GROCERY SHOPPER PATH TO PURCHASE

The consumer’s path to purchase – the steps that are taken both pre-purchase and post-purchase – has been studied profusely as it helps marketers understand the everchanging influences on shoppers.This topic interested us here at Lab42, and we conducted Path to Purchase studies across several industries - including grocery, retail and electronics. This first infographic highlights the purchase influences on grocery shoppers, as well as similarities and differences across generations.Stimulus

1. Top elements/activities that capture consumers attention and prompt them to think they need to purchase something from a grocery store:

   1. In store exposure

   2. Coupon

   3. In store promotion

   4. Advertising

   5. Coupons and in-store promos more likely to attract attention of females, while for males ads or direct requests from family and members.

   6. GenZ, Mill and Gen X are more likely to see something on social media or read reviews online

Research

1. Top 5 ways to get information on products you purchase

   1. Paper inserts / weekly circulars (36%)

   2. Friends / relatives (25%)

   3. Search engines (23%)

   4. Brand’s or company’s website (22%)

   5. Coupon sites (22%)

   6. Boomers and GenX are nearly twice as likely to use paper inserts / weekly circulars compared to Millennials & GenZ, but GenZ & Millennials are nearly twice as likely to use Search Engines than the older generations.

   7. Millennials are significantly more likely to use Facebook for information gathering than any other generation.

In-Store Behavior

1. Top 3 in-store behaviors

   1. Look for in-store promotions (54%)

   2. Compare prices for several similar products (51%)

   3. Only purchase items on shopping list (31%)

   4. Women are much more likely to look for in-store promotions & use an app to check prices/coupons than men

   5. Men are significantly more likely than women to only purchase items that are on the shopping list.

   6. GenX & Millennials are more likely to be driven by in-store promotions than GenZ or Boomers.

Purchase– What actually impacts your decision on what products to buy?

1. Top 5 Drivers

   1. Past experience with product (53%)

   2. In-store promotions (46%)

   3. Bundle deals (buy 1 get one free, etc) (45%)

   4. Product priced lower than comparable items (40%)

   5. I have a coupon (35%)

   6. Only 19% of grocery shoppers say that in-store sampling drives their purchase decisions.

   7. Only 16% of shoppers are driven by packaging appeal, with Boomers least likely to be influenced by packaging (6%)

   8. Women are more likely than men to be driven by cheaper options; coupons; in-store promotions and instore sampling

Post purchase – liked product

1. Top 3 actions

   1. Purchase again, along with other similar products (55%)

   2. Recommend to family / friends (51%)

   3. Always purchase this product only (28%

   4. Women more likely to purchase again, recommend, write about it on social media and like them on FB. Men more likely to do nothing.

   5. GenZ more likely than Boomers (34% v. 24%) to stay loyal and always purchase that product

Post purchase – did not like product

1. Top 3 actions

   1. Never purchased again (64%)

   2. Talked about experience with family / friends (36%)

   3. Gave product another chance (13%)

   4. Women are more likely than men (68% v. 60%) to never purchase the product again and to write a review about it online.

   5. Boomers are much more likely (72%) to never purchase it again compared to GenZ (63%), Millennials (60%) and GenX (57%).

      1. Only 6% of Boomers would give the product another chance

Please feel free to reach out if you would like the full report on the Grocery Shoppers' Path to Purchase.