VALPARAISO, Ind. -- Convenient locations, not low prices, are the main reason many consumers choose to do their grocery shopping at supercenters instead of traditional food stores.
That information comes from a new study of a single market conducted by professor Frederick Langrehr and associate professor Sandra Strasser of the College of Business Administration of Valparaiso University here.
Titled "Who Is and Is Not the Discounter Supercenter Shopper? A Study in One Market,"