Check out a new study that says U.S. shoppers are increasingly considering the fun factor when choosing where to buy groceries.

Once obsessed with all things “super-sized”, U.S. consumers are tiring of the big-box approach, according to the study conducted by SIRS, a market research firm based in Ft. Mitchell, Kentucky and featured in the National Retail Federation’s magazine Stores.

According to the study, 35 percent of consumers said they preferred an enjoyable shopping experience over traditional factors such as price and convenience, up from 30 percent in 2002.

Wegman’s, Publix and Bloom got the top marks from shoppers, while Wal-Mart’s rating declined.

“The decline of the attractiveness of the big box stores, the aging of America, the growth in the importance of convenience, personalized service and the emotional consumer ‘where to shop drivers’ are causing a tipping point going in favor of smaller stores for the first time in over 20 years, ” said Chris Ohlinger, CEO of SIRS.

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(Photo: Reuters)