Canadian consumers are shopping less, looking for low prices and want value for money, says a newly released study conducted by Toronto’s Kubas Consultants in February.

Called the Major Market Retail Report, the study surveyed 2,500 Canadians during two waves of interviews in Vancouver, Edmonton, Calgary, Toronto, Ottawa and Montreal.

The most recent results, from the second wave conducted, found 68% of consumers agree they are spending less time shopping.

The survey also says, overall, 95% of Canadians want low prices and value for their money when choosing where to shop.

The director of the study, Kubas Vice-President Ed Strapagiel, says price and value are paramount.

‘A store’s prices and perceived value for money are paramount issues to Canadian consumers,’ Strapagiel says.

‘Most other factors, including frequent buyer programs, are secondary considerations in where to shop,’ he says.

The Major Market Retail Report shows 60% of consumers rate frequent buyer programs as important, with 75% of them rating sales and promotions as important.

Also highlighted in the study are the differences among consumers in Canada’s six major markets.

Strapagiel says about 59% of Canadians in the major markets compare prices, even on small items. In Toronto, though, these price comparisons jump to 67%.

The second phase of the report has measured the impact of the so-called ‘New Wave’ and non-store retailing in Canada, finding a significant minority of Canadians are members of warehouse clubs.

Membership is lowest in Toronto and highest in Montreal.

Elsewhere, the study finds about 44% of all consumers have used mail order, with the figure going up to 55% for Calgarians.

In all six major markets, 32% of consumers have shopped by phone.

One further measure made by the Major Market Retail Report is the performance of more than 100 of Canada’s top retailers in 25 product categories.

The 10 most-shopped stores over the last 12 months in decending order are: Canadian Tire, The Bay, Sears, Eaton’s, Zellers, Consumers Distributing, Shoppers Drug Mart, Radio Shack, Wal-Mart and K mart

More information on the study is available from Strapagiel, in Toronto.