Circular usage ranks high in consumer poll - International Mass Retail Assn. survey

Discount Store News, April 19, 1993

Shoppers at discount stores rely heavily on ad circulars to make buying decisions. In a just released study sponsored by the International Mass Retail Association (IMRA), the majority, 62%, of discount store consumers said they use circulars at least once a month for buying decisions.

The study, prepared by The Gallup Organization, is titled "Print Advertising and Its Impact on Consumer Shopping Behavior." It reveals what shoppers like and dislike about the print ads, particularly circulars, produced by discount stores.

About 18% of respondents said that they always use ad circulars.

The study found distinct shopping behaviours in this group that always uses circulars. These consumers fell into two categories: "ad shoppers" that actively used the circulars and "ad readers," those who read the circulars carefully, putting aside those intended for future use. Consumers reported shopping at discount stores slightly more than three times per month, spending an average of $86 a month. The "ad shoppers" reported visiting discount stores slightly more than four times per month, typically spending $102. "Ad readers" on the other hand, visited stores slightly less than four times a month, but spend significantly more on average, $113.

Only 8% of the respondents indicated they throw ad circulars away without looking at them. Fifty-nine percent indicated they keep ad circulars for future reference, with 38% glancing through them and 21% reading all of them carefully. Both ad shoppers and readers are more likely to be female than male.

Of those respondents that keep ad circulars, 74% reported keeping them seven days or more. On average, circulars are kept just under 12 days. Of those consumers that retain circulars for future use, 78% said they made lists or planned their trips based on items they see advertised; another 47% acknowledged taking circulars to the stores with them when they make purchases.

The study found that consumers usually read ad circulars the same day that they receive them and that they compare prices in circulars before they go shopping. Interestingly enough, most said they were not likely to check ad circulars after making a major purchase to ensure they paid the lowest price.

Given a list of advertising attributes and shopping behaviours, a number of items were consistently mentioned by consumers as important. For instance, most felt the actual price of an item should be featured alongside the sale price. In addition, a photograph of the item, preferably in color, was deemed important. The brand name and a description of the item were also given high marks.

The study considered primary shoppers for a family's clothing and household goods to be the qualified respondents for the survey. Over two-thirds of all respondents (68%) were female. The average age was 45. Over half of the sample was employed full time, with an average household income of $39,619.