However, in commodity products the advertisement and promotion are factors that encourage consumers to purchase. Research data clearly shows that this high involvement segment appreciates the “description of products” more than the low involvement segment does. This patron base constitutes heavy users whose per-customer spending and frequency of visit are both considerably high. The high involvement in organic segment is therefore the mainstay of support for the organic supermarket business (Sakai & Ogawa, 2005). Discount price, However, women take greater advantage of discounts and concede more importance to the flavour of food than men (Ureña, Bernabéu, & Olmeda, 2007).