Shopper Path-to-Purchase Quantitative Study

– Full Report –

Path-to-

Purchase

June 2015

Shopper Purchase Decisions and Influences:

Driving Hass Avocado Sales at Retail

2

Table of Contents

Study Objectives 3

Methodology 4

Notes on Analysis – Buyer Groups 5

Notes on Analysis – Statistical Significance Coding 6

Summary of Key Findings 7

Detailed Findings 10

Pre-Trip Influences and Behaviors 11

In-Store Influences and Behaviors 16

Avocado Knowledge 27

Appendix 31

3

Study Objectives

The avocado category is at the forefront of exciting change and growth taking place in fresh

produce departments across the country, with shoppers adding more and more of this delicious

and versatile fruit to their shopping carts. Understanding how shoppers make the decision to

purchase avocados at point of sale is essential to optimizing shopper satisfaction and driving sales

of Hass avocados.

This research builds on the earlier qualitative path-to-purchase study* conducted by the Hass

Avocado Board, by taking a quantitative look at the shopper’s purchase decisions. This approach

reveals the degree of importance and the order of importance the shopper places on key decisions

leading to a potential avocado purchase. This type of study can tell us, for example, which factors

and perceptions drive larger-than-planned avocado purchases, or trigger an impulse purchase, and

what factors and perceptions might derail a purchase.

An additional objective of this research is to determine if and how the path varies between

heavier avocado buyers and lighter avocado buyers. Understanding what matters most to each of

these groups enables marketers and retailers to better meet the needs of all avocado shoppers

for a vibrant and growing category.

* Hass Avocado Board Qualitative Path to Purchase Study, 2013

4

Methodology

This study was conducted online among a national sample of avocado buyers who met the

following criteria:

• Age 25-74

• Primary grocery shoppers (responsible for at least half of household food purchases)

• Purchased avocados in the past four weeks from grocery store or mass merchandiser

In all, 800 interviews were completed:

• 500 interviews among Super Heavy/Heavy Buyers (see next page)

• 300 interviews among Medium/Light Buyers (see next page)

5

Notes on Analysis – Buyer Groups

Buyer Groups: Results in this study were analyzed for two groups: “Heavier Buyers” (Super

Heavy + Heavy Buyers combined) and “Lighter Buyers” (Medium + Light Buyers combined)*

Heavier Buyers: Purchase 37 or more avocados per year

• Super Heavy: Purchase120 or more avocados per year

• Heavy: Purchase 37-119 avocados per year

Lighter Buyers: Purchase 1-36 avocados per year

• Medium: Purchase12-36 avocados per year

• Light: Purchase 1-11 avocados per year

*Super Heavy, Heavy, Medium and Light as defined in the Hass Avocado Board User Segmentation Study, 2015

6

Notes on Analysis – Statistical Significance Coding

34%49%A

66%B51%

Heavier Buyers(A)

Lighter Buyers(B)

Beforevisitingstore

At thestore

Statistical significance codes appear on charts in this report. Upper case letters denote statistically significant differences at the 95% confidence level. Lower case letter codes denote statistical significant differences at the 90% confidence level. Both levels represent a high degree of reliability.

Example: 66% of Heavier Buyers (Column A below) plan their avocado purchase before visiting the store. 51% of Lighter Buyers (Column B below) plan their avocado purchase before visiting the store. The upper case “B” next to the 66% figure means that the 15-point spread between 66% and 51% is quantitatively reliable vs. directional.

Statistical significance

code

Example: The 66% results for Heavier Buyers (Column A) is statistically

greater than the 51%

finding for Lighter Buyers

(Column B)

Planned vs. Impulse Purchase

When decided to purchase avocados…

Summary of Key Findings

8

Quality, ripeness, price and selection are the primary factors

in the shopper’s decision to purchase avocados

Freshness, Ripeness & Quality

Price

Selection

Ripeness Blemish-Free Firmness

Freshness, quality and ripeness factors are primary purchase triggers

Availability of bulk, which enables shoppers to select which individual avocados they purchase, is also a top purchase consideration

Price is also a primary purchase consideration

Visuals

Size Color

Type/Source/Brand

Organic Variety Where Grown Brand

2

3

4

5

Freshness

All Buyers – Primary and Secondary Considerations

PR

IMA

RY

SEC

ON

DA

RY

Shoppers rank a variety of other factors as less important, although they may play a role in the purchase decision

1

Meeting all three primary shoppers needs of Quality, Price and

Selection can maximize avocado sales

9

All Buyers – Primary Considerations

= Meeting only one or two shopper needs may result in lower avocado sales

Quality, Ripeness, Blemish-free and Firmness factors are top priorities

80% of all buyers rate price as important

The majority of shoppers look for bulk so that they can select the individual avocados that they purchase

= Maximum sales potential

!

