RETAIL : Attention Shoppers, Survey Figures Show You Want Rebates

When it comes to check-stand bonuses, supermarket consumers would rather bank a little extra cash than accumulate points that can be turned in for merchandise, according to the Catalina Marketing Corp. of Anaheim.

“I would give a slight nod to rebates,” said Susan Lawmaster, a Catalina vice president. She said that test results are preliminary and that final data will not be available until the yearlong program ends in October.

The national test includes five Lucky and Ralphs supermarkets in Orange County. With the purchase of certain products, shoppers are being offered a choice among coupons, which can be redeemed during the next visit; rebates, which are paid every three months in a lump sum, or points, which accumulate toward the purchase of an item in a gift book.