Research Institute of Retail Consumer Goods

Price rather than quality is what consumers are mainly looking for when choosing their supermarket, the Research Institute of Retail Consumer Goods (IELKA) has found, adding that the hunt for bargains means that Greeks are no longer loyal to a particular chain.

Consumers look out for offers at supermarkets to cut costs, resulting in average savings of 11.7 percent on their purchases, which translates into a total benefit of 680 million euros or 160 euros per household every year, according to a survey conducted and published by the Research Institute of Retail Consumer Goods (IELKA).