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Published on February 18, 2008

This is the trend across the world, with promotions and regular price discounts as the best indicator of good value, the poll found in the middle of last year.

Globally, 85 per cent of consumers consider "good value" as a top consideration when choosing a grocery store - outperforming other considerations such as product range, location/convenience and environmental friendliness.

The second most important factors for Thais are "the nearest location" and "convenient parking" at 66 per cent each, followed by "better selection of high-quality brands and products" at 57 per cent and "its use of recyclable bags and packaging" at 29 per cent.

"Our survey results offer a unique global snapshot of shoppers' habits and their motivations behind their grocery shopping behaviour today," Chantira Luesakul, managing director of Nielsen Thailand, said recently.

"What shoppers want and demand from grocery retailers varies significantly across regions and countries, and with increasing consolidation and globalisation of the retail industry, it's crucial for retailers to understand how shopper preferences differ across markets."

Filipinos and Singaporean shoppers top global rankings for placing the most importance on getting good value for money.

Ranking highest in the world for choosing a supermarket that offers a better selection of high-quality brands and products are consumers in the world's booming economies of Russia (93 per cent), India (79 per cent) and China (78 per cent), as well as the emerging Baltic countries of Latvia (79 per cent) and Lithuania (77 per cent). That sends a clear message to retailers operating in or entering those markets.

South Koreans and Indonesians choose a supermarket closest to where they live and Malaysian shoppers prefer supermarkets offering the most convenient and easy parking.

How do consumers define "good value"?

In Thailand, 78 per cent of shoppers recognise a lot of promotions and regular price discounts offered by grocery stores as a good value for money. Following closely at 77 per cent are those who take matters into their own hands and ensure they get good value by researching and comparing prices across retailers.

About 73 per cent say it is important that the store has a reputation for being cheaper than competitors, while 72 per cent prefer prices published in the store's own leaflets and promotional material. "Friends tell me where to get the best value" comes third at 59 per cent.

"Our research tells us that most Thai consumers are attracted to promotions and regular price discount stores while loyalty cards don't necessarily lead to stronger loyalty or more customers to specific grocery stores," Chantira said.

"From our numerous studies into loyalty cards, shoppers who join loyalty schemes just want to make sure that wherever they shop, they will enjoy the appropriate rewards."

Again, regional and country differences prevailed. Shoppers in Latin America rate stores that run a lot of promotions and regular price discounts and that have a reputation for being cheaper as the two best indicators of good value.

North American shoppers define prices published in the store's own promotional material and the stores' promise to have every day low prices as their most important good-value indicators.

Asians are also most likely to listen to word-of-mouth and friends who tell them where to get the best value. Shoppers in Eastern Europe, the Middle East and Africa rank own research and price comparison across retailers and price reductions through store/loyalty cards as good value, while Europeans consider the store carrying private label products that are cheaper to be important.

While more than 70 per cent of shoppers in Taiwan, Hong Kong, the Philippines and Portugal recognise value for money through price reductions offered through store/loyalty cards, only 53 per cent of shoppers in Thailand reveal that it is slightly less important to them.

The Nation