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Please tell us everything you can about the consumers (age, gender, demographic, psychographic) that shop at Shoprite in the northeastern US market.
Hello, and thanks for your question asking about the consumers (age, gender, demographic, psychographic) that shop at ShopRite in the Northeastern US market. I have found that ShopRite are targeting a more affluent demographic in this region. ShopRite consumers are most likely to have a higher than average household income, be a white collar worker, be white, and have a college education. Below you will find a deep dive into my research, along with all the details as to how I came to this conclusion.
OVERVIEW
In order to answer your question I have searched for online articles, news reports and research on the demographic profile of ShopRite's consumers in the Northeastern region of the United States.
In the US, ShopRite exists in New Jersey, New York, Connecticut, Pennsylvania, Delaware and Maryland. So it only operates in the Northeastern states. I have searched for specific demographic information on ShopRite's target market in each of these states, as well as in the Northeastern region in general.
FINDINGS
In general, we know that ShopRite in the US are targeting middle class consumers. Below, I have found more specific demographics of ShopRite's consumers.
This source gives a demographic breakdown of ShopRite's customers. It tells us that "About two-thirds of the customers who shop in the physical store are 45 years old or older", and that "the average in-store customer’s total purchase is $40".
This report gives demographics of a particular ShopRite supermarket in the Northeastern region, in Springfield, New Jersey. Their average household income is $185,378, average age is 39.5, are 78.5% white and 10.4% speak Spanish at home.
In New York, ShopRite is targeting the more middle class demographic. Its store in Niskayuna is in one of the top 10 wealthiest zip codes. In New York they are targeting the more "food-savvy" customers. They are responding to the needs of customers in this area by provided ethnic foods and flavors. The demographic in this area that they are targeting are shoppers who are more adventurous with their food choices.
In Albany, ShopRite are targeting what is known as an "average" demographic. They are targeting households who "consist of families and reside in the suburbs." They are adults who "commute to Downtown Albany for mid-level jobs in the public sector" and are shopping for unpretentious food choices at reasonable prices.
This article gives evidence that ShopRite in New York is targeting a more affluent demographic. The supermarket is "situated in a high demographic area of Westchester County (average household income within 3 miles is over $173,000)".
Next, this report gives demographics of a particular ShopRite supermarket in the Northeastern region, in Norwalk, Connecticut. The average family income here is $104,150, customers are mostly white (58%), and mostly white collar workers (56.9%).
Again, this article shows how ShopRite are targeting a more affluent demographic. Their store in Philadelphia is based in an area that has seen "a 69.7% growth in Upper Income".
In addition to this I have found some demographic information on the people who are visiting Shoprite.com. For example, they are mostly female, are more likely than not to have a college education, and are probably accessing the site from work.
CONCLUSION
Overall I have found that ShopRite are targeting more affluent households in the Northeastern region of the USA. Their customers are more likely to have a higher than average household income, are probably white, are likely to have a college education, and are most likely to be white collar workers.
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