Study: Consumers not loyal to one store

University study shows most households shop an average of six different grocery stores

When it comes to groceries, consumers like to shop around.

In the first test of detailed consumer-buying habits by categories at more than one chain store selling groceries, a team of business school researchers led by Washington University in St. Louis found that the vast majority of shoppers were not “monogamist” or “bigamist” when it came to selecting stores to shop, but rather “polygamist” – shopping at a vast number of stores, often in search of specific – and rather oddball – product categories, including dessert toppings, motor oil, candles, moist towelettes, lighters, automobile fluids/antifreeze and refrigerated ethnic foods. Read more