News.Scotland.Org

Hey! Is the supermarket you shop a branded one, does it reflects your high standards; that’s the new trend of shopping. These are the factors people are looking, before stepping into a supermarket. These retail stores are now becoming a modern-day status symbol. Research suggests that the main reason for people giving much hype for selecting a supermarket is due to social snobbery. This transformation seems the same way as one selects a posh school. Study points out that shopper believe the selection of supermarket reflects their social status in the society. Even in race for social status customers are not at all bothered, if their wallet is becoming lighter.

This eye raising study revealed that, people feel ashamed to been spotted shopping in any supermarket which is not branded and posh. They expressed that shopping in these branded shops will make them seem richer. In the era of retail shopping even these plushy retailers are investing immensely on ads and publicity to flash them in the consumer market. Leigh Sparks, professor of retail studies at the university of Stirling said, about “78 per cent of shoppers don’t switch their main choice of supermarket every year,” “But that might be just because customers are familiar with their most frequent choice. Most weekly shopping is done by rote, so knowing where everything is can be just as important as brand image.”

Customer not often change their brands, to do this either they might have gone through some bad experience or any other genuine factor may be there. Only a little portion of customers opt for brands due to public perception, added Prof Leigh Sparks. Experts says, nowadays the mind set of customer has socialised, now they are not seen to be stocking up on three-for-two as this would make them seem cheap. Patrica Lopes, public relation manager for Germany chain Lidl said : “The British market is very different to Germany and it is fair to say it took some adjustment when Lidl first opened in Britain. There isn’t really anything like M&S in Germany. “I think consumers have become aware that they end up paying for all the fancy shelving in higher prices. Ultimately, if the quality and price of what you are selling is right then that speaks for itself.”

This change of modern shopping habits has now crossed the normal shopping culture, this time its more sophisticated and opulent. It may the race to look posh and rich in society or it may be the signal that, purchasing power of customer has increased now. Whatever the reason may be the one who is benefited is the high branded stores who are cashing in these days. So next time when you step out for shopping just give a thought are you also racing hard to prove your status.