries: Name Address

Why

 

Select four of the following which are most important to you when
you shop at a food store.

Check:

1) Variety of merchandise

2) Brands of food

3) Quality of all foods

h) Prices

5) Friendly store and personnel
6) Store location

7) Appearance of store

8) Parking

9) Heats

s
.%

IHIIIHI

 

101
2b. Complete the following:

 

I dislike shopping at a food store that
25. An ideal food store is one that

26. Trading stamps given by a food store are

 

27. The checkout counter in a food store

 

28. Grade completed in school?

Less than 8 years
Some of high school
High school graduate
Some of college
College graduate

Hlll

29. The family's total weekly income?

Under $60

. $ 60 - 80
$ 81 - 100
$101 - 120
$121 - 1&0
$141 - 160
$161 and over

 

 

 

 

 

 

30 What age bracket are you in?

20 - 29
3o - 39
m-u9
so - 59

60 and over

 

 

 

 

 

31. (a) Address of interviewee
(b) Occupation

1) man and wife 2) wife 3) husband

 

h) others

 

102

TABLE n1

The Place and Number of Interviews

 

 

 

Number
Store of Percentage
Interviews
Area I .
Kroger's 149 104+
National food Store , I+6 9.7
Prince Brothers Market 20 4.2
AreaII , .

' Wrigley Store 55 11.6
Kroger 1+9 10.l+
Atlantic «In Pacific Tea Company 22 1+.6
National l'ood Store I+7 9.9
Stop and Shop 1.9

Area III
Kroger .

National Food Store
Atlantic 8: Pacific Tea Company

9
148
’49
31+
Schmidt's Super Food Market ____’~_+_5____ ___9_..5___

Total #73 100%

 

.103

TABLE m1

Day and Number of Interviews

Are—.—
...;—

 

 

 

 

 

Number
Day ~ of Percentage
Respondent
Thursday 166 350
Saturday 1 21 25. 6
Total 473 100% 4__
TABLE MII

Time of Day and Number

 

 

 

 

 

 

 

 

...;lehmssiaz____. ....LZIEiiaz______. ...;EEEnzdsz____.
Number Percent- Number Perce nt- Number Pe roent-
Time of age of age 0 f age
Regpondent Respg ndent Be as ndent
Warning 56 3’4. 7 59 31. 7 62 51.2
Afternoon 65 39.2 62 33.3 59 118.8
Evening .45. .ZZ.L .65.. 1.1.9. ......

Total 166 100% 186 100% 121 100%

A

APPENDIX B

TABLE ILIV

Other Stores at Which Respondents Shop

105

 

 

Store Location

 

Wrigley; Frandor...................
Kroger; W. Saginaw; Lans...........
Kroger; Frandor....................
Kroger; D. Lans....................
National; Mt. HOpe; Lans...........
National; Michigan Ave. ;La.ns. . . . . . .
National; E. Lans..................
National; W.Saginaw; _La.ns..........
National; N. Wash.;Lans............
A8519;N.Wash.;Lang...............
AdeP; E. Mich.;Lans.-.........
AdaP; Mt.HOpe;Lans................
Schmidt; Bdgemont... ......... ......
Food Fair; Saginaw; Lans...........
Prince Bros.;Ann St.; E. Lans......
GO‘OP: M.S.U..... ....... sees-eeeeee
St0p 8c Shop;Saginaw; Lans..........
Ta. G; Gr. River; E. Lans..........
Others.............................

Total replies

 

 

No of rc n age rc
°. of of
3‘9“” new . Wm:
46' 12.5 13.b
11 3.0 3.2
37 10.1 10.8
22 6.0 6.u
5 1.h 1.5
6 1.6 1.8
lb 3.8 h.l
16 h.h “.7;
1.1. 3.0 3.2
u 1.1 1.2
23 6.3 6.7
u 1.1 1.2
13 3.5 3.8
6 1.6 1.8
20 5.“v 5e8
5 1.u 1.5.
u 1.1 1.2
3 0.8 0.8
367 . 100.0 165.1‘

 

 

 

‘Percentage based on 3142 responses.

Note: Findings are based on:

342 respondents answered theyshop at other food stores
136 respondents answered they do not sh0p at other food stores
12 respondents gave no reply.

......

106

TABLE nv

Comparison of Other Store at Which-Respondents Shop and
The Store in Which“ They Were Interviewed

ABEAI

 

 

Store Where Respondents Were Interviewed

 

 

 

 

 

Other Stores . £21an 13295, Egtigpg], Ema;
at Which Location No.0f No.0f No.0!
Respondents Replies Replies Replies
Shop
Wrigley: Frandor........... 4 7 u
Kroger; W. Saginaw;Lans. . . . - 1 ..
Kroger; Frandorn u 5 a
Kroger; B. Lans............ 10 - 7
Nationa1;Mt.Hope;Lans. . . . . . - - 1
Nationa1;W. Saginaw;Lans. . . . - - -
Nationa1;Mich.Ave. ;Lans. . . . . - , - -
Nationa1;N.Wash. :Lans. . . . . . - - 1
W;N.Wash.:Lans........... - - -
MP;Mich. Ave.;Lans........ 1 5 q 3
A&P;Ht.Hope;Lans........... - - -
Schmidt; Edgemont...,.,..., - - -
Food Pair; Saginaw;La.ns. . . . . 1 1
Prince Bros, ;Ann St.E.Lans. - 10 1+
Co-op; M.S.U............... ' 2 "
StopGShop; Saginaw; Lane. . . . . - l -
T 8: G;Gr. River;E.Lans..... - 2 -
NationalflJans............ 3 - -
Others.....................__ 2 is 6
Total replies 25 “‘2 30

 

Eontinued on next' pagg

107

TABLE IL?

