FRUGAL SHOPPERS: Be True to Your Store

How do consumers economize in their grocery shopping? Primarily by sticking to the one supermarket that offers the best values, according to a survey by the Food Marketing Institute, with 45% of shoppers surveyed professing to follow that strategy. Meanwhile, 40% of respondents say they check the newspapers for specials, 36% say they use price-off coupons and 28% say they stock up on a store’s bargain items.
Copyright Adweek L.P. (1993)