Nca research-consumer-empowerment-oct-2010

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The National Consumer Agency (NCA) publishes its latest consumer research relating to consumer empowerment and complaints

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Nca research-consumer-empowerment-oct-2010

  1. 1. National Consumer Agency Market Research Findings: Consumer Empowerment and Complaints October 2010 Research Conducted by
  2. 2. 2 Making Complaints  Key Findings  Section 1: Consumer Empowerment  Section 2: Making Complaints  Section 3: Customer Service  Research Background & Methodology Table of Contents
  3. 3. 3 Making Complaints Key Findings • 4 in 5 (80%) Irish consumers claim that they would be prepared to complain if a problem had occurred or if they were dissatisfied with a product or service that they had purchased. • Within the last 12 months, of those who had reason to complain – 4 in 5 actually made a complaint. The majority of complaints tended to be in relation to faulty products or services (51%). • Over 3 in 5 (63%) who complained found the complaints process somewhat easy – a decrease (-6%) from the previous wave. Unhelpful staff continues to be the number one difficulty experienced. • 71% have had their complaint completely resolved – a slight decrease (-3%) on the previous wave. • Over half (53%) claim that they will continue to buy from the business that they had cause or reason to complain about – an increase of 9% from the previous wave.
  4. 4. 4 Making Complaints Section 1: Consumer Empowerment
  5. 5. 5 Making Complaints 18 17 14 19 12 55 57 60 56 58 9 12 11 13 13 10 12 8 12 5 4 3 4 6 13 Wave 5 '10 Wave 4 '09 Wave 3 '09 Wave 2 '08 Wave 1 '08 Confidence About Rights as a Consumer (Base: All aged 15-74 – 1,000) % Very confident (5) Fairly confident (4) Neither/Nor (3) Not very confident (2) Not at all confident (1) Level of Confidence % 18% 70% % 75% 12% % 14% 74% % 15% 74% 18% 73%
  6. 6. 6 Making Complaints13 13 13 16 10 54 54 55 53 52 13 13 12 16 14 15 15 11 16 5 5 5 4 8 15 Wave 5 '10 Wave 4 '09 Wave 3 '09 Wave 2 '08 Wave 1 '08 Knowledge About Consumer Rights (Base: All aged 15-74 – 1,000) Very knowledgeable (5) Fairly knowledgeable (4) Neither/Nor (3) Not very knowledgeable (2) Not at all knowledgeable (1) Level of Knowledge % % 24% 62% % 69% 15% % 20% 67% % 20% 68% 20% 67%
  7. 7. 7 Making Complaints Protected Regarding Consumer Rights (Base: All aged 15-74 – 1,000) Very protected (5) Fairly protected (4) Neither/Nor (3) Not very protected (2) Not at all protected (1) Level of Protection 10 12 10 15 9 54 53 55 55 51 21 21 19 20 23 11 13 8 14 4 3 3 2 4 11 Wave 5 '10 Wave 4 '09 Wave 3 '09 Wave 2 '08 Wave 1 '08 % % 18% 60% % 70% 10% % 14% 65% % 16% 65% 15% 64%
  8. 8. 8 Making Complaints Empowerment Levels x Profile of Sample (Base: All aged 15-74 – 1,000) Overall Confident 73% Not Confident 18% Knowledgeable 67% Not Knowledgeable 20% Protected 64% Not Protected 15% Male 70% 20% 63% 25% 63% 16% Female 74% 15% 69% 18% 66% 13% 15-24 63% 25% 55% 34% 57% 19% 25-34 77% 13% 70% 16% 69% 12% 35-44 75% 17% 70% 19% 63% 15% 45-54 74% 15% 70% 15% 71% 11% 55+ 71% 17% 65% 20% 62% 17% ABC1 77% 13% 71% 16% 67% 13% C2DE 70% 20% 64% 25% 64% 15% Responsible for main shop 75% 16% 71% 18% 66% 14% Not responsible for main shop 69% 19% 61% 24% 63% 15% = Significantly lower than total sample = Significantly higher than total sample
  9. 9. 9 Making Complaints  Most likely: – Those who feel protected (76%), knowledgeable (72%) and confident (71%) in their rights as a consumer. – Those aged 55+ (69%). Respecting your Rights as a Consumer (Base: All aged 15-74 – 1,000) 10 54 27 2 7 Strongly agree (5) % Agree (4) Neither/nor (3) Disagree (2) Strongly disagree (1) Mean: 3.6 “In general, sellers/providers in this country respect your rights as a consumer”. 64%
  10. 10. 10 Making Complaints Section 2: Making Complaints
