NCA market research findings shopping, pricing and grocery
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NCA market research findings shopping, pricing and grocery

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This NCA survey tracks consumers’ attitudes to shopping and pricing in general, and also specifically with regard to grocery shopping.

This NCA survey tracks consumers’ attitudes to shopping and pricing in general, and also specifically with regard to grocery shopping.

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NCA market research findings shopping, pricing and grocery NCA market research findings shopping, pricing and grocery Presentation Transcript

  • National Consumer Agency Market Research Findings: Shopping and Pricing March 2011 Research Conducted by
    • Key Points
    • Section 1: Shopping and Pricing
    • Section 2: Grocery Shopping
    • Research Background & Methodology
    • Profile of Sample
    Table of Contents
  • Key Findings - I
    • 17% of consumers find it difficult to compare prices. Areas cited most difficult:
      • Building related services, Pharmacies, Supermarkets.
    • 57% of consumers say price is the main influencing factor in determining where to shop .
    • “ Reasonable value for money” has changed notably from consumers’ perspective since 2004 in the following areas;
      • Increases: - Pubs (19%), Supermarkets (15%), Hairdressers (13%), Shops Selling Clothing (12%)
      • Decreases: - Telecom Providers (18%), Local newsagents (15%), Holidays (13%), Dentists (12%), Banks (11%), Solicitors* (12%) and Auctioneers* (14%)
    • *Note: Over 50% of respondents recorded a “ Don’t Know ” answer in relation to these sectors
  • Key Findings - II
    • In relation to grocery shopping:
      • 72% choose where to shop based on price
      • 79% prefer long term lower prices instead of special offers and regular promotions.
      • 73% of consumers are more likely to pick up special offers while in their usual store than to visit a particular store based on specials offers advertised.
      • Overall Avg. Grocery Basket - Branded 65%, Own Brand 35%
        • Branded - Beer (89%), Tea/Coffee (84%), Baby Products (81%)
        • Own Brand - Toilet Tissue/Kitchen Rolls (74%), Household Cleaning Products (67%) and Milk (56%).
  • SECTION 1: Shopping and Pricing
  • Shopping Around (Base: All aged 15-74 – 1,000) I always compare/shop around for better prices I sometimes compare/shop around for better prices 75% I very rarely compare/shop around for better prices I never compare/shop around for better prices % % % % % 75% 67% 74% 71% Comparison of prices
  • Most Likely to Shop Around In .... Within the Last 12 Months Primary % Secondary % (Base: All who compare/shop around for better prices – 707) % Tertiary Pharmacies Waste service` Travel agents Entertainment outside the home e.g. Cinema, concerts Pubs Bus & train transport Education providers Doctors, hospitals or other medicals Supermarkets Shops selling clothing/footwear Petrol stations Insurance products & services Communication services including home phone, mobile, internet Shops selling furniture or household appliances Airlines Energy suppliers Restaurants, take-always or hotels Personal care e.g. Hairdressers beauticians Convenience stores/newsagents Car dealers TV services providers Entertainment at home e.g. DVDs Building and related services Banking products services
  • Difficulty Comparing Prices? % Yes % (Base: All aged 15-74 – 1,000) Building related services e.g. tradesmen Pharmacies Supermarkets Financial institutions Doctors Insurance companies Utility companies Telecommunications Clothing Pubs # All others 4% or less
  • Frequency of Using Price Comparison Sites Yes, all the time Yes, sometimes Very rarely No, never (Base: All who use the internet – 724) % (8) (28) (16) (48) Higher amongst Rest of Leinster 43% 45-54 year olds 40% ABC1 F50+ 38% Higher amongst 55+ 61% Not confident 61% () = June 2010 33%
  • Key Influencing Factors in Determining Where to Shop % Price (Base: All Aged 15-74 – 1,000) Nov/Dec ‘09 Nov/Dec ‘08 Convenience Shopped there previously Service Other Don’t know June ‘09 % % % % June ‘10 Nov/Dec ‘10 Strongest Influencing Factor
  • Most Important Factors in Deciding where to Shop for Goods/Services – I (Base: All aged 15-74 – 1,000) Supermarkets Clothing or footwear Furniture or household appliances Price/value for money/special offers Convenience i.e. Location, parking etc. Range of products/services Quality of products/services Familiarity/past experience Customer service Advertising Recommendation Reputation/image % % % % Convenience stores/newsagents
  • Most Important Factors in Deciding where to Shop for Goods/Services – II % % % % (Base: All aged 15-74 – 1,000) Price/value for money/special offers Quality of products/services Range of products/services Familiarity/past experience Customer service Advertising Reputation/image Convenience i.e. Location, parking etc. Recommendation from family/friends Pubs, restaurants, takeaways / hotels Personal care Pharmacies Doctors, hospitals or other medical
