How UK supermarkets can get ahead of the competition

Simon Stanforth

This article analyses the motivations of shoppers at the UK supermarket groups: Tesco, Sainsbury’s and Asda.

How UK supermarkets can get ahead of the competition

Simon Stanforth

What drives people to shop at one supermarket instead of another? Which attributes are more likely to drive loyalty, and how do they differ by supermarket? What are the roles of the media channels in driving the differing attributes and intent behaviours? We have seen, and others (such as Data-monitor and NVision) have confirmed, that consumers' value needs are changing, that value is now more complicated than simply saving money, and that supermarket brands show differences in the strength of particular attributes and the multifaceted nature of them. These...

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