Consumer preferences regarding flooring and other key elements of the in-store experience are highlighted in a new study by Chain Store Age and Leo J. Shapiro & Associates, Chicago. It is part of an ongoing series of consumer studies by the two companies.
Shoppers prefer carpeting to a solid floor by a 57% to 43% margin. Women and men divide similarly on the question.
Among shoppers who prefer a solid surface, wood beats tile two to one. Men are more likely than women to accept tile. Wood floors are particularly popular among younger shoppers. The older a customer becomes, the more apt he or she is to prefer carpeting.
Affluent Shoppers Like Variety and Value
Affluent shoppers appreciate a good buy just as much as low-income shoppers do, but they can afford to be more selective when it comes to store choice, and product quality and variety. That’s the message contained in a new study by The Nielsen Co., which found that households with $100,000-plus annual income regularly shop at stores such as Costco, Sam’s Club and Target in search of a deal.
“Affluent-shopper DNA is all about product quality and variety, with value as an added bonus,” said Todd Hale, senior VP, consumer and shopper insights for Nielsen Homescan & Spectra, an operating unit of The Nielsen Co.
The affluent shop all the mainstream retail channels, but are more than twice as likely to patronize a warehouse club store. Lower-income households (earning less than $20,000 per year) are 74% more likely to shop at dollar stores, 42% more likely to patronize a convenience store and 21% more likely to frequent a supercenter.