  11. 11. 11 Making Complaints 20% 80% Most likely to be:  Women 82%  35-54 year olds 83%  ABC1’s 84%  Main Grocery Shoppers 84%  Knowledgeable about consumer rights 87% Complaining Nation? No 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? 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) (22%) (78%) () = Wave 4 ‘09
  12. 12. 12 Making Complaints Goods & Services Bought with Reason to Complain or Return an Item – Primary & Secondary (Base: Those who have purchased an item or service in the outlet) Supermarkets and newsagents Shops selling clothing or footwear Restaurants take-away’s or hotels Communications services including home phone % With Reason to Complain or Return Ever Reason to Complain/Return from: TV Service Providers e.g. Sky, NTL Building and related services e.g. plumbers Shops selling furniture or household appliances Insurance products and services Banking products and services, including a current A/C Pubs Airlines Car dealers Energy suppliers e.g. ESB, Bord Gais PRIMARY SECONDARY 18 15 16 11 17 13 15 9 18 15 16 14 (+4%) Wave 5 2010 Wave 4 2009 Wave 3 2009 (+4%) (+4%)
  13. 13. 14 Making Complaints Most likely to be:  Male 85%  35-44 year olds 86%  45-54 year olds 86%  C2DE’s 83% Whether Complaint Made When had Reason to Do So 20% 80% No Yes Whether Made Complaint Wave 1 2008 70% Yes Wave 2 2008 75% Yes Wave 3 2009 69% Yes 62% 38%No Yes Reason to Complain (64%) (36%) (25%) (75%) () = Wave 4 ‘09 (Base: All aged 15-74 – 1,000) (Base: All those who had cause or reason to complain in past 12 months - 375)
  14. 14. 15 Making Complaints 59 17 4 9 5 1 19 59 20 9 7 6 1 11 51 25 10 12 6 2 14 38% Reasons for Complaint (Base: All those who had cause or reason to complain - 375) 54 17 9 8 5 1 18 Faulty product/service Product/service didn’t do what it said it would do Wrong size/colour/specification Product/service did not confer benefits described to me by salesperson Changed mind/wanted to return the item Unwanted gift Other* * All others 1% or less Reasons for Complaint: Wave 1 2008 56 14 9 9 8 1 14 Wave 2 2008Wave 3 2009Wave 5 2010 Wave 4 2009 (Other includes – lack of quality food, food item out of date, too expensive, poor service, overcharged, meal not up to standard).
  15. 15. 16 Making Complaints 26 37 11 6 20 Assessment of the Complaints Process (Base: All who made a complaint – 300) % Very easy (5) Somewhat easy (4) Neither/Nor (3) Somewhat difficult (2) Very difficult (1) 63% ( ) = Wave 3 2009 30% 26% 63 19 15 14 12 14 13 8 6 6 55 21 19 16 13 11 10 3 6 Unhelpful staff Refusal of retailer to refund my money The retailer/provider never got back to me Difficulty contacting trader Had to put complaint in writing I was unsure of my consumer rights Offered a repair when wanted a replacement Unsure of the complaints process including to who to complain to* Only give me a credit note Refusal to repair returned item # All others 4% or less % Level of Difficulty Experienced Difficulty Experienced (Base: All who experienced difficulty – 78) Mean 3.6 Wave 5 2010 Wave 4 2009 (31) (38) (7) (16) (7) –
  16. 16. 17 Making Complaints 38 19 18 15 10 9 14 22 18 22 19 13 8 3 1 49 22 19 11 10 4 6 Reasons for Not Complaining (Base: All those who had reason to make a complaint but didn’t in past 12 months - 75) I did not want the hassle of having to make a complaint I didn’t see the point of complaining I didn’t have time to make a complaint I did not want to get anyone in trouble by making a complaint I was afraid to make a complaint I was unsure of my consumer rights Difficulty contacting trader Did not have receipt/proof of purchase Unsure of the complaints process Other Had to put the complaint in writing Reasons for Not Complaining: Wave 1 2008Wave 2 2008Wave 3 2009 8% ** Wave 5 2010 – Wave 4 2009 37 15 13 11 8 5 1 5 3 4 44 22 18 20 18 10 2 2 1 ** ** ** – ** ** – ** ** ** – ** % % % % %
  17. 17. 18 Making Complaints 71% 2% 10% 17% Resolution Status of Problem (Base: All those who made a complaint in past 12 months - 300) % Whether Complaint Resolved Benchmark 2007 Question not asked in Benchmark survey Wave 1 2008 78% completely resolved Wave 2 2008 66% completely resolved Wave 3 2009 73% completely resolved Completely resolved Partly resolved Not resolved at all Refused/ Not Stated 30% () = Wave 4 2009 (2%) (74%) (13%) (11%)
