A convenient and easy-to-shop store layout is more important to consumers than price when deciding where to shop, according to research by IGD.
IGD’s Consumer Watch found that 43% of consumers placed familiarity of the layout as the most important factor in their choice of store - up from 35% in 2003. Price was the second most important driver, with 17% of consumers choosing their store because they like the prices - down from 21% last year. Location was the reason for 10% of consumers and was third on the list - down from 14%.
IGD chief executive Joanne Denney-Finch said: “Consumers continue to be price-conscious, but convenience and ease of shopping are the main reasons for choosing where they shop.”