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National Consumer Agency Consumer Empowerment and Complaints Market Research Findings August 2009 PowerPoint Presentation
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National Consumer Agency Consumer Empowerment and Complaints Market Research Findings August 2009

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National Consumer Agency Consumer Empowerment and Complaints Market Research Findings August 2009

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  1. National Consumer Agency Consumer Empowerment and Complaints Market Research Findings August 2009 Research Conducted by

  2. Table of Contents • A. Research Background & Methodology • B. Profile of Sample • KEY FINDINGS: • SECTION 1: Consumer Rights Awareness Levels • SECTION 2: Making Complaints

  3. B. Profile of Sample – I (Base: All aged 15-74 – 1,000) MAIN GROCERY SHOPPER % % % % 15-17 AB 18-24 Married Male C1 Yes No 25-34 Living as Married C2 35-44 Single 45-54 Female D 55-64 E Wid/Div/ Sep F50+ 65-74 F50-

  4. Section 1:Consumer Rights Awareness Levels

  5. Confidence About Rights as a Consumer (Base: All aged 15-74 – 1,000) Level of Confidence % % % % Very confident (5) 70% 66% 74% 75% Fairly confident (4) Neither/Nor (3) Not very confident (2) 21% 18% 15% 12% Not at all confident (1)

  6. Knowledge About Consumer Rights (Base: All aged 15-74 – 1,000) Level of Knowledge % % % % Very knowledgeable (5) 59% 62% 68% 69% Fairly knowledgeable (4) Neither/Nor (3) 26% 24% Not very knowledgeable (2) 20% 15% Not at all knowledgeable (1)

  7. Protected Regarding Consumer Rights (Base: All aged 15-74 – 1,000) Level of Protection % % % Very protected (5) 60% 61% 70% 65% Fairly protected (4) Neither/Nor (3) Not very protected (2) 18% 16% 16% 10% Not at all protected (1)

  8. Section 2:Making Complaints

  9. Complaining Nation? (Base: All aged 15-74 – 1,000) 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? Yes No (83%) (17%) () = Wave 2 ‘08

  10. Goods & Services Bought with Reason to Complain or Return an Item – Primary & Secondary (Base: All aged 15-74 – 1,000) % With Reason to Complain or Return Ever Reason to Complain/Return from: PRIMARY SECONDARY (+5%) (+11%) (+6%) Wave 3 2009 Wave 2 2008 Wave 1 2008

  11. Whether Complaint Made When had Reason to Do So Reason to Complain Whether Made Complaint (Base: All those who had cause or reason to complain in past 12 months - 400) (Base: All aged 15-74 – 1,000) No Yes No Yes (25%) (61%) (39%) (75%) () = Wave 2 ‘08

  12. Reasons for Complaint (Base: All those who made a complaint in past 12 months - 275) Reasons for Complaint: Wave 3 2009 Wave 2 2008 Wave 1 2008 Benchmark 2007

  13. Assessment of the Complaints Process Level of Difficulty Experienced Difficulty Experienced % (Base: All who experienced difficulty – 80) (Base: All who made a complaint – 275) % Very easy (5) 61% Somewhat easy (4) Neither/Nor (3) Somewhat difficult (2) 29% Very difficult (1) Mean 3.5 * New Question

  14. Emotional Cost of Problem/Complaint (Base: All those who made a complaint in past 12 months - 275) Wave 3 2009 Wave 1 2008 To what extent have you felt: Total Experience A great deal A little % % % (-12%) (+5%) (+10%)

  15. Reasons for Not Complaining (Base: All those who had reason to make a complaint but didn’t in past 12 months - 125) Reasons for Not Complaining: Wave 3 2009 Wave 2 2008 Wave 1 2008 Benchmark 2007 (-27%) (+8%) ** ** **

  16. Resolution Status of Problem (Base: All those who made a complaint in past 12 months - 275) Whether Complaint Resolved % Refused/ Not Stated (25%) Completely resolved Not resolved at all (66%) (4%) (5%) Partly resolved

  17. Satisfaction with the Way Complaint was Handled (Base: All who’s complaint was completely resolved – 201) Likely to do as a result Level of Satisfaction % % 139 People Completely satisfied (7) 69% Very satisfied (6) Fairly satisfied (5) Neither/nor/Don’t know (4) 11 People Fairly dissatisfied (3) 5% Very dissatisfied (2) Mean 5.8 * New Question

  18. Likelihood of Buying Again from Business where there was Reason to Complain (Base: All those who had reason to make a complaint but didn't in the past 12 months - 125) Likelihood to Buy Again Yes (29%) No (64%) (7%) (-%) Don’t * know I don’t have a choice * N.B: Don’t know option not given in previous wave. ( ) = Wave 2 2008