  • Most Important Factors in Deciding where to Shop for Goods/Services – III (Base: All aged 15-74 – 1,000) % % % % Quality of products/services Familiarity/past experience Customer service Advertising Reputation/image Banking products and services Communications/TV services Energy suppliers Building and related services Price/value for money/special offers Recommendation from family/friends Range of products/services Coverage Convenience i.e. Location, parking etc.
  • Reasonable Value for Money? (Base: All aged 15-74 – 1,000) Primary % Secondary % % Tertiary (56) (41) (50) (66) (49) (56) (44) (32) (33) (18) (19) (32) (30) (19) (53) (43) (35) (15) (39) (22) (29) (29) ( ) Figures refer to Consumer Rights National Survey Report 2004 Supermarkets Clothing Hairdressers Local newsagents Local shops Holidays Local convenience stores Restaurants Hotels Telecom providers Utilities Chemists Pubs Trades people (31% Don’t know) Insurance Doctors Motor vehicles (31% Don’t know) Banks Dentists Financial products (28% Don’t know) Solicitors (53% Don’t know) Auctioneers (59% Don’t know)
  • Incidence of Checking Prices (Base: All aged 15-74 – 1,000) All the time Receipts Unit pricing of products % Prices of products Special offers are accurately recorded on receipts % % % Sometimes Very rarely Never 84% 51% 74% 71%
  • SECTION 2: Grocery Shopping
  • Overall Awareness of the Price of Everyday Goods Total Nov/Dec ‘10 June ‘10 % % % (Base: All aged 15-74 – 1,000) 56% aware of prices 74% 88% Very aware of the prices (5) Fairly aware of the prices (4) Don't really know the prices (3) Not at all aware of the prices (1) Somewhat unaware of the prices (2) (22) (49) (13) (9) (7) ( ) = June 2010 Nov/Dec ‘09 % 89% All responsible for the main grocery shop – 495 (50%)
  • Main Reasons for Choice of Supermarket for Main Grocery Shop (Base: All responsible for main grocery shop - 495) Wave 2 2008 % Wave 3 2009 % Wave 4 2009 % Wave 5 2010 % Wave 6 2010 % Price Convenience Parking Late night opening Quality of Product Loyalty Support local shops
  • Own Brand Versus Regular Brand Own Brand Regular Brand % (Base: All main grocery shoppers – 495) Nov/Dec 2010 Own Brand Regular Brand % June 2010 Own Brand Regular Brand % Nov/Dec 2009 Regular Brand Higher amongst: - Males (70%). - 55+ (69%). - Those who are not aware of the prices of everyday goods (69%).
  • Own Brand Versus Regular Brand Preference – I (Base: All responsible for grocery shop who purchase each of the products - 495) Beer Tea/Coffee Breakfast cereal Chocolate/ sweets Baby Products Yoghurts Bread Fresh meat Frozen meat Soft drinks Regular brand Own brand Regular brand Own brand
  • Own Brand Versus Regular Brand Preference – II (Base: All responsible for grocery shop who purchase each of the products - 495) Deli/Processed meat Butter/ spreads Toiletries Tinned/ frozen food Biscuits Juice drinks Milk Household cleaning products Toilet tissue/ kitchen towel Regular brand Own brand Regular brand Own brand
  • Change in Grocery Shopping Since the Start of the Year Yes No (55%) (45%) % Male (39%) 33% Female (47%) 49% (Base: All main grocery shoppers – 495) % () = June 2010 Nov/Dec ‘10 June 2010 Change in Grocery Shopping Cutting back on treats for you/family Buying cheaper versions of products (e.g. own brands rather than regular) Taking more advantage of special offers, using coupons, etc. Buy less Spreading your grocery shopping over different supermarkets and stores to get the best value Switched your main grocery shopping from a different retailer to the one you use now Started shopping up North (across the boarder) Do without or cut back e.g. buy less meat
  • Preference for Price Cuts or Special Offers (Base: All responsible for the grocery shop – 495) Long term lower prices Don’t know % Nov/Dec 2009 % June 2010 % Nov/Dec 2010 Regular promotions and special offers
  • Special Offer Seekers? (Base: All responsible for the grocery shop – 495) Select a particular store to visit based on special offers advertised Don't buy special offers % Visit your usual store and pick up special offers while you are there Females 26% Males 19% 15-24’s 43% Male 78% Females 72% 55+ 86%
  • Research Background and Methodology
    • 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/December 2010.
    Research Background and Methodology Nov/Dec 2007 Aug 2008 Nov/Dec 2008 May/June 2009 Nov/Dec 2009 June 2010 Benchmark Wave 3 Wave 4 Wave 1 Wave 2 Wave 5 Current Wave Nov/Dec 2010 Wave 6
  • Profile of Sample – I (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
  • Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 495) Male (49) Female (51) % % % % 15-24 (17) 25-34 (22) 35-44 (19) 45-54 (16) 55+ (26) ABC1 F50+ (48) C2DE F50- (52) ( ) = Total Sample Dublin (28) Rest of Leinster (26) Munster (28) Conn/ Ulster (18)
  • Profile of Sample – III – Internet Use (Base: All aged 15-74 – 1,000) USE INTERNET No Yes EVER PURCHASED ONLINE No Yes BANKING ONLINE No Yes (Base: All Internet Users - 724) (Base: All Internet Users - 724) () = figures from June 2010 (72%) (28%) (44%) (56%) (32%) (68%) % Yes % Yes % Yes Male Female 15-24 25-34 35-44 45-54 55+ Male Female 15-24 25-34 35-44 45-54 55+ Male Female 15-24 25-34 35-44 45-54 55+