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National Consumer Agency Market Research Findings Shopping and Pricing

National Consumer Agency Market Research Findings Shopping and Pricing Household Budgeting and the Impact of the Recession January 2010 Research Conducted by. Table of Contents. Profile of Sample KEY FINDINGS: SECTION 1: General Shopping and Pricing SECTION 2: Grocery Shopping

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National Consumer Agency Market Research Findings Shopping and Pricing

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  1. National Consumer Agency Market Research Findings Shopping and Pricing Household Budgeting and the Impact of the Recession January 2010 Research Conducted by

  2. Table of Contents • Profile of Sample • KEY FINDINGS: • SECTION 1: General Shopping and Pricing • SECTION 2: Grocery Shopping • SECTION 3: Household Budgeting

  3. Profile of Sample – I (Base: All aged 15-74 – 1,000) % % MAIN GROCERY SHOPPER % % 15-24 Married Male ABC1 Yes No 25-34 Living as Married 35-44 C2DE Single 45-54 Female 55+ Wid/Div/ Sep F50+/ F50-

  4. Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 525) % % % % 15-24 (21) Male (47) ABC1 (40) 25-34 (23) Married (44) 35-44 (18) Living as Married (10) Female (53) C2DE (52) 45-54 (19) Single (35) 55+ (19) Wid/Div/ Sep (11) F50+/ F50- (8) ( ) = Total Sample

  5. Profile of Sample – III – Internet Use (Base: All Respondents – 1,000) () = figures from wave 3 2009 USE INTERNET EVER PURCHASED ONLINE BANKING ONLINE (Base: All Internet Users - 702) (Base: All Internet Users - 702) Yes Yes Yes No No No (35%) (29%) (49%) (51%) (71%) (65%) % Yes % Yes % Yes

  6. Section 1:General Shopping and Pricing

  7. Goods & Services Purchased in Past 12 Months – Primary Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 (Base: All aged 15-74 – 1,000) Goods & Services Purchased: % Ever Bought

  8. Goods & Services Purchased in Past 12 Months – Secondary – I Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 (Base: All aged 15-74 – 1,000) % Ever Bought Goods & Services Purchased: (+4%)

  9. Goods & Services Purchased in Past 12 Months – Secondary 2 Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 (Base: All aged 15-74 – 1,000) % Ever Bought Goods & Services Purchased: (-4%)

  10. Goods & Services Purchased in Past 12 Months - Tertiary (Base: All aged 15-74 – 1,000) Goods & Services Purchased: % Ever Bought (-6%) (-6%) Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008

  11. Shopping Around (Base: All aged 15-74 – 1,000) Comparison of prices % % % I always compare/shop around for better prices 67% 75% 75% I sometimes compare/shop around for better prices I very rarely compare/shop around for better prices I never compare/shop around for better prices

  12. Most Likely to Shop Around/Compare Prices in.... (Base: All who shop around/compare prices - 675) Wave 4 2009 Wave 3 2009 Most Likely Total* % % * New question

  13. Key Influencing Factors in Determining Where to Shop (Base: All Aged 15-74 – 1,000) Strongest Influencing Factor Wave 4 2009 Wave 3 2009 Wave 2 2008 % % % Price Convenience Shopped therepreviously Service Other – Don’t know

  14. Biggest Influencing Factors Across Sectors – I Wave 4 2009 Wave 3 2009 (Base: All aged 15-74 – 1,000) Price Convenience Service Having an Existing Relationship* % % % % * Asked of the full sample – both grocery shoppers and non-grocery shoppers. – – – * Having shopped there previously was asked in Wave 3.

  15. Biggest Influencing Factors Across Sectors – II (Base: All aged 15-74 – 1,000) Price Convenience Service Having an Existing Relationship* % % % % – – – – – – – – – – – – – – – * Having shopped there previously was asked in Wave 3.

