This dissertation has been microfilmed exactly as received 66-15,135 SKINNER, Richard Walter, 1937- CONSUMER MOTIVATION IN SUPERMARKET SELECTION: A FACTOR ANALYSIS.

The Ohio State University, Ph.D., 1966 Economics, commerce-bueiness

University Microfilms, Inc., Ann Arbor, Michigan (c) Copyright by

Richard Walter Skinner

1967 CONSUMER MOTIVATION IN SUPERMARKET SELECTION:

A FACTOR ANALYSIS

DISSERTATION

Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State U niversity

By

Richard Walter Skinner* B.S., M.S.

The Ohio State U niversity 1966

Approved by

Adviser Department of Agricultural Economics and Rural Sociology PLEASE NOTE: Not original copy. Several pages throughout have some light and indistinct print. Filmed as received. University Microfilms, Inc. ACKNOWLEDGMENTS

The author wishes to express particular appreciation to Pro* feasor Ralph W, Sherman and Glenn C9 Himes for providing academic inspiration and guiding the development and fulfillment of the re­ search.

A special thanks to Professors James C. Naylor and Joseph T.

Crymes, Ben C. Schapker of Burgoyne Index* Inc., and my secretaries

Linda Wright and Margie Whalen who contributed much to the success of the study.

To my wife, Marilyn, and children, Debbie, Mark, and Diane, a special debt of gratitude for their patient endurance with me during the past years.

11 VITA

August, 1937 Born - B arnesville, Ohio

1959 * • • • • B*S*, The Ohio State U niversity, Columbus, Ohio

1960 * * * * • M.S., The Ohio State University, Columbus, Ohio

1960-1962 • • Instructor, Cooperative Extension Service, C anfield, Ohio

1962-1966 * • Instructor, The Ohio State University, Columbus, Ohio

PUBLICATIONS

"Extension Education with Marketing Firms: An Analysis of the F u tu re,” with B. W* Far ion, Journal of Farm Economics, Vol* 47, No* 5, pp« 1515-1519, December, 1965

FIELDS OF STUDY

Major Field: Marketing

Studies in Marketing. Professors Ralph W. Sherman, Elmer F. Baumer, Dan I* Padberg, Alton F. Doody and Thomas T* Stout

Studies In Economics* Professors C lifford L. James and Robert D. Patton

Studies in Statistics* Professor Francis E. Walker

i l l CONTENTS

CHAPTER Page

I INTRODUCTION...... * ...... 1

Background and need fo r the study .*.... 1 Review of previous studies ...... • • 5

II METHODOLOGY...... 9

The questionnaire and Burgoyne Index, Inc. . 9 Sample area for the s tu d y ...... 11 Factor analysis ...•••• ...... 13

III THE SAMPLE.CHARACTERISTICS AND SHOPPING HABITS . 17

Characteristics of the SAmple ...... 17 Income ...... * ...... 18 E d u catio n ...... 20 Age ...... 22 Size of household 22 Race and typ9 of dwelling ...... 23 Type of employment ...... 24 Employment outside of the home •••»... 23

Shopping Habits of the Respondents ...... 25 Shopping tima ...... 28 Driving or walking distance ...... 30 Times shop per week ...... 32 Expenditure ...... 33 Home delivery ...... 33 Trading stamps and coupons ...... 35 Newspaper ads ...... 35

iv CONTENTS (c o n td .)

CHAPTER Page

IV FACTOR ANALYSIS OK THE EIGHTY-SEVEN MOTIVATIONAL STATEMENTS...... 37

T erm s...... 38

The Total Sample: Three Hundred Respondents « ■ 39 Factor score • ...... 59

Income ...... • • . . • 60

The Food Industry ...... * . . 62

V CONCLUSIONS AND IMPLICATIONS...... 65

APPENDIX A The Questionnaire ...... 70

APPENDIX B Listing of Statements ...... 79

APPENDIX C Table of Intercorrelatlon3 ...... 82

APPENDIX D Factor Loadings fo r High and Low Income Respondents and for 186 Respondents from the Food Industry ...... 115

BIBLIOGRAPHY ...... 127

v TABLES

1 Relative Importance of Various Reasons for Consumer's Choice of Food Store Compiled from Twelve Independent Studies .**«.*»«*...**..

2 Comparative Summary of Important Factors......

3 Income by Areas of the Sample • ......

4 Income-Sample and Franklin C ounty ......

5 Education of Head of Household......

6 Education-Sample and Franklin County ......

7 Age of Respondent ......

8 Size of Household ......

9 Race and Dwelling Type ......

10 Store Last Shopped and Voat Frequently Shopped . . .

11 Percentage of Respondents Shopping Each Store , . .

12 Length of Time Respondent has Shopped Store in Question 2 • ......

13 Driving or Walking Distance ......

14 Times Shop per Week ......

15 Expenditure fo r Food and Non-Food ......

Percentage of Respondents Reading Newspaper Ads by Store and Where Shopped for Groceries ......

vi TABLES (contd.)

TABLE Page 2 17 Distribution of Communallty Coefficients (h ) . . . 39

18 Rotated Factor Loadings ...... 62

19 Factor Score for Eight Identified Factors by Income 61

20 Factor Scores fo r Consumers and Food Industry Personnel ...... 64

21 Intercorrelation and Residuals of Eighty-seven Statements fo r Total Sample of Three Hundred Consumers ...... •• 83

FIGURES

FIGURE

1 Kap of Sample A r e a...... 10

2 Interpretation of Intercorrelations...... 15

v ii CHAPTER I

INTRODUCTION

Background and need for the study

The consumer Is defined by Webster as “One who uses (economic) goods and so diminishes or destroys their utilities*11 While this definition may not be satisfactory to many economists, it does refer

to the four classes of utility: form, place, time, and possession

utilities* The latter three classes of utilities are created by the performance of the marketing system, With the creation of these u til­

ities, value is added to the product* The value added concept Is con­

sistent with and actually Is the implied basis for modern customer- 1 oriented concepts of marketing management.

As marketing people become more consumer oriented, increased ef­

fort has been directed to studying and analyzing consumer motivations and behavior in the market plnce* However, the primary characteristic of current research on consumer behavior is that It Invariably proceeds 2 on a product-by-product basis* Any scientific approach to the

1T« N. Beckman and W, 2, Davidson, Marketing (Ronald Press Co., Seventh Edition), p. 785. 2 'James 3ayton, ’'Future Needs In Consumer Behavior Research," Pro­ ceedings of Sixth Annual Agricultural Marketing Conference, 1963, p,44.

1 analysis of consumer behavior must be concerned with locating or de- fining the general set of forces In consumer behavior which operate 3 across individual products* An equally Important dimension of con­ sumer behavior to the food industry is the forces which operate when consumers select supermarkets*

During recent years we have observed Increased competition among supermarkets on the non-price competitive tactics? such as advertising* services, or customer conveniences, varieties and quality of products, etc* Uhlle there is active price competition on some products and in some areas of the country, retailers in general have tended to adopt the "Imitative" pricing principle* The emphasis placed on service-type competition has caused marketing costs and margins to rise as such services became universal-, Their costs had to be Incorporated in the price of products to consumers. Price competition, on the other hand, tends to reduce margins In the long run by forcing retailers to reduce services on profits*

Many of the cervices or customer conveniences that are provided by the retailers are of unknown value to the consumer. There is lit­ tle evidence to support the theory that consumers actually demand or are influenced by many of the customer conveniences which retailers have provided and are continuing to provide. This study will attempt to provide a basis for economists to better assess the value or the importance of the various competitive tactics that are being used by 3

the retail food industry in attracting customers to their respective

supermarkets*

There are indeed other factors which must be considered when

studying competitive behavior of retail food firms* The structure of

the food retailing Industry has undergone significant changes since tht--

Korean War period* At that time there were three major groups in the

Industry* The corporate chains (eleven or more stores) were credited

with approximately 37 per cent of the total retail food market; the voluntary and affiliated Independents (advertising and buying groups)

were credited with approximately 34 per cent of the market; the inde­

pendent retailers (non-affiliated) were credited with 29 pdr cent of a the market. The market share figures as reported by Progressive

Grocer for 1964 Indicate that the corporate chains have approximately

41 per cent of the total 62 billion dollars spent for food annually in

the retail stores, while the voluntary and affiliated independents

have approximately 50 per cent of the market with the remaining 9 per

cent being credited to the strictly independent or unaffiliated re­

tailer* The facts are that today there are only two major groups in

the retail food industry, the corporate chains and the affiliated in­

dependents* The latter group behaves much es the corporate chains in

th e t they operate with common management or supervision* This fa c t

alone accounts for much of the attention and concern of many in our

economy about the competitive behavior of food distribution firms.

4 "Facta in Grocery Distribution," Progressive Grocer, 32nd Annual Survey. 4

No one knows enough about the characteristics of the industry to

evaluate i t s performance. The National Commission on Food Marketing! a bi-partisan commission charged to study and appraise the changes taking place in the food industry, was established shortly after this

study was developed. While the results of that study are not yet re­

leased the food industry leaders are saying, "Competition in food re­ tailing has never been so intense." The question that needs to be answered is whether this competition contributes to economic efficiency or might be considered as an economic waste; whether the competition

that does exist Is healthy to the future welfare of the food industry and the near 200 million consumers as well as producers and processors.

When developing this study and reviewing the literature,it was

concluded that the most logical place to start in answering many of

the questions about the competitive behavior of the food retailing in­ dustry was by an examination of the consumers' views of the competitive

tactics used by the retailers in competing for customers. This was

true primarily because of the tremendous void or lack of knowledge about the factors which motivate consumers when selecting supermarkets.

The point was made earlier that most of the consumer behavior research as it relates to food has been on a product-by-product basis. The objectives of this research are as follows:

1. To identify and define the basic motivational factors which aro important to the consumer when selecting a food store. 2* To determine the differences that may exist between high and low income shoppers with respect to the basic motivational factors*

3. To determine if the food industry understands the basic motivational factors important to the consumer when selecting a food sto re .

Review of previous studies

In 1964 Purdue University in research bulletin No. 777 reported the reasons for food store selection and patronage loyalty as found both in other published research and from a detailed analysis of a small panel of homemakers* Their conclusions are summarized as fol­ lows:

la A food store does not simply sell food but rather merchandises a complex " a ttrib u te mix" made up of various components which have different values to different people*

2* Income levels of consumers are a major factor Influencing the reasons for choosing a particular store*

3. Loyalty or patronage of a particular food store apparently is neither strong nor long lasting for most consumers*

4* No one particular "package" of food store operation is supe­ rior to all others for either securing or holding customers.

The "attribute mix" as referred to in 1 is divided into three major categories of potential consumer values: the aspects of con­ venience* the products themselves* and the general managerial and operational behavior of the business* 6

An attempt was made by Purdue to classify the results of twelve stu d ies by the " a ttrib u te mix" model and to add the re s u lts together

In come meaningful fashion* The following table summarizes the rela­ tive importance of various reasons for consumer's choice of food store complied from the twelve Independent studies*

TABLE 1

Relative Importance of Various Reasons for Consumer's Choice of Food Store Complied from Twelve Independent Studies

Reasons Given Per cent of All Reasons Given

Convenience values 32 Fhyslcal layouts of stores 22 Locctlon of store 78

Product values 51 Prices 33 Q uality 40 V ariety 27

Business behavior values 17 Personnel relationships 51 Physical and aesthetic features of store 49

Total 100

Source: R, L. Kohls and John B ritney, "Consumer S election of and Loyalty to Food Stores," Research Bulletin No. 777, Fardue U niversity, March, 1964, 7

Burgoyna Index, Inc., a marketing research organisation with head­ quarters in Cincinnati, Ohio, has, since 1954, annually conducted studies of supermarket shoppers' buying habits and attitudes In major markets throughout the United States. Note the great degree of uni­ formity between the last five yearo as shown In Table 2.

This chapter has presented the background to the problem and the studies that have been pertinent to the problem. The next chapter presents the methodology involved in the development of the study and the analysis of the results. Chapters III and IV present the charac­ teristics of the sample population and the findings of the analysis.

Chapter V presents the conclusions of the study and the implications of the results of the study to the food industry. 8

TABLE 2

Comparative Summary of Important Factors (Average of Total 1, 2, 3 Mentions)

1965 1964 1963 1962 1961

1. Quality and freshness of meats 18% 18% 20% 20% 19%

2. Low prices on groceries 15 15 15 12 13

3. Quality and freshness of fruits and vegetables 12 12 12 15 13

A. A ttractiv en ess and cleanliness of store 11 12 11 12 11

5. Convenient location 11 10 11 13 13

6, Variety and selection of grocery merchandise 10 10 9 10 12

7, Friendliness of store people 7 7 6 7 7

8. Good store arrangement 7 6 6 a a

9. Better parking 3 4 3 4 4

10. Fast check-out service 4 3 4 4 4

11. Trading stamps 2 3 3 3 4

ftNot included p rio r to 1963.

Source: Twelfth Annual Study of Super Market Shoppers, Burgoyne Index, Inc., 1965, p. 22. CHAPTER II

METHODOLOGY

This chapter consists of three parts* The first explains the questionnaire used in the study (Appendix A) and the nature of the assistan ce of Burgoyne Index* Inc** in the c o llectio n of the data; and the second part Identifies the sample area and the procedure followed

in selecting the sample area (Figure 1); the final section of this

chapter briefly explains factor analysis as used in this study.

The questionnaire and Burgoyne Index* Inc*

The questionnaire used in this study is in three parts as fol­

lows: Port I* shopping habits of each respondent* Part II* self-

administered section In which the respondent rated each of the 87

factors related to supermarket shopping and Part III, demographic

data such as income and education of each respondent*

The more important function of Parts I and III of the question­

naire is that the data provides a base for analyzing the 87 motiva­

tional factors which 300 respondents have rated from 1 to 7 according

to the importance which they place on each factor. With the sup­

porting data on each respondent it is possible to determine if there

is a significant difference between Income level* etc* on the

9 10

8AMPLB ARIA • CONBUlttR MOTIVATION STUDY

m m ct«rtM ru mi a coum om

m hm ■ i m o a t. i n k n .t i c *. *

TEN MMPtf Mt(Al ^ ^ ,J PMTEMU-I SUPfl DUffR • 7

I

Fig* 1* Map of Sanple Aroa 11 importance of the various motivational factors* That is, are some fac- tors significantly more important to high income people than to low income people*

In early November, 1965, Burgoyne Index, Inc*, of Cincinnati pro­ vided the enumerators and the supervision for obtaining 300 home Inter­ views. The enumerators could be considered professional In that they have all had considerable and varied experience In consumer inter­ viewing. The interview, which lasted approximately thirty minutes, took place in the home of the respondent. The enumerator asked the questions to Fart I and III and supervised the self-administered or

Part II of the questionnaire.

The 87 motivational statements which comprise Part II of the questionnaire are the result of "brainstorming." An effort was made to include all possible statements that might be a part of the indi­ vidual consumer decision-making process. The questionnaire was pre­ tested in the Cincinnati market at which time minor modifications were made and the number of statements were reduced to the 87 as they ap­ pear in Appendix A. Note that they are arranged in alphabetical order. This order was the same throughout the interviewing. The respondent rated each fa c to r from 1 to 7 (the higher the number the greater the Importance).

Sample area fo r the study

At the outset consideration was given to conducting the study in various markets in Ohio; however, this was deemed unfeasible because of the financial requirements of such a broad study* In fact* the cost for conducting the study over one market area such as the Central Ohio

Market was prohibitive. It, therefore, became necessary to select a sample area within a broad market area. An area in the middle northern part of Franklin County was selected S3 the study area because of its diversity of income end education levels and fair representation of ethnic groups. This area also was well represented by all the retail food firms which operate in the Central Ohio Market. The boundrles of the area chosen for the study were state route 161 on the north, Alum

Creek on the east, the Pennsylvania Railroad on the south and the

Scioto River on the west. A map of the sample area is shown by

Figure 1 on page 10.

This area was partitioned into 33 approximately one-rolle square areas. Only areas of considerable population were numbered as the

company collecting the data expressed a desire to minimize the driving time between interviews for the enumerators. It was also deemed wise by those making the study to not consider one very exclusive section of the cample area (very high income) and one very depressed section of the sample area (very low income). These two sections were not

included as it is the thinking of those conducting the study that few

supermarkets make any appreciable effort to appeal to such segments of the market. It would Le very difficult to obtain good Interviews

in the depressed area if It were possible to find enumerators who would conduct the interviews. The enumerators employed stated that

they would not take Interviews in such an area. This is not to say 13 that we do not have high or low Income people represented in our sam­ ple. Chapter III will indicate that we do have all Income levels and educetlon levels represented in the study.

Burgoyne Index, Inc., agreed to collect data from 300 respondents and expressed a desire to collect several in one area In an effort to

economize* With this In mind the 33 areas were numbered and ten areas were chosen from a ta b le of random numbers. In each of the ten a re a s,

30 shoppers were interview ed. Each area was delineated into two or

three parts by those responsible for the study. This procedure was done by driving through the sections and subjectively selecting the parts which would most likely represent the total section and also keep driving time between interviews to a minimum. Each part of an

area would consist of 10 or 15 respondents depending upon whether the

section was divided into two or three parts. A starting point was

Identified and the enumerator was instructed to proceed a certain

direction on one side of the street calling on every third home until

she had obtained the 10 or 15 interviews. Figure 1 indicates the

location of the ten ereas-

Factor analysis

Underlying the use of factor analysis is the notion that if we

hove a large number of indices or statements which are intorcorrelated,

there interrelationships nay be due to the presence of one or more

underlying variables or factors which are related to the variables to 14 varying degrees** In this study factor analysis has been used to re- duce and simplify the 87 statements or variables grouped as "motiva­

tio n a l statem ents" re la tin g to supermarket se le c tio n by the consumer*

Factor analysis Is ordinarily used as a descriptive technique 2 rather than a test of statistical hypothesis* Therefore, it is es­

sential that the sample be quite large so that sampling errors are

minimal. Unlike techniques which are limited to demonstrating the ex­

tent of relationship between variables, factor analysis describes the 3 relationship between many variables, at the same time. It is not pos­

sible to identify any one of the 87 statements as the problematic

variable to be studied with relationship to the other 86 "independent"

statements. Thus, it is highly desirable to simplify the data into a

more comprehensible form. Factor analysis will reveal whether or not

the variance is shared among the 87 statem ents so th a t a sm aller number

of facto rs w ill explain most of the variance. Factors w ill be computed

or extracted in the order of their ability to explain the variation 4 in the indices used.

*Hubert Blalock, Social Statistics (McGraw-Hill Book Co., Inc., 1960), p. 383,

2Ibid,, p, 386, 3 Joseph Crymes, Ph.D. thesis, Cornell University, 1961, p, 7.

^Hubert Blalock, op. c lt., p. 385. For visual purposes the following two-dimensional diagram may represent correlations between statements and two distinct clusters.^

F2

Fig* 2. Interpretation of Intercorrelations

It is possible to represent the correlation between any two statements represented by "arrowed" lines, in terms of the angle be­ tween them. As the correlation approaches zero, the angle between the two lines will approach 90 degrees. Thus, a cluster of higher inter­ correlated statements can be represented as a cluster of lines. (It would require a K-dimensIona1 space to represent a cluster of K items.) By examining the nature of the statements in each factor or cluster we may be in a position to identify what they have in common and name the factor accordingly*

The procedures used in obtaining or "extracting" the underlying factors do not yield such pure or readily interpretable factors. As observed in the above Illustration, the angle between the clusters is not 90 degrees, indicating that the clusters represented by broken lines are intercorrelated. Becauce of this fact, the factors may be advantageously "rotated*'. The aim of rotation Is to obtain a set of factors so that any given factor will be highly correlated with a portion of the statements but uncorrelated with the rest. Each cluster of statements can then be more clearly Identified es a factor.

