National Consumer Agency

1
National Consumer Agency 2008 Market Research
Findings A Report by
2
Table of Contents

• A. Research Background Methodology
• B. Profile of Sample
• MAIN FINDINGS
• SECTION 1 Consumer Rights Awareness Levels
• SECTION 2 Pricing
• SECTION 3 Making Complaints
• SECTION 4 Other Consumer Organisations/Bodies
• SECTION 5 Switching
• SECTION 6 Grocery Shopping
• KEY LEARNINGS

3
B. Profile of Sample I
(Base All aged 15-74 1,003)
MAIN GROCERY SHOPPER




15-17
AB
18-24
Married
Male
C1
Yes
No
25-34
Living as Married
C2
35-44
45-54
Single
Female
D
55-64
E
Wid/Div/ Sep
F50
65-74
F50-
4
B. Profile of Sample II Main Grocery Shoppers
(Base All Mainly Responsible for Grocery
Shopping in Home 528)




18-24
AB
Male
25-34
C1
Married
35-44
C2
Living as Married
Female
45-54
Single
D
55-64
E
Wid/Div/ Sep
65-74
F50
F50-
5
B. Profile of Sample III Internet Use
(Base All Respondents 1,003)
USE INTERNET
EVER PURCHASED ONLINE
BANKING ONLINE
(Base All Internet Users - 640)
(Base All Internet Users - 640)
Yes
Yes
Yes
No
No
No
6
A. Research Background Methodology

• Amárach Research was commissioned in 2008 to
  continue the programme of research being
  conducted by the National Consumer Agency with a
  view to maintaining the considerable momentum
  gathered throughout 2007-2008 in terms of
  empowering the consumer.
• Key to the research is the comparison (where
  possible) of data collected in previous waves
  i.e. Benchmark (Nov/Dec 2007) and Wave 1 (Aug
  2008) with the current consumer landscape Wave 2
  (Nov/Dec 2008), illustrating the impact of the
  NCA in relevant areas and highlighting areas for
  further development.
• The research was conducted by means of
  face-to-face interviewing with 1,003 people
  between the ages of 15-74.
• To ensure that the data is nationally
  representative, quotas were applied on the basis
  of age, gender, social class and region.
• Interviewing was conducted over a 4 week period
  in November/ December 2008.

7
Summary of Key Findings
8
Key Findings I
Section 1 Consumer Rights Awareness Levels

• The number of Irish consumers claiming to be
  somewhat confident of their rights as consumers
  continues to increase by wave on wave of market
  research with 3 in 4 now saying that they are
  somewhat confident.
• 25-44 year olds continue to be most confident of
  their rights versus all other age groups, so too
  do the ABC1 social classes.
• As with the previous wave, main grocery shoppers
  are more confident in their rights as a consumer
  than those not responsible for grocery shopping
  (78 versus 71).
• Evidence of increased perceived knowledge of
  consumer rights (69).
• No major changes from the previous wave as 25-44
  year olds are more likely to feel knowledgeable
  with regards to their consumer rights as are
  ABC1s and main grocery shoppers.
• 7 in 10 feel that they are protected regarding
  their rights as a consumer - the highest
  incidence yet.
• The number of those who don't feel protected has
  fallen to 1 in 10 this is highest amongst the
  younger age group (15-24 year olds).

9
Key Findings II
Section 2 Pricing

• 3 in 4 Irish consumers shop around to some extent
  when purchasing goods or services.
• Women are more likely to shop around than men
  (79 versus 69), as are those responsible for
  the main grocery shop (82).
• Price is the number one influencing factor in
  determining where to shop.
• Just under 2 in 5 Irish consumers believe that
  they are not getting value for money in
  Supermarkets and newsagents.
• Women are more likely than men to say that shops
  selling clothing and footwear are not giving the
  Irish consumer value for money (34 versus 29).
• Almost 1 in 4 believe that they are getting value
  for money.
• 15-24 year olds and those who are not responsible
  for the main grocery shop are more likely to
  believe that they are getting value for money.
• 2 in 3 Irish consumers never use price comparison
  websites.
• Those aged 55 are least likely to do so.
• 97 of those who use price comparison websites
  find them somewhat useful.
• 83 of Irish consumers said that they would be
  prepared to make a complaint.
• The younger age group (15-24 year olds) and those
  not responsible for the main grocery shop would
  be least likely to complain.

