Shoppers Won’t Sacrifice Quality: Study

American consumers are changing the way they shop, but are unwilling to sacrifice quality, value and nutrition to save money, despite the recession, and are unlikely to change once the recession ends, according to a study by the IBM Institute for Business Value here.

ARMONK, N.Y. — American consumers are changing the way they shop, but are unwilling to sacrifice quality, value and nutrition to save money, despite the recession, and are unlikely to change once the recession ends, according to a study by the IBM Institute for Business Value here.

An IBM consumer survey, based on telephone interviews, found that 68% of the 4,000-plus respondents said nutrition is the most important consideration when shopping; 49% said they are shopping at more stores to get the best deals; 35% indicated they have changed stores to save money; and 52% said they are reducing the volume of food they purchase.