The term "factor loading" is used to refer to the correlation be­ tween a statement and a given factor. We can also compute the pro­ portion of the total variation in each statement explained by all of the extracted factors. This squared multiple correlation between the statement (taken as the dependent variable) and the several factors is referred to ao the communality of the index,^

The primary use of factor analysis in this study Is In the con­ tribution it may make to conceptual clarification of the importance of the many price end non-price competitive tactics used by the retail food Industry today. CHAPTER I I I

THE SAMPLE-CHARACTERISTICS AND SHOPPING HABITS

The food industry often refers to the Central Ohio Market as

"test market USA" because of the many manufacturers who use the market as a test market for new products* To the extent that the Central Ohio

Market Is representative of the total United States market with respect to food products* the results of this study might be considered ap­ plicable for the country as a whole* The economic and family char­ acteristics of the sample population are representative of the popula­ tion of the Central Ohio Market (Franklin County) as will be evidenced by th is chapter*

This chapter consists of two major sections* The first will iden­ tify the characteristics of the sample population (Part III of the questionnaire, Appendix A)* The second section will focus on the shopping habits of the sample population (Part I of the questionnaire,

Appendix A)*

C h a racteristics of the Sample

Information was obtained about the income of the fam ily, the education level and the type of employment of the head of the

17 18 household, the size of family* the age of the respondent and the extor.t to which a woman of the household was employed outside of the home*

If a t a ll*

Income

Each respondent was asked to Indicate from an exhibit* the letter which came closest to the total income before taxes of all members of the household. In a few Instances the income was estimated by the enumerator* The following two tables represent the income levels of the respondents in each of the ten sample areas of the market and the distribution of income of the total market according to the i960 census*

TABLE 3

Income by Areas of the Sample

Ar ea s Income Range 2 3 4 5 6 7 8 9 10 T o tal1

Under $2,000 _ • 2 2 1 2 8 $ 2,000- 2,999 -. - 2 1 1 3 2 1 1 10 3,000- 3,999 --— 4 - 3 3 2 5 1 20 £,000- £,999 - 1 1 2 2 . 3 3 4 6 20 5,000- 5,999 . 1 1 1 - 7 6 4 6 6 35 6,000- 6,999 • 5 3 1 3 6 1 1 7 5 36 7,000- 7,999 — 3 9 4 7 8 7 8 1 4 48 8,000- 9,999 4 9 3 8 4 4 3 6 4 4 55 10,000-14,999 14 8 11 8 10 1 1 2 1 1 50 Over $15,000 12 3 2 - 3 - 1 - - - 18

T o tal 30 30 30 30 30 30 30 30 30 30 300

Source: Sample data 19

TABLE 4

Income-Sample and Franltlln County

Sample Franklin County_____ Cumulative Cumulative Income Range Percentage Percentage Percentage Percentage

Under $2,000 2,7 2.7 8 .0 8 .0 $ 2,000- 2,999 3.3 6.0 5.6 13.6 3,000- 3,999 6.7 12.7 7.5 21.1 4,000- 4,999 6.7 19.4 10.4 31.5 5,000- 5,999 11.7 ajuj. 13.2 44.7 6,000- 6,999 12.0 43.1 12.3 57.0 7,000- 7,099 16,0 59.1 10.2 67.2 8,000- 9,999 18 03 77.4 14,3 81.5 10,000-14,999 16,7 94,1 13.1 94.6 Over $15,000 6 .0 100.1 5 .4 100.0

aDees not total to 100 due to rounding.

Source: Sample data end 1960 census.

As Is evidenced by Table 4, the diotsibutlen of the Income levels of the sample peculation does approximate the Franklin County d istri­ bution os ranch as might be expected with the exception of fewer numbers at the lover extremes In the sample population. This may be due pri­ marily to the fact that the Franklin County figures Are based on the

1960 censuso Also, area 1 as shown In Table 3, tends to cause the sample distribution to be skewed toward the higher income levels. This section is a new section of Upper Arlington which had a median income of $11,915 In I960. The median Income for the total market in I960 was

$6,425, according to the 1960 census. The median income for the sam­ ple In 196C la near $7,500. The Sales tenagement Index of Buying Power 20 reports the effective buying income per household for Franklin County increased from $6,692 to $8,214 during the last five years.

E ducation

Each respondent was asked to indicate from an exhibit the letter which corresponded to the last year of school completed by the head of the household. The following two tobies indicate the education level of the head of the household of the sample areas aud the percentage distribution for Franklin County, according to the 1950 census. The median years of school completed in Franklin County according to the

I960 census woe 11*9 years*

TABLE 5

E ducation o f Head o f Household

A.rea o E ducation 1* 2 3 4 5 6 7 8 9 10 T o tal

Some grade school 2 1 . 1 4 Completed Sfch grade m - - 1 - 1 6 4 5 3 20 Some higli school 1 • 1 1 5 7 7 7 5 34 Graduate - high school 1 9 2 4 3 11 7 14 13 11 75 Some co lle g e 2 11 11 7 6 5 5 2 3 9 61 G raduate » 4 y e a rs c o lle g e 17 9 8 9 6 4 2 1 2 1 59 Graduate work 10 - 9 8 14 4 1 1 «■ - 47

T o tal 30 30 30 30 30 30 30 30 30 30 300

Source: Sample data. 21

TABLE 6

Education-Sample and Franklin County

Sample Franklin Countv Cum ulative Cum ulative Education Level P ercentage P ercentage P ercentage Percentagt-

Some grade school 1.3 1.3 14.7 14.7 Completed 8th grade 6.7 8.0 14.7 29.4 Some high school 11*3 19.3 21.0 50.4 Graduate - high school 25.0 44.3 28.3 78.7 Some c o lle g e 20.3 64.6 10.4 89.1 Graduate - 4 years c o lle g e 19.7 84.3 10. 9a 100.0 Graduate work 15.7 100.0

aCensus figures do not distinguish between graduated from a college and graduate work.

Source: Sample data and 1960 census*

As might be expected, the distribution of education levels

(Table 5) is quite similar to the distribution of income levels

(Table 3). It is evident from Table 6 that the education levels of the sample are considerably higher than for Franklin County* This Is, per­ haps, because many of those Included In the sample work at The Ohio

State University or are professional people as will be shown later in this chapter* It is reasonable to conclude that a greater percentage of The Ohio State University faculty and professional people live in the sample area than in any other part of Franklin County because of the close proximity to the University* This fact probably accounts for the high percentage of college educated respondents In the sample* 22 Age

The ages of the respondents are summarized in Table 7*

TABLE 7

Age of Respondent

Area 0 Age 1 2 3 4 5 6 7 8 9 10 T o tal

8 to 20 m m «■ . 4 1 2 7 21 to 24 - 8 • •* 1 2 4 3 3 4 25 25 to 34 6 7 15 5 12 13 9 6 11 10 94 35 to 44 21 9 10 7 4 8 5 9 7 8 83 45 to 54 2 5 3 6 4 3 4 5 3 4 39 55 to 64 1 1 2 4 4 3 2 2 4 2 25 65 and over - - - 8 5 1 2 4 2 - 22

T o tal 30 30 30 30 30 30 30 30 30 30 300

Source: Sample data*

Of particular interest in Table 7 is the fact that nearly one- third of the respondents were between the ages of 25 to 34, Those conducting the study expected over 10 per cent of the respondents to be less than 24 years of age. Areas 4, 5, and 8 account for nearly all of those respondents 65 and over.

Size of household

The median size household of the 1560 census for Franklin County was found to be 3,26, The median size of household for the study would probably be in excess of the census size but less than 3,5* Table 8

indicates the size of household in each section. Mote that there are a substantial number of households with sev­ eral children* By analysis of the schedules it was possible to de­ termine that there were 140 households or slightly less than ore-half of all respondents with children age five or under*

TABLE 8

Size of Household

Number of A reas People 1 2 3 4 5 6 7 8 9 10 T o tal

1 4 1 1 1 m m m 7 2 1 5 2 7 9 5 6 10 10 6 61 3 - 10 4 6 6 5 7 6 4 6 54 4 19 9 8 5 5 7 9 4 6 8 80 3 5 2 9 7 5 10 7 5 6 3 59 6 3 2 5 - 1 1 . 4 3 5 24 7 . 2 1 - 1 m - 1 1 2 8 8 1 1 1 2 1 6 9 1 m m ■p- m -- 1

T o tal 30 30 30 30 30 30 30 30 30 30 300

Sourcei Sample d^ta*

Race and typo of dwelling

A special effort was made to include both white and negro popu­

lation in the sample as well as a few who live in apartments* Ap­

proximately 10 per cent of the sample consists of negro and 8 per cent of the sample live in apartment type dwellings. 24

TABLE 9

Race and Dwelling Type

Race and A reas , Dwelling Type 1 2 3 4 5 6 7 8 9 10 Tota y.

White 30 30 30 30 30 30 30 30 11 20 271 Negro - - «* - - - «► 19 10 29

Home 30 20 30 30 30 27 20 30 28 30 273 Apartm ent - 10 - - - 3 10 - 2 «• 25

Source: Sample data.

Typo of employment:

Reference was made earlier to the fact that the sample tends to

have many professional and technical people. The 1960 census classifi­

cations were used in categorising the typo of Job and type of employ­

ment as follows:

Occupation of Head of Household of the 300 Respondents

Type of Job Type o f Company 85 profess ions1-technics1 74 manufacturing 50 managern 10 w holesaling 15 c le r i c a l 33 retailing 28 s a le s 09 services 46craftsmen 19 education 23 o p e ra tiv e s 9 professional 19 s e rv ic e 30 government 4 laborers 9 research 1 armed forces 1 o th e r 29 not in labor force 26 retired, etc. 25

Employment outside of the home

Fifteen per cent of the women of the household indicated that they worked outside of the home. This Is lower than might be expected, how* ever, It may not be when consideration is given to the fact that nearly all of the interviewing was done during the hours of nine to five during the weekday* This is the time thct the enumerators preferred to work* Of those who do work outside the home, one-third of them work twenty hours or less a week.

Shopping Habits of the Respondents

Much can be learned about the stores in the market by an analysis of question 1 end 2 cf Part I of the questionnaire (Appendix A), The respondents were asked to indicete the stores whore they last shopped for meat, produce and groceries and the store where they most fre­ quently shop for meat, produce and groceries. 26

TABLE 10

Store Last Shopped and Most Frequently Shopped

Last Shopped Most Frequently ShoppeC Store Meat Produce Grocery Meat Produce Grocery

Big Bear 65 87 74 66 99 82

K roger 67 68 75 59 55 58

A lb ers 39 47 48 35 43 50

IGA 28 26 30 28 26 28

Whitehall *s 15 21 22 11 18 20

Super Duper 10 12 10 10 11 12

A & P 10 9 12 9 7 9

Big D 4 5 5 5 5 4

Foodtown 4 3 2 3 2 3

Royal Blue 2 1 0 2 1 1

T a rp y 's 8 7 5 6 3 4

O ther 40 10 6 44 9 3

Two or more 8 4 11 22 21 26

Total 300 300 300 300 300 300

Source: Sample data. 27

TABLE 11

Percentage of Respondents Shopping Each Store

Last Shopped Most Frequently Shopped S tore Meat Produce Grocery Meat Produce G rocery

Big Bear 21.7% 29.0% 24.7 % 22.0% 32.7% 27.?% Kroger 22.3 22.7 25.0 19.7 18.3 19.2 A lb ers 13.0 15.7 16.0 11.7 14.3 16.7 IGA 9,3 8.7 10.0 9.3 8.7 9.3 Whitehall*s 5 .0 7 .0 7.3 3.7 6 ,0 6.7 Super Duper 3.3 4 .0 3.3 3.3 3.7 4 .0 A & P 3.3 3 .0 4 .0 3 .0 2.3 3 .0 O ther 19,3 8.7 6.0 20.0 6.7 5 .0 Two or more 2.7 1.3 3.7 7.3 7.0 8.7

Total® 99,9 100.1 100.0 100.0 99,7 100.0

a I2ay n ot add to 100 due to rounding.

Source: Sample data.

There Is Indeed much Information in the above two tables. Some of the more Important observations are as follows:

1. Approximately 33 per cent of the respondents most frequently

shop at 31g Bear for produce» but only 22 per cent of the respondents

shop Big Bear for meat and 27 per cent for groceries. Big Bear has

long had a reputation for having excellent produce departments.

2. Of particular interest is the fact that several of those who

most frequently shop at Big Bear did not shop there Just previous to

the interviews. On the other hand, more people shopped at Kroger Just

prior to the interview than might have been expected based on their

answers to question 2. There is nothing in the study to explain the 28 difference between the expected shopping and the observed shopping with respect to the grocery departments. In fact* chi square computations indicate that the difference is significant only at the 20 per cent level, thus, the difference may be due to chance,

3, The figures In Table 10 suggest that Krogers do have strong meat departments especially in relation to Albers, Big Bear and White­ hall's, respectively, purchase their meat elsewhere. This accounts for the fact that nearly 15 per cent of all respondents purchase their meat at other stores as indicated in Table 10,

4* The enumerators were instructed to attempt to obtain the one market which the respondent most frequently shopped for meat, groceries or produce. Approximately 8 per cent of the respondents mentioned two or more stores as being the markets they most frequently shopped for particular products as is indicated in Table 10, Of the twenty-six who Indicated two or more stores for groceries, Big Bear was mentioned by tt;enty of the respondents, Kroger by seventeen of the respondents,

A & P by six of the respondents and other stores by ten of the respondents.

Shopping time

The respondents were asked to Indicate the length of time they had shopped the stores they named in question 2 (most frequently shopped).

Table 12 reveals that approximately 23 per cent of the respondents have shopped their most frequently named store one year or less. This fact alone is indicative of the "keen" competition in the retail food TABLE 12 Length of Time Respondent has Shopped Store in Question 2

Meat Produce G ro ceries Cumulative Cumulative Cumulative Time Percentage Percentage Percentage Percentage Percentage Percentage

Six months and less 12.0% 12.0% 9.3% 9,3% 9.0% 9.0% Seven to 12 months 12.7 24,7 13.3 22.6 14.0 23 , 0 Over 1 to 2 years 15.3 40.0 15.7 38.3 15.3 38.3 Over 2 to 3 years 9.7 49.7 10,7 49.0 12.3 50.6 Over 3 to 4 years 10.0 59.7 10,3 59.3 10.0 60.6 Over 4 to 5 years 10.3 70.0 7.7 67.0 8.7 69.3 Over 5 to 10 years 21.7 91.7 23.7 90,7 22.7 92.0 Over 10 years 8.3 100.0 9.3 100.0 8.0 100.0

Source: Sample data• 30

Industry as referred to in Chapter I. With In excess of 20 per cent turnover in customers each year or nearly 50 per cent every three years as Table 12 shows, the chains and independents must continuously be appealing to new customers* Less than 10 per cent of the respond­ ents shopped a store for more than ten years*

Much of the turnover in customers by a typical store can be ex­ plained by the fact that many (perhaps 20 per cent) of the American people move each year* Of course some o f th e moves would be w ith in th e market area for a given supermarket.

We asked those who had changed stores within the past year to

indicate where they had shopped previously and why they had changed stores* Approximately 43 per cent had changed because they had moved to a new market area* Another frequent reason for changing stores was because a new store opened closer to their home. In most Instances th l3 new s to r e wa3 a member o f th e same ch ain o r group. O ther reasons

included better selection, lower prices, more convenient or not as crowded„

Driving or walking distance

More than one-fifth of the respondents live with one-half mile of

the stcre they most frequently shop. Less than one-half of the re­

spondents live within one mile, however between 85 per cent and 90 per cent live within three miles of the store.

Note that 8 per cent cf the respondents drive more than five miles

for meat while only 2 per cent drive that distance for groceries or TABLE 13

Driving or Walking Distance

Meat Produce G ro ceries Blocks or Miles Cumulat ive Cumulative Cumulative (2 blocks « 1/4 mile) Percentage Percentage Percentage Percentage Percentage Percentage

Up to 2 blocks 10.3% 10,3% 8.0% 8.0% 7.3% 7.3% Over 2 to 4 blocks 12 „3 22.6 14.0 22.0 14.3 21,5 Over 4 to 6 blocks 8,3 30.9 8.7 30,7 9,0 30c6 Over 6 to 8 blocks 15,0 45 o 9 14.3 45.0 18.7 47.3 Over 1 to 2 miles 16*7 72,6 29.0 74.0 29,0 76.3 Over 2 to 3 miles 11.7 84,3 16.0 90.0 13.3 91,6 Over 3 to 4 miles 4.3 88.6 4.3 94.3 3.3 94.9 Over 4 to 5 miles 3 ,0 91.6 3.3 97.6 3 ,0 97.9 Over j to 10 miles 4.3 95.9 2,0 99.6 1.7 99.6 Over 10 miles 4 .0 99.9 0 C3 99.9 0.3 99.9

a 1-lay not total to 100 due to rounding

Source: Sample data. produce. This can largely be explained by those consumers who buy meat

In quantity. As one might expect* those In the lower income areas shop closer to their home.

Times shop per week

It is generally believed by the industry that the typical home­ maker shops once a week. Table 14 substantiates this belief.

TABLE 14

Times Shop per Week

Times Meat Produce G ro c e rie s

Four or more 0.37. 0,37. 2.07. Three times 4.7 4 .0 5.7 Two tim es 10.0 10.3 10.0 One tim e 67.7 75.7 71.3 Every other week 10.3 8.7 9.3 Less o fte n 7 .0 1.0 1.7

Source: Sample data.

The 7 per cent shopping less than every other week for meat can

largely be accounted for by those who buy meat In quantity. Twenty-

three per cent of the respondents Indicated that they do buy meat In

quantity. Fifty par cent of the respondents stated that they do have

f r e e z e r s . 33

Expenditure

Each respondent wan asked to estimate their weekly expenditure for food and non-food, in a supermarket* National figures indicate that approximately 20 per cent of a supermarket sales are in non-food items or taxable items as the case may be in Ohio* However, many of the respondents did not indicate thet as much as 20 per cent of their dollars in the supermarket went for non-foods* This could perhaps mean that the consumer is not really aware of how much of her dollar spent In the supermarket goes for non-food*

By using the mid figure in the different levels of expenditure for food it was determined that the approximate expenditure per person for food of different size families are as follows: family of one, $8.50; family of two, $7.50; family of three, $6*00; family of four, $5.50; family of five, $4.50; family of six, $3.75; family of seven and over, near $3.50. It might well be concluded from the above that the con­ sumer has a better understanding of the amount she spends for food than she does for non-foods at the grocery store.

Home d e liv e r y

Sixty-two per cent of all respondents have home delivery of milk with 80 per cent of the respondents in the two higher income areas having home delivery of milk. Twenty-one per cent of all respondents have home delivery of bread. There was not a marked difference between

Income levels with respect to home delivery of bread. Five per cent o f a l l resp o n d en ts have home d e liv e ry o f eggs. TABLE 15

Expenditure for Food and Non-Food

Cumulative Cumulative Qcpendlture for Food Percentage P ercentage Expenditure f o r Mon-Food Percentage Percentage®

Up to $5,00 0.3% 0.3% Up to $1.00 5,7% 5.7% $ 5.0! to 10.00 4.7 5.0 $1,01 to 2,00 25.3 31.0 !0o01 to 15.00 18,3 23.3 2.01 to 3.00 17.7 48.7 I5r01 to 20.00 25.0 48.3 3.01 to 4.00 9,0 57.7 20.01 to 25.00 21.7 70,0 4.01 to 5.00 25.7 83.4 25.01 to 30.00 12.3 82 .>3 5.C1 to 6.00 3.7 87.1 30.01 to 35.00 8.3 00 ,5 6.01 to 7.00 3.3 90.4 35.01 to 40.00 3 .7 94.3 7,01 to 8.00 0.3 90.7 40.01 and over 3.3 97,5 8.01 and over 5.7 96.4 D on't know 2.3 99.9 D on't know 3 .7 100.1

£ Lay n o t t o t a l to 100 due to rounding.

Sourcei Sample data.

i 35 Trading stamps and coupons

Ninety-six per cent of the respondents indicated that they save trading stamps* It cannot be concluded from this figure that stamps are an Important factor in motivating consumers in selecting a super­ market as will be evident in Chapter IV. Of interest is the fact that

58 per cent of all respondents save two different kinds of stamps, 21 per cent save three kinds of stamps and 8 per cent save as many as four kinds of stamps* There are five different major kinds of stamps in the

Franklin County market namely Buckeye, Top Value, S & H, Plaid and

Fam ily,

Coupons received in the mail ere much the same as trading stamps

in that 84 per cent do redeem coupons, however, only 15 per cent of those who do redeem coupons do so on a regular basis, 65 per cent occasslonally and 20 per cent seldom do*

Newspaper eds

In an effort to determine the extent that supermarket newspaper ads are read by consumers we asked the respondent to indicate whether they had read food store ads during the past week and if so whose food store ads they could remember reading in newspapers* Seventy-four per cent stated that they had read newspaper ads and could recall an ad.