10
Key Findings III
Section 3 Making Complaints

• Supermarkets and newsagents and shops selling
  clothing or footwear are places where Irish
  consumers are more likely to have had reasons to
  complain or return an item in the last 12 months.
• Despite having reason to complain, 1 in 4 Irish
  consumers did not do so. However, more
  complaints were made in this wave than the
  previous wave of market research.
• Of those who complained, 2 in 3 complained to a
  member of staff, while over 1 in 3 complained to
  the manager. 3 of Irish consumers complained to
  the NCA
• Men and those aged 15-24 are more likely to have
  complained to a member of staff.
• Almost 3 in 5 complaints related to a product
  being faulty or a product/ service not living up
  to expectations.

11
Key Findings IV
Section 3 Making Complaints (contd)

• Of those who have cause or reason to complain, 7
  in 10 returned the item
• 15-24 year olds were more likely to have returned
  the item compared to the older age cohorts.
• Almost 1 in 4 (23) of Irish consumers who
  returned an item said that the process was
  somewhat difficult.
• 26 of women compared with 18 of men are more
  likely to say that the process was difficult.
• The average cost of righting a complaint was 4.2
  hours of personal time which is slightly lower
  than the 4.6 average of the previous wave.
• 1 in 10 who have complained claim their problem
  is not yet resolved
• Over 1 in 2 (14 people) whos complaint has not
  yet been resolved said that they will pursue the
  problem and not give up until it is completely
  resolved.
• Over 1 in 2 felt under stress or worried as a
  result of their complaint
• Women felt under more stress than men (56 versus
  48) whereas C2DE were under more stress than
  ABC1 (56 versus 48).
• 3 in 5 women were worried compared to just over 1
  in 2 men (53).

12
Key Findings V
Section 3 Making Complaints (contd)

• Almost 2 in 3 who complained about the business
  or a service/product provided believe they will
  probably buy from the business again a marginal
  increase on the previous wave.
• The perceived hassle associated with complaining
  continues to be the number one reason for not
  complaining this is true for 1 in 2.
• This is particularly evident amongst males (52),
  C2DE (54) and those who are responsible for the
  main grocery shop 58 versus 42 for those not
  responsible.

13
Key Findings VI
Section 4 Switching

• 42 of Irish consumers have one or more credit
  cards. Not much change has occurred since the
  previous wave as just over 1 in 2 say they are
  comfortable using their card online
• Those not responsible for the main grocery shop
  and those aged 25-44 are more likely to feel
  comfortable.
• Switching providers for mobile phones continues
  to be top of list of providers of which consumers
  are likely to have switched from before, with 1
  in 4 saying they have done so
• The 15-24 age cohort are most likely to have
  switched before.
• Switching providers in order to get a better deal
  is the most influential factor as cited by 4 in 5
  Irish consumers.
• Recommendations from friends/colleagues continues
  to be a key driver of switching for all services.
  This is particularly true to say for women
  (60)
• Almost 1 in 3 mentioned that they prefer to keep
  switching their car and home insurance in order
  to get a better deal this is particularly
  evident amongst men and ABC1s for car insurance.
• A dramatic increase is evident amongst Irish
  consumers who prefer to keep switching where they
  do their main and top up grocery shopping in
  order to ensure theyre getting the best deals.

14
Key Findings VII
Section 4 Switching (contd)

• 3 in 4 Irish consumers who had switched providers
  in the past considered it to be an easy process
• The younger age cohort (15-24 year olds) were
  most likely to say so with just under 3 in 5
  saying that it was very easy.
• As with the previous wave, the main reason for
  not switching providers continues to be that
  consumers are already getting the best value for
  their money from their current provider this is
  particularly evident amongst those who are
  confident and knowledgeable of their rights as a
  consumer.
• As with those who have switched providers in the
  past, switching providers for mobile phones, car
  insurance and main and top up grocery shop
  remains at the top of the list for future
  likelihood of switching however, all have
  decreased in likelihood since the previous wave.

15
Key Findings VIII
Section 5 Grocery Shopping

• Women are much more likely than their male
  counterparts to be responsible for the main
  grocery shop (78 versus 22).
• The average amount that Irish consumers are
  spending on their main grocery shop has increased
  slightly from the previous wave with 1 in 2
  spending between 100 and 200.
• The majority of Irish consumers (86) who are
  responsible for the main grocery shop claim that
  they are aware of the prices of everyday goods
  such as bread, milk, etc.
• Not much has shifted since the previous wave in
  terms of buying own brand goods versus regular
  brand goods on average just over one third of
  goods bought by consumers are own brand goods.
• Location of the store continues to be the most
  convenient factor when choosing where to do the
  main grocery shop.

