Standing in the check-out line ranks high on the list of concerns – Consumers’ views on the safety of running errands in grocery stores and shopping centres

This study focuses on the experiences of consumers concerning the safety of running errands in shopping centres and grocery stores. The concept of running errands here includes not only the actual shopping but also the trips to and from the store or shopping centre. This research endeavours to clarify how consumers experience the safety aspect of running errands in different kinds of shopping centres and grocery stores.

The research is qualitative in nature, and the data collection method comprises focus groups, which
are very well suited for such a sparsely researched topic. The focus groups were set up in Helsinki and
in Turku, and a total of 40 consumers participated in the seven discussions organised.

Inside the store premises the unpleasant and unsafe aspects included too narrow aisles, insufficient
lighting, products placed too high or too low, and untidy self service counters. The place where the
consumers felt the most insecure and unsafe was at the check-out. The factors contributing to this
were time constraints, new payment terminals, the behaviour of other customers and the physical
features of the check-out counter. On the way to the stores or shopping centres, pedestrians feared
dangerous crossings of roads and streets. Those riding a bike felt that they had problems with the safekeeping
and locking of their bikes. Motorists found the indoor car parks frightening. In addition to
this, many of them felt that it was not very safe to walk among the cars in the parking lots and indoor
car parks. Another disquieting factor was the unrest in front of the entrances to shopping centres and
stores. Automatic doors were also felt to cause problems.

The experienced safety of running errands would be improved by carefully planned, tidy and welllit
premises, socially skilled staff, friendly and vigilant safety guards, and consumer-friendly display
of products. The experienced safety of shopping trips could be improved by designated routes for
pedestrians in car parks, and by turning the entrances to shopping centres and stores into pleasant
passageways and meeting places.

This study shows that consumers interpret the concept of safety in running errands in a wide variety
of ways. It includes the all-round pleasantness of running errands, security about one’s own abilities
to cope at different stages of life, self-confidence in various threatening situations, and the ability to
take in the layout of the store or shopping centre so as not to get lost within the premises. Experienced
safety also means that you can run your errands without risking any injuries; you have confidence in
the staff and their professional expertise; you are convinced that the actions of the safety guards will
be justified; you have information about the products and their availability and location in the store;
you are confident that you can run your errands smoothly and without any unexpected incidents; and
you have faith in the behaviour of your fellow-customers. The research has also shown that consumers
have a rather shared view on which aspects of running errands are the most disquieting.

Katri Koistinen and Liisa Peura-Kapanen. Standing in the check-out line ranks high on the list of concerns – Consumers’ views on the safety of running errands in grocery stores and shopping centres. National Consumer Research Centre. Publikationer 5/2009.

Photo: Jenni Väliniemi

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