GMTV Studies Female Spending Power

GMTV’s Breakfast First survey, carried out by Continental Research, has found that housewives spend £1,288 million on food and groceries every week. Of this, £77 million is spent on items that are later thrown away.

80% of shoppers stick to the same brands. Most brand-switching was found to be induced by price differentials and special offers.

56% of the nationally representative survey, made-up of 800 female and 200 male main-shoppers, agreed that advertising can be helpful when making purchasing decisions. 68% of shoppers have bought things they’ve seen advertised even though they hadn’t set out to buy them and 67% of shoppers have been tempted to try new foods or brands they’ve seen advertised.

The sample showed a keen interest in new shopping methods, 29% of women want to shop by computer.

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