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Show glljc hoppers By Donna Lou Morgan Tribune Food Editor CHICAGO Take a close look at today's supermarket shoppers. The profile has changed considerv ably. Those who I push the grocery cart are a more ' diverse group than were typical family shoppers of just 10 or 20 years ago, estvle Calic Urilmtir " ?T ' ac- - cording to a consum- er researcher. Dr. Valarie Zeithaml, assis- tant professor of marketing, Texas A & M University, College Town, look at supermartook ail ket shoppers as she addressed food editors attending Food Marketing Institute. "I believe today's supermarket shopper is not who she used to be, Dr. Zeithaml said. Twenty years ago, the profile of the primary household food shopper would have been relatively easy to describe. She was female. She did not work outside the home. She was quite possibly the mother of several children. Describing the typical supermarket shopper of the 1980s is not as simple, she emphasized. Today, with the changing social trends of famlater marriage, single-pareilies, and more frequent divorce, many shoppers are not typical of the 1960s. And with the entry of women 'into the work force and accompanying changes in family roles, many wives and mothers depend on husbands and children to share food shopping activities. Dramatic Changes She explained that after the 1980 census, it was evident there were dramatic changes in the American family. nt le-wife-mother Saturday, iMay 21, Section A 19113 Page 8 different as American family as "We wondered what effect the altered demographics were having on supermarket shopping. The census told us that more than one quarter of all U.S. households are now composed of unrelated or single people. It showed that the number of single parent families doubled since 1970 and that the number of men who live alone more than doubled since 1970. We wanted to know who was buying groceries for these households. Our research proved fascinating. According to Dr. Zeithaml, one emerging group of shoppers is the singles. She said their shopping profile represents a change from tradition. When compared to married shoppers, single shoppers do not view grocery shopping as an important task. They most often do not budget a certain amount to spend each week. They seldom compose shopping lists. They economize less than the married shoppers. Changing Group She pointed out that another changing group of supermarket shoppers is the elderly. The size of this group is growing steadily because Americans are living longer. In 1980, more than 25.5 million Americans were more than 65. By the year 2000, this group is expected to number 35 million. Ninety-fiv- e percent of older citizens live in independent households in the community. The elderly consumer (aged 65 and older) in our study was a careful, economy-minde- d shopper. The elderly consumer valued supermarket shopping more than other age groups. They felt grocery shopping is a fun way to break out of the normal routine. Most Planning The elderly reported the most planning for shopping. They prepared shopping lists. They budgeted. They searched for specials in the store and in the newspaper. They ...wife Cr: ih :' . f F 4 r t.hfr1 l-- 4 Jr: n v u$ ..l ., Nv Jiiuivl-b-- a' ' Y 'X, '"'n The supermarkets of today, as well as the shoppers, have changed a lot from what they were 20 years ago. used supermarket information. They . were economical shoppers, too, reporting high usage of coupons and greater attention to prices of items. The underlying reason for efficient shopping habits is likely to be their limited means, Dr. Zeithaml noted. On the average, the elderly consumer spends much less per household than younger consumers. n basis, However, on a the elderly consumer spends only about 31 less per week than consumers aged 40 to 49 and about $3 more than consumers aged 18 to 24. The results concerning the elderly were somewhat surprising, in light of the prevailing stereotype of the elderly as deficient or disadvantaged consumers. Because of their emphasis on economy, they buy sale items and probably make use of less expensive generic brands; Because their families are grown, they probably buy smaller sizes of products, she observed. They are different different because they shoppers are extreme in their concern for economy, in their extent of planning, in their beliefs that shopping is im First-ai- d By Nancy Hobbs Tribune Lifestyle Writer Whether planning for an overnight fishing trip or several days packing into the back country, a carefully designed first-ai- d Rather than take the quick and easy way out by purchasing a ready-fnad- e first-ai- d kit, Les Chatelain, director of the University of Utahs First Aid Program, suggests designing and compiling a kit for individual needs. Mr. Chatelain and medical-emergenc- teaches first-ai- d classes at y the U. of U. His program is part of the College of Healths Emergency Medical Training and Safety Program offering nearly 30 different classand specialized es each year. Part of the grade for his advanced first- - aid students is based on designing a kit for use in an area of individual interest. first-aid-ty- Choose a Container primary consideration in comkit is deciding what piling a first-ai- d type of container best fits, Mr. Chatelain said. Backpackers concerned with keeping weight at a minimum A and superportant and enjoyable markets throughout the country have adapted to this group of shoppers. Represent Transformation If elderly and single people represent change, working women represent transformation, Dr. Zeithaml said. The 1980 census reported that 