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A majority of grocery shoppers (83%) purchase fewer than 15 items, according to the Clorox Co., and shoppers go to different stores depending on their needs. They are most likely to head to the drugstore when seeking food for immediate consumption, according to the Hartman Group. Shoppers primarily go to grocers and clubs to stock up; they spread their fill-in needs across the board, with most trips driven by proximity.
Mass merchants, such as Walmart, and grocers lead in occasion-based consumption, which refers to holiday and event shopping.
Sources: Clorox Company, Kevin Maher, Marketing Director, 1221 Broadway, Oakland, CA 94612; 510-271-7000; www.clorox.com.
The Hartman Group, Blaine Becker, Marketing & Communications, 1621 114th Ave. SE, #105, Bellevue, WA 98004; 425-452-0818, x124; blaine@hartman-group.com; www.hartman-group.com.
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