NCA consumer empowerment research

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August 2011: research by National Consumer Agency finds that 9 in 10 Irish consumers make complaints when unhappy about a purchase

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NCA consumer empowerment research

  1. 1. National Consumer Agency Market Research Findings: Consumer Empowerment and Complaints August 20 11 Market Research Conducted by
  2. 2. <ul><li>Key Findings </li></ul><ul><li>Section 1: Consumer Empowerment </li></ul><ul><li>Section 2: Making Complaints </li></ul><ul><li>Research Background and Methodology </li></ul><ul><li>Profile of Sample </li></ul>Table of Contents
  3. 3. Key Findings
  4. 4. Key Findings <ul><ul><li>Consumer Rights </li></ul></ul><ul><ul><ul><li>78% state they are confident of their rights (↑3% points) </li></ul></ul></ul><ul><ul><ul><li>71% assert they are knowledgeable of their rights (↑3% points) </li></ul></ul></ul><ul><ul><ul><li>71% feel protected in respect of their rights (↑2% points) </li></ul></ul></ul><ul><ul><li>Propensity to Complain </li></ul></ul><ul><ul><ul><li>85% of consumers state that they are willing to complain (↑8% points) </li></ul></ul></ul><ul><ul><li>Complain/Return an Item </li></ul></ul><ul><ul><ul><li>22% of consumers(↓8% points) had cause to do so </li></ul></ul></ul><ul><ul><ul><li>92% (↑12% points) of those who had cause actually complained </li></ul></ul></ul><ul><ul><ul><li>Over 3 in 4 (78%) found the complaints process easy </li></ul></ul></ul><ul><ul><ul><li>Over 4 in 5 (84%) have had their complaint completely resolved </li></ul></ul></ul>
  5. 5. Section 1: Consumer Empowerment
  6. 6. Confidence about Rights as a Consumer (Base: All aged 15-74 – 1,000) %
  7. 7. Knowledge about Consumer Rights (Base: All aged 15-74 – 1,000) %
  8. 8. Protected Regarding Consumer Rights (Base: All aged 15-74 – 1,000) %
  9. 9. Empowerment Levels x Profile of Sample (Base: All aged 15-74 – 1,000) = Significantly lower than total sample = Significantly higher than total sample Overall Confident 78% Not Confident 10% Knowledgeable 71% Not Knowledgeable 17% Protected 71% Not Protected 8% Male 73% 12% 65% 20% 70% 7% Female 82% 8% 76% 15% 72% 10% 15-24 65% 15% 54% 27% 56% 7% 25-34 79% 7% 76% 14% 74% 6% 35-44 84% 9% 74% 15% 76% 8% 45-54 81% 8% 78% 13% 76% 10 55+ 78% 12% 71% 17% 73% 10% ABC1/F50+ 82% 9% 76% 13% 79% 6% C2DE/F50- 74% 12% 66% 21% 64% 10% Responsible for main shop 84% 8% 77% 14% 73% 10% Not responsible for main shop 72% 13% 64% 20% 69% 6%
  10. 10. Section 2: Making Complaints
  11. 11. Complaining Nation? Yes As a consumer would you be prepared to complain if a problem had occurred or you are dissatisfied with a good or service you have purchased? (Base: All aged 15-74 – 1,000) (77%) () = Nov/Dec 2011 Most Likely to Complain % % Main grocery shopper 35-44 Knowledgeable of consumer rights Confident of consumer rights Protected with regards consumer rights
  12. 12. Reasons to Complain Over Last 12 Months? Yes Complaint in Relation to... % % Whether or Not had Reason to Complain Last Time Past 12 Months (Base: All aged 15-74 – 1,000) <ul><li>Higher amongst: </li></ul><ul><li>Responsible for main grocery shop 28% </li></ul><ul><li>Part time employed 29% </li></ul><ul><li>Not protected regards consumer rights 30% </li></ul>In-store Purchase Online Purchase Catalogue/Mail purchase Telephone Purchase Other Purchase
  13. 13. Whether Complaint/Return Made When had Reason to Do So Yes Yes () = Nov/Dec 2010 (Base: All aged 15-74 – 1,000) (Base: All those who had cause or reason to complain/return in past 12 months - 219) No (20%) (80%) Whether Made Complaint Wave 1 2008 70% Yes Wave 2 2008 75% Yes Wave 3 2009 69% Yes Wave 4 2009 74% Yes Wave 5 2010 80% Yes Reason to Complain
  14. 14. Assessment of the Complaints/Returns Process % Very easy (5) Somewhat easy (4) Neither/Nor (3) Somewhat difficult (2) Very difficult (1) 78% (75%) ( ) = Nov/Dec 2010 18% (19%) Mean 3.9 (3.9) (38) (37) (6) (14) (5) (Base: All those who made a complaint/return - 202) % Not Resolved at all Partly Resolved Don’t know Completely Resolved (87%) (6%) (7%) Level of Difficulty Experienced Resolution Status of Problem
  15. 15. Research Background and Methodology
  16. 16. <ul><li>The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of 15-74 </li></ul><ul><li>To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class </li></ul><ul><li>Interviewing was conducted over a four week period in May/June 2011 </li></ul>Research Background and Methodology Nov/Dec 2007 Aug 2008 Nov/Dec 2008 Nov/Dec 2009 June 2010 Nov/December 2010 Benchmark Wave 4 Wave 5 Wave 1 Wave 2 Wave 6 Current Wave May/June 2011 Wave 7 May/June 2009 Wave 3
  17. 17. Profile of Sample (Base: All aged 15-74 – 1,000) Male Female % % % % 15-24 25-34 35-44 45-54 55+ Dublin Rest of Leinster Munster Conn/ Ulster ABC1 F50+ C2DE F50- MAIN GROCERY SHOPPER Yes No

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