Quality

!!

!

Detailed Findings

Pre-Trip Influences and Behaviors

12

Heavier Buyers are more likely to plan their avocado purchase. Lighter Buyers are more likely to buy on impulse

Base: All

Q8. The last time you shopped for avocados did you decide to buy the avocados before you went to the store or in the store?

Q9. Did you make a shopping list for this trip?

Q10. Did you include fresh avocados on your list?

Pre-Trip Planning

Planned vs. Impulse Purchase Shopping List

34%49%A

66%B51%

Heavier Buyers(A)

Lighter Buyers(B)

Beforevisitingstore

At thestore

When decided to purchase avocados…

39%54%

1%

1%

60%B45%

Heavier Buyers(A)

Lighter Buyers(B)

Made list &includedavocados

Made listwithoutavocados

Did not makelist beforestore

13

The decision to purchase avocados can influence the shopper’s

choice of retailer

Base: Planned purchasers

Q8a. Did your decision to purchase avocados affect where you decided to shop that day?

Q8b. How did your decision to purchase avocados impact where you decided to shop? (open-end)

Choice of Retailer

61%

80%A

39%B

20%

Heavier Buyers(A)

Lighter Buyers(B)

Yes, itinfluencedwhere Iwent

No, it didn'timpact mydestination

Impact Of Avocado Purchase On Retailer Choice (Among Those Who Planned To Buy)

Reasons for Choosing a Retailer (Among Those Who Were Influenced)

PRICE/VALUE (13%)“They were on sale at one grocer.”“The price is lower at local fruit store.”“I wanted the cheapest price.”

CONVENIENCE/SELECTION (11%)“It was the closest.”“Local produce store was on the way home from work.”“I wanted a good assortment and degree of ripeness and I wanted to be able to choose my own.”

FRESHNESS/RIPENESS (11%)“I knew they would have a nice ripe avocado for the salad I was taking to an event.”“Fresher produce.”

QUALITY (10%)“I chose a store that has larger quality Hass Avocados.”

14

Heavier Buyers routinely purchase avocados, while Lighter

Buyers are more influenced by a recipe or craving

Top Reasons for Buying Avocados – Planned Purchase

Bold font = significantly higher for that group

Q11. Why did you decide to buy fresh avocados? Select all that apply. (Base: those who decided to purchase avocados before they arrived at the store)

Among Planned Purchases

Heavier Buyers Lighter Buyers

1. Shopping list staple

2. Easy to use/prepare

3. Have a specific meal will serve it with

4. Didn’t have any left

5. Need them for a recipe

6. Had a craving

1. Need them for a recipe

2. Had a craving

3. Have a specific meal will serve with

4. Easy to use/prepare

5. Hadn’t had one in a while

6. On sale

15

Impulse purchases are driven by freshness and display

Top Reasons for Buying Avocados – Impulse Purchase

Bold font = significantly higher for that group

Q12. Which, if any, of the following played a role in your decision to purchase fresh avocados when you were at the store? Select all that apply. (Base: those who decided to buy avocados while

they were at the store)

Heavier Buyers Lighter Buyers

1. Looked fresh

2. They caught my eye in the aisle

3. Had a craving

4. On sale

5. Easy to use/prepare

6. Didn’t have any left at home

7. Good to have on hand

8. Remembered I needed them

1. Looked fresh

2. They caught my eye in the aisle

3. Had a craving

4. Hadn’t had them in awhile

5. Had a specific meal to serve it with

6. On sale

7. Easy to use/prepare

8. Wanted something different

Among Impulse Purchasers

In-Store Influences and Behaviors

17

Nearly all shoppers are able to easily locate avocados in the

produce section

Base: All

Q13. Where in the produce section did you look first to find the avocados in the store? (open-end)

Q14. Were the avocados located in the produce section where you expected them to be?