Fifty-one per cent could recall reading two ads, 28 per cent could re­ call reading three ads and 16 per cent could recall reading four ads*

Only 3 per cent could recall reeding five or more ads. 36 It Is Indeed interesting and meaningful to compare the number of respondents who read a store's newspaper ads with the number of re­ spondents who last chopped that store and who most frequently shop that store for groceries* The following table shows such a comparison*

TABLE 16

Percentage of Respondents Reading Newspaper Ads by Store and Where Shopped for Groceries

Store Most Respondents Store Last Frequently Who Read Shopped for Shopped for S to re S to r e 's Ad G ro c e rie s G ro c e rie s

Big Bear 44% 25% 27% Kroger 44 25 19 A lb ers 26 16 17 IGA 1.8 10 9 W hitehall's 9 7 7 A 6c P 13 4 3 Super Duper 8 4 4

Source: Sample data*

Observe that in Table 16 there very definitely appears to be a relationship between the per cent who read a store's ad and the per cent who last shopped that market. Note that only with A & P is the number vho shop the store less than 50 per cent of the number who read the ads* It might be concluded from such an observation that despite the fact that some stores carry three and four page ads, the majority of the respondents do not shop more than two ads in the selection of a food store* CHAPTER IV

FACTOR ANALYSIS OF THE EIGHTY-SEVEN MOTIVATIONAL STATEMENTS

In the continuing effort of science to establish theoretical sys­ tems which account for observed phenomena* identification and measure­ ment of basic variables are of paramount Importance** If the economist

Is to evaluate the performance of the retail food industry* it is necessary to identify and measure the basic motivational variables

important to consumers when selecting a market* With the observations obtained from the self-administered part of the questionnaire (Part II*

Appendix A)* an effort shall be made to identify the basic motivational variables which are important to the consumer when selecting a super­

market* From their intercorrelations the 87 motivational statements will be analysed by factor analysis to determine whether the basic

factors can be described in terms of a smaller number of reference v a ria b le s*

^Benjamin Fruchter* Introduction to Factor Analysis (D* Van Nostrand Co** Inc** 1954)* p, 1,

37 33

Terms

It Is necessary for the reader to become fam iliar with the terms used In factor analysis* Some of the more common terms that are used

In this study are as follows: —

Factors.*-Basle elements» largely Independent of each other» which explain the Interaction between the 87 statements associated with supermarket selection* The factors are said to be extracted or Iso­

lated from the matrix of Intercorrelations* (Thirteen such factors have been isolated or extracted from the matri In Appendix C by a 7094 computer at the Numerical Computations Laboratory of The Ohio State

University*)

Factor loading*—A number which describes the closeness of re­

lationship between a statement and the Isolated factor* The loadings are correlations of each statement with the Isolated factor* The

square of the loading Is the percentage of variance that Is accounted 2 for by the factor* (The square of the loadings Is similar to r in

correlation analysis*) 2 Communallty coefficient>--(h ) the proportion of the variance In

each statement that is explained by all of the Isolated factors* (This

may be obtained by the summation of the square of the factor loadings

each statement has to each of the thirteen Isolated factors*) 39

The Total Sample: Three Hundred Respondents

The intercorrelation matrix of the 87 statements and the residuals for the 300 respondents are shown in Appendix C, The distribution of 2 the communality coefficients (h ) are as shown in Table 17*

TABLE 17 2 Distribution of Communality Coefficients (h ) (The Proportion of Explained Variance)

Per cent of Number o f Per cent of Variance Explained S tatem ents S tatem ents

90-99 0 0 80-89 0 0 70-79 6 6 .9 60-69 29 33.3 50-59 32 36.8 40-49 17 19.5 30-39 2 2.3 29 and below 1 1.2

T o tal 87 100.0

Source: Calculations*

To understand Table 17 it may be necessary to refer to the defi­ nition of communality once again* The communality is the per cent of the variance explained in each statement by all the factors Isolated from the matrix of intercorrelations as shown in Appendix C* Table 17 shows that a substantial proportion of the total variance is not ex­ plained by the 13 Isolated factors. That is* none of the 87 statements 40 had more than 80 per cent of their varience explained by the 13 iso-

lated factors and only six of the statements had as much as 70 per cent of their variance explained by the 13 factors* However* 67 of the 87

statements or 77 per cent had more than 50 per cent of their total variance explained*

Even though only 56 per cent of the variance is explained by the

13 factors* it Is felt that the more Important factors which influence

the consumer when she solects a supermarket have been Identified,

Thirteen factors were extracted or Isolated from the intercorrela­

tions of the 87 statements* Eight of these factors have been Identi­

fied and ere discussed. To identify a factor it is necessary to

examine the nature of the statements which have significant loadings

on a factor* Generally only factor loadings of *30 and above are con- 2 sidered significant beyond the *01 level. Because of the relatively

high loadings on the factorc* only leadings of .40 or above have been 3 considered when identifying the factors in this study. Fruchter

indicates that usually loadings of .2 or less are regarded as in­

significant* *2 to *3 as low* .3 to *5 as moderate, .5 to *7 as high*

and above *7 as very high. Once the significant loadings have been

obtained and ordered according to magnitude it becomes the responsi­

bility of the researcher (by subjective judgment) to label or identify

Jonassen and Peres, Interrelationship of Dimensions of Community Systems (The Ohio State University Press, 1960), p. 10. 3 Benjamin Frutcher, o£. c lt*, p. 151. 1*1 the extracted factors so that each factor represents the statements which are clustered about it or have high loadings on the factor.

The factor loadings of the rotated factors can be found In Table

18. Observe that the statements are listed in the order of magnitude on Factor A. Significant loadings on the other isolated factors

(B-K) may be found by inspection of Table 18. Note that the loadings are expressed in hundreths in Table 18. Also, complete wording for

each statement may be found in Appendix B. It will be observed that with some of the factors there appear to be many negative loadings.

If all of the significant loadings are negative, the signs may be

ignored inasmuch as the signs indicate the position or the quadrant of

the cluster. The presence of both high negative and high positive

loadings on the same factor would indicate that the factor is a bi­

polar factor. No bi-polar factors were identified in this study.

To appreciate the importance of Table 18, and how the factor

loadings are Interpreted, we will consider the first statement in

Factor A as an example. It can be observed that statement No. 70,

''Clerks are friendly and helpful," has a very high factor loading of 2 .77 on Factor A. (If the factor loading Is squared (.77 ) the re­

sulting number (59) is the per cent of the variance in variable 70

that is explained by Factor A.) This very high loading suggests that

perhaps Factor A will be Identified as friendliness. However, by pro­

ceeding to the second statement, No. 75, "Shelves are well stocked,"

which has a very high loading of .75 and the third statement, No. 77, TABLE 18 a Rotated Factor Loadings

F acto rs V 7 c Eighty-seven Statements A BC 0 E F GH 1 J K L M h2

70 Clerks - friendly and h e lp fu l 77 14 -04 07 12 26 -03 08 09 -06 -10 -10 16 77

75 Shelves well stocked 75 18 08 -09 14 -04 01 07 05 05 -05 19 08 68

77 Store - clean and n eat 74 10 11 -07 16 03 03 11 03 05 10 05 13 65 © CM 68 Floors are clean 71 16 -02 -00 17 05 1 06 -09 07 02 -04 06 59 t o 73 Wide s e le c tio n o f foods 69 22 13 02 15 -16 0 0 -00 -13 -01 08 20 12 68 o —4 72 Fast check-out service 68 22 03 1 06 01 -13 -01 04 -12 -08 00 -06 56

82 Store easily shopped 67 16 -13 -03 09 07 -13 05 03 05 00 09 02 54

20 Easily operated - clean carts 65 13 -01 -01 14 17 -04 05 12 03 29 10 -19 64 CM o 69 Manager - friendly 65 10 -20 05 05 20 -02 13 07 -17 1 -13 13 64

74 Plenty of parking space 64 20 -06 06 -01 -09 -07 -10 02 -07 -05 06 -03 51 TAB IE 18 (co n td .)

F acto rs Eighty-seven Statements A BCD E F G H 1 J K LM h2C

21 Easy access to parking 63 24 -07 03 08 04 02 07 13 -02 08 11 -13 53 o CM 67 Aisles - wide 63 • -20 11 11 11 -09 -01 12 -00 06 02 -24 56

15 Check-out girls frie n d ly 60 15 -16 09 21 31 09 -00 13 10 -03 -18 01 63

19 Cases and shelves - modern 59 03 -21 14 12 27 09 -07 02 02 13 09 -05 62

85 Wide s e le c tio n - national brands 56 11 -06 02 20 -01 01 -02 -08 -01 -03 42 -10 56

25 Attractive produce d isp la y 55 25 -06 05 27 04 10 10 16 09 03 12 -14 54

12 Carry-out boys friendly 54 00 -21 09 14 34 05 01 24 04 09 -30 11 65

17 Clear prices on items 54 28 15 01 22 03 12 03 36 -00 27 09 -10 67

29 Fruits and vegetables - fre sh 53 24 15 -12 36 -11 19 15 14 -04 13 20 -05 66

14 Check-out girls i o •c* 60 a cc u ra te 53 15 12 -17 37 18 06 19 10 17 05 -11 TABLE 18 (c o n td .)

F acto rs Eighty-seven Statements A B C D E F G H IJ K L M h2c

62 Sign show product locat Ion 50 06 -11 13 15 02 -20 06 03 10 13 13 -24 45

33 Items carefully bagged 49 17 03 07 17 01 03 07 18 08 18 27 -23 51

10 Pleasant shopping experience 48 -02 -01 14 14 48 -01 04 -12 -01 06 09 -12 55

32 Interesting displays 47 05 -20 24 -05 35 03 01 16 12 -07 04 -19 53

13 Carry-out service r*. o a v a ila b le 47 1 -06 02 13 21 03 09 35 04 07 -24 -07 49 o H o r^. 1 i i 11 Attractive building 46 -13 24 -03 36 10 o -14 03 -02 -07 47

58 Prices in line with i q u a lity 44 11 22 -18 30 o a* 08 -01 16 -01 01 39 02 56 0 00 9 Always someone to help 44 09 00 09 08 46 1 02 -06 -11 -09 -04 -09 46

35 Little congestion in i a i s l e s 43 05 -05 05 -17 11 06 12 -11 -10 »-* 03 -53 57

42 Neat clerk available 62 qu ick ly 42 11 -17 04 47 19 -28 -03 -03 -10 -02 -17 -17 TABLE 18 (co n td s)

F acto rs h 2CEighty-seven Statem ents A B C DEF G H I J KL M h2CEighty-seven

80 Store nicely decorated 41 06 -44 14 -05 18 -07 -09 24 -15 01 02 -11 53

43 Meat cutters friendly 40 17 -11 05 42 26 -13 -03 -02 09 -20 -34 -09 65

52 New products available 37 26 -06 07 13 29 -23 01 09 -01 -20 21 -14 49

38 Low everyday prices 33 74 —01 04 -06 -08 -03 03 -04 -02 02 08 02 69 in H 23 Fresh, bright meat 33 15 02 -02 76 -00 04 05 -02 02 04 -00 I 74 t 66 Tender meat Is sold 32 16 11 o 78 -01 -09 04 -02 00 -00 04 06 77 t 22 Express check-out 32 21 o 01 14 16 -21 02 04 -07 -00 -02 -53 52 o CO 59 Prices seldom change 30 20 -04 19 22 10 -07 -09 -01 -14 i 27 18 37

34 Meat free of excess fct 30 28 12 02 55 -05 02 07 14 04 -01 12 -23 58 o 37 Low prices - canned H goods 28 73 .0 3 04 -09 12 02 01 t 04 -01 04 -01 64

61 Service meat is sold 27 -07 -12 -05 47 -02 -02 -06 19 02 -27 03 -11 45

16 Checks cashed easily 26 14 09 13 06 08 -19 -06 50 -14 -05 -09 11 46 o CO 26 Produce not prepackaged 26 10 -21 11 30 08 32 1 -00 -14 -11 24 -11 44

f- w i TABLE 13 (contd.)

b F acto rs Eighty-seven Statements ABCD E FG HIJ K LM h2c i 84 Various size packages 26 17 o -05 14 12 -11 -13 -02 02 09 57 04 49

2 A friendly store 26 04 -08 14 09 58 -10 05 -07 -06 -15 -09 14 51

27 Good weekly s p e c ia ls 25 57 -05 -04 -04 25 07 22 17 05 -13 28 -07 64

3 Selection of H 6c B aids 25 -01 -17 24 19 12 -16 02 -20 -07 05 05 04 27

24 Produce prices low 25 64 -05 00 13 -06 04 01 16 -06 00 02 -11 54 o o 41 Low sugar prices 23 58 -13 -00 05 07 -08 i 02 02 41 -01 01 59

5 Wide s e le c tio n o f meat 21 -05 -08 00 61 13 -04 -11 -05 -05 27 04 01 54

39 Low meat prices 19 75 -01 Oo 31 03 -10 02 09 00 06 -08 01 73

18 Different grades of meat 19 17 -13 17 35 -00 -14 -08 00 -02 49 11 01 51

30 High quality meats 19 12 i i -14 72 05 05 11 -07 05 04 11 08 65

76 Store is busy 18 02 -70 11 01 -01 -07 27 08 13 00 02 -05 65 56 87 You know manager 16 -12 -32 17 12 17 -00 37 36 -20 -11 04 15 03 65 45 Meat specials featured 16 61 -01 01 34 24 -19 10 02 04 -06 15 TABLE 18 (c o n td .)

______F a c to r s Eighty-seven Statements ABCDEFGH I J K L M h2c

64 Promotional devices used -15 ■01 -47 23 -09 -03 -36 14 03 20 01 -05 -14 52

48 Near drug store 15 06 -23 69 -02 09 -14 18 -04 06 16 01 11 65

78 Frequented by all age groups 14 10 -77 16 -03 14 01 14 00 03 03 -04 01 69

6 Ads e a s ily read 14 17 -26 08 03 64 02 01 13 07 29 11 -10 66

44 Meat prices considered t". o low 14 69 -10 08 28 03 -07 03 02 04 06 06 i 62

79 Frequented by young i housewives 14 11 -82 20 -06 06 -01 04 o o 05 -02 -04 -03 76

8 Specials available 13 34 -02 -13 02 54 -14 03 08 08 -01 35 03 59 -33 -04 -02 24 37 1 A friend works there 12 11 -31 23 03 -05 13 04 03 01 -13 08 19 60 31 In a shopping center 12 .01 -10 67 -04 -03 -00 ■ 14 21 -13 01 03 -01 44 63 Deli foods are available 12 02 -27 17 23 07 -50 .04 08 t o 71 08 >-* -05 -05 -05 57 86 W ithin one m ile 10 03 -17 13 05 03 01 TABLE 18 (c o n td .)

F acto rs Eighty-seven Statements A BCDE F GHIJKL M h2C

28 Friends and neighbors shop -09 13 -47 35 -00 25 10 18 -03 -15 -02 -01 07 50

53 Open week day evenings 08 18 -08 15 02 -03 -40 33 -18 -06 -06 06 -15 41

57 Music Is played -08 -11 -26 24 -03 23 -10 .-07 15 -48 15 10 -01 50 o o 49 Near group of stores 08 05 -07 81 -03 09 1 01 08 -04 06 -12 -06 72 i 1 o o 47 Near bank 08 -01 -23 73 07 o 14 -08 -02 07 00 09 65

46 Produce prepackaged 07 05 -07 10 -17 08 -47 26 19 01 31 -05 00 48 o 00 4 Brand of trading stamps 06 -02 -15 38 09 -19 -22 .-11 07 53 I 17 07 60

55 Packaged meats 06 18 -05 05 13 10 -67 -07 16 05 06 09 04 57

40 Low milk prices 05 45 -14 01 06 13 -10 06 -17 -20 44 -07 09 54

71 Selection non-foods -05 04 -43 35 -09 07 -17 02 -06 -05 -08 -05 28 44

50 Near service station -05 03 -34 64 -03 00 -18 22 08 10 03 -05 05 64 CM o 83 TV advertising -05 02 -55 17 -00 11 -14 02 05 1 13 05 02 44 Q 7 Ads friendly tone 05 05 -34 18 01 64 05 11 13 01 14 1 -17 63

•p- 00 TABLE 18 (c o n td .)

k F a c to rs Eighty-seven Statements A BC D E FGH 1 J KL M h2 t o I i o 51 Near ten cent store ■o 04 -17 76 03 05 -02 08 05 -00 -04 -07 63

54 Open on Sundays -04 -02 -30 22 -09 -13 -40 18 -05 07 -05 05 -19 41

81 Trading stamps 03 04 -39 39 02 15 -12 •.03 02 49 04 16 09 62

60 Radio advertising -03 -01 -47 14 -05 26 -17 ••01 -07 -32 24 04 06 51

65 Private label 02 19 -31 04 -10 -03 -16 ••02 56 07 -00 14 -03 51

56 Fasteries baked in s to re 02 15 -16 21 11 -03 -27 02 02 -44 -16 27 -12 48

36 Within walking distance 01 12 -17 29 -01 06 -14 67 -19 -03 11 -09 -01 66

aExprassod In hundreds In this table.

bThe statements have been reduced to save space. The complete statement may be found in Appendix Bo

Ch2 is the communality of a statement or the proportion of the statement explained by the thirteen factors. 50

"Store-clean and neat" with a very high loading of .74, Indicates that

Factor A must be more than just friendliness. As will be evident by the following, Factor A has been Identified as A PLEASANT SHOPPING

EXPERIENCE.

F acto r At A PLEASANT SHOPPING EXPERIENCE

This factor had significant loadings on 39 of the 87 statements.

It accounts for 14.3 per cent of the total variance among the 87 statements. The statements with loadings above .40 In order of mag­ nitude are:

70 Clerks are friendly and helpful .77 75 Shelves are well Btocked .75 77 Store is clean end neat .74 68 Floors are clean .71 73 Wide selection of foods to choose from .69 72 Fast check-out service .68 82 Store arrangement allows easy shopping .67 20 Easily operated and clean shopping carts .65 69 Manager Is friendly .65 74 Plenty of parking space .64 21 Easy access to and from park space .63 67 Aisles are wide .63 15 Check-out girls are friendly .60 19 Display cases and shelves are modern .59 85 Wide selection of national brands .56 25 Fruits and vegetables attractively displayed .55 12 Carry-out boys friendly .54 17 Clear prices on items or on shelves .54 29 Fresh fruits and vegetables are fresh .53 14 Check-out gIris are accurate .53 62 Sign showing aisle number and product location .50 33 Items are carefully bagged .49 10 Attractive and a pleasant shopping experience .48 32 Interesting and attractive displays .47 13 Carry-out service Is available .47 11 Attractive building .46 58 Prices are in line with quality .44 9 Always someone to help me .44 35 L ittle congestion In aisles when shopping .43 42 Meat counter clerk Is always available quickly .42 80 The store is nicely decorated .41 43 Meat cutters are friendly .40 51

Very high positive loadings on such items as "Clerks are friend’y and helpful," .77, "Shelves are veil stocked,75, "Store is clean and neat," .74, "Floors are clean," ,71, "Wide selection of foods to choose from," ,69, "Fast check-out service," .68, "Store arrangement allows easy shopping," .67, "Easily operated, clean shopping carts," .65, and

"Manager is friendly," .65, clearly identify this factor as A PLEASANT

SHOPPING EXPERIENCE, and i t was so d e sig n a te d .

All of the significant loadings can logically be considered as those variables which do in fact determine if the shopping trip is a pleasant or unpleasant experience. The lack of significant negative loadings indicates that as the presence of the variables increase the probability of the shopping trip being a pleasant experience increases.

The nature of these variables clearly show that A PLEASANT SHOP­

PING EXPERIENCE consists of friendliness, selection, cleanliness, parking and ease of shopping. These variables frequently do not com­ mand the attention of management to the extent that they probably should. These are variables which are largely a function of manage­ ment q That is, management exorcises control ever these variables through their personnel and policy formulation. While it is true that parking and store decor and layout are usually beyond the control of the chain store manager, this does permit them to devote more time to enforcing friendliness and cleanliness policies.

Since there are many variables <48 out of 87) which do not have significant loadings on this factor, it cannot be considered as

"general" in the strictest sense of the word. It is thus incorrect tc 52 conclude that this one factor represents the only criterion used by the consumer when selecting supermarkets. As w ill be seen from the following discussion, there are other factors besides A PLEASANT

SHOPPING EXPERIENCE in which are crucial and basic in accounting for consumer behavior in selection of markets*

F acto r B: PRICES

This factor accounts for 6 per cent of the total variance among the 87 statements. The significant loadings over .40 on this factor in the order of magnitude are:

39 Low fresh meat prices .75 38 Low everyday prices on groceries .74 37 Low prices on canned goods .73 44 Meat prices considered to be low .69 24 Fresh fruit and vegetable prices considered low .64 45 Meat specials regularly featured .61 41 Low sugar prices .58 27 Good weekly low price specials .57 40 Low fresh milk prices .45

Based upon the statements, this factor may be readily Identified as PRICES. It is important to observe that the higher loadings are found on department prices rather than individual commodities such as sugar or milk. Likewise, specials do not have as high loadings as do department prices. This perhaps explains the success that

"conventional" supermarkets. 53

F a c to r C: SOCIAL INFLUENCES

Factor C has significant loadings on 16 of the 87 statements* It accounts for 5*8 of the total variance among the statements* The sig­ nificant loadings over *40 in order of magnitude arei

79 Store frequented by young housewives -.8 2 78 Store frequented by all age groups -.7 7 76 Store is busy (many people shop there) -.7 0 83 TV advertising conducted -.5 5 28 Friends and neighbors shop where I do -.4 7 64 Promotional devices and games are used -.47 60 Radio advertising Is conducted -.47 80 Store is nicely decorated -.44 71 Wide selection of clothing and housewares -.4 3

This factor was difficult to identify or label. After consider able thought, the factor was Identified as SOCIAL INFLUENCES* (The fact that all significant loadings are negative does not affect the

Identification*) Other terms which might describe this factor are social security, emotional security, where the action is, or status*

Very high loadings on "Store is frequented by young housewives,"

-.82, "Store frequented by all age groups," -.77, and "Store is busy," -»70 tend to identify this factor as social* The next seven variables support, Identifying the factor as SOCIAL INFLUENCES.

It seems logical that a factor identified as SOCIAL INFLUENCES would be Important to the consumer when selecting a supermarket* In our society today acceptance by friends and others Is very Important.

Group pressures or group participation are ever present. Businessmen have been told through advertising to sell emotional security or go 4 under* People are not "exclusively1' rational creatures* Their be­ havior is usually determined, not entirely by knowledge and reason* but also by feelings and unconscious drives* At best* behavior or thought of the average Individual represents a combination of emo­ tional and rational elements*^ Thus* it may be quite appropriate that

SOCIAL INFLUENCES be a factor in supermarket selection by consumers*

F a c to r D: NEAR OTHER SERVICES

This factor accounts for 5*6 per cent of the total variance among the 87 statements* The significant loadings over *40 in order of magnitude are:

49 Near group of stores *81 51 Near ten cent store *75 47 Near bank *73 48 Near drug store *69 31 In a shopping center .67 50 Near service station *64

Very high positive loadings on the six statements make this factor c le a r ly id e n tif ia b le a s NEAR OTHER SERVICES.

