Qualitative analysis of youth's corner store shopping behaviors

Introduction: Fifty percent of Philadelphia youth shop at corner stores, which are proximal to schools and sell profitable, low-nutritive items. Per visit, youth spend $1.07 and consume approximately 356 kcal. A qualitative analysis was conducted to study behavioral aspects of youth's corner store shopping.

Design: Thirty-six focus groups were conducted with 192 11-14 year olds from ten public schools in low-income Philadelphia neighborhoods. Focus groups examined when youth began shopping at corner stores, why they shop at certain stores, and parental shopping guidance. Youth discussed water and fruit salad purchasing, which were promoted in stores. All focus groups were audio-taped, transcribed, and analyzed using content analysis.

Results: Youth begin shopping at corner stores with family members as early as pre-kindergarten; 70% are in second or third grade when they begin shopping alone. Most youth shop at corner stores to buy snacks. The most important factor in youth's store selection was the items stores sell, followed by location and prices. Although infrequently, youth report parents have instructed them not to purchase “junk food” and to save their money. Youth choose not to buy water on a regular basis because water is available at home. Fruit salads, priced at $1 or $2, were deemed poor value for the money.

Conclusions: Youth begin shopping early and are savvy shoppers. Understanding the nature of youth's corner store shopping behaviors can help inform interventions designed to improve youth's purchasing and the corner store environment.