Avocado Location in Store

Where First Sought Avocados In Produce Section

Heavier Buyers

(A)

Lighter Buyers

(B)

Near the vegetables (general mentions) 14% 13%

Near the tomatoes 12 17a

Near the fruit (general mentions) 11 10

Near the produce section (unspecified) 11 9

In their usual location 7 7

Near the front/at the entrance 6 8

At the front of the produce section 4 3

In the center/middle of the produce section 3 7A

On display (unspecified) 3 6a

On the end cap 2 5A

5% 3%

95% 97%

Heavier Buyers(A)

Lighter Buyers(B)

Yes

No

Whether Avocados Were In Expected Location

18

Heavier Buyers Lighter Buyers

Ripeness 1 1

Free of bruises/blemishes 2 2

Firmness 3 3

Price 4 4

Available bulk/loose so I can choose my own 5 5

Texture of the skin 6 8

Size 7 6

Color 8 7

Organic 9 10

Variety of avocado 10 9

Is locally grown 11 10

Where it is grown 11 10

Brand of avocado 13 13

Easy to find display 14 14

Available in bags/trays 15 16

Well organized display 16 15

Freshness, ripeness & value are key elements when deciding to

purchase avocados. Availability of bulk is also important

Base: All

Q1. In each of the next few screens, you will see lists of 5 statements that may or may not be important to you when purchasing avocados. For each list, you will be asked to select the one statement that is most important to you

and the one that is least important to you when purchasing avocados. Thinking about when you’re shopping for avocados in general, which of the following statements describes what is most and least important to you when

purchasing avocados?

Avocado Attribute Importance

Priorities are largely consistent between Heavier & Lighter

Buyers

Quality and ripeness of avocados are more important than how they are displayed

19

90%

75%

73%b

73%

61%B

58%B

53%B

34%B

The avocados in the displaylooked fresh

It was easy to find withinthe produce section

It offered a large/abundantselection of avocados

The avocados were availablebulk/loose

It was well marked with signage

The avocados were in a wellorganized display

They were next to other producethat I'd use with avocados

The avocados were availablepackaged in bags/trays

91%

72%

68%

84%A

54%

48%

35%

The avocados in the displaylooked fresh

It was easy to find withinthe produce section

It offered a large/abundantselection of avocados

The avocados were availablebulk/loose

It was well marked with signage

The avocados were in a wellorganized display

They were next to other producethat I'd use with avocados

The avocados were availablepackaged in bags/trays

Freshness is the most important aspect of the avocado display

Base: All

Q16. How important were each of the following when thinking about the section where you found the avocados in the store?

Display Attribute Importance – Very/Somewhat Important (Top 2 Box On 5 Point Scale)

Heavie

r B

uyers

(A

)

Lig

hte

r B

uye

rs (

B)

11%

20

Attributes that convey quality of the fruit are very important

Base: All

Q17. How important were each of the following when thinking about the avocado(s) you ended up selecting to buy?

Avocado Selection Attribute Importance – Very/Somewhat Important (Top 2 Box On 5 Point Scale)

91%

90%

89%

80%

80%B

77%

56%

56%B

50%B

Free of blemishes/bruises

Ripeness

Firmness

Color

Size

Price

Variety of avocado

Where they were grown

Organic

91%

95%A

95%A

76%

74%

84%A

37%

25%

22%

Free of blemishes/bruises

Ripeness

Firmness

Color

Size

Price

Variety of avocado

Where they were grown

Organic

Heavie

r B

uyers

(A

)

Lig

hte

r B

uyers

(B

)

21

Shoppers buy all sizes of avocados, but tend to prefer larger

avocados if available

Base: Among those who rated color/size somewhat or very important Q18. What color avocados do you prefer to purchase? Q20. What size avocados do you prefer to purchase?

Preferences (Among Those Who Rate Each Attribute Somewhat/Very Important)

Preferred ColorPreferred Size*

70%

20%B

9%

1%

73%

11%

14%

2%

Dark green

Light green

Almost black

Other

59%

25%

13%

3%

59%

26%

11%

4%

Large

Medium

Small

Mixed

Heavier Buyers (A)

Lighter Buyers (B)

22

Though many shoppers prefer to purchase large avocados,

medium avocados are often purchased for a variety of reasons

Base: AllQ28. What size(s) of avocado(s) did you purchase? Q29. Why did you purchase this size/these sizes of avocado? (Among those who remembered; open-end)

Sizes Purchased & Why

Size(s) Purchased

75%

24% B

10%

1%

72%

13%

16%A

2%

Medium

Large

Small

Not sure

Heavier Buyers (A)

