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 labeled 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 vs. % of Type 2 or Type 3 shoppers who indicated this reason (Type 2: 7.5%; Type 3: 13.8%)
**
p=0.01 vs. % of Type 1 or Type 3 shoppers who indicated this reason (Type 1: 30.6%; Type 3: 41.4%)
1
Type 1: performed weekly shopping at their primary ethnic grocery store;
2
Type 2: performed weekly shopping at their primary non-ethnic grocery store;
3
Type 3: did not perform weekly shopping.