‘Indians prefer value for money in choosing grocery stores’

Only 21 per cent of Indian consumers look for an environmental-friendly shop to spend their money whereas 65 per cent are influenced by value for their money, says Nielsen.

Indian consumers look for value for their money rather than environmental friendliness while zeroing in on their choice of grocery store, reveals a survey.

Even as the campaigns for eco-friendly living are on the rise, only 21 per cent of Indian consumers look for a shop’s environmental friendliness to spend their money whereas 65 per cent of people are influenced by value for their money.

The online survey, conducted by global information and media firm Nielsen Company, shows that 21 percent of Indian consumers as compared to 28 percent globally, ranked environment-friendly stores, using recycle bags/package as the most important consideration for their grocery store choice.

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For consumers, environmental friendliness was the least important factor, which includes price, product quality, convenience and location, while determining where to shop for groceries, the survey pointed out.

However, 44 per cent consumers are willing to sacrifice packaging for hygiene if its environmentally harmful.

Further, 65 per cent of the Indian consumer as opposed to 85 percent internationally, considered ‘good value for money’ as the number one influencer in their choice of store.

Conducted in mid-2007, the study surveyed 26,486 internet users in 47 markets from Europe, Asia Pacific, the Americas and the Middle East, on the factors that influenced their choice of grocery store.