A convenient and easy to shop store layout more important to consumers than price when deciding where to shop, according to new research by IGD.

IGD’s Consumer Watch found that 43% of consumers placed familiarity of the layout as the most important factor on 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.”