16
Key Findings IX
Section 5 Grocery Shopping (contd)

• Just over 1 in 2 Irish consumers have changed the
  way in which they shop for groceries since the
  start of the year a marginal increase on the
  previous wave
• 25-44 year olds and ABC1s are more likely to have
  changed their ways.
• Cutting back and buying less is the main reason
  to why Irish consumers have changed their
  shopping habits.
• 1 in 4 Irish consumers have not changed their
  shopping habits because they are happy with where
  they currently shop.
• Taking more advantage of special offers and using
  coupons has replaced buying cheaper versions of
  products as the number one change when carrying
  out the main grocery shop this is more evident
  amongst males (46 versus 35 for females).
• Almost 2 in 5 Irish consumers believe that
  convenience stores are more expensive than larger
  supermarkets.

17
Section 1 Consumer Rights Awareness Levels
18
Confidence About Rights as a Consumer
(Base All aged 15-74 1,003)
Level of Confidence



Very confident
70
66
75
Fairly confident
Neither/Nor
21
18
Not very confident
12
Not at all confident
3 in 4 now claim to be somewhat confident of
their rights as consumers, with numbers of those
not confident continuing to fall.
19
Knowledge About Consumer Rights
(Base All aged 15-74 1,003)
Level of Knowledge



Very knowledgeable
59
62
69
Fairly knowledgeable
Neither/Nor
26
24
Not very knowledgeable
15
Not at all knowledgeable
Evidence of increased perceived knowledge of
consumer rights.
20
Protected Regarding Consumer Rights
(Base All aged 15-74 1,003)
Level of Protection



Very protected
Fairly protected
70
61
60
Neither/Nor
Not very protected
18
16
10
Not at all protected
1 in 10 feel they are not protected with regard
to their rights as consumers whereas 7 in 10 feel
that they are protected the highest incidence
yet.
21
Section 2 Pricing
Note All new questions added in this wave
22
Shopping Around
(Base All aged 15-74 1,003)
Key influencer in determining where to shop?
Comparison of prices


I always compare/shop around for better prices
Price
75
I sometimes compare/shop around for better prices
Convenience
I very rarely compare/shop around for better
prices
Service
I never compare/shop around for better prices
Knowing someone who works there
Other
Dont know
3 in 4 assert that they shop around to some
extent when purchasing goods or services. Price
is the key influencing factor in determining
where to shop.
23
Areas Where Consumers Are Not Getting Value for
Money I
(Base All aged 15-74 1,003)
Primary


Primary areas consumers feel they are not getting
value for money in are supermarkets/newsagents
and clothing and footwear.
24
Areas Where Consumers Are Not Getting Value for
Money II
(Base All aged 15-74 1,003)
Secondary


Almost 1 in 4 claim that they feel they are
getting value for money.
25
Price Comparison Sites
(Base All aged 15-74 1,003)
Usefulness of Sites
Frequency of Using Sites
(Base All aged 15-74 who use sites
sometimes/all the time 226 (22))

Not at all useful
Very rarely
Yes, sometimes
Somewhat useful
No, never
Very useful
Yes, all the time
Two thirds of consumers never use price
comparison websites. Of those who do, 97 find
them somewhat or very useful.
26
Section 3 Making Complaints
27
Complaining Nation?
(Base All aged 15-74 1,003)
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
General willingness to complain evident amongst
Irish consumers.
28
Goods Services Purchased in Past 12 Months I
(Base All aged 15-74 1,003)
Wave 2 2008 Wave 1 2008
Goods Services Purchased
Ever Bought 2008 Wave 2 2008
PRIMARY
SECONDARY
(-11)
29
Goods Services Purchased in Past 12 Months - II
(Base All aged 15-74 1,003)
Wave 2 2008 Wave 1 2008
Goods Services Purchased
Ever Bought 2008 Wave 2 2008
(-7)
TERTIARY
(-10)
30
Goods Services Bought with Reason to Complain
or Return an Item (Primary Secondary)
(Base All aged 15-74 1,003)
Wave 2 2008 Wave 1 2008
With Reason to Complain or Return Ever
Reason to Complain/Return from
PRIMARY
SECONDARY
(6)
(5)
1 in 5 Irish consumers have bought an item in a
supermarket/newsagents previously that they had
cause to complain or return the item.
31
Goods Services Bought with Reason to Complain
or Return an Item Tertiary
(Base All aged 15-74 1,003)
Wave 2 2008 Wave 1 2008
Reason to Complain/Return from
With Reason to Complain or Return Ever
32
Whether Complaint Made When had Reason to Do So
(Base All those who had cause or reason to
complain in past 12 months - 386)
Whether Made Complaint
Reason to Complain
No
Yes
No
Yes
Despite having reason to complain, 1 in 4 people
did not do so. However, this is slightly up on
the number of consumers who complained in the
previous wave.
33
Body Complained To
(Base All those who made a complaint in past 12
months - 289)
Complained to
Benchmark 2007
Wave 2 2008
Wave 1 2008