Comparison Of Other Stores At Which Respondents Shop And
The Store In Which hey Were Interviewed

ABEAII

Store Where Respondents Were Interviewed

A. AAA

 

 

 

Other Stores 15

at Which Lo ti No.0f No.0f No.of No.0f No.of
Respondents ca on Replies Replies Replies Replies Replies

Shep
Wrigley: handor............. - 13 — L; 3
Kroger; W. Saginaw;Lans...... - - - - -
Kroger; hand-oreeeeeeseseseee 12 " 3 5 '-
Kroger; 3. Lane.............. - 2 1 - 1
National; Wt.30pe; Lane...... - l - - 1
National; E. Lans............ 3 3 - . - -
National; W.Saginaw; Lamb... - - - - -
National;Mich. Ave.;Lans..... 2 1 l -
Nationa1;N. Wash.;Lans....... - - 1 - -
AéP; N.Wash.;Lans.......... - l - - ..
A d P; Mich. Ave.;Lans....... 1 7 5 '-
A 8: P; Wt.HOpe; Lans......... 2 - - -
Behinidt; Edgemont............ “ 1 "' "' "
Food Fair; Saginaw;Lans...... 2 — - 1 1
Prince Bros.;Ann St.;R.L..... 2 2 - 1 1
00—01);M.S.U................. 3 " "' - "'
Stepwhop; Saginaw; Lana. e e e s s s "' " 1 "‘ "
T & G;Gr. River;E.Lans....... - - - - —
Others....................... 19 10 17 3
W 46 41 29 14 10

Eontinued on next pagfl

108

TABLE nv

Comparison Of Other Stores At Which Respondents Shop And
'me Store In Which They Were Interviewed

AREA III

 

 

Store Where Respondents Were Interviewed

 

 

 

 

 

Other ”01‘” W
at Which Location No.of No.of No.0f No.0f
Respondents - Replies Replies Replies Replies
Shop
mgley; FMdO?eeeeeeeeeeeee 3 2 3 3
Kroger; V, sagigiaw;1lan8eeeeee "' - 6 ’4'
Kroger: hand-oreeeeeeeeeeeeee 1 1 " 2
Kroger; Be Lana..g........... - 1 - '-
Rational; Mt. Hope; Lans..... - 1 1 -
Nationa1;R. Lanaeeeeeeeoeeee "' " " "
National; W.Saginaw; Lane.... 3 13 - '-
National;u1Che AVO.;L&D8..... " " - 1
Nationa1;N. Wash.;Lans....... 1 l - 7
LfiP; N.WaSh.;Ina.n8e......... " 3 "' -
AQP; Mich. Ave.;I.ans....... 1 - - -
L a P; MteHOPC; Lmseeeeeeeei 2 " - -
Bellini-(1t: memnteeeeeeeeeeee " 7 )4 1
l'ood Pair; Saginaw; Lans..... - - - -
Prince Bros.; Ann St.; E.I.... - - - -
co-OP: “eseUOoeeeeeeeeeeeeeeO - ' " "'
Step 3. Shap; Saginaw; Lane... 1 - 1 -
T 8: G; Gr. River; E. Lans.... - - l -
othera...................O... .13— i 16 15
25 31" 32 33

Total replies

}
}

Store at Which Respondents Buy Most of Their

TABLE rm

Heat, Vegetables and Groceries

109

 

 

 

 

Name of ~m'r msmms (momma

No. of No. of No. of
Store Respond- Per- Respond- Per- Respond— Per-

ent cent ent cent ent cent
Wrigley, l‘randor “O 12.7 58 13.5 52 12.1
Kroger, Trandor 47 1n.9 56 13,1 ‘ 62 1114;
Kroger, E. Lansing 35 11,1 ’45 10.5 I46 10.?
Kroger, W. Sag” Lane. 19 , 6.0 32 7.1+ 36 8.3
National, 3. Lane. 21 6,6 30 7.0 ’40 9.3
National, Mich. AveJan. 16 5.1 35 8.2 116 10.7
National, W. Sag. Lens. 27 8,5 33 7.7 1+2 9.7
A e r, Mich. Ave. Lane. 19 6.0 21+ 5.5 29 6.7
A a. r, N. Wash., Lane., 10 3,2 23 5.!» 26 6.0
Schmidt's, St. Jos., L. 33 10.”: 1+2 9.9 1+5 10.1»
Prince Bros., E. Lane. _ 1+0 12.6 9 2.1 2 0.5
Stop 80 Shop, Sag.. Lane. 9 2.9 1+ 0.9 5 1.2
City Market, Lansing - - 38 8.8 - -

Total Respondents 316 100.0 #29 100.0 431 100.0

 

 

 

 

 

 

 

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