The factors you are talking about relate to customers' purchasing preferences.
Price is a very important criterion for consumers. However, what that study shows is that consumers place value on other factors, such as customer service, the variety of products, and proximity to their home. Consumers make choices based on their preferences. Everyone around the table here makes different choices based on their preferences. That is what the study showed.
Historically, and for a host of reasons, we are more concentrated in what are called full service stores. There are butchers, cashiers, packers, and so on. Obviously, that means that our payroll on sales, as a percentage of sales, is probably double what it is for a discount store.
Some people want to get customer service when they go to a store, and I am one of those people. I also want variety, choice.
I don't judge other types of consumers. We also have discount stores to meet those needs. Variety is more limited there, prices are lower, customer service is different.
The chains chosen are different, and the study you are referring to clearly shows that each consumer chooses their supermarket based on their personal criteria.