According to the findings of “Decoding Consumer Affinity,” a PYMNTS and Toshiba partnership based on a study of more than 2,000 U.S. consumers, about eight out of ten customers prefer to purchase groceries and pharmaceutical products in physical locations.
According to the results of the poll, 82 percent of supermarket shoppers and 76 percent of pharmacy consumers make the majority of their purchases in-store. Only 18 percent of consumers make mostly online food purchases, and only 22 percent make primarily online pharmaceutical purchases, according to a recent survey.
Consumers who shop for groceries in supermarkets spend nearly half of their money at three or more merchants, according to a new study. Another 36 percent shop at two shops, while only 16 percent shop at a single retailer, according to the survey.
In contrast, more than half of those who purchase pharmaceutical products in stores — 56 percent — do so from a single retailer or manufacturer. In addition, 25 percent of consumers shop at two retailers, with only 18 percent shopping at three or more shops.
The tendencies are less noticeable among individuals who do the majority of their shopping online. Grocery buyers who shop online are divided into three groups: those who shop at one merchant, those who shop at two merchants, and those who shop at three or more merchants.
50 percent of pharmacy customers who shop online do so from a single merchant, 24 percent visit two, and 23 percent shop from three or more merchants at the same time.
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Grocery shoppers indicate that price and proximity are the most essential factors in deciding where to shop. Of those who shop, 37 percent say that price is the most important element and 32 percent say that proximity is the most important aspect.
Pharmacy buyers were particularly concerned with convenience, with 41 percent stating that it was the most important factor in their decision to purchase from a particular store.
Only 16 percent of people who purchase pharmaceutical products mention the second most often mentioned criterion, which is price.
Another distinction between supermarket shoppers and pharmacy shoppers is whether they are more devoted to the merchant or to the goods that they purchase from them.
While 53 percent of grocery store customers say they are more devoted to the retailer, 61 percent of pharmaceutical product customers say they are more loyal to the brand.
