Market Research on shopping and pricing in Ireland
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Market Research on shopping and pricing in Ireland

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Research by the National Consumer A

Research by the National Consumer A

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Market Research on shopping and pricing in Ireland Presentation Transcript

  • 1. National Consumer Agency Market Research Findings: Shopping and Pricing March 2012 Research Conducted by
  • 2. Table of Contents2  Key Findings  Section 1: General Shopping and Pricing Making Complaints  Section 2: Grocery Shopping  Research Background and Methodology  Profile of Sample www.nca.ie
  • 3. 3 Key Findings Making Complaints www.nca.ie
  • 4. Key Findings - I4 Shopping and Pricing • Over 4 in 5 (85%) compare/shop around for better prices. • Price remains the leading influencing factor in determining where to shop at 56% (↑3%) with convenience second at 21% (↓2%). • Making of the price of everyday goods has Consumers citing an awareness Complaints increased from 71% to 78%. • For those responsible for the main grocery shop, 93% state that they are aware of the prices of everyday goods, an all-time high. www.nca.ie
  • 5. Key Findings – II5 Grocery Shopping • Price is number one determining factor in deciding where to carry out the main grocery shop, rising by 10% points to 73%, with convenience considered the second most important factor, at 54%. • Over 3 in 10 (31% Making Complaints up 3%) now visit a particular store based on special offers advertised, whereas almost 2 in 3 (65%) consumers visit their usual store and pick up special offers while there. • The overall average grocery basket consists of 65% branded and 35% own brand goods. • In recent years, 1 in 5 (22%) think the quality of own brand products has improved or is better than they thought, and a further 17% now think that own brand products are just as good as branded products. www.nca.ie
  • 6. 6 Section 1: General Shopping and Pricing Making Complaints www.nca.ie
  • 7. Shopping Around (Base: All aged 15-74 – 1,000) 7 Comparison of prices Nov-11 May/June-11 Nov/Dec-10 Jun-10 Nov/Dec-09 % % % % % I always 24 26 25 compare/shop around 37 33 for better prices 85% 82% 71% 74% 67% Making Complaints 47 42 I sometimes 48 compare/shop around 49 for better prices 48 21 I very rarely 19 17 compare/shop around 13 for better prices 11 10 9 12 I never compare/shop 4 5around for better prices www.nca.ie
  • 8. Key Influencing Factors in Determining Where to Shop (Base: All Aged 15-74 – 1,000) 8 Strongest Influencing Factor Nov ‘11 May/June ‘11 Nov/Dec ‘10 June ‘10 Nov/Dec ‘09 % % % % % Price 56Making Complaints 53 57 65 72 Convenience 21 23 19 17 13Shopped there previously 11 13 12 7 10 Service 6 7 6 Other 4 3 5 6 2 3 3 1 2 2 Don’t know 1 www.nca.ie
  • 9. Overall Awareness of the Price of Everyday Goods 9 (Base: All aged 15-74 – 1,000) All responsible for the main grocery shop – 526 (53%) May/June Nov/Dec Total Nov ‘11 ‘11 ‘10 % % % % Very aware of the prices (5) 25 20 Making Complaints (27) 42 78% aware 38 74% of 93% 85% prices 54 Fairly aware of the prices (4) 53 (44) 47 51 Dont really know the prices (3) 12 11(14)Somewhat unaware of the prices (2) 8 11 7 (9) 3 Not at all aware of the prices (1) 4 (6) 3 5 1 2 3( ) = May/June 2011 www.nca.ie
  • 10. 10 Section 2: Grocery Shopping Making Complaints www.nca.ie
  • 11. Main Reasons for Choice of Supermarket for Main Grocery Shop 53% (Base: All responsible for main grocery shop - 526)11 Nov-11 Jun-11 Nov/Dec-10 Jun-10 Nov/Dec-09 Jun-09 Nov/Dec-08 Price 63 60 73 72 70 62 58 Making Complaints Convenience 54 54 43 55 49 47 49 Parking 19 22 22 20 18 20 9 17Late Night Opening 8 9 9 12 21 15 8 16 12 10 12 Quality of Product 13 11 9 9 10 8 10 10 Loyalty 12 10 8 6 Support Local 6 6 6 6 www.nca.ie
  • 12. Special Offer Seekers? (Base: All responsible for the main grocery shop – 526)12 53% Nov ‘11 May/June ‘11 Nov/Dec ‘10 % % % Select a particular store to visit based on special 28 25 offers advertised 31 Making Complaints Visit your usual store and pick up special offers while you are there 65 66 73 Dont buy special offers 4 6 2 www.nca.ie
  • 13. Own Brand Versus Regular Brand 53% (Base: All main grocery shoppers – 526) 13 November 2011 May/June 2011 Nov/Dec 2010 June 2010 % % % %Own Own Own OwnBrand Brand Brand Brand 35% 35% 36% 35% 65% Making Complaints 65% 65% 64% Regular Regular Regular Regular Brand Brand Brand BrandHigher amongst Higher amongst Higher amongst– Those who are not – Those who are not – Those who are not aware of the prices of aware of the prices of aware of the prices of everyday goods (74%). everyday goods everyday goods– Males (69%). (74%). (69%).– Working full-time – 55+ (71%). – Males (70%). (68%). – ABC/F50+(70%). – 55+ (69%). www.nca.ie
