The Impact of Grocery Stores’ Marketing Strategies on the Purchasing Decisions of Consumers

Abstract

What impacts people’s food choices in the United States? Although unhealthy eating habits can be due to personal decisions, marketing strategies by grocery stores can ultimately influence consumers’ decisions. Previous research has demonstrated factors that influence purchasing decisions and marketing strategies employed by grocery stores; however, research is limited in connecting consumers’ purchasing habits with stores’ marketing strategies. The aim of this research study was to determine if specific strategies by grocery stores influenced consumers’ ultimate purchasing decisions. Qualitative and quantitative surveys were conducted to determine what factors influenced purchasing decisions. For the first survey, 140 adults and adolescents were randomly surveyed online to determine food choices and buying habits. In addition, grocery store managers were interviewed to determine various strategies implemented to influence consumers. For the second survey, 81 adult consumers took an online survey to state what marketing strategies influenced them. Responses were then analyzed to determine the connection between why consumers bought certain foods and how they were influenced by stores to purchase these foods. Findings show that price, taste, and convenience were the most influential factors. Consumers also shop at grocery stores based on the variety of products, the discounts, and the reputation of the stores. Stores with a wide variety of fresh and natural foods on sale could potentially steer consumers to healthier eating options and thus, impact obesity rates in the United States.