  16. Price Comparison Sites (Base: All who sometimes/always use price comparison sites – 229) (Base: All who use the internet – 702) Frequency of using sites Top 10 sectors most likely to use a product review/website to compare prices/quality# % % ( ) = wave 3 2009 Yes, sometimes (23%) Yes, all the time (9%) (50%) No, never (18%) Very rarely Wave 4 2009 Wave 3 2009

  17. Section 2:Grocery Shopping and Pricing

  18. Overall Awareness of the Price of Everyday Goods (Base: All aged 15-74 – 1,000) All responsible for the main grocery shop – 525 (53%) Total Wave 4 2009 Wave 3 2008 Wave 2 2008 % % % % Very aware of the prices 70% aware of prices (23) 86% 89% 87% Fairly aware of the prices (44) Don't really know the prices (15) Somewhat unaware of the prices (10) (8) Not at all aware of the prices ( ) = Wave 3 2009

  19. Main Reasons for Choice of Main Grocery Shop (Base: All main grocery shoppers – 525) Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 Benchmark 2007 Main Reasons % % % % % ** ** – ** Not asked in Benchmark

  20. Own Brands versus Regular Brands (Base: All main grocery shoppers – 525) Wave 4 2009 Total Male Female ABC1 C2DE % % % % % Own brand (29) (34) (33) (31) (37) Regular brand (71) (67) (66) (63) (69) () = wave 2 2008

  21. Features of Convenience which Determine Choice of Grocery Shop (Base: All choosing their main grocery shop for convenience – 225) Features of Convenience % Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 All others 1% or less

  22. Change in Grocery Shopping Since the Start of the Year (Base: All main grocery shoppers – 525) Change in Grocery Shopping % Male (38%) 45% Female (54%) 58% Yes No ABC1 (58%) 56% C2DE (49%) 59% (50%) (50%) () = Wave 3 2009

  23. Changes Made to the Grocery Shopping Since the Start of the Year (Base: All who changed their shopping behaviour since the start of the year – 291) Wave 3 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 Changes to Grocery Shopping % % % % (+14%) (+15%) (+12%) (+14%) (-8%) ** ** ** Not asked in previous waves

  24. Price Cuts & Special Offers (Base: All responsible for the main grocery shop - 525) What would you prefer to see more of within supermarkets? Don’t know Regular Promotions & Special Offers * New Question Long Term Lower Prices

  25. Funding of Promotions & Special Offers (Base: All responsible for the main grocery shop - 525) Do you know how promotions and special offers are funded by Supermarkets? How are they funded? % No Yes * New Question # all others 1% or less

  26. Special Offers & Promotions (Base: All responsible for the main grocery shop - 525) Are you aware that retailers sometimes sell items at a loss in order to entice customers into the stores? Do you actively seek out special offers & promotions in various supermarkets? No Yes No Yes * New Question

  27. Section 3:Household Budgeting and the Impact of the Recession

  28. Household Income & Expenditure (Base: All aged 15-74– 1,000) Income Expenditure % % Increased a lot Increased a little Remained the same Decreased a little 53% Decreased a lot Don’t know * New Question

  29. Spending / Thrift (Base: All aged 15-74– 1,000) Strongly Disagree (1) (2) Strongly Agree (5) (4) (74) (69) (69) (67) (50) (39) * New Question

  30. Coping Behaviour (Base: All aged 15-74– 1,000) Strongly Disagree (1) (2) Strongly Agree (5) (4) (63) (61) (56) (38) * New Question

  31. Lifestyle (Base: All aged 15-74– 1,000) Strongly Disagree (1) (2) Strongly Agree (5) (4) (67) (66) (53) (52) * New Question

  32. Change in Behaviour as A Result of Recession – I (Base: All aged 15-74– 1,000) Less % The Same % More % * New Question

  33. Change in Behaviour as A Result of Recession – II (Base: All aged 15-74– 1,000) Less % The Same % More % * New Question

  34. Change in Behaviour as A Result of Recession – III (Base: All aged 15-74– 1,000) Less % The Same % More % * New Question

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