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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

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
Table of Contents

  • Profile of Sample

  • KEY FINDINGS:

  • SECTION 1: General Shopping and Pricing

  • SECTION 2: Grocery Shopping

  • SECTION 3: Household Budgeting


Profile of sample i
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-


Profile of sample ii main grocery shoppers
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


Profile of sample iii internet use
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


Section 1 general shopping and pricing

Section 1:General Shopping and Pricing


Goods services purchased in past 12 months primary
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


Goods services purchased in past 12 months secondary i
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%)


Goods services purchased in past 12 months secondary 2
Goods & Services Purchased in Past 12 Months – Secondary 2 – 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%)


Goods services purchased in past 12 months tertiary
Goods & Services Purchased in Past 12 Months - Tertiary – I

(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


Shopping around
Shopping Around – I

(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


Most likely to shop around compare prices in
Most Likely to Shop Around/Compare Prices in.... – I

(Base: All who shop around/compare prices - 675)

Wave 4 2009

Wave 3 2009

Most Likely

Total*

%

%

* New question


National consumer agency market research findings shopping and pricing

Key Influencing Factors in Determining Where to Shop – I

(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


Biggest influencing factors across sectors i
Biggest Influencing Factors Across Sectors – I – 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.


Biggest influencing factors across sectors ii
Biggest Influencing Factors Across Sectors – II – I

(Base: All aged 15-74 – 1,000)

Price

Convenience

Service

Having an Existing Relationship*

%

%

%

%

* Having shopped there previously was asked in Wave 3.


Price comparison sites
Price Comparison Sites – I

(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


Section 2 grocery shopping and pricing

Section 2: – IGrocery Shopping and Pricing


Overall awareness of the price of everyday goods
Overall Awareness of the Price of Everyday Goods – I

(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


Main reasons for choice of main grocery shop
Main Reasons for Choice of Main Grocery Shop – I

(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


Own brands versus regular brands
Own Brands versus Regular Brands – I

(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


Features of convenience which determine choice of grocery shop
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


Change in grocery shopping since the start of the year
Change in Grocery Shopping Since the Start of the Year Shop

(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


Changes made to the grocery shopping since the start of the year
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


Price cuts special offers
Price Cuts & Special Offers Year

(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


Funding of promotions special offers
Funding of Promotions & Special Offers Year

(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


Special offers promotions
Special Offers & Promotions Year

(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


Section 3 household budgeting and the impact of the recession

Section 3: YearHousehold Budgeting and the Impact of the Recession


Household income expenditure
Household Income & Expenditure Year

(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


Spending thrift
Spending / Thrift Year

(Base: All aged 15-74– 1,000)

Strongly

Disagree

(1)

(2)

Strongly

Agree

(5)

(4)

(74)

(69)

(69)

(67)

(50)

(39)

* New Question


Coping behaviour
Coping Behaviour Year

(Base: All aged 15-74– 1,000)

Strongly

Disagree

(1)

(2)

Strongly

Agree

(5)

(4)

(63)

(61)

(56)

(38)

* New Question


Lifestyle
Lifestyle Year

(Base: All aged 15-74– 1,000)

Strongly

Disagree

(1)

(2)

Strongly

Agree

(5)

(4)

(67)

(66)

(53)

(52)

* New Question


Change in behaviour as a result of recession i
Change in Behaviour as A Result of Recession – I Year

(Base: All aged 15-74– 1,000)

Less

%

The Same

%

More

%

* New Question


Change in behaviour as a result of recession ii
Change in Behaviour as A Result of Recession – II Year

(Base: All aged 15-74– 1,000)

Less

%

The Same

%

More

%

* New Question


Change in behaviour as a result of recession iii
Change in Behaviour as A Result of Recession – III Year

(Base: All aged 15-74– 1,000)

Less

%

The Same

%

More

%

* New Question