On first inspection the factor might be Identified as location*

However* upon closer examination* the term NEAR OTHER SERVICES pos­ sibly more correctly identifies the factor* Experience has proven the factor ioq>ortant Inasmuch as retailers demand locations in or near a shopping center opposed to locations with only a supermarket*

4 Bardin Nelson* "Seven Principles in Image Formation*" Journal of Marketing* Volume 26* No* 1* January, 1962* p* 68*

5 Ibld* 55

Factor E: MEATS

This factor accounts for 5*5 per cent of the total variance among the 87 statements* The significant loadings over .AO In order of magnitude are:

66 Tender meat is sold .78 23 Fresh, bright appearing meat .77 30 High-quality meat <>72 5 Wide s e le c tio n of meat .61 34 Meat Is free of excess fat .55 61 Service or non-packaged meat is sold .47 42 Meat counter clerk available quickly .47 43 Meat cutters are friendly .42

This factor is clearly Identified as MEATS* It Is the only de­ partment within the store isolated as a factor* It Is important to note that the higher loadings are related to the product while the lower ratings are related to the services provided by the meat de­ partment* Thus It might be concluded that It is the product which plays the greater role In making the meat department successful in the eyes of the consumer*

It should be pointed out that Factor B: PRICES, Factor C: SOCIAL

INFLUENCES, F a c to r D: NEAR OTHER SERVICES, and F a c to r E: MEATS, a l l contributed nearly the same to total variance* This does not mean they are equally important as will be shown later* F a c to r F: ADVERTISING

This factor accounts for 4.1 per cent of the total variance among the 87 statements* The significant loadings over *40 in order of magnitude are:

6 Ads a re e a s ily read *64 7 Ads have friendly and interesting tone .64 2 Friendly store ,58 8 Advertising specials always available ,54 10 Attractive and pleasant chopping experience .48 9 Always someone to help me .46

This factor has been identified as ADVERTISING as a result of the high loadings on "Ads are easily read," .64, "Ads have friendly and

interesting tone*" .64* and "Advertised specials always available*"

•54* There is little question that ADVERTISING does influence the consumer when she selects a supermarket. Note that the loadings do not include TV or radio advertising but those that are included might be considered more directly related to newspaper advertising. State* ment No. 2* "Friendly store," has not been considered in identifying this factor.

F a c to r G*. CONVENIENCES

This factor accounts only for 2.8 per cent of the total variance among the 87 statements. The significant loadings over .40 in order of magnitude are:

55 Packaged meats are offered -.67 63 Dell foods are available *.50 46 Most fruits and vegetables prepackaged -.47 53 Open weekday evenings -.4 0 54 Open Sundays -.40 57

(The fact that all significant loadings are negative doesn't af­ fect the Identification*) This factor might correctly be labeled services or CONVENIENCES* Perhaps the latter Is the proper label in that packaged goods* dell Items and hours are generally considered

CONVENIENCES rather than services by the Industry.

F a c to r H: LOCATION

This factor accounts for 2*3 per cent of the total variance.

There are only two significant statements with loadings over *40* They a r e :

86 Within one mile of your residence .71 36 Within walking distance *67

The factor Is clearly Identified as LOCATION despite the fewness of significant statements* The high loadings on the two statements

indicate that nearness to the consumer's home is Important. Note that t h i s i s d if f e r e n t th a n F acto r D: NEAR OTHER SERVICES* Remember t h a t

45 per cent of the respondents lived one mile or less from the store they most frequently shopped* The fact that this factor has relatively

low contribution to total variance does not mean that factor can be neglected in considering what is important to consumers when selecting a supermarket*

Factors I through M have not been Identified in that the variance which each explains Is very low or near 2 per cent. The significant

loading for each factor in order of magnitude have been listed with the contribution to total variance of each factor listed in parentheses. 58

F a c to r I : (2 .2 )

65 Private label store brand offered .56 16 Checks are easily cashed .50 17 Clear prices on items or on shelves .36 87 You know manager .30 13 Carry-out service available .35

Factor J: (2.0)

4 Particular brand trading stamps are offered .53 81 Trading stamps are offered .49 57 Pleasant music is played -.48 56 Pastries are baked In the store -.44 61 A friend works there -.33 60 Radio advertising is conducted -.32

Factor K: (2.0)

18 Different grades of meat at different prices are sold in same store .49 40 Low fresh milk prices .44 41 Low sugar prices .41 46 tfcst fruits and vegetables are prepackaged .31

Factor L: (2.3)

84 Various sizes of packages are offered .57 85 Wide s e le c tio n o f n a tio n a l brands .42 58 Prices are in line with quality .39 8 Advertised specials are always available .35 43 Meat cutters friendly -.34 12 Carry-out boys friendly -.30

Factor M: (2.0)

35 Little congestion In aisles when shopping -.53 22 Ebcpress checkout is available -.53

In summary* eight factors have been Identified, which explain nearly half of the total variance* which influence or motivate the 59

consumer when selecting the supermarket she most frequently shops*

These eight factors with the contribution of each to the total var­

iance In parentheses are:

F a c to r A A PLEASANT SHOPPING EXPERIENCE (14.3) F a c to r B PRICES (6 .0 ) F a c to r C SOCIAL INFLUENCES (5 .8 ) F a c to r D NEAR OTHER SERVICES (5 .6 ) F a c to r & MEATS (5 .5 ) F a c to r F ADVERTISING (4 .1 ) F a c to r G CONVENIENCES (2 .8 ) F a c to r H LOCATION (2 .3 )

Factor score

In an effort to rank or order the eight factors according to their order of importance to the 300 respondents, the rating for the state­ ments which cluster about each factor have been totaled and an average

factor rating or factor score has been computed. The factors are then ordered according to importance. (Seven is the maximum possible factor

score and one Is the minimum.) The factors according to their Impor­

tance to the consumers with the factor score In parentheses are:

1. F a c to r A: A PLEASANT SHOPPING EXPERIENCE (6.02) 2 . F a c to r E: MEATS (5.93) 3 . F acto r B: PRICES (5.50) 4 . F a c to r F: ADVERTISING (4 .9 2 ) 5 . F acto r G: CONVENIENCES (3 .9 4 ) 6 . F acto r H: LOCATION (3 .6 0 ) 7 . F a c to r D: NEAR OTHER SERVICES (2.85) 8. F acto r C: SOCIAL INFLUENCES (2.81)

This information Is of the upmost importance to the retail food

Industry. As will be made evident later In this chapter, the retail

food Industry has generally failed to recognize the Importance of

F a c to r A: A PLEASANT SHOPPING EXPERIENCE. The sta te m e n ts which GO cluster about this factor* particularly "Friendliness1* and "Cleanli­ ness** are statements Tfhich influence the consumer when selecting a supermarket* In all probability, many retailers could expect Increased volume from more time devoted to insuring the consumer A PLEASANT

SHOPPING EXPERIENCE.

Income

Factor analysis has been applied to two Income groupings of the

300 respondents; those with an annual Income of $7,000 or more of which there were 171 respondents and those with less than $7,000 annual in­

come. The listing of significant loadings and the Isolated factors as

identified “re shown in Appendix D. A summary of the identified factors with their contribution to total variance In parentheses are:

High Income (64.)

F a c to r A: A PLEASANT SHOPPING EXPERIENCE (17.7) Factor B: PRICES (5.8) F a c to r C: NEAR OTHER SERVICES (4 .8 ) F a c to r D: SOCIAL INFLUENCES F acto r E: MEATS (4 ,8 ) F a c to r F: ADVERTISING (3 .9 )

Low Income (62.0)

F a c to r A: A PLEASANT SHOPPING EXPERIENCE (10.3) F a c to r B: NEAR OTHER SERVICES (5 .9 ) Factor C: PRICES (5.8) Factor D: MEATS (5.5) F a c to r E: SOCIAL INFLUENCES (4 .3 ) F a c to r F: ADVERTISING (3 .9 ) F a c to r G*. QUALITY (3 .6 )

The factors that were extracted from the matrix of intercorrela­ tions for the two Income groups are much the same. However, the loadings which Identify the factors are slightly different between the two Income groups. The reader w ill observe In Appendix D that for the low income respondents* the statements related to "Friendliness" have higher loadings and the statements related to "Selection" have lower loadings on Factor A than is true for the high income respondents.

Also* a factor Is identified as QUALITY for the low income respondents that was not Identified for the high Income respondents.

Factor scores have been computed for the two Income groupings on the eight factors that were Identified for the total sample* A dif­ ference of means test^ has been used to determine if there is a sta­ tistically significant difference between factor scores for the two

Income groups*

TABLE 19 Factor Score for Eight Identified Factors by Income

Significant High Low a t 5% F a c to rs Income Income D iffe ren c e Level®

A PLEASANT SHOPPING EXPERIENCE 5.96 6.09 -.13 No MEATS 5.96 5.90 .06 No PRICES 5.37 5.67 -.3 0 Yes ADVERTISING 4*79 5.10 -.3 1 Yes CONVENIENCES 3.80 4.13 -.3 3 Yes LOCATION 3.27 4.03 -.7 6 Yes NEAR OTHER SERVICES 2.75 2 .9 9 -.2 4 No SOCIAL INFLUENCES 2*50 3.21 -.7 1 Yes

aHubert M* Blalock* Social S tatistics. Appendix 2* Table D* Distribution of T* p* 442* Source: Calculations*

^Hubert Blalock* op. clt** p. 170* 62

The low Income respondent generally considers the factors more

Important to her than does the high Income respondent* Such Is true fo r PRICES, ADVERTISING, CONVENIENCES, LOCATION and SOCIAL INFLUENCES.

There Is a significant difference at the 5 per cent level for these five factors with the low Income respondents rating them higher than the high Income respondents* There Is no significant difference be­ tween th e income groups w ith re sp e c t to A PLEASANT SHOPPING EXPERIENCE,

MEATS and NEAR OTHER SERVICES.

The Food Industry

In March of 1966, at The Ohio Food Distribution Conference, 186 conference participants completed Part II of the questionnaire. The conference participants were retailers, manufacturer representatives, brokers and educators* They were asked to rate the 87 motivational statements os they thought the consumer would rate them* They were asked to do this in an effort to determine if the food industry is in fact "tunned in" to the consumer. The factors Isolated from the matrix of Intercorrelations of the 186 members of the food industry are shown

In Appendix D* A summary of the Identified factors with their con­ tribution to total variance in parentheses are:

F a c to r A FRIENDLINESS AND PERISHABLES ( 9 .A) F a c to r B PRICES (6 .1 ) F a c to r C NEAR OTHER SERVICES (5 .3 ) F a c to r D SOCIAL INFLUENCES (A .9) F a c to r E ADVERTISING (3 .8 ) F a c to r F FRONT-END ( 3 .A) F a c to r G M3DERN APPEARANCE (3 .3 ) F a c to r H CONVENIENCES (3 .2 ) F a c to r I TRADING STAMPS (2 .7 ) 63

Many of the Isolated factors for the food Industry are the same as those Identified for the consumer* However* It Is important to observe that the food industry did not identify the factor A PLEASANT SHOPPING

EXPERIENCE which was determined to be the most important factor in- fluenclng the consumer when selecting a supermarket. A factor iden­ t i f i e d a s FRIENDLINESS AND PERISHABLES was is o la te d . There a re high

loadings on this factor which are very definitely related to friendli­ ness* meats, and produce* thus* the factor has been identified as

FRIENDLINESS AND PERISHABLES. There were o th e r s ig n if ic a n t lo adings on this factor* however* they were moderate and thus not used for

identification of the factor.

The food industry also Isolated two additional factors which were

not identified for the consumers. They were Factor F: FRONT-END and

Factor G: MODERN APPEARANCE. These are factors which the food in­

dustry trade publications have given much attention to during recent

years. This may explain why the two factors were identified by the

Industry and not by the consumers.

By using the mean rating for each statement that has a high or

significant loading on the identified factors an average rating or

factor score for each factor has been calculated and the factors ranked

as follows:

1. FRIENDLINESS AND PERISHABLES (6.27) 2 . FRONT-END (5.42) 3 . MODERN APPEARANCE (5.10) 4 . ADVERTISING (4 .9 7 ) 5 . PRICES (4 .5 6 ) 64

6 . SOCIAL INFLUENCES (4,14) 7 . CONVENIENCES (3*91) 8 . TRADING STAMPS (2 .2 8 ) 9 . NEAR OTHER SERVICES (2.20)

It Is Important to compare the food Industry personnel rating and the consumer rating of the factors. Note that the food Industry rated

PRICES nearly one full point lower than did the consumers. They were n e a rly id e n tic a l on th e r a tin g s g iv en to ADVERTISING AND CONVENIENCES.

TABLE 20

Factor Scores for Consumers and Food Industry Personnel

Food Industry F a c to rs Consumers Personnel

A PLEASANT SHOPPING EXPERIENCE 6.02 a MEATS 5.93 a PRICES 5,50 4.56 ADVERTISING 4.92 4.97 CONVENIENCES 3.94 3.91 LOCATION 3.60 a NEAR OTHER SERVICES 2.85 2,20 SOCIAL INFLUENCES 2.81 4.14 FRIENDLINESS AND PERISHABLES a 6.27 FRONT-END a 5.42 MODERN APPEARANCE a 5.10 TRAD HR STAMPS a 2.28

aNot isolated or Identified for this group.

Source: Calculations. CHAPTER V

CONCLUSIONS AND IMPLICATIONS

Modern social sciences* like other sciences* seeks simplicity in its explanation of the phenomena it observes.^ The m ultiplicity of factors which influence the consumer when selecting a food store must be simplified if the economist is to evaluate the efficiency or the performance of the retail food industry. This research sought to find a smaller number of statements which would identify and define the basic motivational factors important to the consumer when selecting a market. Factor analysis extracted or isolated from the correlation matrix of 87 statements eight factors which accounted for much of the variance in the matrix. These eight factors have been identified and named on the basis of their significant factor loadings on certain indicative statements.

The factor with the highest number of significant factor loadings has been id e n tif ie d a s A PLEASANT SHOPPING EXPERIENCE. There a re e s ­ sentially five types of statements which have significant loadings on this factor. They are: "Friendllness*" "Selection ,H "Cleanliness*"

Jonassen and Peres* op. clt.» p. 25.

65 66

"Shopping Ease," and "Parking*" It can be concluded from this research that the presence of the above mentioned statements In a positive sen se may r e s u l t In A PLEASANT SHOPPING EXPERIENCE fo r th e shopper*

Perhaps It would be more correct to state that as the presence of the statements increasei the probability of the shopping trip being a pleasant experience increases*

As a result of this finding, a food retailer who devotes greater effort to insuring that his customers do have A PLEASANT SHOPPING EX­

PERIENCE might expect to improve his competitive position in the mar­ ket* This, of course, assumes that the retailer is competitive with respect to the other seven factors that have been Isolated*

The findings also suggest that a retailer in a low Income neigh­ borhood might expect greater sales volume by establishing an image of friendliness while a retailer in a high income neighborhood might ex­ pect Increased sales volume by offering the customer a greater selec­ tion of products to choose from. Such was made evident by the position of the factor loadings for friendliness and selection statements on

F a c to r As A PLEASANT SHOPPING EXPERIENCE f o r th e two income groupings*

A PLEASANT SHOPPING EXPERIENCE is n ot th e o n ly c r i t e r i a used by consumers when selecting a market as was indicated by the fact that

48 out of 87 variables did not have significant loadings on this factor* There were four isolated factors with nearly the same number of significant loadings* They have been identified as PRICES, SOCIAL 67

INFLUENCES, NEAR OTHER SERVICES, and MEATS. These fo u r f a c to rs a l l contribute nearly the same amount to total variance and combined ex­ plain 23 per cent of the total variance.

The food retailer has been well aware that PRICES and MEATS are

Important to the consumer and likewise influence her in her selection of a food store. NEAR OTHER SERVICES suggest that perhaps the shopping center location or the location within close proximity to other serv­ ices is more Important to the consumer than some retail firms have be­ lieved it to be especially to the low income respondent. It is in­ teresting and perhaps meaningful that the largest firm in the market has of recent followed the policy of locating only in shopping centers or neighborhood plazaes.

The factor identified as SOCIAL INFLUENCES is a factor which gen­ erally the retail food industry has not been aware of as a factor in­ fluencing consumers in the selection of a food store. Inasmuch as people are not "exclusively" rational creatures perhaps the food re­ tailer needs to seriously consider selling emotional security through his advertising and promotions if he Is to Improve his position in the market. This is perhaps more important than the factor score would indicate.

The other three isolated factors identified as ADVERTISING, CON­

VENIENCES, and LOCATION had considerably fewer significant loadings.

However, this might be expected inasmuch as there were fewer state­ ments that could be associated with each of the factors. Because they had fewer significant loadings the contribution to total variance of 68 these factors is lower. It is not possible, however, to conclude that these variables are less important in explaining consumer behavior be- cause they contribute les3 to total variance* In fact, factor analysis will not permit us to statistically conclude which of the eight iso­ lated factors are the more important to the consumer*

The ratings or factor scores do provide a crude measure for rank­ ing the identified factors* It was evident in Chapter IV that A

PLEASANT SHOPPING EXPERIENCE, MEATS and PRICES a r e th e more Im portant factors to the consumer* Thu3» it can be concluded that these factors have the greatest Influence on consumer decision making process with respect to selection of a food store*

The eight factors which have been identified provide the retail food Industry with new insight into the consumer and what Influences her when selecting a food store. It is possible end meaningful to group the Isolated factors as endogenous and exogenous factors'

A PLEASANT SHOPPING EXPERIENCE PRICES ENDOGENOUS MEATS CONVENIENCES

NEAR OTHER SERVICES EXOGENOUS SOCIAL INFLUENCES ADVERTISING LOCATION

Observe that the factors which were determined the more Important factors to the consumer are considered endogenous with possible exception of ADVERTISING* This implies that the more Important factors 69 which motivate the consumer when selecting a supermarket are a function of store level management. In other words management through personnel or supervision is primarily responsible for the variables which had significant loadings on three of the endogenous factors.

Generally, it can be stated that the food Industry is in fact

"tunned in" to the consumer. They do recognize what is important to her. However, the aggressive retailer could likely profit by making g r e a te r e f f o r ts to in su re th e consumer A PLEASANT SHOPPING EXPERIENCE.

The large number of statements used, together with relatively high factor loadings, achieved by factor analysis suggest that the factors isolated have high generality. A comparison of the results of this study with the findings of factorial analysis of other market areas should lead to increasingly definitive statements about the factors which motivate the consumers in selection of a food store. afpendix a

The Questionnaire

70 Respondent No. SHOPPING HABITS STUDY P ro ject No. 12801 - 658 71 Hello. My name is------. I am with Burgoyne Index, Inc. , a research company. We are conducting a study among housewives concerning their food shopping habits and I would like to ask you a few questions.

1 . Where did you last shop for - NAME LOCATION

Fresh Meats______

Fresh Fruits & Vegetables

Other Groceries

2. Where do you buy m ost of your -

Fresh Meats ______

Fresh Fruits 8* Vegetables ______

Other Groceries ______

3. How long have you shopped stores mentioned in No. 2 (Ask for each one) for -

Fresh Meats ______Fresh Fruits & Vegetables ______

Other Groceries ______(Years - - if less than one year express in months)

IF LESS THAN ONE YEAR ASK, Where did you previously shop for - - -

3a. If they have changed stores in past year, indicate where they shopped previously - NAME LOCATION Fresh Meats ______Fresh Fruits & Vegetables ______Other Groceries ______i______

3b. Why did you change stores?

Fresh Meats ______Fresh Fruits Vegetables ______Other Groceries

4. How many times in an average week do you shop for - Fresh Meats

Fresh Fruits & Vegetables Other Groceries ______5. How far do you drive or walk when shopping for - BLOCKS OR MILES 72 Fresh Meats ______Fresh Fruits &i Vegetables

Other Groceries

6. Do you have home delivery of the following -

Milk Yes No ______Bread Yes No ______

F ro zen Foods Yes No Other (specify)______

7. Do you have a freezer? Yes _____ No _____ IF "Y E S", ASK:

7a. Do you buy meat in quantity? Yes ______No _____

8. What is your average expenditure for food per week - Total ______$

N on-Food $______

9. Do you save trading stamps? Yes _____ No IF "YES",ASK:

9a. What kind?

10. Do you redeem coupons received in mail? Yes ______No IF "YES", ASK

10a. Regularly Occasionally ______Seldom ______

11. During the past week have you read any food store advertising in newspapers?

Yes _____ No IF "YES", ASK:

11a. Whose food store advertising do you remember reading in newspapers ? SUPERMARKET MOTIVATION STUDY 73 P a rt III - P e rso n a l Data

Ask at end of Interview:

Now I have a few questions about you and your family. This information is used only for analysis of the results and is kept confidential.

1. Occupation of Head of Household -

Type of Job______

Type of Company

2. Are you employed outside your home? Yes No IF "YES", ASK:

2a. How many hours a week do you work? ______h o u rs.

3. Including yourself, how many people are there living in your household?

4. How many people are there living in your household between the ages of: (Read each age category and record the number of persons on appropriate line). Total must be the same as Question 3. Check the respondent's age category in appropriate bracket.

