1. Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Main grocery Shopper Sample Size:87. Which of these are important to you in deciding where to buy food & groceries? (%) Cost & value main consideration for grocery shoppers in Northern Ireland, as well as distance & location…

2. 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

3. Path to purchase EvaluateCompareAction

4. % Food & Groceries Evaluate Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Grocery Shoppers who answered question. Sample Size: 88. 30 20 10 0 % 40 new products Learn about Compare products and services Learn about new products Show price range Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema

5. Food & Groceries 30 40 % 0 20 10 Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Grocery Shoppers who answered question. Sample Size: 88. Compare products Deciding where to shop Compare products and services Deciding where to shop Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema Compare

6. Food & Groceries Action 30 40 20 10 0 % Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Grocery Shoppers who answered question. Sample Size: 88. Promoting special offers/promotions Containing vouchers/coupons Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema Action