Trend

High-quality produce, high-quality meats and a clean, neat store are the top three factors, reported by Chain Store Age, when women choose a principal supermarket, according to a recent survey conducted by the Food Marketing Institute.

The study, titled What Working Women Want, suggests that women shop differently based on the number of hours they work per week. Women who work at least 20 hours weekly have a strong preference for in-store banking or ATM machines, ethnic and natural foods, coffee bars, prepared foods and frequent shopper programs. Meanwhile, part-time and non-working women are more likely to search for supermarkets that feature a pharmacy, video rentals, an in-store bakery or a sit-down eating area.

Full-time working women, who have a preference for a fast and convenient checkout, tend to spend an average of $94.10 per week at grocery stores, with $73.20 spent at their primary store. That compares with an average of $87.30 per week by part-timer or women who don’t work outside the home, with $69.90 being spent at their primary store. Fifty percent of full-time working women surveyed are members of a frequent shopping program, compared with only 41% of women who work fewer hours.

Some similarities do exist between the two categories. For example, 91% of both groups shop at a primary store that offers private label or store brand products. Both groups also tend to purchase these goods regularly.

Talk

FORTUNE SMALL BUSINESS offered a quiz that is valuable for all to take. Consider your answers carefully. If you fail, you better close down your laptop and head for home and do something about it.

• If you're single, have you talked to someone whom you're attracted to about something other than work in the past month?
• Do you have any friends that you've made since you started your business?
• In the last month have you spent quality time with a parent or sibling?
• Have you gone out on a date with your spouse (or if single, anyone) within the past two weeks?
• Do you know the most upsetting (or pleasing) thing that happened to your spouse in the past week?
• Do you have to be reminded by your spouse or executive assistant about birthdays in your family?
• Are you sure that you're really hearing what your spouse or children are saying to you?
• Do you know more about your kids' two best friends than their names?
• Do you know the bands, movies and clothing brands your kids like?
• When looking back on your life will you feel that you spent enough time with your spouse or kids?

Published: December 10, 2001

Use of this article without permission is a violation of federal copyright laws.

Kathy Lamancusa is a trend strategis, professional speaker and author who tracks the forces that impact our lives. Over 1.6 million copies of Kathy's books are in print, and she has appeared on numerous television and radio shows including Oprah! She is a public speaker who can offer organizations entertaining and enlightening peeks into what is coming and what is shaping change so that they can better reach their own customer bases.