New UK Research Report Presents Findings on Shopper Satisfaction

There is no doubt that there is an overabundant, if not never-ending, stream of products available on the market. Yet, how satisfied are customers really?

What do shoppers like about the food industry? What do shoppers think the food industry could do better? With such a large variety of products available, do shoppers really think they have the information they need to be conscientious and informed shoppers?

New research by EDS and IGD, presents an interesting look at some of those answers in relation to the opinions of shoppers in Great Britain. The research presents an array of findings and points to consider that should equally reverberate in the minds of many American shoppers.

The main objective of the research considers how consumer demands present the food industry with new obstacles, due to consumers requiring more information to make informed buying decisions.

It's a difficult balance. Though many shoppers are striving to be smarter consumers, as they demand more information about the products that end up inside their shopping buggy, do shoppers reach that all too critical point where information overload is so confusing that their buying decision is based solely on price?

As the primary shopper in my household, several main points influence each of my shopping decisions. The product's price, the product's expiration date, and whether or not the product is on sale or I have a coupon.

I do read labels and I try to understand the products I am purchasing. In light of recent food recalls, I definitely feel like I should be holding the food industry to higher standards in regards to food safety. I am certain the food industry can counter that shoppers have an equal responsibility to also ensure that food is properly packaged and handled safely at home.

Despite my great intentions of being a savvy shopper, often the household budget is the final determiner of what does and what does not end up inside my shopping cart. I do not necessarily always purchase the cheapest item, but I am keenly aware of what products offer the better value for my money.

I also follow the promotional weekly circular ads and clip coupons for items my household purchases on a regular basis. At the grocery checkout counter, the workers generally give me a smiling nod and are prepared for me to pull out my little Ziploc bag of coupons. Some smile. Some even laugh. I don't care. I laugh all the way home when I save 30-50% of the cost of my groceries. Being informed is definitely worth it to my family.

I am generally pleased with the product selection at many of the area grocery stores, though I would admit that there are probably just as many things I should do to be a more informed consumer as the food industry should do to assist me in my endeavors.

That point considered, the EDS and IGD Report about Shopping Choices should certainly be a must-read for Americans as well.

You can request a free copy of the complete report and have it sent to your email by visiting the following link:

http://www.igd.org.uk/cir.asp?menuid=37&cirid=2496
*This report is freely distributed by the Institute of Grocery Division for information and education. It may not be reproduced without the prior permission of the Institute of Grocery Division.