Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Main grocery Shopper Sample Size: 251 Which of these are important to you in deciding.

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Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Main grocery Shopper Sample Size: 251 Which of these are important to you in deciding where to buy food & groceries? (%) Cost & value main consideration for grocery shoppers in Scotland, as well as distance & location…

Containing vouchers/coupons The role of communications channels Show price range Learn about new products Compare products and services Deciding where to shop Promoting special offers/promotions

Path to purchase EvaluateCompareAction

Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema Food & Groceries Evaluate Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Grocery Shoppers who answered the question Sample Size: % new products Learn about Compare products and services Learn about new products Show price range

Local mediaCommercial TVMagazinesPosters Food & Groceries % Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Grocery Shoppers who answered the question Sample Size: 229. Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema Compare products Deciding where to shop Compare products and services Deciding where to shop Compare

Food & Groceries Action % Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Grocery Shoppers who answered the question Sample Size: 229. Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema Promoting special offers/promotions Containing vouchers/coupons Action