  • 14. Own Brand Versus Regular Brand Preference – I (Base: All responsible for grocery shop who purchase each of the products) 14 53% Beer Tea/Coffee Baby Breakfast Chocolate/ Products Cereal SweetsRegular brand 89 84 82 76 72Own brand 11 Making Complaints 16 18 24 28 Yoghurts Bread Fresh Meat Frozen Meat Soft DrinksRegular brand 66 71 74 75 73(+11%)Own brand 34 29 (+5%) 26 25 27 ( ) = +/-% vs May/June 2011 www.nca.ie
  • 15. Own Brand Versus Regular Brand Preference – II (Base: All responsible for grocery shop who purchase each of the products) 53% 15 Butter/ Deli/Processed Toiletries Tinned/ Biscuits Spreads Meat Frozen FoodRegular brand 64 73 66 57 61Own brand 36 27 34 43 39 Making Complaints Juice Milk Household Toilet Tissue/ Drinks Cleaning Products Kitchen TowelRegular brand 58 42 33 24Own brand 42 58 67 76 ( ) = +/-% vs May/June 2011 www.nca.ie
  • 16. Switched to Own Branded Products within the Past 12 Months (Base: All who purchase own branded products)16 % Yes % Yes % Yes Breakfast cereal 27 Milk 15 Soft drinks 12 Bread 23 Tea/Coffee 14 Juice drinks 11 9 Baby products* 20 Making Complaints 13 Frozen meat Fresh meat Household cleaning 19 Tinned/frozen food 13 Deli/processed meat 9 products Toilet tissue/kitchen 18 Butter/spreads 12 Chocolate/sweets 8 towel Toiletries 17 Yoghurts 12 Beer* 8 Biscuits 16 * Caution small base size www.nca.ie
  • 17. Factors Which Influence Choice for Own Brand Products – Volumetric Analysis* (Base: All main grocery shoppers – 526)17 53% May/June Nov 2011 2011 % % Price 34 34 Making Complaints Quality 38 37 *Volumetric Analysis is where Packaging the most influencing factors 3 3 are ranked, and a score is applied according to the Past Experience 18 19 ranking, the level of importance is then determined Advertising 1 1 by these scores. It is a Recommendations 4 4 standard research approachDon’t purchase own branded products 2 2 applied to ranking importance of factors. www.nca.ie
  • 18. Where Own Branded Products are Bought (Base: All that purchase own brand products - 203)18 % Switched supermarket 10% Making ComplaintsExisting 74% Supermarket Both 16% www.nca.ie
  • 19. Change in Perceptions Towards Own Branded Products in Recent Years 53% (Base: Responsible for the main grocery shop - 526)19 % The quality has improved/is better 22 than I thought No change 21 Just as good as branded 17 products Making Complaints Better value for money 10 They have improved 5 More of a variety available 4 Much more positive towards 2 branded products Have begun switching to own 2 brand Some are ok 2 * All other mentions 1% or less www.nca.ie
  • 20. 20 Research Background Making Complaints and Methodology www.nca.ie
  • 21. Research Background and Methodology21 Nov/Dec Nov/Dec May/June Aug 2008 2007 2008 2009 Benchmark Wave 1 Wave 2 Wave 3 Nov/December Nov/Dec 2009 June 2010 May/June 2011 2010 Wave 4 Making Complaints Wave 5 Wave 6 Wave 7 Nov 2011 Current Wave Wave 8 The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of 15-74. To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class. Interviewing was conducted over a four week period in November 2011. www.nca.ie
  • 22. Profile of Sample - I (Base: All aged 15-74 – 1,000) 22 SEX AGE REGION SOCIAL CLASS MAIN GROCERY % % % % SHOPPER 15-24 17 Dublin 28 Male 49 ABC1 48 25-34 22 F50+ Yes 53% 47% No Making Complaints Rest of 26 Leinster 35-44 19 45-54 16 Munster 28Female 51 C2DE 52 F50- 55+ 26 Conn/ 18 Ulster www.nca.ie
  • 23. Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 526)23 53% SEX AGE REGION SOCIAL CLASS % % % % 15-24 5 (17) Male (49) 25 Dublin 25 25-34 18 (28) (22) ABC1 F50+ 48 (48) 23 Rest of Making Complaints 35-44 (19) 28 Leinster (26) Female 45-54 22 (51) (16) 75 Munster (28) 30 C2DE F50- 52 (52) 55+ (26) 32 Conn/ Ulster 17 (18) ( ) = Total Sample www.nca.ie
  • 24. Profile of Sample – III – Internet Use (Base: All aged 15-74 – 1,000)24 USE INTERNET EVER PURCHASED BANKING ONLINE ONLINE (Base: All Internet Users - 762) (Base: All Internet Users - 762) 24% 22% No (25%) Yes No (30%) Yes No 45% Yes 78% 55% 76% (51%) (49%) (70%) (75%) Making Complaints % Yes % Yes % Yes Male 76 Male 80 Male 54 Female 76 Female 77 Female 57 15-24 95 15-24 72 15-24 40 25-34 92 25-34 85 25-34 70 35-44 88 35-44 84 35-44 66 45-54 73 45-54 76 45-54 54 55+ 44 55+ 69 55+ 38() = May/June 2011 www.nca.ie
  • 25. Profile of Sample – IV – Social Media (Base: All aged 15-74 – 1,000) 25 Nov 2011 May/June 2011 Higher Type of phone Amongst %Regular users of ....... % 50 15-24 86% Facebook ABC1F50 59% 29 47 Dublin 55% % (21) Have a ‘Smart phone’ Twitter 10 10 Making Complaints 15-24 21% Higher amongst: Bebo 6 6 15-24’s 45 25-34’s 46 2 Linkedin 1 ABC1/F50+ 39 Working full time 44 48 55+ 86% None of These C2DEF50- 56% 51 Students 42 Munster 53% Dublin 44() = May/June 2011 www.nca.ie