Charlie Nelson
director foreseechange
24 June 2002
Convenient location and by cheap prices are the two most important factors to shoppers in Australia’s capital cities. But other factors are important too. Another convenience factor, easy car parking, comes in third then follows wide range of merchandise and helpful/friendly service.
These results are based on quarterly surveys in which respondents are asked to rank their top three most important factors when shopping.
The surveys have been conducted since 1997 and it has been found that the importance of some factors changes with the state of the economy. Price sensitivity in particular drops when the economy is performing well.
Also, consumers are far from homogenous in regard to what is important to them. Distinct segments exist and this offers opportunity for retailers to target appropriate segments in their advertising.
Details of these segments is available in a subscription service report by foreseechange.