The lowest price and cheapest deals aren't always best?

20 June 2012

Bitterwallet - Sainsbury's couponSo. We thought you were all tightwads, wanting to spend the minimum amount possible on your shopping. However, new research from Shoppercentric suggests that baseline price is only one of the criteria shoppers use when deciding to part with their housekeeping pennies.

Shoppercentric’s retail analysts found that shoppers are looking for value, using a mix of quality, quantity and price to determine the best item for their shopping basket, and indeed, whose supermarket to shop in.

The figures show that 25% will buy the product with the absolute lowest price, while 28% will buy whichever gives them the largest quantity within their budget. 21% will instead go for the highest quality they can afford, based on their budget.

The survey of 1,000 people also showed that while BOGOFs (76%) and single item offers (66%) are still the most popular, the use of vouchers and redemption codes is up from 2009, with more than half (53%) of those surveyed admitting to coupon use. Loyalty cards, link offers such as meal deals and added value promotions like free gifts have also grown in popularity.

But how does this translate into shopping habits? All the major supermarkets have focused on price campaigns during the recession in an effort to maintain and grow market shares - with examples such as the Big Price Drop at Tesco, price difference coupons as part of a Brand Match campaign at Sainsbury’s, and the Price Guarantee at Asda.

However, despite recent disappointing results, Tesco is still seen as the supermarket offering best overall value, with 42% of respondents naming the giant as their favourite. The Co-Op has the worst perception of value of all the retailers, and poor scores in all categories, according to the report.

Interestingly, Morrisons scores better than Sainsbury’s across the board, with consumers agreeing it offers good quality, fresh produce, but at consistently low prices, unlike Sainsbury’s.

Marks & Spencer retained the highest ratings for best product quality, as well as offering good promotions like the ‘Dine in for £10’ deal.

Danielle Pinnington, Shoppercentric managing director, was particularly mean to Sainsbury’s in particular, saying the retailer’s ‘Brand Match’ offer - which prints a money-off coupon for customers at the till if they would have paid less for branded goods at Asda or Tesco- “does not appear to have translated into strong value for money perceptions among shoppers” and describing it as a “backhanded compliment”.

Sainsbury’s disagree, and last week hailed their campaign as a success, posting a 7% increase in annual profits. The Co-Op said they were “disappointed”. Aren’t we all.

But who are these 1,000 people surveyed by Shoppercentric? They could be, and let’s face it, probably are, idiots. So we thought we’d do our own survey, with our very own idiots readers. Tell us what tickles your fancy in the overall buying strategy and supermarket deal of choice areas and we’ll sell your answers to the highest bidding supermarket. Not really.

TOPICS:   Supermarket


  • Sawyer
    I only buy things from the promotional displays at the end of each aisle. These modern stores are too big for me and I get confused if I have 173 different types of cheese to choose from. The advantage of this strategy is that I get weird and wonderful products at a good price. The disadvantage is that I also end up with a lot of Frijj milkshakes and party nibbles.
  • McFussy P.
    I buy fruit, veg, fresh meat and ham from Tesco for its quality and selected offers. Rapists. I buy everyday items from Asda for their prices. Stores are full of obese people. I buy olive oil from Sainsbury's because they stock the brand I like. Rip Off. I buy chicken from Aldi for price and quality. For the minks. I buy special speciality offers only in Morrisons and M&S. Fancy shmancy housewives. I buy fags and lottery tickets from the Co-Op. Convenience. I'm clearly pretty speshal, not your average shopper and I'm specifically talking about Dundee stores too. I'm sure there is a fancy Asda somewhere which doesn't house pregnant teenagers, obese families and reek of old piss.
  • Kevin
    If you had all the supermarkets at the same location then you'd know who would choose what. An awful lot of shopping is only done in certain places (especially Co-Op's and Tesco Express) because they are the closest. You might shop at M&S if there was a larger one closer to you or go to Morrisons but theres not one for less than an hours drive. Some people are surrounded by one supermarket and others have none atall. Not to mention availability of public vs private transport. It would be lovely to pop into one for one thing then another for something else if they were next to each other :P
  • shoplifter`s s.
    My view is have all the supermarkets in one location for my five finngered discounts
  • shoplifter
    Your learning well Sis
  • Inspector G.
    I shop in my local Tesco which is a Metro as it's in the middle of town. I was always confused as to why people seemed to think that Tesco is cheap until I ventured to my local 'Big Tesco' as it's know round by my way. The metro has little in the way of blue stripe or even own-brands-that-looks-like-a-branded-product, its all brand products or finest. Of course this adds a fucking fortune to my weekly shop. Cunts.
  • Marky M.
    I dine in for 60p by opening a bag of crisps.
  • zax
    I live in East London and have a BIG Tesco, a BIG ASDA and a BIG Sainsburys all within 10 mins. bus ride of each other. I first make a list of what I need to buy before I go for my weekend shopping. I then go to , compare all stores, all the offers and note things down. Then, I go to HUKD ,, and check for more vouchers and print them off if they are related to one of my products. I finally, visit all threee :)
  • Mike
    That's a pic of my voucher from over a year ago... Balls, I forgot to use it tho :-(
  • me
    @ Zax Probably your time is worthy much more than you can save doing that?
  • Tom's H.
    "Enjoy 3p to spend on your next shop" eh? Fucking tightwads. How much do you have to spend to get that? £30? Sainsbury's price match is shit as well. Probably not the best idea to set up shop just a few buildings down from my local asda, where going in and physically checking prices is easier than catching an STD from a dirty skank.
  • Haggis
    Or just go to your local greengrocer and butcher for better quality produce at half the price.
  • Mike
    It was on a £30+ shop, I'd imagine the original article is somewhere in the Bitterwallet vault somewhere... Do I get something for you reusing my picture? ;-)
  • snigface
    Do I get something for you reusing my picture? - yeah, you get 3p off your next shop...

What do you think?

Connect with Facebook, Twitter, or just enter your email to sign in and comment.

Your comment