Two thirds complained to a member of staff, while
over one third complained to the manager a
slight increase on the previous wave. Of those
who complained to the NCA, 5 people said they
were very helpful, 2 people said they were
somewhat helpful, and 1 person said that they
were not helpful.
34
Reasons for Complaint
(Base All those who made a complaint in past 12
months - 289)
Reasons for Complaint
Wave 1 2008
Wave 2 2008
Benchmark 2007
The majority of complaints related to a product
being faulty or a product/service not living up
to expectations.
35
Returning of Items Bought with Reason to Complain
(Base All those who complained in past 12 months
- 289)
Whether Returned Item
Yes
No
Cant remember
Just over 7 in 10 people returned item about
which they had a complaint, a slight increase
versus Wave 1 2008.
36
Assessment of the Returns Process
(Base All who returned an item - 206)
Level of Difficulty Experienced
? Women are more likely than men to say that the
returns process was difficult (26 versus 18).



Not at all difficult
72
68
70
Not very difficult
Neither/Nor
Somewhat difficult
27
24
23
Very difficult
Almost 1 in 4 people who returned an item
described the process of returning that item as
at least somewhat difficult.
37
Type of Difficulty Experienced
(Base All who found the returns process
difficult 47)
The main reason cited for having difficulty
during the returns process was due to unhelpful
staff.
Caution small base
38
Resolution Status of Problem
(Base All those who made a complaint in past 12
months - 289)
Whether Complaint Resolved

Completely resolved
? 95 were satisfied with the outcome
Refused/ Not Stated
Not resolved at all
Partly resolved
1 in 10 people who have made a complaint claim
that their problem is not yet resolved either in
part or at all. Of these, over 1 in 2 (14 people)
said that they will pursue the problem and not
give up until it is completely resolved.
39
Emotional Cost of Problem/Complaint
(Base All those who made a complaint in past 12
months - 289)
Wave 2 08 Wave 1 08
To what extent have you felt
Total Experience
A great deal
A little



(-31)
(26)
(-21)
More than half of those who complained felt that
they had been under stress, frustrated or worried
as a result of their complaint .
40
Likelihood of Buying Again from Business
Complained About
(Base All those who made a complaint in past 12
months - 289)
Likelihood to Buy Again
Yes
No
I dont have a choice
Despite having complained about the business or a
service/product provided, almost 2 in 3 feel that
they will probably buy from that business again
a slight increase on the previous wave.
41
Reasons for Not Complaining
(Base All those who had reason to make a
complaint but didnt in past 12 months - 97)
Reasons for Not Complaining
Benchmark 2007
Wave 1 2008
Wave 2 2008
The most popular reason for not complaining
continues to be the hassle that it would involve
almost 1 in 2 cited this reason. Over 1 in 5
didnt see the point in complaining and a similar
number claimed not to have the time. Only 4
claimed they did not complain due to being unsure
of their rights as a consumer - a decrease from
the previous two waves.
42
Section 4 Switching
43
Confidence in Online Use of Credit Cards
(Base All Credit Card Holders 424 42)
Confidence in Online Use of Credit Cards
Wave 2 2008
Wave 1 2008


Very happy and comfortable
52 Comfort-able
51 Comfortable
Fairly happy and comfortable
Neither/Nor
Somewhat nervous/afraid to do so
30 Nervous/ Afraid
27 Nervous/Afraid
Very nervous/afraid to do so
Not applicable as I dont have internet access
Those who are not responsible for the main
grocery shop are more likely to feel comfortable
about using credit cards online, as are those
aged 25-44.
44
Extent of Switching Providers I Primary
Secondary
Wave 2 08 Wave 1 08
(Base All aged 15-74 1,003)
Yes
No
Switching Providers
(-4)
PRIMARY
SECONDARY
(-5)
As with the previous wave consumers continue to
be most likely to have switched mobile phone
provider, car insurance provider or where they do
their main grocery shop.
45
Extent of Switching Providers II Tertiary
Wave 2 08 Wave 1 08
(Base All aged 15-74 1,003)
Yes
No
Switching Providers
TERTIARY
46
Reasons for Switching
(Base All aged 15-74 who switched providers
545 (54))
Switching Providers