0 to 5 2 5 to 34

6 to 12 35 to 44 13 to 17 45 to 54 18 to 20 ( ) 55 to 64 21 to 24 { ) 65 And Over

5. Hand respondent income exhibit. (Which letter comes closest to the total income before taxes of all members of your household?) Circle letter. If refused, check here ( ), and estimate. ABCDEFGHIJ 6. Please turn the card over. What is the education of the head of your house­ hold? Please tell me the letter that corresponds. Circle letter. A B C D E F G

Date ______Area Number Approx. Length of interview______Mins

Interviewer Respondent No. 74

PART II

SELF-ADMINISTERED PART

Now I would like to get your opinion of the following statements as to how important they are to you as a food shopper. There is a rating scale from 1 to 7 opposite each one. 1 is the lowest possible rating and 7 is the highest possible rating.

In other words, if you consider any statement of little or no importance to you as a food shopper you would give it a low rating = on the other hand if you thought it was very important you would give it a high rating.

For example, let's take the first statement -

A FRIEND WORKS THERE

If this statement is very important to you in your food shopping you would circle a higher number such as 6 or 7 depending upon just how important it is to you, if it was fairly important you would circle a number such as 3, 4, or 5 - but if it were not important at all, you would check a low number such as 1 or 2.

We want you to rate these statements on the basis of their importance to you in your food shopping - not on your judgment or opinion of the statements themselves.

Remember - the lesser the importance of the statement to you as a shopper, the lower the number - the greater the importance, the higher the number.

Please go as fast as you can - your first impression of the importance of these statements to you as a food shopper is what we are interested in. LOW NUMBERS LESS IMPORTANT - HIGH NUMBERS MORE IMPORTANT

RATING SCALE

A friend works th e re ......

A friendly sto re ......

A good selection of personal care items, such as toothpaste, shampoos, etc...... 2 3 4 5

A particular brand of trading stamps is offered . 2 3 4 5

A wide selection of meat is offered...... 2 3 4 5

Ads are easily read ...... 2 3 4 5

Ads have a friendly and interesting tone .... 2 3 4 5

Advertised specials are always available .... 2 3 4 5

Always someone to help m e...... 2 3 4 5

Attractive and a pleasant shopping experience . 2 3 4 5

Attractive building ...... 2 3 4 5

Carry-out boys friendly ...... 2 3 4 5

Carry-out service is available...... 2 3 4 5

Check-out girls are accurate ...... 2 3 4 5

Check-out girls are friendly ...... 2 3 4 5

Checks are easily cashed ...... 2 3 4 5

Clear prices on items or on shelves...... 2 3 4 5

Different grades of meat at different prices are sold in the same sto re......

Display cases and shelves are modern and a ttr a c t iv e......

Easily operated and clean shopping carts . . .

Easy access to and from the parking lot .... 2

LOW NUMBERS LESS IMPORTANT - HIGH NUMBERS MORE IMPORTANT

76 RATING SCALE

Express check-out is available 7

Fresh, bright appearing meat . 7

Fresh fruit and vegetable prices are considered to be l o w......

Fresh fruits and vegetables are attractively- displayed ...... 2 6 7

Fresh fruits and vegetables not prepackaged . . 2 3 4 5 6 7

Good weekly low price specials...... 2 3 4 5 6 7

Friends and neighbors shop where I d o ...... 2 3 4 5 6 7

Fresh fruits and vegetables are fresh ...... 2 3 4 5 6 7

High-quality m eats ...... 2 3 4 5 6 7

In a shopping center...... 2 3 4 5 6 7

Interesting and attractive displays ...... 2 3 4 5 6 7

Items are carefully bagged ...... 2 3 4 5 6 7

Meat is free of excess fat 2 3 4 5 6 7

Little congestion in aisles when shopping 2 3 4 5 6 7

Located within walking distance . . 2 3 4 5 6 7

Low prices on canned goods .... 2 3 4 5 6 7

Low every-day prices on groceries 2 3 4 5 6 7

Low fresh meat prices...... 2 3 4 5 6 7

Low fresh milk prices 2 3 4 5 6 7

Low sugar prices ...... 2 3 4 5 6 7

Meat counter clerk is always available quickly 2 3 4 5 6 7

Meat cutters are friendly , . . : ...... 2 3 4 5 6 7 3

LOW NUMBERS LESS IMPORTANT - HIGH NUMBERS MORE IMPORTANT 77 RATING SCALE

Meat prices are considered to be lo w ...... 2 3 4 5 6 7

Meat specials are regularly featured ...... 2 3 4 5 6 7

Most fruits and vegetables are prepackaged . . . . 2 3 4 5 6 7

N ear b a n k ...... 2 3 4 5 6 7

Near drug sto re ...... 2 3 4 5 6 7

Near group of sto res...... 2 3 4 5 6 7

Near service station ...... 2 3 4 5 6 7

Near ten cent sto re...... 2 3 4 5 6 7

Advertised new products are available quickly . . 2 3 4 5 6 7

Open week-day evenings ...... 2 3 4 5 6 7

Open on S u n d a y s ...... 2 3 4 5 6 7

Packaged meats are offered ...... 2 3 4 5 6 7

Pastries are baked in the sto re ...... 2 3 4 5 6 7

Pleasant music is played ...... 2 3 4 5 6 7

Prices are in line with quality ...... 2 3 4 5 6 7

Prices seldom change ...... 2 3 4 5 6 7

Radio advertising is conducted ...... 2 3 4 5 6 7

Service or non-packaged meat is s o ld...... 2 3 4 5 6 7

Sign showing aisle number and product location 2 3 4 5 6 7

Delicatessen foods such as cheese, sausage, salads are available ...... 2 3 4 5 6 7

Promotional devices and games are used other than stam ps ...... 2 3 4 5 6 7

Private label store brand is offered on many products ...... 2 3 4 5 6 7 LOW NUMBERS LESS IMPORTANT - HIGH NUMBERS MORE IMPORTANT 78 RATING SCALE

Tender meat is sold ...... 1 2 3 4 5 6 7

The aisles are w ide ...... 1 2 3 4 5 6 7

The floors are clean...... 1 2 3 4 5 6 7

The manager is friendly ...... 1 2 3 4 5 6 7

The clerks are friendly and helpful ...... 1 2 3 4 5 6 7

There's a wide selection of clothing and h o u s e w a r e s...... 1 2 3 4 5 6 7

There's fast check-out service...... 1 2 3 4 5 6 7

There is a wide selection of foods to choose from . . 1 2 3 4 5 6 7

There's plenty of parking space...... 1 2 3 4 5 6 7

The shelves are well-stocked...... 1 2 3 .4 5 6 7

The store is busy (many people shop there) .... 1 2 3 4 5 6 7

The store is clean and n eat ...... 1 2 3 4 5 6 7

The store is frequented by all age groups ...... 1 2 3 4 5 6 7

The store is frequented by young housewives .... 1 2 3 4 5 6 7

The store is nicely decorated ...... 1 2 3 4 5 6 7

Trading stamps are offered ...... 1 2 3 4 5 6 7

Store arrangement allows easy shopping...... 1 2 3 4 5 6 7

T. V. advertising is conducted ...... 1 2 3 4 5 6 7

Various sizes of packages are offered...... 1 2 3 4 5 6 7

Wide selection of national brands ...... 1 2 3 4 5 6 7

Within one mile of your residence...... 1 2 3 4 5 6 7

You know m a n a g e r...... 1 2 3 4 5 6 7 APPENDIX B

Listing of Statements

79 80

Elghty-sey^n Motlvatlonal Statements

X. A friend works there 2. A friendly store 3. A good selection of personal care items* such as toothpaste* shampoos* etc* 4. A particular brand of trading stamps is offered 3* A wide selection of meat is offered 6. Ads are easily read 7. Ads have a friendly and interesting tone 8. Advertised specials are always available 9* Always someone to help me 10. Attractive and pleasant shopping experience 11* Attractive building 12. Carry-out boys friendly 13* Carry-out service is available 14* Check-out girls are accurate 15. Check-out girls are friendly 16. Checks are easily cashed 17. Clear prices on items or on shelves 18* Different grades of meat at different prices are sold In the same s to re 19. Display cases and shelves are modern and attractive 20* Easily operated and clean shopping carts 21* Easy access to and from the parking lot 22. Express check-out is available 23. Fresh* bright appearing meat 24. Fresh* fruit and vegetable prices are considered to be low 25. Fresh fruits and vegetables are attractively displayed 26. Fresh fruits and vegetables not prepackaged 27. Good weekly low price specials 28. Friends and neighbors shop where 1 do 29. Fresh fruits and vegetables are fresh 30. High-quality meats 31. In a shopping center 32. Interesting and attractive displays 33. Items are carefully bagged 34. Meat is free of excess fat 35. L ittle congestion is aisles when shopping 36. Located within walking distance 37. Low prices on canned goods 38. Low every-day prices on groceries 39. Low fresh meet prices 40. Low fresh milk prices 41. Low sugar prices 42. Meat counter clerk is always available quickly 31 43. Meat cutters are friendly 44. Meat prices are considered to be low 45. Meat specials are regularly featured 45. Most fruits and vegetables are prepackaged 47. Near bank 48. Near drug store 49. Near group of stores 50. Near service station 51. Near ten cent store 52. Advertised new products are available quickly 53. Open week-day evenings 54. Open on Sundays 55. Packaged meats are offered 56. Pastries are baked in the store 57. Pleasant music is played 58. Prices are in line with quality 59. Prices seldom change 60. Radio advertising is conducted 61. Service or non-packaged meat is sold 62. Sign showing aisle number and product location 63. Delicatessen foods such as cheese, sausage, salads are available 64. Promotional devices and games are used other than stamps 65. Private label store brand is offered on many products 66. Tender meat is sold 67. The aisles are wide 68. The floors are clean 69. The manager is friendly 70. The clerks are friendly and helpful 71. There's a wide selection of clothing and housewares 72. There's fast check-out service 73. There ic a wide selection of foods to choose from 74. There's plenty of parking space 75. The shelves are well-stocked 76. The store is busy (many people shop there) 77. The store is clean and neat 78. The store is frequented by all age groups 79. The store is frequented by young housewives 80. The store is nicely decorated 81. Trading stamps ore offered 82. Store arrangement allows easy shopping 83. TV advertising is conducted 84. Various sizes of packages are offered 85. Wide selection of national brands 86. Within one mile of your residence 87. You know manager appendix c

Table of Intercorrelations

82 ZABLE 21

Intercorrelation and Residuals of Eighty-seven Statements for Total Sample of Three Hundred Consumers8 (Decimals omitted)

8 Statements^ 1 2 3 4 5 6 7 8 9 10 11

1 A friend works there 12 12 01 08 10 10 -00 08 04 14 2 A friendly store 01 26 14 23 32 34 27 39 38 27 3 Selection of H & B aids -02 03 16 22 19 19 07 12 20 11 4 Brand of trading stamps 07 -05 00 02 18 19 12 06 17 22 5 Wide s e le c tio n o f moat 01 07 -01 -06 23 12 14 21 24 13 6 Ads easily read 05 -05 03 -05 03 61 44 32 34 31 7 Ads friendly tone 01 -05 04 -01 00 01 31 28 33 23 8 Specials available 04 -05 -02 -08 04 -02 -03 30 27 12 9 Always someone to help 01 -04 -11 -04 05 -02 -05 -01 51 37 10 Pleasant shopping experience 00 -04 -07 -01 -02 -07 -04 -05 04 48 11 Attractive building 04 —08 -12 03 -01 -01 -09 -04 -01 04 12 Carry-out boys friendly -04 -03 00 -01 -06 -03 -02 -02 -06 03 01 13 Carry-out service available -02 -00 -01 03 -04 -07 -02 03 -01 -03 -02 14 Check-out girls accurate 01 -00 04 -00 -02 -03 -00 03 -01 -03 -00 15 Check-out girls friendly 01 00 08 -01 -01 00 -02 -02 -06 -01 -02 16 Checks cashed easily 02 00 01 05 -00 -01 -01 -07 10 07 03 17 Clear prices on Items 04 05 04 -02 -02 -01 -02 03 03 -02 -04 18 Different grades of meat 02 06 -01 01 -03 -01 -01 07 -01 04 02 19 Cases and shelves - modern 02 -04 04 -00 -05 -01 -04 -03 -07 -01 06 20 Easily operated-clean carts -00 -02 02 05 -03 -01 -00 -01 -05 -05 01 21 Easy access to parking -02 -05 -03 -00 03 -00 08 05 -00 -02 -03 22 Express check-out 06 02 -01 09 -04 -03 -08 02 -01 -00 -01 23 Fresh» bright meat 03 -00 03 01 02 02 00 -02 05 01 04 24 Produce prices low -02 05 09 03 06 00 -0T -01 02 02 03 1ABLE 21 (contd.)

Statem ent 12 13 14 15 16 17 18 19 20 21 22

1 A friend works there 13 04 -06 15 14 08 12 11 01 09 .0 0 2 A friendly store 35 23 21 38 16 16 11 23 18 12 17 3 Selection of H & B aids 20 08 15 30 05 12 22 29 21 13 12 4 Brand of trading stamps 15 11 06 18 13 01 15 17 13 04 12 5 Wide selection of meat 20 14 28 26 07 24 37 21 26 21 08 6 Ads easily read 36 19 21 37 10 28 25 40 35 22 20 7 Ads friendly tone 35 24 14 31 08 12 13 32 23 22 13 8 Specials available 15 13 27 22 06 27 19 21 25 19 23 9 Always someone to help 32 27 31 36 28 29 10 33 32 32 30 10 Pleasant shopping experience 42 27 34 44 17 29 24 49 40 31 31 11 Attractive building 39 24 21 39 09 15 13 51 33 27 19 12 Carry-out boys friendly 56 37 59 25 38 20 45 44 43 16 13 Carry-out service available 05 37 42 18 34 09 32 41 38 16 14 Check-out girls accurate -03 -02 56 15 53 19 37 47 44 29 15 Check-out girls friendly -00 -05 09 25 49 22 52 48 44 32 16 Chocks cashed easily -06 -13 -03 -01 35 13 16 17 21 16 17 Clear prices on ltooa -02 -06 02 04 01 33 41 56 44 34 18 Different grades of meat 00 -04 -00 02 02 00 27 26 21 21 19 Cases and shelves - modern 00 -05 -01 02 03 -02 -00 57 45 36 20 Easily operated-clean carts 01 01 -03 -00 -05 -01 -09 03 53 36 21 Easy access to parking -01 -00 02 -05 -05 -05 -02 -02 02 25 22 Express check-out -03 -07 -02 04 01 02 04 -02 -03 -10 23 Fresh, bright meat -04 -05 -01 -02 01 00 -05 01 03 00 00 24 Produce prices low -04 00 01 06 -02 -05 05 03 -06 -07 02 TA3LE 21 (c o n td .)

Statements*1 23 24 25 26 27 28 29 30 31 32 33

1 A friend works there 06 10 08 09 03 27 04 -03 13 13 04 2 A friendly store 12 09 22 13 15 20 03 06 07 36 16 3 Selection of H & 3 elds 24 13 17 08 12 19 08 09 12 23 17 4 Brand of trading stamps 06 01 11 04 09 13 -07 03 28 25 09 5 Wide s e le c tio n of meat 53 14 28 17 00 02 30 41 -04 15 22 6 Ads e a s ily read 14 16 18 18 36 27 09 07 03 39 23 7 Ads f rie n d ly tone 05 05 11 08 21 39 -02 03 17 33 11 8 Specials available 08 22 18 16 44 07 17 15 -02 22 18 9 Always someone to holp 27 18 26 22 26 09 20 17 08 33 27 10 Pleasant shopping experience 30 11 44 27 16 14 24 19 11 40 31 11 Attractive building 16 06 27 21 13 14 13 06 23 39 15 12 Carry-out beys friendly 23 12 37 26 20 18 28 15 13 40 21 13 Carry-out service avallabia 21 14 31 18 16 04 28 14 08 34 29 14 Check-out girls accurate 50 29 47 19 31 -06 52 42 -05 28 37 15 Check-out girls friendly 35 33 50 26 30 10 38 21 11 47 37 16 Checks cashed easily 13 21 24 03 18 05 20 06 16 16 20 17 Clear prices on Items 42 35 51 24 39 -08 53 27 08 30 52 18 Different grades of meat 31 25 26 19 10 01 22 24 13 09 20 19 Cases and shelves - modern 34 24 47 33 26 13 30 19 20 53 42 20 Easily operated-clean carts 41 23 46 21 32 -01 49 27 07 39 48 21 Easy access to parking 32 29 37 19 30 06 43 23 16 34 36 22 Express check-out 32 31 35 16 25 01 23 14 11 31 30 23 Fresh, bright meat 33 48 25 18 02 53 64 -02 22 35 24 Produce prices low 03 41 15 43 03 42 17 10 21 28

U»00 TABLE 21 (contd.)

Statements*3 34 35 36 37 38 39 40 41 42 44

1 A friend works there 01 04 11 10 18 09 13 07 12 09 2 A friendly store 06 15 13 18 08 14 10 12 29 09 3 Selection of H & B aids 09 15 17 09 07 12 09 11 22 12 4 Brand of trading stamps 07 06 05 02 04 07 -05 07 08 10 5 Wide s e le c tio n o f meat 26 12 -02 08 02 19 09 10 38 19 6 Ads easily read 12 12 12 24 13 19 25 29 25 21 7 Ads friendly tone 03 19 17 11 03 11 16 14 21 14 3 Specials available 10 14 02 34 24 26 21 28 20 25 9 Always someone to help 19 31 11 23 19 16 15 15 39 17 10 Pleasant shopping experience 28 37 17 17 15 17 12 13 30 16 11 Attractive building 11 23 11 16 07 07 05 06 19 12 12 Carry-out boys friendly 20 21 . 06 15 13 23 16 26 36 14 13 Carry-out service available 18 28 -01 10 04 17 04 13 34 07 14 Check-out girls accurate 43 32 02 24 25 31 06 26 35 25 15 Check-out girls friendly 29 29 , 09 31 26 29 09 24 38 25 16 Checks cashed easily 21 12 04 17 17 23 02 19 23 16 17 Clear prices on items 44 26 -04 30 37 36 18 40 31 33 18 Different grades of meat 29 09 14 16 18 31 32 30 25 29 19 Cases and shelves - modern 26 31 03 25 23 19 10 23 39 22 20 Easily operated-clean carts 36 33 06 29 31 32 17 35 38 26 21 Easy access to parking 26 32 -01 33 35 35 19 24 40 31 22 Express check-out 33 43 09 20 21 25 12 27 34 26 23 Fresh» bright meat 57 31 02 14 19 41 10 15 44 34 24 Produce prices low 33 14 04 50 50 54 23 36 21 51 TABLE 21 (contd.)

Statements^ 45 46 47 48 49 50 51 52 53 54 55

1 A friend works there 06 04 20 20 20 16 20 07 10 05 02 2 A friendly store 21 03 21 21 19 16 13 23 12 00 12 3 Selection of H & B aids 13 07 23 24 22 14 19 15 16 15 14 4 Brand of trading stamps 15 09 23 30 23 31 21 15 12 16 19 5 Wide s e le c tio n o f meat 22 03 13 05 03 -02 03 13 -02 -06 15 6 Ads easily read 30 24 19 22 20 17 14 29 03 06 11 7 Ads friendly tone 17 16 25 30 26 22 27 27 06 14 08 8 Specials available 41 06 07 05 -02 01 -02 37 11 -07 26 9 Always someone to help 21 13 17 17 20 07 06 31 15 03 10 10 Pleasant shopping experience 22 08 11 17 17 06 12 29 10 -00 08 11 Attractive building 14 05 23 26 21 07 11 19 04 03 02 12 Carry-out boys friendly 22 09 14 20 22 10 13 29 -00 03 11 13 Carry-out servlca available 18 07 06 07 18 09 11 20 03 01 09 14 Check-out girls accurate 30 00 -09 -03 -05 -13 -11 28 10 -10 13 15 Check-out girls friendly 27 03 16 18 16 06 10 32 07 -03 10 16 Checks cashed easily 16 16 03 11 11 06 08 14 03 04 20 17 Clear prlcos on items 30 07 00 11 10 -07 -02 30 04 -13 09 18 Different grades of meat 27 10 20 22 12 12 14 12 08 06 19 19 Cases and shelves - modem 20 07 14 21 19 10 11 39 06 03 08 20 Easily operated-clean carts 32 11 04 13 08 -02 02 39 17 -01 15 21 Easy access to parking 30 11 08 16 12 -02 08 32 05 -02 11 22 Express check-out 30 14 05 05 06 03 06 30 19 01 17 23 Fresh, bright meat 38 -08 -05 03 02 -08 -02 26 13 -05 15 24 Produce prices low 38 07 -03 04 06 -01 01 23 15 03 14 TABLE 21 (co n td .)

