Table 3.

Top five reasons for shopping at primary store by shopper type

	Type 1†		Type 2‡		Type 3§
Ranking	Reason	%	Reason	%	Reason	%
1	Near frequented places (work, children’s school)	55·6	Best food quality	53·2	Easy to find the items and brands I like	62·1
2	Easy to find the items and brands I like	53·7	Cleanliness**	53·2	Carries items and brands I like	58·6
3	Carries items and brands I like	44·4	Carries items and brands I like	51·1	Best prices	58·6
4	Best prices	39·8	Best prices	51·1	Cleanliness	41·4
5	Another reason (e.g. products labelled in Asian language, language used by cashiers)*	38·0	Easy to find the items and brands I like	48·9	Near frequented places (work, children’s school)	41·4

^* P < 0·01 v. % of type 2 or type 3 shoppers who indicated this reason (type 2: 7·5 %; type 3: 13·8 %).

^** P = 0·01 v. % of type 1 or type 3 shoppers who indicated this reason (type 1: 30·6 %; type 3: 41·4 %).

^†Type 1: performed weekly shopping at their primary ethnic grocery store.

^‡Type 2: performed weekly shopping at their primary non-ethnic grocery store.

^§Type 3: did not perform weekly shopping.