To get a better deal is clearly the most
influential factor in switching behaviour. With
4 in 5 citing this as their number one reason for
switching.
47
Reason for Switching Providers I
Wave 2 08 Wave 1 08
(Base All who switched providers for each
service)
Switching Providers
Switched current a/c bank
Fixed line phone
Broadband provider
Mobile provider
(Base 133 (13))
(Base 116 (12))
(Base 86 (9))
(Base 255 (25))





Recommendations by friends/colleagues continues
to be the key driver of switching for all
services. Over in 1 in 5 prefer to keep
switching mobile phone providers all the time in
order to ensure that theyre getting the best
deals.
48
Reason for Switching Providers II
Wave 2 08 Wave 1 08
(Base All who switched providers for each
service)
Switching Providers
Health Insurance
Car Insurance
Home Insurance
(Base 57 (6))
(Base 256 (26))
(Base 140 (14))



-
Although recommendations from family and friends
is the number one influencer when switching
insurance providers, almost 1 in 3 mentioned that
they prefer to keep switching their car and home
insurance all the time to ensure that theyre
getting the best deals.
49
Reason for Switching Providers III
Wave 2 08 Wave 1 08
(Base All who switched providers for each
service)
Switching Providers
Main Grocery Shop
Top-up Grocery Shop
(Base 212 (23))
(Base 181 (19))


(12)
(13)
Over 2 in 5 are constantly switching where they
do their grocery shopping both top up and main
in order to be sure that they are getting the
best deals.
50
Experience of the Switching Process
(Base All who have switched providers - 545)

Very Difficult
? Those aged 15-24 are more likely to say that
the switching process was easy with just under
3 in 5 saying that it was very easy.
Somewhat Difficult
Neither/Nor
Somewhat Easy
75 easy
Very Easy
Not Stated
3 in 4 consumers who had switched providers
considered it an easy process with just under 1
in 2 stating that it was very easy to do so.
51
Reason for Not Switching I
Wave 2 08 Wave 1 08
(Base Those who have not switched for each
service)
Not Switching
Current a/c bank
Fixed line phone
Broadband provider
Mobile provider
(Base 870)
(Base 887)
(Base 917)
(Base 748)




Main reason for not switching continues to be due
to consumers getting the best value for money
from their current provider.
52
Reason for Not Switching II
Wave 2 08 Wave 1 08
(Base All who switched providers for each
service)
Not Switching
Health Insurance
Car Insurance
Home Insurance
(Base 946)
(Base 747)
(Base 863)



Main reason for not switching continues to be due
to consumers getting the best value for money
from their current provider.
53
Reason for Not Switching III
(Base All who switched providers for each
service)
Wave 2 08 Wave 1 08
Not Switching
Main Grocery Shop
Top-up Grocery Shop
(Base 770)
(Base 811)






Main reason for not switching continues to be due
to consumers getting the best value for money
from their current provider.
54
Future Likelihood of Switching Providers I
(Base All aged 15-74 1,003)
Wave 2 08 Wave 1 08
Switching Providers
Yes
No
(-14)
PRIMARY
(-7)
(-6)
(-7)
SECONDARY
(-9)
(-8)
(-8)
(-6)
An decrease is evident across the board on
likelihood to switch providers in the future.
55
Future Likelihood of Switching Providers - II
Wave 2 08 Wave 1 08
(Base All aged 15-74 1,003)
Switching Providers
Yes
No
TERTIARY

56
Section 5 Grocery Shopping
57
Average Spend on Main Grocery Shop
(Base All main grocery shoppers 532)
Average Spend
Wave 1 2008
Wave 2 2008

• Women are much more likely than men to be
  responsible for the main grocery shop (77 versus
  26).

174
181
The average that Irish consumers are spending on
their main grocery shop has increased slightly
from the previous wave with 1 in 2 spending
between 100 to 200.
58
Price of Everyday Goods
(Base All Aged 15-74 who are mainly responsible
for grocery shopping 532)

• 25-44 year olds are most likely to say that they
  are very aware (36).

