In-Store Price Comparisons by Ethnicity/Race

Here are the results of some recent research on U.S. shoppers’ in-store price comparisons, as reported by eMarketer. Comparisons differ significantly be ethnicity and race:
“Hispanic millennials are big spenders when it comes time to grocery shop. March 2015 polling by ThinkNow Research and Sensis found that U.S. Hispanic millennial Internet users were most likely to spend an average of $149 on groceries each week — more than any other race/ethnicity group. White millennials spent $136 on average, Asian millennials $119, and black millennials $105.”
“This cohort wasn’t as eager as other groups to conduct research on deals prior to heading to the store. Half of Hispanic millennials browsed a grocery store’s Web site for specials before shopping there, vs. 61% of Asian respondents and 57% of whites. In-store price comparison played a large role in whether or not mobile Hispanic millennials took the plunge and purchased. About half used their mobile phones to compare prices while at the store, similar to the percentages for whites and Asians. And if they didn’t like what they saw, they weren’t scared to head out the door. Fully 88% of Hispanic millennials said they would go to a different store to buy a product if they found a better price—tying white millennials for No. 1. In comparison, just 75% of Asians said they would leave, as did 85% of blacks.”


Click the image to read more.


This entry was posted in Online Retailing, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer and tagged , , , , , , , , , . Bookmark the permalink.

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