Statement s** 56 57 58 59 60 61 62 63 64 65

1 A friend works there 14 20 -06 16 18 06 07 09 07 09 2 A friendly store 09 13 06 10 18 14 22 13 02 -00 3 Selection of H & B aids 19 16 08 21 16 11 26 20 07 -02 4 Brand of trading stamps 04 14 00 14 10 08 16 14 28 13 5 Wide s e le c tio n o f meat 01 07 24 17 10 25 21 18 -04 01 6 Ads easily read 08 19 03 18 20 03 22 20 11 19 7 Ads friendly tone 08 26 -05 10 31 01 15 13 22 16 8 Specials available 07 -00 26 15 11 13 14 13 -02 23 9 Always someone to help 06 08 19 26 12 24 22 10 01 04 10 Pleasant shopping experience 11 07 17 30 12 14 30 20 -01 01 11 Attractive building 07 14 05 18 14 10 25 11 06 -03 12 Carry-out boys friendly 03 10 15 17 14 23 29 23 02 10 13 Carry-out service available -06 09 21 10 12 24 21 10 -02 1! 14 Check-out girls accurate -04 -15 41 19 -09 30 34 05 -18 -04 13 Check-out girls friendly 08 05 19 30 08 29 35 16 -01 07 16 Checks cashed easily 11 08 16 22 03 13 18 15 -04 20 17 Clear prices on Items 05 -08 44 24 -05 25 33 03 -15 16 18 Different grades of meat 18 09 12 14 15 13 26 23 11 14 19 Cases and shelves - modern 13 12 23 25 14 25 42 22 05 05 20 Easily operated-clean carts 07 07 38 21 08 18 43 14 -09 13 21 Easy access to parking 03 -02 28 24 02 24 39 12 -06 11 22 Express check-out 18 09 18 11 07 19 31 19 07 08 23 Fresh, bright meat 11 -07 35 21 -08 37 30 12 -12 -02 24 Produce prices low 16 03 25 20 01 12 16 05 -02 19 TABLE 21 (contd.)

Statements15 67 68 69 70 71 72 73 74 75 77

1 A friend works there 11 12 17 14 18 03 10 12 10 04 2 A friendly store 19 19 34 46 16 27 09 15 16 16 3 Selection of H 4 3 aids 22 15 25 28 18 18 25 16 15 13 4 Brand of trading stamps 16 16 06 11 20 01 03 08 05 06 5 Wide s e le c tio n o f meat 24 22 12 21 02 18 28 12 23 24 6 Ads easily read 25 17 22 26 19 15 07 10 14 17 7 Ads friendly tone 24 10 19 23 26 07 -12 07 -00 04 8 Specials available 19 19 19 24 01 21 17 19 26 18 9 Always someone to help 34 39 39 45 08 32 23 27 33 36 10 Pleasant shopping experience 37 43 40 45 04 30 32 £1 32 39 11 Attractive building 38 32 34 39 15 23 21 27 25 27 12 Carry-out boys friendly 35 40 53 60 03 34 24 26 32 40 13 Carry-out service available 33 30 34 43 00 36 20 26 32 37 14 Check-out girls accurate 34 45 33 47 17 44 35 34 50 49 15 Check-out girls friendly 39 41 51 67 10 43 34 35 45 46 16 Checks cashed easily 14 14 24 34 01 19 16 16 21 23 17 Clear prices on items 32 39 33 47 -13 42 45 36 50 49 18 Different grades of meat 24 23 15 21 12 20 27 11 18 28 19 Cases and shelves - modern 48 42 43 49 17 35 36 34 40 42 20 Easily operated-clean carts 45 54 42 51 05 45 49 41 50 57 21 Easy access to parking 46 44 41 48 37 47 35 63 48 44 22 Express check-out 31 26 30 28 09 35 26 26 26 23 23 Fresh, bright meat 31 40 25 34 -05 27 35 27 40 40 24 Produce prices low 17 31 27 29 08 32 30 24 31 28 TABLE 21 (contd.)

Statements*3 78 79 80 81 82 83 84 85 86 87

1 A friend works there 27 29 18 07 08 21 01 03 17 24 2 A friendly store 22 17 20 15 26 18 15 17 13 23 3 Selection of H & 3 aids 18 19 19 16 20 16 08 22 08 10 4 Brand of trading stamps 14 17 12 62 15 12 14 03 07 13 5 Wide selection of meat 10 05 15 -00 23 -02 14 27 -01 10 6 Ads e a s ily read 39 31 37 24 21 15 18 15 09 20 7 Ads friendly tone 43 38 31 22 13 23 07 06 18 30 8 Specials available 09 oe 15 12 24 09 27 24 02 10 9 Always someone to help 22 16 27 05 31 07 16 26 03 11 10 Pleasant shopping experience 15 18 32 14 38 05 25 32 08 17 11 Attractive building 24 21 36 17 28 05 11 21 08 20 12 Carry-out boys friendly 28 27 40 18 37 10 06 19 17 25 13 Carry-out service available 11 11 26 09 33 13 04 21 19 21 14 Check-out girls accurate 02 -02 13 -03 40 -09 22 35 16 13 15 Check-out girls friendly 27 24 34 22 44 12 12 36 13 21 16 Checks cashed easily 03 08 29 06 24 -00 11 12 01 19 17 Clear prices on items 03 -01 20 -00 43 -01 29 38 10 12 18 Different grades of meat 11 08 16 19 29 20 20 25 06 08 19 Cases and shelves - modern 26 26 43 17 40 14 24 45 18 17 20 Easily operated-clean carts 13 12 34 07 44 04 28 41 06 17 21 Easy access to parking 16 18 32 02 44 03 24 35 12 13 22 Express check-out 09 12 27 07 32 06 17 23 09 06 23 Fresh, bright meat 04 01 17 01 29 -05 18 35 07 09 24 Produce prices low 11 11 20 05 25 03 17 27 12 04 TABLE 21 (contd.)

Statements1* 1 2 3 4 5 6 7 8 9 10 11

25 Attractive produce display -00 06 01 -01 03 -07 -05 -05 -03 10 02 26 Produce not prepackaged -10 -00 -08 -00 -06 -00 -08 03 04 02 -02 27 Good w eekly s p e c ia ls .03 -05 08 -01 03 03 -03 -04 -00 -07 00 28 Friends and neighbors shop -03 -04 02 00 -01 -03 00 -03 -03 01 -04 29 Fruits 6c vegetables - fresh -02 01 -01 01 01 -00 02 01 01 -00 02 30 High quality meats -02 -05 -06 00 -06 -01 05 -01 03 -02 03 31 In a shopping center -02 -01 -02 -03 00 -01 01 03 -02 -01 02 32 Interesting displays 09 02 07 -04 01 -02 -03 -05 -06 -04 -03 33 Items carefully bagged 03 10 04 -03 02 -01 -02 -05 04 -00 -06 34 Meat free of excess fat 01 01 -03 00 -07 02 01 -06 02 06 05 35 Little congestion in aisles 04 -02 -02 08 00 -04 00 03 -02 00 -06 36 Within walking distance -03 -02 -00 01 -00 -01 -04 -01 01 05 04 37 Low prices - canned goods -01 02 01 -03 10 -01 -03 -01 -00 -01 02 38 Low everyday pricos 04 01 -01 04 03 -01 03 -03 01 04 -01 39 Low meat prices -03 00 00 01 -02 -02 01 -03 -03 04 04 40 Low milk prices -03 -02 -06 05 -10 -03 -02 02 02 00 -00 41 Low sugar prices -03 04 -01 04 -08 -04 -04 00 -01 -03 -04 42 Meat clerk available quickly 03 -02 -07 -04 -01 01 -02 04 01 -08 -07 43 Meat cutters friendly -03 -03 02 00 -06 02 01 01 -07 -03 -05 44 Meat prices considered low -04 -02 -02 03 -00 -02 02 -04 -01 03 07 45 Meat specials featured 01 -05 -03 -02 -00 -00 -01 -04 -06 -02 07 46 Produco prepackaged 05 -05 -02 -03 04 05 -01 -06 05 02 05 47 Near bank -06 00 -05 -09 06 02 00 10 04 -08 -02 48 Near drug storo -04 -01 -05 -05 -03 -01 03 02 02 -04 00 TABLE 21 (contd >)

Statements15 12 13 14 15 16 17 18 19 20 21 22

25 Attractive produce display 01 -03 -02 03 03 -01 -00 01 -05 -09 02 26 Produce not prepackaged 08 06 -02 -02 -01 -01 04 -02 -02 -03 00 27 Good weekly s p e c ia ls 03 02 -00 00 00 02 03 01 02 02 -02 28 Friends and neighbors shop 01 -00 03 -05 05 -01 -08 -01 01 05 01 29 Fruits & vegetables - fresh 03 01 00 03 02 -05 -05 -04 00 02 -01 30 High quality moats -00 01 -02 -04 01 -04 -04 02 01 08 00 31 In a shopping center 01 -03 03 -04 -04 -02 04 -03 -01 02 .-02 32 Interesting displays -05 -03 -04 -02 -05 -03 -05 02 -02 -04 -01 33 Items carefully bagged -04 01 -04 03 02 -00 -09 -01 -03 -03 -04 34 Meat free of excess fat 02 .03 -02 -01 02 -02 00 -02 -01 -03 -01 35 Little congestion in aisles 01 05 -03 -04 09 -01 01 -14 -05 -02 -03 36 Within walking distance -02 -05 -04 02 09 -02 04 -01 -01 -01 01 37 Low prices * canned goods -03 02 -00 01 00 -04 01 03 01 -01 -05 38 Low everyday prices 01 -00 02 01 00 01 -02 03 02 -01 -03 39 Low meat prices 01 03 -02 -04 -02 -05 -01 01 03 01 -04 40 Low milk pricos 03 03 -03 -04 -02 -01 -03 -02 -04 02 00 41 Low sugar prices 03 00 01 -03 04 01 -09 -02 -01 -09 04 42 Meat cle rk a v a ila b le q u ick ly -04 02 -05 -07 02 01 -05 -01 -01 02 -07 43 Meat cutters friendly • ’07 -06 -02 -03 01 06 01 00 -00 -01 -01 44 Meat prices considered low -00 01 -00 -01 -01 -01 -02 01 -00 02 -03 45 Heat specials featured 05 08 -04 -03 -03 -03 02 01 04 05 01 46 Produce prepackaged -04 -07 -03 -02 -02 -04 -09 02 -06 03 01 47 Hear bank -03 00 01 01 -05 02 -00 -04 -01 02 04 48 Near drug store -03 -05 -01 -02 -00 04 -04 -01 -01 03 00 TABLE 21 (oontd.)

Statements15 23 24 25 26 27 28 29 30 31

25 Attractive produce display 02 03 31 34 02 53 26 08 26 Produce not prepackaged -03 -06 -01 21 10 31 19 11 27 Good weekly s p e c ia ls 02 -02 -04 -01 13 37 18 08 28 Friends and neighbors shop 05 -04 -02 -08 -02 -14 -03 23 29 Fruits & vegetables - fresh 01 04 01 -00 03 -02 47 -03 30 High quality meats 00 -C2 -03 -06 04 03 02 -09 31 In g shopping cor.ter -02 03 -06 -07 03 02 00 06 32 Interesting displays 00 02 03 -00 -03 -01 02 03 -00 33 Items carefully bagged -01 -03 06 -05 -06 03 -03 -01 -05 34 Meat fveo of excess fat -03 -04 -04 -05 -03 00 -03 -04 -01 35 Little congestion in aisles -05 -07 -01 -04 -02 05 -02 02 -04 36 Within walking distance -02 -02 01 -02 -01 -05 -02 -04 01 37 Low prices - canned goods 00 -02 03 -01 -04 01 -03 00 -03 38 Low everyday prices 02 -05 -01 -02 -07 01 -04 04 -06 39 Low neat prices -00 -04 -01 01 -03 -04 -02 -02 00 40 Low milk pricos -03 -05 02 11 -01 -02 01 00 07 41 Low sugar prices -06 -08 -04 09 -03 01 02 -02 05 42 Moat clerk available quickly -08 -03 -06 09 02 -00 01 -03 04 43 Meat cutters friendly 07 -04 01 -00 02 00 01 -01 00 44 Meat p ric e s considered low -03 -02 -01 01 -07 -01 -05 -03 -03 45 Meat specials featured -01 -07 -00 -03 02 -03 -02 -05 00 46 Produce prepackaged 02 04 04 -02 -00 08 01 07 02 47 Hear bank -04 -03 -02 04 -00 -05 03 00 -05 48 Near drug store 02 -02 02 -03 03 -04 01 01 -08 TABLE 21 (co n td .)

Statements1* 34 35 36 37 38 39 40 41 42 43 44

25 Attractive produce display 41 36 08 36 34 37 09 27 30 33 34 26 Produce not prepackaged 24 25 -06 15 13 18 14 19 31 22 23 27 Good weekly s p e c ia ls 26 21 14 50 44 42 19 32 13 17 36 28 Friends and neighbors shop -06 10 28 14 08 06 17 12 09 11 14 29 F r u its &■ vegetables - fresh 48 28 -01 26 31 35 15 32 29 23 28 30 High quality meats 45 19 -02 09 15 32 12 13 33 30 26 31 In a shopping center 07 12 07 03 -01 04 -G4 03 12 09 05 32 Interesting displays 23 28 07 25 15 23 03 17 40 35 16 33 Items carefully bagged 43 36 07 32 36 27 07 28 31 22 24 34 Meat free of excess fat 31 06 30 28 43 07 23 34 32 35 35 Littlo congestion in aisles -03 15 18 20 15 02 12 39 35 20 36 Within walking distance 04 03 12 11 13 22 16 09 04 14 37 Low prices - canned goods 06 01 01 71 52 24 43 17 20 45 38 Low everyday prices 00 03 -02 07 55 29 47 15 18 53 39 Low meat prices -00 -00 OC -06 -05 38 51 32 31 66 AO Low milk prices -02 02 -02 —10 -07 -02 54 24 16 33 41 Low 3Ugar prices -01 04 01 -06 -05 -03 06 31 21 44 42 Meat clerk available quickly -05 01 -01 -00 -02 -04 06 08 65 28 43 Meat cutters friendly -01 00 02 -02 -01 -06 03 04 08 37 44 Meat pricos considered low -05 02 03 -08 -02 01 -05 -05 -04 -04 45 Meat specials featured -02 01 -02 -05 -05 04 -06 -03 -01 -06 02 46 Produce prepackaged 01 00 -08 03 03 -03 -08 -08 02 04 02 47 Hear bank -00 02 -01 04 01 -06 -06 01 04 02 01 48 Near drug store -01 07 -03 02 -01 -02 -03 -04 04 06 -01

£ TABLE 21 (c o n td .)

Statements** 45 46 47 48 49 50 51 52 53 54 55

25 Attractive produce display 35 07 05 15 08 06 00 40 07 -02 15 26 Produce not propackaged 16 24 14 05 12 09 09 17 01 02 -10 27 Good weekly s p e c ia ls 52 07 -00 10 05 -02 02 36 14 02 18 28 Friends and neighbors shop 09 16 35 34 32 38 45 13 10 12 08 29 Fruits & vegetables - fresh 30 03 -07 -02 -09 -14 10 27 13 -10 03 30 High quality moats 33 04 -00 -05 -14 —16 .09 19 07 -16 10 31 In a snopping center 00 07 41 35 57 34 45 17 10 16 13 32 In te re s tin g d isp la y s 18 12 23 23 27 21 20 40 13 08 14 33 Items carefully bagged 23 14 05 14 08 04 02 30 06 03 12 34 Moat f re e o f excess f a t 39 03 -02 00 00 -03 01 35 08 -04 15 35 Little congestion in aisles 19 ■04 07 12 08 -03 12 31 11 -01 -01 36 Within walking distanco 14 21 37 38 22 35 32 11 26 22 02 37 Low prices - canned goods 45 10 10 15 07 06 02 28 12 -02 16 38 Low everyday prices 43 12 07 12 07 05 03 32 19 02 12 39 Low meat pricos 64 06 -01 11 11 07 11 32 16 03 24 40 Low milk pricos 25 13 06 15 11 12 05 10 17 05 18 41 Low sugar prices 38 14 08 13 09 11 03 22 16 -02 20 42 Meat clerk available quickly 35 12 16 19 15 11 06 39 19 OC 27 43 Meat cutters friendly 28 01 10 15 13 04 09 35 10 -08 13 44 Meat prices considered low 58 08 09 13 11 05 09 29 17 02 22 45 MCat specials featured 10 06 16 04 07 03 42 17 03 30 46 Produce prepackaged 00 21 26 16 22 12 17 17 14 29 47 Near bank 01 02 68 54 63 56 12 19 21 08 48 Near drug store 04 00 05 60 60 45 14 16 25 18

\o en TABLE 21 (cor.td.)

Statements** 56 57 58 59 60 61 62 63 64 66

25 Attractive produce display 12 -06 35 33 -04 22 33 12 -06 42 26 Produce not prepackaged 17 06 22 25 02 25 25 18 -06 24 27 Good weekly s p e c ia ls 20 -02 24 18 04 04 16 01 -07 18 28 Friends and neighbors shop 12 23 -16 09 37 -09 03 18 17 .04 29 Fruits & vegetables - fresh 06 -11 57 25 -12 26 27 -03 -29 45 30 High quality meats 07 -12 41 17 -12 24 12 11 -20 69 31 In a shopping center 23 19 -03 10 08 08 14 14 17 -04 32 Interesting displays 08 07 15 21 13 12 45 22 01 15 33 Items carefully bagged 13 -06 39 29 02 22 38 10 -07 31 34 Meat free of excess fat 12 -09 39 23 -07 33 33 10 10 60 35 Little congestion in aisles 13 -01 25 16 05 25 33 07 -01 23 36 Within walking distance 14 08 -14 07 20 -08 14 17 13 02 37 Low prices - canned goods 07 -06 19 19 08 06 22 09 -04 15 38 Low everyday prices 14 -10 24 28 04 06 25 13 00 17 39 Low meat prices 18 -02 20 24 03 10 25 20 -03 42 40 Low milk pricos 11 14 05 18 14 -08 14 11 00 11 41 Low sugar prices 10 01 20 20 13 01 30 17 04 16 42 Moat clerk available quickly 14 00 22 28 12 32 38 35 02 49 43 Meat cutters friendly 13 01 21 20 09 32 21 23 01 44 44 Meat prices considered low 20 03 24 29 09 15 25 20 03 34 45 Meat specials featured 19 03 23 30 06 20 26 17 -02 46 46 Produce prepackaged 08 11 -08 07 17 -09 14 24 17 -03 47 Near bank 18 22 -13 11 28 01 13 24 31 -01 48 Near drug store 16 22 -12 15 30 -02 21 23 24 03 TABLE 21 (c o n td .)

Statements** 67 68 6? 70 71 72 73 74 75 76 77

25 Attractive produce display 37 47 34 51 -05 40 44 34 47 21 44 26 Produce not prepackaged 22 25 26 29 02 26 16 19 24 13 22 27 Good weekly s p e c ia ls 19 25 30 33 07 31 28 29 37 20 29 28 Friends and neighbors shop 12 -01 15 04 29 -03 -07 02 -09 34 -13 29 Frultc & vegetables - fresh 24 43 33 41 -15 44 48 31 54 04 55 30 High quality meats 12 32 14 24 -18 18 30 16 33 -02 34 31 In a shopping center 19 07 13 11 30 12 00 17 03 22 02 32 Interesting displays 37 36 40 49 20 29 22 25 33 25 33 33 Item3 carefully bagged 29 36 22 38 -06 39 41 34 46 13 39 34 Meat free of excess fat 23 35 20 32 -08 29 41 28 39 04 32 35 Little congestion in aisles 56 36 28 31 08 34 25 28 32 15 26 36 Within walking distance 14 06 16 14 21 03 -00 -10 02 32 06 37 Low pricos - canned goods 18 29 24 33 06 32 30 30 32 09 25 38 Low everyday prices 19 35 23 31 02 35 40 33 36 06 31 39 Low meat prices 13 35 24 33 05 31 32 23 29 07 30 40 Low milk prices 13 13 15 17 07 14 11 07 08 09 09 41 Low sugar prices 21 28 19 28 -02 24 28 19 22 17 26 42 heat clerk available quickly 49 37 37 42 11 39 27 30 33 23 30 43 heat cutters friendly 33 31 42 49 09 41 24 31 31 13 29 44 heat prices considered low 23 31 19 22 07 28 29 24 26 10 17 45 Meat specials featured 16 28 23 29 02 30 33 26 28 09 23 46 Produce prepackaged 08 04 05 04 13 08 04 07 04 25 02 47 Near bank 20 05 17 13 31 07 05 13 -03 27 -01 48 hear drug store 25 12 17 22 25 09 10 17 06 33 02 TA3LE 21 (contd.)

Statements*1 78 79 80 81 82 83 84 85 86

25 Attractive produce display 17 15 36 10 42 07 21 48 17 26 Produce not prepackaged 14 16 18 10 21 10 24 32 13 27 Good weekly s p e c ia ls 15 17 25 13 29 03 25 34 19 28 Friends and neighbors shop 43 50 30 27 04 34 03 -01 21 29 F r u its Ci vegetables - fresh -05 -05 16 -09 41 -11 26 50 05 30 High quality meats -04 -07 -04 -05 19 -11 23 28 01 31 In a shopping center 23 25 20 33 09 14 04 12 06 32 Interesting displays 31 30 42 27 38 18 14 32 13 33 Items carefully bagged 12 14 19 11 37 04 35 34 07 34 Moat fre e o f excess f a t -CO -02 11 -04 26 -04 28 32 05 35 Little congestion In aisles 12 14 27 -00 35 01 19 30 13 36 Within walking distance 28 24 12 21 11 17 -08 -04 45 37 Low prices - canned goods 15 12 21 06 29 05 22 23 08 38 Low everyday prices 11 12 19 02 30 04 23 26 09 39 Low meat prices 11 12 18 07 35 05 18 26 10 40 Low milk prices 18 14 05 09 14 18 14 10 09 41 Low sugar prices 17 22 20 17 31 13 23 20 06 42 Meat clerk available quickly 21 20 27 10 38 16 24 35 14 43 Meat cutters friendly 18 20 24 06 37 03 10 23 05 44 Meat prices considered low 14 14 20 12 26 10 26 20 11 45 Meat specials featured 13 08 15 10 35 07 32 31 16 46 Produce prepackaged 24 18 13 11 11 10 04 -03 16 47 Near bank 35 37 19 33 11 28 -02 07 20 48 Near drug store 39 27 25 38 14 29 07 10 24 TABLE 21 (contd.)

