Print and Procurement

Have you ever asked a supermarket shopper what they are buying?

Chances are they’ll give you a list of ingredients or ready meals.  But that’s not what they’re really buying.

Here are some of the things that a supermarket shopper is really buying:

• Nourishment
• Health
• A treat
• The sense of having found a bargain

None of these things are directly related to what is in their basket.  There is a less obvious reason as to why they have chosen the contents of their basket.

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