Lighter Buyers (B)

MediumGood/Best/Like it/ Prefer this size 20%B 10%

It's what was available/ only size available 15 29A

Looks good/better/better flavor 15 13

Right size 9 12

On sale/better value 5 6

Fit my needs 5 5

Fitting for size of household 4 5

For cooking/recipes 3 7a

LargeGood/Best/Like it/ Prefer this size 27%B 13%

Appearance/Looks good/better 12 8

Bigger/more to eat 9 13

Need for dip (to make guacamole) 9 13

Good/better value/get more for your money 9 13

Need for cooking/recipes 5 8

It's what was available/ only size available 4 5

SmallGood/Best/Like it/ Prefer this size 15%b 4%

Price/Value (net) 14 18

On sale 10 8

Good price 4 8

Appearance/Looks good/better 12 12

Fit my needs 10 6

It's what was available/ only size available 8 27A

No leftovers/waste/less waste 4 6

Fitting for size of household 4 6

Top Reasons For Purchasing Each Size

Heavier Buyers (A)

Lighter Buyers (B)

23

Approximately 40% of shoppers prefer to purchase ripe

avocados, while others prefer under ripe or a mix

Base: AllQ3. At what level of ripeness do you prefer to buy your avocados? Q4. Why do you buy a mix of avocados at various stages of ripeness? (Among those who prefer to buy avocados at various stages of ripeness; open-end)

Preferred Degree of Ripeness & Why

Preferred Degree of Ripeness For Purchases

43%

31%

2%

24%B

44%

37%a

1%

18%

Perfectly ripe

Under ripe

Over ripe

Mixed

Heavier Buyers (A)

Lighter Buyers (B)

Use some for now/for later/another day 50% 54%

Depends on need/ what I need them for 9 7

For use in recipes 9 4

Use over time/ different times 8 9

Don't want them to be ripe/be ready at the same time 5 9

Have ripe ones available 5 2

Depends on when I eat them 4 4

Control the ripeness 2 6

Top Reasons For Buying Avocados At Various Stages of Ripeness

Heavier Buyers (A)

Lighter Buyers (B)

24

Most shoppers buy bulk avocados. Heavier Buyers are more

likely to purchase bagged avocados than Lighter Buyers

Base: All

Q. 21b On your most recent shopping trip for fresh avocados, which avocados did you end up buying?

Package Type

70%

18%B

12%B

93%A

5%

3%

Loose avocados(not in a bag)

Bagged Avocados

Both

Heavier Buyers (A)

Lighter Buyers (B)

25

About one-fourth of Heavier Buyers bought more avocados than planned

Base: All

Q22. How many avocados did you purchase on your most recent shopping trip for fresh avocados?

Q23. Did you buy more, the same, or fewer avocados than you originally expected to purchase?

Actual Purchase vs. Planned Purchase

Actual vs. Planned

25%B

65%

3%

7%

9%

66%

2%

23%A

Bought more avocadosthan planned

Bought the same number ofavocados as I planned

Bought fewer avocadosthan planned

I didn’t plan to buy avocados

Heavier Buyers (A)

Lighter Buyers (B)

Heavier Buyers bought more avocados than

planned, while Lighter Buyers made unplanned

impulse purchases

26

Freshness and price drive incremental purchases

Base: Those who bought more avocados than they planned to buy

Q24. Why did you end up buying more avocados than you planned?

Reasons For Buying More Avocados Than Planned

Heavier Buyers(A)

Lighter Buyers(B)

They were the right price 50%B 37%

They were on sale 41 38

They looked fresh 30 45A

They were perfectly ripe 22 26

They were available bulk/loose 22 23

I thought of other ways I could use them 11 19a

They weren't yet ripe 7 13

The store had a big selection 6 22A

They were smaller than I usually buy 6 16a

I was afraid one (or more) would be spoiled when I needed to use it so I bought extras

4 11A

Store had other avocado varieties I wanted to try 2 13A

They were sold in a bag/tray 1 13A

I was able to taste a sample 1 9A

Heavier Buyers are more likely to purchase additional avocados when they see a good deal, while Lighter

Buyers are more likely to add avocados to their basket when they

notice fresh ones on display

Heavier Buyers bought more avocados than planned, while Lighter

Buyers made unplanned impulse purchases

Avocado Knowledge

28

Most shoppers are confident in their ability to judge an

avocado’s ripeness, particularly Heavier Buyers

Base: AllQ2. In terms of judging an avocado’s ripeness, how would you describe your level of confidence?

