“GOOD VALUE FOR MONEY” #1 INFLUENCER OF GROCERY STORE CHOICE IN THAILAND

“Promotions and regular price discounts” the best indicator of Good Value Good Value for Money is the most important factor for world consumers in determining where to spend their grocery dollars, according to a global survey conducted by The Nielsen Company. An overwhelming 88 percent of Thai consumers vote Good Value for Money as the most important consideration when choosing a grocery store, exceeding the global average. Besides the Thai shoppers, Nielsen also finds 85 percent of global consumers consider “good value” as a top consideration when choosing a grocery store – outperforming other considerations like product range, location/convenience and environmental friendliness, etc. Thai consumers consider “good value” as a key influencer in choosing supermarket (88%). The second most important factors for Thais are “The nearest location” and “Convenient parking” (same 66%) followed by “Better selection of high quality brands and products” (57%) and “its use of recyclable bags and packaging” (29%) respectively (Table 1) “Our survey results offer a unique global snapshot of shopper’s habits and their motivations behind their grocery shopping behavior today,” said Ms Chantira Luesakul, Managing Director, The Nielsen Company, Thailand. “What shoppers want and demand from grocery retailers vary significantly across regions and countries, and with increasing consolidation and globalization 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%), India (79%) and China (78%) as well as emerging Baltic countries of Latvia (79%) and Lithuania (77%)– a clear message to retailers operating in or entering those markets. Koreans and Indonesians choose a supermarket closest to where they live and Malaysian shoppers prefer supermarkets which offer the most Convenient/Easy Parking. How consumers define ‘Good Value’? In Thailand, 78 percent of shoppers recognize a lot of promotions and regular price discounts offered by grocery stores as a good value for money followed closely by 77 percent of those who take matters into their own hands and ensure they get good value by researching and comparing prices across retailers. 73 percent say it is important that the store has a reputation for being cheaper than competitors. 72 percent prefer prices published in the store’s own leaflets and promotional material (72%), and then “friends tell me where to get the best value” (59%) (Table2) “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! 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,” observed Chantira 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 EEMEA rank own research and prices comparison across retailers and price reductions through store/loyalty cards are Good Value while Europeans consider the store carrying private label products that are cheaper to be important. Whereas over 70 percent of shoppers in Taiwan, Hong Kong, the Philippines and Portugal recognize value for money through price reductions offered through store/loyalty cards, only 53 percent of shoppers in Thailand reveal that it is slightly less important to them. The Survey Conducted in mid 2007, Nielsen surveyed 26,486 internet users in 47 markets from Europe, Asia Pacific, the Americas and the Middle East, on the factors that influenced their choice of grocery store.In Thailand, 500 internet users aged 15 and above were interviewed About The Nielsen Company The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com Table 1 Table 2 For more information please contact: Nitjawan Khooha (Nikki) Email:[email protected] Tel:02-674-6000 ext.5131 or 089-7727707 Click for photo release at www.thaipr.net

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