  18. 18. 19 Making Complaints 37 33 17 5 21 4 Satisfaction with the Way Complaint was Handled (Base: All who’s complaint was completely resolved – 211) % Completely satisfied (7) 70% 21% 8% 44 30 16 42 37 22 Do nothing, just accept what has happened Tell people you know of your positive experience with them Do more business with them yourself Tell people you know not to do business with them Stop doing business with them altogether Do less business with them yourself % Level of Satisfaction Very satisfied (6) Fairly satisfied (5) Neither/nor/ Don’t know (4) Fairly dissatisfied (3) Very dissatisfied (2) Mean 2 people 2 people 1 person (1 person) Likely to do as a result 148 People 7 People 5.8 (6.1) Completely dissatisfied (1) (46) (27) (18) (4) (3) (1)(1) () = Wave 4 2009 Wave 5 2010 Wave 4 2009
  19. 19. 20 Making Complaints Likelihood of Buying Again from Business that had Reason to Complain About 24% 53% 14%9% No Yes I don’t have a choice Likelihood to Buy Again (Base: All those who had cause or reason to complain - 375) Benchmark 2007 52% Yes 27% No 16% I don’t have a choice Wave 1 2008 59% Yes 29% No 12% I don’t have a choice Wave 2 2008 64% Yes 29% No 7% I don’t have a choice Wave 3 2009 28% Yes 45% No 22% Don’t know 5% I don't have a choice 38% (44%) (21%)(9%) (26%) ( ) = Wave 4 2009 Don’t know
  20. 20. 21 Making Complaints Section 3: Customer Service
  21. 21. 22 Making Complaints 48 42 42 47 45 44 44 42 47 46 40 42 41 41 1 1 1 2 2 1 1 1 1 1 1 1 Level of Customer Service – Experienced – I (Base: All who have bought goods/services in past 12 months) Shops selling clothing or footwear (95%) Personal care e.g. hairdressers, cosmetics (85%) Pharmacies, doctors, hospitals or other medicals (79%) Supermarkets & newsagents (97%) Education providers (38%) Restaurants, take-aways, or hotels (89%) Pubs (76%) (4) Very good (5) 90% 89% 88% 87% 87% 85% 85% (2) Very poor (1) () = Total that purchased – –
  22. 22. 23 Making Complaints 45 43 49 47 48 44 43 39 41 35 36 35 38 373 2 4 3 1 1 1 1 1 1 Level of Customer Service – Experienced – II (Base: All who have bought goods/services in past 12 months) Entertainment outside the home (60%) Entertainment at home (62%) Shops selling furniture or households appliances (40%) Communications services including home phone mobile, internet (69%) Building and related services (33%) Energy suppliers (61%) Travel agent (29%) (4) Very good (5) 84% 84% 83% 83% 83% 82% 80% (2) Very poor (1) () = Total that purchased – – – –
  23. 23. 24 Making Complaints 42 45 44 44 49 44 47 42 37 33 34 34 28 32 29 34 4 4 2 2 4 4 4 21 1 2 1 1 1 1 1 Level of Customer Service – Experienced – III (Base: All who have bought goods/services in past 12 months) Car dealers (24%) Insurance products and services (65%) TV service providers (50%) Waste services (49%) Airlines (44%) Banking products & Services (68%) Public transport (43%) Petrol Stations (74%) (4) Very good (5) 79% 78% 78% 78% 77% 76% 76% 76% (2) Very poor (1) () = Total that purchased
  24. 24. 25 Making Complaints Research Background and Methodology
  25. 25. 26 Making Complaints • Amárach Research conducted the research by means of face-to-face interviewing with 1,000 people between the ages of 15-74. • In all, 6 comparable “Waves” of Market Research have been completed since November / December 2007. • 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 June 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
  26. 26. 27 Making Complaints 20 41 41 25 47 19 37 9 16 8 3 20 4 46 10 54 SEX AGE MARITAL STATUS SOCIAL CLASS Profile of Sample (Base: All aged 15-74 – 1,000) Male Female % % % % 15-24 25-34 35-44 45-54 55+ Married Living as Married Single Wid/Div/ Sep ABC1 C2DE F50+/ F50- MAIN GROCERY SHOPPER Yes No46%54% Not statedNot stated

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