Confidence in Judging Ripeness

43%B

23%

44%B

48%

13%

27%A 2%

Heavier Buyers(A)

Lighter Buyers(B)

5Extremely Confident

4 3 2 1Not Confident At

All

87%B

71%

Mean Rating

4.3B

3.9

29

Half of Heavier Buyers reported buying the Hass variety

Base: All

Q27. What varieties of avocado did you buy?

Varieties Purchased On Most Recent Trip

Heavier Buyers

(A)

Lighter Buyers

(B)

Hass 50% 45%

Other varieties 3 1

Origin mentions 6B 3

Color mentions 6 6

Size mentions 6 5

Don't know 32 49A

30

Heavier Buyers are more willing than Lighter Buyers to

spend extra money for fresh/quality ingredients and organic

Base: All

D1. How much do you agree or disagree with each statement below?

Psychographics – % Agree Completely/Somewhat (Top 2 Box)

81%B

80%B

76%

72%

66%

63%B

63%B

51%B

I'm willing to spend more for freshingredients

I'm willing to spend more for qualityingredients

I like to browse the produce areaeven if I don't plan on buying

anything

I try to eat seasonally

I prefer to buy locally grown foods

I care about and check to see wheremy produce comes from

Preparing a meal with produce andother fresh ingredients is more

expensive than using processed foods

I prefer to buy organic foods

73%

68%

73%

72%

61%

45%

50%

30%

I'm willing to spend more for freshingredients

I'm willing to spend more for qualityingredients

I like to browse the produce areaeven if I don't plan on buying

anything

I try to eat seasonally

I prefer to buy locally grown foods

I care about and check to see wheremy produce comes from

Preparing a meal with produce andother fresh ingredients is more

expensive than using processed foods

I prefer to buy organic foods

Heavie

r B

uyers

(A

)

Lig

hte

r B

uye

rs (

B)

Appendix

32

Heavier Buyers are more likely than Lighter Buyers to be

younger, employed, have higher incomes, and live in urban areas.

Hispanics also skew higher among Heavier Buyers

S1, S2, S4a/b, D5, D6, D3, D4

Heavier Buyers (A)

Lighter Buyers (B)

Age

25-34 30%B 17%

35-44 27B 16

45-54 19 21

55-64 16 28A

65-74 8 18A

Mean 43.6 50.8A

Gender

Female 52% 67%A

Male 48B 33

Ethnicity

Caucasian 60 75A

Hispanic 23B 14

African American 9B 5

Asian 7B 4

Other 1 2

Heavier Buyers (A)

Lighter Buyers (B)

Employment

Employed (Net) 72%B 44%

Not Employed (Net) 28 56A

Education

Some college or less (Net) 46 52a

College grad or higher (Net) 54b 48

Marital Status

Married/ Partnered 66 64

Single/Divorced/Separated/Widow 34 36

HH Income

Under $50,000 34 46A

$50,000 to $99,999 44B 37

$100,000 to $149,999 14 12

$150,000 or more 7 5

Mean (in thousands) 74.4B 63.7

Area

Suburban 46 53a

Urban 43B 24

Rural 11 23A

Demographics

33

Heavier Buyers are more likely to be younger families with

children and skew toward the Pacific region, especially

California

D7, S3, S5b/c

Heavier Buyers (A)

Lighter Buyers (B)

Census Regions

Pacific 26%B 19%

West South Central 11b 7

South Atlantic 19 18

Mid-Atlantic 13 14

East North Central 12 14

Mountain 7 10a

East South Central 4 5

New England 4 5

West North Central 4 7A

IRI Regions

California 21B 12

Northeast 18 19

Southeast 16 14

Great Lakes 12 14

West 11 17A

South Central 11 8

Mid South 7 8

Plains 4 7A

Heavier Buyers (A)

Lighter Buyers (B)

HH Size

1 15% 20%a

2 28 42A

3 23 18

4 20B 13

5+ 14B 7

Mean 3.0B 2.5

Ages Represented In HH

Kids (Net) 51%B 26%

<1 year old 4 3

1-3 yrs old 11 8

4-5 yrs old 10B 5

6-8 yrs old 13B 6

9-12 yrs old 22B 8

13-17 yrs old 24B 11

18-24 yrs old 10 9

25-34 yrs old 40B 25

35-44 yrs old 35B 25

45-54 yrs old 28 28

55-64 yrs old 24 36A

65+ yrs old 13 27A

Demographics

34

Any

Receive paper mailsuch as store flyers

Receive emails

Have an app

Follow on social media(Twitter, Facebook,

Pinterest, etc.)