Statements^* 1 2 3 4 5 6 7 8 9 10

49 Near group of stores -02 -00 00 -07 01 02 -01 04 04 -02 50 Near service station -06 03 -06 -05 00 02 -03 05 04 01 51 Near ten cent store -04 -02 -02 -05 02 -00 03 06 -04 00 52 New products available 03 -09 -04 -04 01 -00 02 -02 -06 -07 53 Open week day evenings 07 02 -02 05 -00 00 00 01 02 00 54 Open on Sundays 02 02 02 -04 02 06 07 -03 05 02 55 Packaged meats 02 -03 -01 -07 00 -05 -00 00 -04 -01 56 Pastries baked in store -07 00 02 05 -05 04 02 -04 -06 03 57 Music is played -04 -02 03 18 -02 -05 -03 -07 -03 -04 58 Prices in line with quality -04 03 02 00 -02 -03 04 02 02 -05 59 Prices seldom change -02 -12 -01 -00 -06 03 03 -09 04 06 60 Radio advertising -06 -03 -05 09 -03 -12 -03 -02 -01 -03 61 Service meat is sold 01 03 -00 -03 -02 01 -02 08 09 -01 62 Sign show product location 06 09 03 -04 00 -00 -00 -02 -04 -03 63 Deli foods are available -03 -05 -04 -06 -04 05 -02 01 -07 06 64 Promotional devices used 04 02 -03 -04 01 -00 05 -00 06 05 65 Private label 00 02 03 -06 08 -00 -01 06 06 08 66 Tender meat is sold 01 -06 -04 -00 -05 03 -01 02 -02 -02 67 Aisles - wide 02 -05 -07 03 01 00 02 06 -03 -07 68 Floors are clean 03 -05 -09 05 -04 -01 03 -01 04 03 69 Manager - friendly -08 -05 02 02 -03 01 -02 00 -03 01 70 Clerks - friendly and helpful -05 02 02 -00 -02 -02 01 -03 -04 -03 71 Selection non-foods 04 05 01 02 08 03 -01 02 -02 -04 72 Fast check-out service -07 06 -01 00 03 04 04 03 -04 -03 TABLE 21 (contd.)

Statements1* 12 13 14 15 16 17 18 19 20

49 Near group of stores 01 04 02 -03 -08 01 -06 -02 -01 50 Near service station -03 03 00 -03 -03 -01 -04 02 00 51 Near ten cent store 02 06 03 -00 -04 -02 -01 -03 02 52 New products available 04 -02 -05 -03 -09 -00 -00 04 04 53 Open week day evenings 03 06 05 C5 01 05 -02 -01 07 54 Open on Sundays 10 05 02 03 05 02 01 00 01 55 Packaged meats 02 02 05 01 -06 -02 -05 02 -01 56 Pastries baked in store 09 -00 04 09 -04 02 06 04 02 57 Hislc Is played 01 05 03 05 -06 -07 -05 00 04 58 Prices in line with quality 02 03 00 -06 -02 -02 -07 -04 -01 59 Prices seldom change 01 02 02 06 04 01 -08 01 -01 60 Radio advertising 01 10 05 01 01 01 -06 -03 01 61 Service meat is sold 00 01 -00 01 -04 04 04 02 -02 62 Sign show product location 01 -06 -00 01 02 -03 -03 -02 -04 63 Deli foods are available 06 -02 00 01 -06 -03 -03 06 -01 64 Promotional devices used 01 02 03 02 -04 05 01 00 -01 65 Private label 04 -05 -05 -03 -09 -03 05 -04 01 66 Tender meat is sold -01 01 -04 -02 -03 -01 -06 01 06 67 Aisles - wide .03 01 -01 -06 04 -00 00 -06 -05 68 Floors are clean 00 -02 -02 -08 -03 -05 -01 -03 03 69 Manager - friendly 01 -06 -03 -02 -04 00 07 02 03 70 Clerks - friendly and helpful 01 -04 -03 04 -01 -00 04 00 -02 71 Selection non-foods .03 -01 -02 04 02 -00 06 01 06 72 Fast check-out service .02 04 04 -01 -09 -01 03 -06 -02 TABLE 21 (co n td .)

Statements^ 23 24 25 26 27 28 29 30 31

49 Near group of stores 02 -01 -02 01 03 -02 -01 00 00 50 Near service station -02 -03 03 07 -05 -03 02 -02 -09 51 Near ten cent store -02 -03 -06 -04 01 06 01 02 -07 52 New products available 00 -06 04 -05 -07 02 00 -01 02 53 Open week day evenings 04 03 -02 04 -02 -02 11 C3 02 54 Open on Sundays 02 05 -00 09 03 -04 06 -02 -03 55 Packaged meats 04 00 06 01 05 08 03 01 06 56 Pastries taked in store 01 -01 03 -01 05 -07 00 04 01 57 Music is played 02 07 01 -05 02 -07 01 01 -01 58 Prices in line with quality -05 01 -06 -05 -04 03 03 01 01 55 P ric e s a9ldom change -04 -01 07 -00 -06 -02 -00 -07 -05 60 Radio advertising 00 02 -00 -06 02 -00 02 -01 01 61 Service meat Is sold -06 -01 -08 -01 -04 -07 -02 -10 -02 62 Sign show product lo c a tio n -02 -04 -07 07 -05 01 -06 -06 -05 63 Deli foods are available -06 -03 01 13 -02 02 -03 00 -03 64 Promotional devices used 01 01 C2 01 00 -04 01 02 -07 65 Private label 03 -03 -C4 04 -05 -01 -02 -00 -06 66 Tender meat is sold 01 -03 Cl -04 03 04 -05 02 01 67 Aisles - wide -01 01 -C3 -03 03 04 -07 -03 02 68 Floors are clean 02 04 -01 00 -03 01 -04 02 03 69 Manager - friendly 02 04 -04 02 01 -02 03 00 03 70 Clerks - friendly and helpful 00 01 03 04 -01 -05 -01 -00 -00 71 Selection non-foods 02 04 -05 -06 04 -03 05 02 -02 72 Fast check-out service -03 -01 -04 05 01 02 01 00 02 TABLE 21 (co n td .)

Statements^ 34 35 36 37 ^J8 39 40 41 42 43

49 Near group of stores -04 -03 -05 -03 -01 -00 03 -00 03 -01 50 Hear service station 01 -02 -06 02 00 -01 04 03 03 01 51 Near ten cent store -02 02 00 -03 -01 02 -02 -00 -04 00 52 New products available 04 -02 -02 -04 02 00 01 01 03 02 53 Open week day evenings -03 -08 -12 -03 -01 -03 01 02 -02 -01 54 Open on Sundays -01 -09 -06 -00 00 04 05 -03 -02 -07 55 Packaged meats 01 02 -04 02 -04 -03 02 -02 -03 -05 56 Pastries baked in store -03 -04 02 -04 -02 02 CO 03 -07 -00 57 Music is played 01 -02 00 02 00 04 -01 -02 -09 -03 58 Prices in line with quality -03 04 C2 01 01 -03 05 05 03 07 59 Prices seldom change -01 03 06 -04 03 -02 05 02 04 -02 60 Radio advertising 07 04 -01 06 03 01 -16 -04 -03 02 61 Service meat is sold -03 -01 03 07 06 -04 06 05 -04 -03 62 Sign show product lo c a tio n 01 -02 01 03 03 03 03 05 01 -04 63 Dell foods are available -C4 -03 C4 05 08 02 -02 03 -01 -03 64 Promotional devices used 03 02 04 -01 04 -03 -02 -01 -07 -02 65 Private label -02 05 09 -00 -01 -00 06 -05 01 02 66 Tender meat is sold 02 -00 Cl 01 -01 -01 -02 -04 -02 -01 67 Aisles - wide -02 11 C3 01 -00 -02 02 00 06 -04 68 Floors are clean 02 03 -C3 -02 01 05 -01 -01 -02 -04 69 Manager - friendly 02 -02 C2 -03 -04 00 05 01 -03 -02 70 Clerks - friendly and helpful 04 -02 C3 -00 -02 01 03 02 -04 -01 71 Selection non-foods -02 -09 -02 01 -00 02 00 -06 -04 -03 72 Fast check-out service -03 -01 01 -02 -04 -02 02 -02 -01 02 TABLE 21 (contd.)

Statements^ 45 46 47 43 49 50 51 52 53

49 Near group of stores 00 01 -07 00 50 62 12 16 50 Near service station 00 -04 04 01 -06 58 13 26 51 Near ten cent store -01 —00 -03 -11 -02 02 11 20 52 New products available -01 03 01 -02 02 03 02 20 53 Open week day evenings -07 -00 -03 -07 02 02 03 -04 54 Open on Sundays 01 -12 -06 -02 01 -02 -03 -08 -00 55 Packaged meats -03 -06 -03 02 05 -04 04 -00 -01 56 Pastries baked in store -02 -01 -02 -01 -05 -07 -03 -04 -05 57 Music i3 played 06 -03 -03 00 -07 -01 -05 -03 04 58 Prices in line with quality -05 -00 03 00 01 03 08 01 03 59 Prices seldom change -01 08 -07 -04 -01 -01 -00 02 -07 60 Radio advertising 01 -04 01 03 -02 -01 01 02 -01 61 Service meat is sold 02 03 06 04 03 03 -01 -05 -02 62 Sign show product lo c a tio n 04 -05 -04 -02 02 00 -04 -03 -08 63 Deli foods are available -05 -02 00 -02 02 -01 01 -02 -05 64 Promotional devices used -00 -04 05 -02 -03 03 02 -01 -03 65 Private label -04 -07 08 04 -00 -00 -01 -01 -00 66 Tender meat is sold 02 04 01 02 -01 -00 -00 -01 -03 67 Aisles - wide 00 -02 02 03 -01 -03 01 02 -12 68 Floors are clean -02 -01 -03 -03 01 -00 01 04 -03 69 Manager - friendly -01 -03 01 -02 -03 02 01 -01 -00 70 Clerks - friendly and helpful -03 -06 -02 01 -00 -01 -01 02 02 01 71 Selection non-foods -01 -01 -03 -08 00 -05 02 -02 -05 -02 72 Fast check-out service 01 -01 03 00 01 02 03 TAB1E 21 (contd.)

Statements^3 56 57 58 59 60 61 62 63 64

49 Near group of stores 13 19 -15 14 16 -00 18 20 18 50 Near service station 11 19 -21 08 25 00 14 26 41 51 Near ten cent store 21 23 -12 13 23 -02 08 21 26 52 New products available 22 03 28 31 11 18 30 23 03 53 Open week day evenings 21 08 00 02 12 -01 13 20 13 54 Open on Sundays 24 10 -17 02 14 01 15 25 36 55 Packaged meats 19 08 06 17 17 04 20 32 21 56 Pastries baked in store 28 -01 22 20 04 13 29 14 57 Music is played -03 -09 04 43 -01 -03 17 14 58 Prices in line with quality -09 C2 21 -12 30 23 -02 -25 59 Prices seldom change -02 -07 -06 07 19 20 23 00 60 Radio advertising -04 01 05 -03 -07 01 19 22 61 Service meat is sold -09 02 02 01 01 27 21 -03 62 Sign show product location -01 -04 -03 00 -06 05 29 05 63 Deli foods are available -02 -07 -03 03 -08 02 05 24 64 Promotional devices used 02 01 04 04 -01 -03 -05 -04 65 Private label 00 -05 -01 -07 -08 -04 01 -02 03 66 Tender meat is sold 02 02 -00 -01 03 -08 -04 -05 -00 67 Aisles - wide -03 01 01 04 01 00 01 -03 -05 68 Floors are clean 02 07 04 -06 04 -02 00 -02 04 69 Manager - friendly 02 00 -02 -03 -03 -00 -02 -03 04 70 Clerks - friendly and helpful 01 02 -GO -05 02 -02 02 -04 02 71 Selection non-foods -06 02 01 -07 -00 02 -03 -09 -05 72 Fast check-out service -02 02 04 -07 -03 -01 -04 00 01 TABLE 21 (contd.)

Statements'5 67 68 69 70 71 72 73 74 75

49 Near group of stores 15 06 11 15 34 08 04 11 -02 50 Near service station 06 -02 11 04 34 -02 -08 04 -10 51 Near ten cent store 12 -01 10 05 39 02 -05 02 -09 52 New products available 34 38 36 44 11 32 32 31 34 53 Open week day evenings 05 09 12 12 22 14 10 12 08 54 Open on Sundays 05 -04 05 ..01 40 -03 -05 -02 -09 55 Packaged meats 17 11 05 13 11 15 12 18 11 56 Pastries baked In store 09 06 16 08 17 14 08 17 04 57 Music Is played 06 -04 09 04 25 -01 -13 -01 -13 58 Prices in line with quality 23 43 20 34 -24 39 42 30 48 59 Prices seldom change 25 23 25 29 -05 21 29 22 28 60 Radio advertising 15 03 11 09 28 -03 -07 -01 -09 61 Service meat Is sold 24 21 24 25 04 23 17 18 26 62 Sign show product location 46 40 27 40 11 34 37 31 37 63 Deli foods are available 19 11 16 14 15 18 10 04 10 64 Promotional devices used 03 -07 -02 -10 34 -08 -15 -05 -21 65 Private label 07 05 13 11 17 11 -02 10 10 66 Tender meat is sold 30 41 26 38 -12 33 43 27 41 67 Aisles - wide 54 39 49 14 39 38 45 44 68 Floors are clean 07 51 59 -05 50 55 38 56 69 Manager - friendly -03 02 72 08 43 38 36 45 70 Clerks - friendly and helpful 00 -01 05 01 54 51 47 60 71 Selection non-foods -04 -01 01 02 04 -09 00 -15 54 72 Fast check-out service -06 -01 -06 -04 04 53 54 Table 21 (contd.)

Statem ent a** 78 79 80 81 82 83 84 85 86 87

49 Near group of stores 26 29 20 27 02 24 -02 05 13 22 50 Near service station 40 41 24 35 03 37 -05 -04 23 28 51 Near ten cent store 27 33 24 28 -00 22 -03 01 12 20 52 New products available 21 14 29 13 34 13 22 38 16 16 53 Open weak day evenings 16 19 10 11 07 16 10 15 16 05 54 Open on Sundays 20 25 11 25 04 21 -00 05 20 04 55 Packaged meats 12 13 16 13 12 14 22 07 00 09 56 Pastries baked in store 13 19 13 09 13 21 05 16 06 18 57 Music is played 22 20 28 12 -04 28 01 -03 09 23 58 Prices in line with quality -13 -15 08 -08 34 -17 37 42 -07 04 59 Prices seldom change 13 11 20 09 24 03 25 31 02 14 60 Radio advertising 36 37 27 21 04 58 09 -06 11 16 61 Service meat is sold 08 03 13 02 28 04 19 24 11 13 62 Sign show product lo c a tio n 18 16 27 16 39 08 30 38 18 22 63 Deli foods are available 22 24 33 19 20 19 10 16 11 23 64 Promotional devices used 29 39 19 31 -04 31 -03 -05 01 09 65 Private label 21 23 29 19 12 18 11 02 05 23 66 Tender meat is sold -04 -07 C8 -01 25 -07 22 31 03 07 67 Aisles - wide 25 22 38 18 46 10 23 35 17 17 68 Floors are clean 13 10 25 11 52 -02 23 41 11 17 69 Manager - friendly 26 26 44 08 49 13 12 33 18 35 70 Clerks - friendly and helpful 19 15 41 09 51 08 22 41 16 27 71 Selection non-foods 37 38 26 26 03 27 -01 04 17 17 72 Fast check-out service 11 09 29 -04 51 -04 24 41 05 14 TABLE 21 (contd.)

Statements1* 1 2 3 4 5 6 7 8 9

73 Wide s e le c tio n o f food 01 -01 03 -01 04 05 02 02 -03 74 Plenty of parking space -02 -00 -01 02 03 05 08 07 -01 75 Shelves well stocked 03 -01 -01 -01 02 04 03 03 01 76 Store Is busy -06 01 04 -02 00 -01 -03 04 07 77 Store - clean and neat -03 -04 -05 02 -02 02 02 -00 03 78 Frequented by all age groups -03 01 -04 -06 03 04 C2 -02 07 79 Frequented by young housewives -02 01 -02 -05 01 00 01 01 05 80 Store nicely decorated -05 -04 00 -01 04 03 -04 -03 -02 81 Trading stamps 02 -00 —02 06 -07 -05 -06 -05 -01 82 Store eaclly shopped -02 02 -02 02 02 -00 01 -00 -04 83 TV advertising -05 06 -02 03 -12 -10 -07 01 01 84 Various size packages 01 07 -06 -03 -06 -05 -01 -10 -01 85 Wido selection - national brand -04 04 01 -09 03 -00 03 -01 -01 86 Within one mile 05 01 -00 07 03 -01 -02 -01 -07 87 You know manager -04 -01 -03 05 -01 -01 00 -00 -05 TABLE 21 (c o n td .)

Statements** 12 13 14 15 16 17 18 19 20

73 Wide s e le c tio n of food 00 02 -04 -01 -01 01 -01 01 01 74 Plenty of parking space -03 01 04 -03 -07 00 -02 -04 01 75 Shelves well stocked -03 01 -00 -00 -02 -01 -01 -01 -02 76 Store Is busy 00 -02 00 -01 05 01 04 -01 -03 77 Store - clean and neat -03 00 -03 -02 01 -02 05 00 02 78 Prequented by all age groups -03 -05 -00 -01 03 03 -05 -04 -00 79 Frequented by young housewives -01 -02 01 -C3 08 02 -07 -04 01 80 Store nicely decorated -02 -06 -02 -05 03 -06 -02 -00 -01 81 Trading stamps 01 03 -03 03 05 01 01 -02 -00 82 Store easily shopped -04 00 -02 -02 02 02 07 -05 -06 83 TV advertising -03 09 05 05 -04 04 01 -C l 01 84 Various size packages 03 03 02 -02 05 02 -05 -04 -04 85 Wide selection - national brand 01 06 -00 04 03 01 02 02 -03 86 W ithin one m ile 02 02 -03 -01 -02 01 06 10 -05 87 You know manager -07 -08 00 -04 -05 -02 03 -00 04 TABLE 21 (contd.)

Statementsb 23 24 25 26 27 28 29 30 31 32

73 Wide s e le c tio n o f food 01 00 -01 -05 02 05 -04 -00 -03 00 74 Plenty of parking space 05 -06 -05 -03 02 04 -05 06 00 -06 75 Shelves well stocked 02 00 -04 -02 02 02 -02 02 01 -00 76 Store is busy 04 -01 00 -03 03 -03 01 01 06 -04 77 Store - clean and neat 02 03 -04 02 02 -03 02 02 04 01 78 Frequented by all age groups 01 -01 01 -07 -03 -04 -01 03 06 -00 79 Frequented by young housewives 01 -03 -01 -05 01 02 02 05 02 -01 80 Store nicely decorated 08 -00 07 -06 02 04 02 01 -OS -00 81 Trading stamps 01 04 -02 02 02 -01 01 -02 03 -01 82 Store easily shopped 02 -03 -04 -01 -02 02 -00 -02 03 -00 83 TV ativoitising 01 -01 06 -01 -01 -04 01 -02 -01 04 84 Various size packages 04 -01 -07 -00 -05 U5 -04 01 00 -05 85 Wide s e le c tio n - national brand 01 03 03 -04 02 -01 05 -01 00 01 85 Within one mile 03 04 -01 08 -03 -05 -09 -07 02 -02 87 You know nanager 00 00 -06 00 -06 -01 -09 02 02 -01 TABLE 21 (c o n td .)

Statement3^ 34 35 36 37 38 39 40 41 42

73 Wide selection of food 06 -01 -03 -02 -02 -00 -06 -02 -04 74 Plenty of parking space 03 -02 -08 -02 -05 -04 0 1 -03 -01 75 Shelves well stocked 01 01 02 -01 -02 -01 01 -03 01 76 Store i3 busy 01 -01 - 0 1 -00 -03 -01 00 02 02 77 Store - clean and neat -01 -01 00 -02 100 03 -04 -01 -03 78 Frequented by all age groups 04 -02 -01 - 0 1 -01 -01 -02 -04 -01 79 Frequented by young housewives 03 01 -01 -05 -03 -00 -02 01 -01 80 Store nicely decorated 01 02 08 01 02 03 -07 -02 -05 81 Trading stamps -04 04 05 -03 -03 -01 07 05 02 82 Store easily shopped -02 04 03 -02 -04 06 00 02 -00 83 TV advertising 03 -00 -02 02 01 -00 -03 -02 01 84 Various size packages 03 03 01 00 -00 -00 03 01 08 85 Wide s e le c tio n - national brand -05 -06 -03 -02 -04 05 04 01 04 86 Within one mile -07 -05 -08 01 01 01 03 01 04 87 You know manager -00 03 -04 01 04 02 06 05 01 TAELE 21 (cor.td.)

