NewswireToday - /newswire/ - Atlanta, GA, United States, 01/12/2009 - Examinig shopper behavior is important to retail survival.

The results of the Miller Zell’s 2009 Shopper Behavior Survey were presented this morning at the National Retail Federation (NRF) Big Show Expo in New York in a joint presentation between the company and Unilever North America.

Results show that fifty percent of shoppers are spending less in overall categories however sixty-two percent are spending the same or more in grocery. What does this imply about how shoppers are thinking? How does this impact grocers and manufacturers? Miller Zell surveyed 801 shoppers just before the Christmas holiday to determine how the economy impacted male shoppers compared with female shoppers. Diverging results between the sexes is telling, but equally impactful is what the study revealed about how shoppers overall are effected by the current economy.

“This was the worst holiday shopping season in recent history. Getting an understanding of the consumer, their motivations and translating that to the retail environment is more important than ever before,” said Peter Stamos, Executive Vice President, Chief Sales and Marketing Officer for Miller Zell.

Key findings of the study include:
• The general trend across age, gender and income was to reduce spending, trade down and brand switch to private label product with 87% of respondents switching brands;
• 68% of shoppers are staying home versus eating out;
• 5 out of 10 shoppers have brought special occasions or nights into the home;
• Wage earners exceeding $100K were far more negative about the economy than all other wage earning categories.

“As economic conditions change rapidly, it is important that retailers and manufacturers continue to have their finger on the pulse of changing shopper behavior,” said Steven Skinner, Miller Zell Vice President of Consumer Products.

Agency / Source: Miller Zell, Inc.

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