Consumer Behavior

What we say and what we do can be two distinctly different things. Take consumer preference polls. Researchers report that most consumers would prefer to buy locally sourced foods. But the big question is “do they?” More often than not when consumers find that they will have to pay more for meat or produce that is free from antibiotics, pesticides, or genetically modified ingredients they will opt to go with what puts less strain on their pocketbooks. I would be very interested in a research study that actually noted what consumers did at the grocery store when they were unaware that they were under surveillance, and were not under pressure from any outside influence. Given the choice of a non-GMO labeled product and a much cheaper brand X product, which would most consumers really pick off the shelves? I think most would put the less expensive brand X product in their shopping cart. And I said most, not all. I relate it to car shopping. When I go looking for a new car, I often check out the sexy little import numbers with their slinky bodies and high price tags, but it’s the adorable yet affordable car model that I drive off the lot. I prefer a Tesla Model S but I drive an HHR.