1. Cost & value main consideration for grocery shoppers in Midlands, as well as distance & location…
Which of these are important to you in deciding where to buy food & groceries? (%)
Source: Newspaper Society Retail Survey 2012/BDR Continental
Base: Main grocery Shopper Sample Size:304.

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

3. Path to purchase
Evaluate
Compare
Action

4. Food & Groceries Learn about Show price range new products Evaluate 30
Local media
Commercial TV
Magazines
Outdoor
National newspaper/website
Commercial Radio
Cinema 30 % 20 10
Learn about
new products
Show price range
Compare products
Learn about
and services
new products
Source: Newspaper Society Retail Survey 2012/BDR Continental
Base: Grocery Shoppers who answered question. Sample Size: 264.

5. Compare products and services
Food & Groceries
Local media
Commercial TV
Magazines
Outdoor
National newspaper/website
Commercial Radio
Cinema 40 % 30 20 10
Compare products and services
Deciding where to shop
Compare products
Deciding where
to shop
Source: Newspaper Society Retail Survey 2012/BDR Continental
Base: Grocery Shoppers who answered question. Sample Size: 264.

6. Promoting special offers/promotions
Action
Food & Groceries
Local media
Commercial TV
Magazines
Outdoor
National newspaper/website
Commercial Radio
Cinema % 40 30 20 10
Promoting special offers/promotions
Containing
vouchers/coupons
Source: Newspaper Society Retail Survey 2012/BDR Continental
Base: Grocery Shoppers who answered question. Sample Size: 264.