Of money
consumption
Special survey for Passover: Where can we find the cheapest shopping basket?
Despite the efforts of the retail chains to lower the price of the holiday product basket, price is only one consideration in the process of making our consumer decisions.
What is the difference between a holiday shopping and a regular shopping?
What has the corona changed in our preparations for the holiday, and of course: where did we find the cheapest shopping basket?
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Shopping cart
Dr. Hezi Gur Mizrahi
Thursday, 11 March 2021, 21:50 Updated: 21:51
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What is different tonight?
The eve of Passover this year reminds us that we have been under a global crisis for more than a year that is reshaping our consumption habits.
So how does the corona affect our pre-holiday consumption patterns?
Testimonials from marketing network executives and owners indicate that the pace of work is different from what they have been familiar with in years past, as buyers do not know: can we host and be hosted freely?
Will the number of people at the holiday table be limited?
In the event of an increase in morbidity, are we expected to close further?
The uncertainty causes many Israelis to postpone shopping for the holiday meal until the very last minute.
Change attitude
What furniture did the Israelis buy in the closure and what are they buying now?
To the full article
First Matzah in the Victory chain, Jerusalem (Photo: Design: Daniel Malachovsky)
Flour as a CPR at the Yochananoff Branch, Tel Aviv (Photo: Walla !, Walla system)
A neighborhood consumer or a market chain?
The retail chains are divided into two main segments: small and neighborhood urban stores that usually offer a relatively limited range of products, and discount stores that are usually outside the city centers, industrial areas or shopping centers, large and accessible large stores with a wider range of products, larger service departments and of course more attractive attractions. , Designed to make the consumer move his vehicle and travel to shop with them.
The price differences between the urban stores and the discount stores are significant and may reach a level of 30% for the holiday shopping basket.
Despite the significant gap, if we examine our buying habits, we will find that at least 40% of household expenses are actually made in urban stores, more frequently and at a lower cost per purchase.
Roast shoulder in the Yochananoff chain, Ashdod (Photo: Walla !, Walla system)
(Photo: Daniel Malakhovsky)
Not just the price
Although buyers point out that the price parameter is the main and most important influencer for them, in practice it is not the main influencer, the main influencer is our buying habits: customers relate to price, but they like to buy in a familiar and accessible environment.
There are parameters that all customers are not willing to be flexible about: cleanliness and freshness.
The customer knows how to deal with a higher price, and sometimes he also "likes" to complain (many customers' trail is part of the shopping experience) but regarding cleanliness, sterility and freshness (especially against the background of the past year) there is no flexibility and forgiveness from buyers, they are not willing to compromise .
(Photo: Daniel Malakhovsky)
Barn ketchup at the Shufersal branch, Haifa (Photo: Walla !, Walla system)
Do not compromise on quality
When shopping for the holiday, we will invest more in the variety and fresh meat and chicken products and allow ourselves to indulge in more selected portions than we are used to buying every week.
There are also products that dictate the culture of consumption on holidays, such as roast beef - even among families who are usually content with chicken.
The host customer is not willing to compromise on the eve of the holiday, not only in meats but in most basket products, the vegetables and fruits must be selected, the wines are fine and more.
Almost all chains try to present cheap shopping baskets, but will a large difference in the price of the shopping basket make us abandon our familiar and convenient store and move to competitors?
The answer is clear: when the gap is negligible, we will stay with the seller for us.
But as the gap widens, the buying experience will not always justify the choice of the more expensive place and the customer may abandon his regular network and check out the cheaper competitors.
If they are indeed significantly cheaper, there is a reasonable chance that he will stay with them as a customer even after the holiday.
(Photo: Daniel Malakhovsky)
Sugat rice at the Rami Levy branch, Givatayim (Photo: Walla !, Walla system)
So what's in the basket?
The shopping basket we reviewed this holiday is diverse and also includes groceries for the holiday meal, as well as cleaning materials and hygiene products, which the strict ones usually buy especially for Passover, products that have increased demand for the holiday, such as chocolate spread, wine and more.
The shopping basket for Passover, the full table:
(Photo: Design: Daniel Malakhovsky)
(Photo: Daniel Malakhovsky)
The writer is founder and CEO of Retail Research Institute.
The full article will be published edition of Ma'ariv business, Fri 12/03/21
surveys are based on reports of cost prices Economy Ministry networking site and were covered through a Friisz and a CHP
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