Avia Collinder, Gleaner Writer

There are some Jamaicans who can't resist a good sale, but mobility, it appears, tends to dictate where most consumers spend their money.

"Although we advise consumers to do comparison shopping, the cost of transportation and other factors affect whether or not they do this," said Dorothy Campbell, communications officer with the Consumer Affairs Commission (CAC).

Transport and its apparent twin consideration, convenience, affects all income groups.

"Being without a car is really a problem," says Tresha Hill, 27-year-old lawyer in Kingston who has just left law school. "I enjoy window shopping - I like to plan how to spend before I actually do it - but it's quite stressful and hectic to take the bus or taxis everywhere. So, that greatly limits how and where I shop."

shop in general areas

She, therefore, shops in areas where "everything can be done."

"Over the past couple of years, I've realised that it's better to go to a central shopping district that provides goods and services in the same vicinity and within walking distance of each other," said Hill.

"I can do my hair, pay my bills, treat myself to lunch and buy my groceries, toiletries and cosmetics and call it a day."

Tanya Pringle is more the CAC's dream consumer - a shopper who compares prices and goes looking for the best bargains.

"I try to do price comparisons by reviewing the tape after shopping at different supermarkets, looking at prices in the paper, etc," said Pringle who works with communications firm PROComm in Kingston.

"However, I often look at the overall dollar cost of a shopping trip rather than specific prices."

In fact, Pringle, who knows a thing or two about marketing and consumer behaviour, says it is mostly working mothers who tend to be comparison shoppers.

Those who do not, she says, include busy professionals who tend to choose stores in their proximity over driving around - which consumes time; and those with more disposable income.

Shoppers, she notes, are also affected by factors like customer service and ample parking. Large crowds and the absence of safe parking might drive some shoppers away.

Charmaine Hylton, an administrator in Kingston, says she shops on the route to and from work, although she does do bulk shopping at PriceSmart monthly.

For everyday or weekly necessities, she will select stores and other outlets along the way to and from work in Mona.

different methods

Different strokes for different folks.

So, the question of whether Jamaicans, on a whole, are bargain hunters, by instinct and practice, remains unanswered.

The anecdotal test elicited split reactions, but what most people say they tend to do is seek out the best prices within the store or supermarket where they buy stuff on a regular basis.

Still, Campbell of the CAC, says a young professional resident in Kingston might shop in a different way than a rural consumer whose option is just the one shop in the town square.

In Kingston, the downtown area is a favourite spot for bargain hunters like Karlene DaCosta, legal secretary.

"I walk from store to store and check for price and quality. I want the best items for the lowest price."

Where food is concerned, she buys some things at wholesale establishments and in the food market.

"Saltedfish and ground provisions are cheapest downtown, but everything else, I buy at the supermarket nearest to my home. I choose the nearest supermarket because of transport costs," DaCosta said.

BRAND LOYALTY

Where brand loyalty and brand price comparisons are concerned, Campbell notes that in rural areas as well, there are fewer options.

"In some communities, there are fewer brands available, and so shoppers will just take what they can find."

Consumers in urban Jamaica will develop more varied 'loyalties'.

Pringle notes that her personal brand favourites are Grace, Lasoy and Nestlé (for cereal - taste and price), Ocean Spray cranberry juice, TruJuice Orange Juice, National bread and crackers, Breeze soap powder, Colgate toothpaste, Carimed mouthwash.

For some products like vinegar, syrup and eggs, price is the only consideration.