S t a t e m e n t 45 46 47 48 49 50 51 52 53 54

73 Wide s e le c tio n of food 04 -00 -01 -02 02 -01 01 03 -04 -01 74 Plenty of parking apace 04 04 05 05 01 03 -01 -01 00 -05 75 Shelves well stocked -03 01 -01 00 03 00 02 -03 -01 -02 76 Store is busy -01 G6 -02 01 06 -01 03 -01 02 -07 77 Store - clean and neat -C2 -06 -02 -07 -02 -00 06 01 06 03 78 Frequented by all age groups 01 09 01 04 04 00 01 04 01 -05 79 Frequented by young housewives —01 06 02 01 04 -02 04 -02 05 -05 80 Store nicely decorated 02 -03 -02 01 -02 03 05 -00 02 -02 81 Trading stamps -03 -03 -07 -05 -05 -10 -03 -02 02 00 82 Store easily shopped 06 -02 02 -01 -02 00 02 -03 -08 -01 83 TV advertising 01 -08 -00 01 04 05 -04 05 03 -01 84 Various size packages 02 02 -02 04 04 01 04 -09 02 -01 85 Wide s e le c tio n - national brand 03 01 00 00 04 -01 02 01 02 03 86 Within one mile 04 -05 -03 -01 -01 -06 -08 -02 -11 00 87 You know manager -01 -03 -03 -03 02 -01 -04 -05 -04 -07 TABLE 21 (contd.)

Statements** 56 57 58 59 60 61 62 63 64

73 Wide s e le c tio n o f food ■02 -00 04 -05 -00 -01 -01 -01 03 74 Plenty of parking space 02 03 ■01 -06 -00 -03 -04 -10 -02 75 Shelves well stocked -01 02 ■03 -04 01 -01 -02 02 -00 76 Store Is busy 02 -02 02 06 -01 01 -06 -03 -09 77 Store - clean and neat 02 01 ■02 -01 04 -03 -06 01 =•00 78 Frequented by all age groups -01 01 02 03 -05 -00 00 -03 -07 79 Frequented by young housewives 02 -02 03 01 -04 -07 -03 -02 -03 80 Store nicely decorated -08 01 ■01 00 -03 -06 -03 06 -01 81 Trading stamps 09 10 00 -03 06 -02 -03 -01 -08 82 Store easily shopped 03 -00 01 -04 -02 04 .02 00 -03 83 TV advertising -03 -07 ■01 -06 15 04 -01 -09 -00 84 Various size packages -14 -05 01 -04 01 05 03 -04 -02 85 Wide s e le c tio n - national brand -04 -01 04 -03 -08 -03 -01 03 03 86 Within one mile -03 07 .06 02 02 06 04 04 02 87 You know manager -02 -04 02 -02 -08 -05 11 01 04 TABLE 21 (contd.)

Statements^ 67 68 69 70 71 72 73 74 75

73 tflde selection of food -02 -03 -02 -01 04 01 50 64 74 Plenty of parking space 04 -09 -09 -04 -04 03 -00 55 75 Shelves well stocked 02 -04 -03 -00 00 -02 01 03 76 Store Is busy -01 -04 -05 -01 -06 04 -00 02 01 77 Store - clean and neat -07 03 02 -01 10 -01 -03 -07 -04 78 Frequented by all age groups -02 -01 -04 -02 -03 02 01 04 02 79 Frequented by young housewives -06 -02 -02 -03 -05 -00 02 04 -01 80 Store nicely decorated —01 -02 02 CO -00 -03 04 -10 -01 81 Trading stamps 03 02 04 01 -01 -01 -02 -05 -01 82 Store easily shopped -00 -02 00 -06 01 00 -04 -06 -04 83 TV advertising -03 01 00 04 -06 -03 -01 00 -02 84 Various size packages 00 -04 01 04 02 01 -07 00 CO 85 Wide s e le c tio n - national brand -07 -06 -00 00 04 -01 -02 -06 -05 86 Within one mile 06 -00 -04 -01 03 -02 02 05 -01 87 You know manager 04 06 -00 -03 02 03 01 05 -04 TABLE 21 (c o n td .)

Statements*1 78 79 80 81 82 83 34 85 86 87

73 Wide s e le c tio n of food -01 00 21 -02 47 -10 27 49 05 02 74 Plenty of parking space 17 19 23 -02 41 01 23 36 07 14 75 Shelves well stocked 06 02 24 01 52 -12 33 43 09 09 76 Store is busy 65 67 35 32 18 32 03 17 27 33 77 Store - clean and neat 03 03 26 04 55 -08 21 43 09 13 78 Frequented by all age groups 80 38 30 17 37 09 08 18 33 79 Frequented by young housewives 09 44 40 21 40 07 11 12 28 80 Store nicely decorated -06 -02 20 39 25 12 28 06 30 81 Trading stamps -10 -03 00 16 23 09 10 14 13 82 Store easily shopped -04 -01 03 03 07 29 49 17 17 83 TV advertising -10 -08 -07 05 00 07 02 12 25 84 Various size packages 04 01 -05 -05 00 01 39 -03 03 85 Wide s e le c tio n - national brand -03 -01 03 -00 04 -01 -04 06 07 86 Within one mile -09 -09 -04 05 05 -01 05 01 37 87 You know manager -02 -03 -02 -00 -01 -03 01 -02 -01

Correlations appear in the upper triangle and the residuals in the lower triangle.

Che statements have been reduced to save space. The complete statement may be found In Appendix B« APPEND Hi D

Factor Loadings for High and Low Income Respondents and for 186 Respondents from the Food Industry

115 13.6

High Income _

All of the loadings on each factor are in the order of magnitude.

The figure In parentheses next to each factor Is the total contribution to the variance by each factor. Sixty-four (64) per cent of the tota' variance is contributed by the fifteen factors extracted.

F acto r As A PLEASANT SHOPPING EXPERIENCE (1 7 .7 )

75 Shelves a r e w e ll-sto c k e d .81 73 Wide selection of foods to choose from .80 74 Plenty of parking space .76 68 Floors are clean .76 77 S to re i s c le a n and n e a t .75 70 Clerks are friendly and helpful .74 85 Wide s e le c tio n of n a tio n a l brands .70 20 Easily operated and clean shopping carts .69 72 Fast check-out service .69 82 Store arrangement allows easy shopping .68 21 Easy access to and from parking lot .68 67 A is le s a r e wide .67 25 Fruits and vegetables attractively displayed .65 19 Display cases are modern and attractive .63 33 Items are carefully bagged .62 29 Fresh fruits and vegetables are fresh .62 69 The manager is friendly .61 62 Sign showing aisle number and product location .60

F acto r Bs PRICES (5 .8 )

39 Low fresh meat prices .76 41 Low sugar prices .73 44 Meat prices considered low .70 38 Low everyday prices on groceries .66 37 Low prices on canned goods .61 40 Low fresh milk prices .61 24 Fresh fruits and vegetable prices considered low .58 45 Meat specials are regularly featured .56 117

F a c to r C: NEAR OTHER SERVICES (5 .8 )

49 Near group of stores .80 51 Near ten cent store .80 48 Near drug store .69 47 Near bant; .69 50 Near service station .64 31 In a shopping center .56

F a c to r D; SOCIAL INFLUENCES (4 .8 )

78 Store frequented by all age groups .80 79 Store frequented by young housewives .80 76 Store is busy .70 83 TV advertising conducted .54 64 Promotional devices and games used .49 65 Private label store brand offered .45 28 Friends and neighbors shop where I do .41

Factor E: HEATS (4.8)

23 Fresh, bright appearing meat .72 66 Tender meat Is sold .71 5 Wide selection of meat offered .64 30 High-quality meats .63 34 Heat Is free of excess fat .51 61 Service or non-packaged meat .46 42 Heat counter clerk available quickly .41 29 Fresh fruits and vegetables are fresh .41

F a c to r F: ADVERTISING (3 .9 )

8 Advertised specials are always available ,69 6 Ads are easily read .68 7 Ads have friendly and interesting tones .64 27 Good w eekly low p ric e s p e c ia ls .49 2 A friendly store .47 9 Always someone to help me .46 52 Advertised new products avallablequlckly .42

The remaining factors that have been isolated are listed. How­ ever, they have not been identified, as their contribution to total variance is generally very low. Some of them can very clearly be

Identified such as location and trading stamps. 118

Factor G: (3.0)

12 Carry-out boys friendly ,66 13 Carry-out service is available ,61 36 Pastries are baked in store -.40 14 Check-out girls ere accurate ,39 15 Check-out girls ore friendly ,37 7 Ads ha\'e friendly end interesting tone ,31 21 Easy access to and from parking lot «3l

Factor H: (2.5)

57 Pleasant music is played .68 60 Radio advertising is conducted .54 18 Different grades of meat sold at different prices .43 83 TV advertising conducted .39 40 Low fresh milk prices ,35

Factor I: (2e5)

54 Open on Sundays ,60 63 Deli foods are available ,55 62 Sign showing aisle number and product location ,44 71 Wide selection of clothing and housewares ,34 64 Promotional devices and games used ,34 55 Packaged m eat 3 are offered ,34

Factor J: (2,5)

16 Checks are easily cashed -,65 56 Pastries are baked in store -.45 65 Private label store brand is offered -,38 31 In a shopping center -,36 22 Ebcpress check-out available .,32 87 You know manager -,3 0

Factor K: (2,4)

86 Located within one mile of residence .79 36 Located within walking distance .57 87 You know manager .50

Factor L: (2,3)

4 A particular brand of trading stamps -.74 31 Trading stamps are offered -,65 119

Factor M: (2,3)

2 A friendly store .59 43 Meat cutters are friendly ,51 82 Store arrangement allows easy shopping ,36 42 Meat counter clerks available quickly .?4

Factor N: (2,2)

35 Little congestion in aisle when shopping -«52 22 Express check-out available -.43 6 Ads are easily read -,37 65 Private label store brand offered -.34 42 Meat counter clerk available quickly -.34 10 Attractive and pleasant shopping experience -,33 9 Always someone to help me -.3?

Factor 0: (2.0)

46 Most fruits and vegetables are prepackaged -.52 55 Packaged meats offered -.39 61 Service or non-packaged meat sold - 33 60 Radio advertising conducted -.30

Low Income

All of the loadings cn each factor are in the order of magnitude.

The figure in parentheses next to each factor is the total contri­ bution to the variance by each factor, Sixty-two (62) per cent of the total variance is contributed by the fifteen factors extracted.

F acto r A: A PLEASANT SHOPPING EXPERIENCE (10.3)

70 Clerks are friendly and helpful ,76 15 Check-out girls are friendly ,73 13 Carry-out service available .69 77 Store is clean and neat ,67 12 Carry-out boys friendly — .66 69 Manager is friendly .60 25 Fresh fruits and vegetables attractively displayed .58 72 Fast checkout service .57 2 A friendly store .56 32 Interesting and attractive displays .56 120

Factor A (contd.)

17 Clear prices on Items or shelves .55 20 Easily operated any clean shopping carts .54 10 Attractive and pleasant shopping experience .53 82 Store arrangement allows easy shopping .52 75 Shelves are well stocked .51

F a c to r B: NEAR OTHER SERVICES (5 ,9 )

47 Near bark .8,2 49 Near group .82 48 Near drug stores .73 50 Near service station .71 51 Near te n cen t s to r e ,69 31 In a shopping center .62

F a c to r C: PRICES (5 .8 )

30 Low everyday prices on groceries .77 39 Low fresh meat prices ,75 37 Low prices on canned goods .73 44 Meet prices considered to be low ,72 27 Good w eekly low p ric e s p e c ia ls .58 45 Moat specials regularly featured .56

F a c to r D: MEATS (5 .5 )

30 High quality meats .83 66 Tender meat Is so ld .79 23 Fresh, bright appearing meat .76 5 A wide selection of meat to choose from .67 43 Meat cutters are friendly .42 34 Meat is free of excess fat .42

F a c to r E: SOCIAL INFLUENCES (4.3)

79 Store frequented by young housewives -.74 78 Store frequented by all age groups -.73 76 Store is busy -.72 28 Friends and neighbors shop where I do -.42 121

F acto r F: ADVERTISING (3 .9 )

57 Pleasant music Is played -.68 60 Radio advertising la conducted -.59 56 Pastries are baked in store -.53 63 TV advertising is conducted -,5i 3 Good selection of personal care items -.49 7 Ads have friendly and interesting tone -.45

F a c to r G: QUALITY <30C)

84 Various si7.es of packages offered .66 58 Prices in line with quality .64 34 Meat Is free of excess fat .53 29 Fresh fruits and vegetables are fresh .41

The remaining factors tin t have been Isolated are listed. How­

ever, they have not been Identified as their contribution to total

v a ria n c e I3 generally very low. Some of them can very clearly be

Identified., such as location and trading stamps.

Factor H: (3,6)

41 Low sugar prices -.65 40 Low fresh milk prices -.62 18 Different grades meat at different prices sold -.56 8 Advertising specials aIveys available -.55 6 Ado are easily read -»55

Factor I: (3.5)

67 A is le s a re wide -.6 3 62 Sign shewing aisle number and product -.60 35 Little congestion in aisle when shopping -.56

Factor J: (3,1)

81 Trading stamps are offered -.71 4 A particular brand of trading stamps -.70 122

Factor K: (2.8)

53 Packaged neats are offered .67 66 Most fruits and vegetables are prepackaged ,64 26 Fruits and vegetables not prepackaged ••Si 53 Open weekday evenings ,39

Factor L: (2*7)

54 Open on Sundays .65 64 Promotional devices and games used ,50 53 Open weekdey evenings .42

Factor M: (2,6)

36 Located within walking distance .75 86 Within one mile of residence ,60 74 Plenty of parking space ,47

Factor N: (2,4)

11 Attractive building *58 10 Attractive and pleasant shopping experience .49 9 Always someone to help me .45

Factor 0: (2,2)

16 Checks are easily cashed ,62

The food Industry

All of the loadings on each factor are In the order of magnitude.

The figure in parentheses next to each factor is the total contribu­

tion to the variance by each factor. Sixty (60) per cent of the

total variance is contributed by the fifteen factors extracted. 123 ito r A: FRIENDLINESS AND PERISHABLES (9 .4 )

69 Manager is friendly .77 70 Clerks are friendly and helpful .74 30 H igh- quo 11 try n e a s .72 23 Fresh, bright appearing meat .68 77 Store is clean and neat .62 15 Check-out girls are friendly .63 66 Tender meat is sold .60 2 A friendly store .60 5 Wide s e le c tio n o f meat .58 68 Floors are clean .54 29 Freeh fruits and vegetables are fresh .52 25 Fresh fruits and vegetables attractively displayed .52 73 Hide selection of foods to choose from .48 43 Meat cutters are friendly .47 19 Display cases and shelves are modern and attractive .43 72 Fast check-out service .42 14 Check-out girls accurate .41 58 Prices in line with quality .40 75 Shelves are well-stocked .39 21 Easy access to and from parking lot .39 12 Carry-out boys friendly .38 74 Plenty of parking space ,38 10 Attractive* and pleasant shopping experience .36 33 Items are carefully begged .33 42 Meat counter clerk available quickly .33 67 Aisles are wide .30

F a c to r B: ?RICES (6 .1 )

39 Low fresh meat prices .79 37 Low prices on canned goods .74 38 Low everyday prices on groceries .73 44 Meat prices considered low .72 40 Low fresh milk prices .68 24 Fresh fruit and vegetable prices considered low .62 41 Low sugar prices .60 45 Meat specials are regularly featured .53 27 Good w eekly low p r ic e s p e c ia ls .52 59 P ric e s seldom change .42

F acto r C: NEAR OTHER SERVICES (5 .3 )

48 Near drug store .82 50 Near service station .78 51 Near ten cent store .74 47 Near bank .7 (• 49 Near group of stores .71 J24 F acto r D: SOCIAL INFLUENCES (4 .9 )

78 Store frequented by all ago groups .76 79 Store frequented by young housewives ,75 76 S to re is busy .60 87 You know manager 054 80 Store lo nicely decorated .50 57 Pleasant rauslo Is played ,50 28 Friends and neighbors shop where I do .48

F a c to r E: ADVERTISING (3,3)

6 Ads are easily read -.81 7 Ads have friendly and interesting tone -.74 8 Advertised specials are always available -.64 27 Good w eekly low p ric e s p e c ia ls -.3 8 52 Advertised new products available quickly -.38 45 Meat specials regularly featured -.37

F acto r F : FRONT END (3 .4 )

12 Carry-out boys friendly .67 13 Carry-out service available ,65 9 Always someone to help me .59 20 Easily operated and cloan shopping carts .35 16 Checks are easily cashed .34

F acto r G: M3DERN APPEARANCE (3*3)

11 Attractive building -.71 19 Display cases and shelves are modern and attractive -.55 10 Attractive and a pleasant shopping experience -.47 80 Store Is nicely decorated -.41 22 Express check-out available -.41

F acto r H: CONVENIENCES (3,2)

61 Service or non-packaged meat sold -.61 55 Packaged moats are offered' .59 46 Most fruits and vegetables are prepackaged .57 26 Fresh fruits and vegetables not prepackaged -.53 53 Open weekday evenings .46 3 Good selection of personal care items .32 42 Meat counter clerk always available -.30 64 Promotional devices and games used ,30 125

F acto r Is TRADING STAMPS (2 .7 )

81 Trading stamps are offered .83 4 Particular brand of trading stamps *78 64 Promotional devices and games used .31 83 TV advertising conducted .30

The remaining factors that have been Isolated are listed. How­ ever* they have not been Identified as their contribution to total variance Is generally very low. In addition* they cannot readily be

Identified.

Factor J: (3,7)

63 Dell foods are available .64 84 Various sices of packages are offered .61 85 Wide s e le c tio n o f n a tio n a l brands ,59 58 Prices are in line with quality .44 73 Wide s e le c tio n o f foods to choose from .40 52 Advertised new products available quickly .39 62 Sign shoving aisle number and product location .35 56 Pastries are baked In store .33 30 High quality meats .31

Factor Ki (3.7)

33 Items c a r e f u lly bagged -.6 2 32 Interesting and attractive displays -.59 82 Store arrangement allows easy shopping -.55 17 Clear prices on Items -.52 75 Shelves are well-stocked -.42 20 Easily operated and clean shopping carts -.41 29 - Fresh fruits and vegetables fresh -.40 52 A d v ertised new p ro d u cts a v a ila b le q u ic k ly -.3 5 14 Check-out girls accurate -.34

Factor L: (3,1)

74 Plenty of parking space ,56 35 Little congestion in aisles -.52 21 Easy access to and from parking lot .,51 22 Express check-out available ..46 126

Factor L (contd.)

72 F ast ch eck -o u t s e rv ic e -*44 87 You know manager .36 67 Aisles are wide -.34 73 Wide s e le c tio n o f foods to choose from -.3 3 59 Prices seldom change .33 75 Shelves nre well-stocked -.3 2 53 Open weekday evenings -.30

Factor M: (2.9)

83 TV advertising conducted -.57 60 Radio advertising -.52 86 Within one mile of residence .44 62 Sign showing aisle number and product location .44 65 Private label store brand offered .42 67 A is le s a r e wide .42 1 A friend works there .35 31 In a shopping center .32

Factor N: <2.4)

16 Checks are easily cashed .57 54 Open on Sundays .54 3 Good selection of personal care items .45 29 Fresh fruits and vegetables are fresh *.40 56 Pastries are baked in store -.31

Factor 0: (2.2)

34 Meat is free of excess fat .51 43 Meat cutters are friendly -.43 42 Meat counter clerks always available -.33 1 A friend works there -.30 85 Wide s e le c tio n o f n a tio n a l brands .30 BIBLIOGRAPHY

Anaatasi, Anne* Prycho logical Testing* New York: The Mbc m iIlia n Company, Second e d itio n , 1962*

Bayton, James. "Future Needs in Consumer Beha^/ior Research.” Pro­ ceedings of Sixth Annual Agricultural Marketing Congerence, 1963,

Blalock, Hubert M* Social. Situation. New York: McGraw-Hill Book Company, Inc., I960.

Burgoyne Index, Inc. 12th Annual Study of Super Market Shoppers, 1965. ------

Crymes, Joseph Thomas. "The Dimensions of Voluntary Associations: An Application of Factor Analysis to Social System Variables." Unpublished Ph.D. dissertation, Cornell University, 1961.

Fruchter, Benjamin. Introduction to Factor Analysis. D. Van Nostrand Company, Inc., Princeton, New Jersey, 1954.

Harman, Harry H, Modem Factor Analysis, The University of Chicago Press, Chicago and London, I960.

Jonassen, Christen T. and Peres, Sherwood H. Interrelationships of Dimensions of Community Systems. The Ohio State University Press, I960,

Kohls, R. L. and Britney, John. "Consumer Selection of and Loyalty to Food Stores." Research Bulletin No. 777, Purdue University, Lafayette, Indiana, March, 1964.

Mueller, Willard Fe and Garolan, Leon. "Changes in the Market Structure of Grocery Retailing 1940-58." Research Report 5. Agricultural Experiment Station, University of Wisconsin, Madison, April, I960.

Naylor, James C. Personal consultation. Department of Psychology, The Ohio State University, August, 1965 and April, 1966.

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