The document summarizes findings from a national consumer agency's market research on consumer empowerment and complaints in Ireland. It finds that consumers feel more empowered in their rights and more willing to complain than in previous surveys. When consumers had a reason to complain or return an item in the last year, most (92%) made a complaint, and over three-quarters found the complaints process easy. The majority (84%) of complaints were fully resolved.

1. National Consumer Agency Market Research Findings: Consumer Empowerment and Complaints August 20 11 Market Research Conducted by

3. Key Findings

5. Section 1: Consumer Empowerment

6. Confidence about Rights as a Consumer (Base: All aged 15-74 – 1,000) %

7. Knowledge about Consumer Rights (Base: All aged 15-74 – 1,000) %

8. Protected Regarding Consumer Rights (Base: All aged 15-74 – 1,000) %

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. Section 2: Making Complaints

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

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. 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. Research Background and Methodology

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