Very Aware
86 aware of prices
Fairly Aware
Dont Know the Prices
Somewhat Unaware
Not At All Aware
Almost 9 in 10 who are responsible for the main
grocery shop within the household believe that
they are aware of the prices of everyday goods.
59
Own Brands versus Regular Brands x Sub-Groups
(Base All main grocery shoppers 532)
Wave 1 2008
Wave 2 2008
Male
Total
Total
C2DE
ABC1
Female






Own brand
Regular brand
Dont know
On average, just over one third of goods bought
by consumers are own brand goods. Men are more
inclined than women to buy regular brand goods.
60
Main Reasons for Choice of Main Grocery Shop
(Base All main grocery shoppers 532)
Benchmark 2007
Wave 1 2008
Wave 2 2008
Main Reasons





While price continues to be the key driver of
choice of the main grocery shop those aged 55
are more likely to cite convenience as a reason
for choosing their main shop. Parking continues
to grow in importance.
Not asked in July 2008.
61
Main Reason for Choice of Main Grocery Shop x
Supermarket
(Base All main grocery shoppers 532)
Wave 2 08 Wave 1 08
Main Reasons
Total
Tesco
Dunnes
SuperValu
Aldi/Lidl





-
98 of Irish consumers who shop in Lidl/Aldi
choose it as their main place to shop due to
price. Convenience is the main reason why Irish
grocery shoppers choose SuperValu. Just over 1
in 4 choose Tesco due to parking and late night
opening.
62
Features of Convenience which Determine Choice of
Shop
(Base All choosing their main shop for
convenience 251)
Features of Convenience

Wave 2 08 Wave 1 08
-
As with the previous wave, the location of the
store accounts for the largest share of the
element of convenience when choosing main shop.
Parking as a convenient factor is on the
increase.
All others 1 or less
63
Change in Grocery Shopping Since the Start of the
Year
(Base All main grocery shoppers 532)
Change in Grocery Shopping

• 25-44 year olds are slightly more inclined to
  have changed the way in which they shop for
  groceries as are ABC1s.

Yes
No
(37)
(63)
A substantial increase is evident with 1 in 2
saying that they have changed the way they do
their grocery shop since the start of the year.
64
Reasons for Changing Shopping Habits
(Base All who have changed their shopping habits
271)

• More so by women and C2DEs.

• Those aged 45 are more likely to have started
  shopping more at discounter stores.

The main change that Irish consumers have made to
the way they do their grocery shop is to cut down
on what theyre buying buy less.
All others 3 or less
65
Reasons for Not Changing Shopping Habits
(Base All who have not changed their shopping
habits 261)

• C2DE slightly more inclined to say so (28).

• Men (13) are more inclined to not have changed
  due to habit.

Almost 1 in 4 Irish consumers are happy with
where they currently shop and therefore have not
changed the way they shop.
All others 3 or less
66
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 271)
Wave 1 2008
Wave 2 2008
Changes to Grocery Shopping

• More evident amongst males (46).

(-13)

• More evident amongst males (44).

(10)
Buying cheaper versions of products has been
replaced by taking more advantage of special
offers as the number one change when carrying out
the main grocery shop.
67
Savings as a Result of Changing Supermarkets
(Base Those now spreading their shopping over
different stores or who have changed their main
supermarket 126)
Savings

27
The average amount that consumers believe they
are saving by spreading their shopping across
supermarkets is 27.
68
Cost of Shopping in Convenience Stores
(Base All main grocery shoppers 532)

Much More Expensive
57 More Expensive
A Little More Expensive

• Women are slightly more inclined than men to say
  that convenience stores are more expensive (59
  versus 50).

Dont See Any Difference
A Little Cheaper
Much Cheaper
Dont Shop in Convenience Stores
Those who said that convenience stores were more
expensive (57) , said that they were more
expensive by approximately 25.8.
69
Appendix
70
Frequency of Buying Goods and Services I
(Base All aged 15-74 1,003)
At least once
Twice
3-5 times
6-10 times
10 times





Supermarkets and newsagents are the most
frequented in terms of buying goods and services.
(Q.4)
71
Frequency of Buying Goods and Services II
(Base All aged 15-74 1,003)
At least once
Twice
3-5 times
6-10 times
10 times





1 in 3 are have spent money on entertainment at
home more than 10 times in the past 12 months,
slightly higher than the amount of consumers
spending money on entertainment outside the home
(1 in 4).
(Q.4)
72
Frequency of Buying Goods and Services III
(Base All aged 15-74 1,003)
At least once
Twice
3-5 times
6-10 times
10 times





(Q.4)