Receive text messages

Receive push notifications(on your phone/tablet)

79%

46%

25%

16%

9%B

8%B

6%B

77%

62%

30%

12%

3%

2%

2%

Heavier Buyers receive more communications from more retail

channels than Lighter Buyers, and are more likely to engage with

retailers digitally, although levels are still relatively low

Base: All

D2. In which of the following ways, if any, do you receive communications from each of the types of stores listed below?

Communication With Retailers

Heavier Buyers (A)

Lighter Buyers (B)

Grocery

Store

Mass

Merch

Club

Store

Local Produce

Store

Farmers

Market

70%

36%

21%

17%

9%B

9%B

7%B

62%

43%

21%

9%

3%

4%

2%

55%

26%

16%

11%

7%B

7%B

6%B

34%

27%

10%

2%

1%

2%

0%

44%

19%

8%B

8%B

7%B

5%B

6%B

20%

16%

4%

1%

1%

1%

1%

37%

14%

8%B

6%B

8%B

6%B

5%B

15%

10%

4%

1%

3%

0%

1%

A

B

A

B B

B

B B B

b

35

Most avocados are consumed within a day or two of purchase.

Heavier Buyers consume their avocados sooner than Lighter Buyers

Base: AllQ30. How soon did you use/do you plan to use the fresh avocados you purchased?

How Soon Purchased Avocados Were Used

34%B

29a%

27%

8%

1%

1%

20%

27%

40%A

8%

3%A

2%

Same day as purchase

Next day

Within 3-4 days

Within a week

More than a week out

Don't know/Not eaten yet

Heavier Buyers (A)

Lighter Buyers (B)

36

Detailed Responses – Reasons for Buying Avocados among

Planned Purchasers (back-up for P.14)

Q11. Why did you decide to buy fresh avocados? Select all that apply. (Base: those who decided to purchase avocados before they arrived at the store)

Top Reasons for Buying Avocados - Among Planned Purchasers

Heavier Buyers(A)

Lighter Buyers(B)

Staple on shopping list 37%B 3%

Quick and easy to use/prepare 35B 21

Specific meal to serve it with 35 33

I didn't have any left 32B 14

Needed them for a recipe 31 33

Had a craving for them 31 33

Good to have on hand 23B 8

Spouse/adult asked for them 19B 12

Kids like them 15B 5

Saw a sale flyer or ad for them 14 20

Wanted something different 12 8

Having friends over/an event 11B 5

Someone in family likes them 10 7

Kid(s) asked for them 9B 2

Saw an ad for them 8 7

Hadn't had one in a while 7 21A

Store app had them on sale 6B 1

Email/text message from store said they were on sale 4B 1

37

Detailed Responses – Reasons for Buying Avocados among

Impulse Purchasers (back-up for P.15)

Q12. Which, if any, of the following played a role in your decision to purchase fresh avocados when you were at the store? Select all that apply. (Base: those who decided to buy avocados while they were at the store)

Top Reasons for Buying Avocados - Among Impulse Purchasers

Heavier Buyers(A)

Lighter Buyers(B)

They looked fresh 46% 40%Caught my eye in the aisle 32 32Had a craving for them 24 29Sale on produce aisle items 23 20Quick and easy to prepare 21 18I didn't have any left 21b 13Good to have on hand 20 16Remembered I needed them 19B 8Specific meal to serve it with 17 21Needed them for a recipe 14b 8They are in season 14 10Someone in family likes them 12 10Wanted something different 11 18aSaw the circular at the store 10b 5Saw a sale flyer or ad for them 10b 5Special produce aisle display 9b 4Hadn't had one in a while 9 25AKids like them 8B 3Spouse or another adult asked for them 6 9Having friends over/ party/special occasion 6B 1I saw an advertisement for them 6 5Tasted a sample at the store 6B 1My kid(s) asked for them 5B 1Got an email or text message from the store saying that avocados were on sale 4 1

Checked the store app on my phone and saw they were on sale 2 1