52 percent of women over 16 are currently in the work force. "These women must function simultaneously as The way that working women prepare for and carry out food shopping is not traditional. The working woman is a different breed of supermarket shopper. We classified the women who answered our questionnaire into four groups. Two groups were women, labelled stay at home and plan to work. The other two groups, called just a job and career represented the working woman. The stay at home group personified the stereotype of the traditional supermarket shopper of the 1960s. She planned for shopping. She econo mized. She comparison shopped. She used supermarket information and felt that supermarket shopping was an important task for her to perform. She also spent less money (per week and per family member) on groceries than the career woman spent. Strikingly Different Strikingly different were the behaviors and attitudes of the career woman. Compared to the other groups, the career woman did not feel that shopping was an important task. She planning. She did not prepare shopping lists or plan them around advertising. She did not budget for food or redeem coupons. Our other two groups of women fit plan to work and just a job between the two extremes on most of the habits and attitudes in our study. Dr. Zeithaml cited the most dramatic change in supermarket shoppers showed that males are now assuming sole or joint responsibility for about 40 percent of today s su permarket shopping trips. Males shopping by themselves ac counted for 28 percent of the shopping trips. An additional 2 percent were males shopping in groups. Another 10 percent were males shopping with a female. These percentages did not vary much between urban and suburban stores in the study, Dr. Zeithaml pointed out. Less Time, Money We found male shoppers spent less time and less money on their shopping trips than female shoppers. They reported more brand loyalty than females. They plan less for their shopping trips and use supermarket information less than females. They emphasize economy less and their attitudes toward shopping are different. Males disagreed that grocery shopping is an important task to perform. In summary, Dr. Zeithaml said todays supermarket shopper isnt who she used to be. She is likely to be older than she used to be. She is more likely to be single. She has a one in two chance of working outside the home. And now, more than ever, she may be a he. Demographics are changing. So, too, are supermarket shoppers. kit may save the outing P0CKET WATCH kit should be near the top of ones essential list. would likely choose a lightweight, soft carrying pouch that can be tucked in between other pack items. They also may not carry as much in a first-ai- d kit as would boaters or car campers, simply because of convenience. First-ai- d kits for boaters should be stored in waterproof containers; a kit for the car should be sturdy. Containers need not be expensive, either, Mr. Chatelain said. You can put together an excelkit and survival kit in a lent first-ai- d coffee can. Personal Health Items Other suggestions include plastic food containers which, when double-seale- d with waterproof tape, make good boating boxes, the instructor said. Army ammo cans also work well in boating. People who can spend more on a kit container, may choose a fishing tackle box. The shelves allow for good organization. Some of the first items to ihclude . personal kit, no matter what the type of outing, are personal health supplies, such as insulin for the diabetic; wetting solution and an extra carrying case for the person who wears contacts; and regular medications for the individual andor family members. Whether you are going to carry that thing with you anyway, it still kit should be included in the first-ai- d Mr. Chatelain for emergencies, said. Then there are the general rules of first aid to consider: For every major injury that will require use of items in a first-ai- d kit, there will probably be 100 minor cuts, scrapes, burns or bites requiring an adhesive strip, aspirin, a small amount of ointment or towelette. Cutting Utensil Those type of items need to be included in a quantity that, when you nickel and dime them to death, will still meet your needs, the instructor added. in a Always carry some type of cutkit a pair ting utensil in a first-ai- d of good scissors to cut bandaging, clothes and possibly even branches for splints; andor a sharp knife. Sterile dressings for wounds also are important. Mr. Chatelain suggests packaged sterile compresses (more than one), as well as sterilized feminine napkins. To sterilize dressings, wrap in aluminum foil and set oven for 3 hours. in For larger first-ai- d kits, cravats triangular pieces of cotton cloth that can be folded into versatile banand roller elastic bandages dages are convenient in emergencies. The cravats can either be purchased or made, the instructor said, although he prefers the latter. Two large bandages can be made from one square foot of fabric, cut on the diagonal. Simply finish the edges and sterilize. Backpackers who may be carrykits ing minimal supplies in first-ai- d may decide not to pack the extra outer bandages, but rather cut up clothing in case of an emergency. Water is nice to have for burns, poisonings, to flush eyes and clean wounds, Mr. Chatelain said. He suggests carrying clean water in a plas- See Page A-- Column Mast crcraff has the largest display of modular and pit sofas in the liitermountain West! Repeat of a Sellout! 8 Piece Pit in Hercuion or Nylon Outstanding values! 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