Supermarket Selection Criteria & Shopper Loyalty Survey

Hi! We're trying to understand how people choose where to buy groceries. Your responses are completely confidential and anonymized. This should take about 5 minutes, and there are no right or wrong answers — just tell us how you actually shop.

Which supermarket do you shop at most often for groceries?

• (Replace with Competitor A)
• (Replace with Competitor B)
• (Replace with Competitor C)
• (Replace with Competitor D)
• (Template note: customize this list with the actual supermarket chains in your market before launching.)

In the last 30 days, how many separate grocery shopping trips did you make there?

• None — I didn't shop there this month
• 1-2 trips
• 3-5 trips
• 6-10 trips
• More than 10 trips

When choosing which supermarket to shop at, which of these matters most to you and which matters least?

• Everyday low prices
• Sales and promotions
• Product quality and freshness
• Variety and selection of products
• Store cleanliness and organization
• Convenient location
• Fast, easy checkout
• Loyalty or rewards program
• Online ordering or delivery options

Thinking about the supermarket you shop at most often, how would you rate it on each of these?

How likely are you to recommend the supermarket you shop at most often to a friend or family member?

In the last 3 months, have you moved any of your grocery shopping to a different supermarket?

• Yes, I moved most of my shopping there
• Yes, I moved a small part of my shopping there
• No, but I've considered it
• No, I haven't considered it

Reconstruct the specific decision behind the respondent's switching answer. If they moved shopping elsewhere or considered it, find out what triggered it — a specific bad experience, a price change, a new store opening — and which single attribute from their most-important pick actually tipped the scale. If they haven't considered switching, probe what would have to change at their current supermarket for them to seriously consider leaving. Get concrete, recent examples rather than general impressions.

What is your age range?

• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+
• Prefer not to say

How many people, including yourself, live in your household?

• 1
• 2
• 3-4
• 5 or more
• Prefer not to say

What is your approximate annual household income?

• Under $30,000
• $30,000-$59,999
• $60,000-$99,999
• $100,000 or more
• Prefer not to say

That's everything — thank you for sharing how you shop! Your responses will feed into a report on what drives supermarket choice and loyalty, helping shape pricing, store experience, and rewards decisions.