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Integer and M/A/R/C Research Reveal Emerging Shopper Behaviors

Posted on: Thursday, 25 June 2009, 13:41 CDT

- Consumers seek American-made products over value -

DENVER, June 25 /PRNewswire/ -- The Integer Group(R), one of the largest promotional and retail marketing agencies in the United States, and M/A/R/C(R) Research are conducting a yearlong shopper experience study to track opinions and behaviors.

As of last month, the research shows that although consumers are still focused on value, there is a rise in those seeking American-made products over cheaper products. There is also a decline in wanting to shop around to save money.

While value, variety, and convenience of location remain key drivers of store selection, data is showing that convenience within the store is gaining importance. More so than in previous months, consumers are rating easy to find items and a quick checkout (both up 8 percent from last month) as their top priorities when choosing stores.

"Consumers want autonomy and search for in-store tools that help them get in and out without wasting time. Directional signs above the aisles and a 4 percent increase in the use of self-checkout machines, indicate the continued growth in shopper independence," said Craig Elston, senior vice president, Integer Group.

"Digital coupons and online price comparisons are growing, although this differs for men and women," said Randy Wahl, executive vice president, M/A/R/C. "Men, more so than women, tend to do research prior to walking in the store, as woman prefer to explore the environment once they get there."

Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase to factors that might lead shoppers to leave an aisle empty-handed. To read the complete recent edition of The Checkout, download it from Integer's blog www.ShopperCulture.com or M/A/R/C's web site www.MARCresearch.com/thecheckout.

About The Integer Group

The Integer Group (www.integer.com) is one of America's largest promotional and retail marketing agencies and a key member of the TBWA Marketing Services portfolio. The Integer Group resides at the intersection of branding and selling and creates strategic marketing solutions for clients in categories that include beverage, packaged goods, telecommunications, fast food, home and shelter, and power sports.

About Omnicom

Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.

SOURCE The Integer Group

Source: PR Newswire

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