National Buyer Organization Shopping for food Statistical surveying Discoveries July 2009 A Report by.


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The individuals who are in charge of the fundamental basic supply shop are well on the way to purchase own ... Changes Made to the Grocery Shopping Since the Year's Start ...
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National Consumer Agency Grocery Shopping Market Research Findings July 2009 A Report by

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A. Research Background & Methodology Amárach Research was dispatched in 2009 to proceed with the system of exploration being directed by the National Consumer Agency with a perspective to keeping up the significant force assembled all through 2007-2008 as far as enabling the purchaser. Key to the exploration is the correlation (where conceivable) of information gathered in past waves i.e. Benchmark (Nov/Dec 2007), Wave 1 (Aug 2008), Wave 2 (Nov/Dec 2008) with the present purchaser scene Wave 3 (May/June 2009) representing the effect of the NCA in pertinent ranges and highlighting zones for further improvement. The examination was led by method for eye to eye meeting with 1,000 individuals between the ages of 15-74. To guarantee that the information is broadly illustrative, amounts were connected on the premise of age, sexual orientation, social class and locale. Talking was directed over a 4 week period in May/June 2009.

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B. Profile of Sample – I (Base: All matured 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-

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B. Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 556) % 18-24 (16) AB (12) Male (45) 25-34 (24) C1 (26) Married (43) 35-44 (17) Living as Married (10) C2 (26) Female (55) 45-54 (17) Single (37) D (20) 55-64 (10) Wid/Div/Sep (10) E (7) 65-74 (9) F50+(7) F50-(2) ( ) = Total Sample

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MAIN FINDINGS

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Grocery Shopping

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Main Reasons for Choice of Main Grocery Shop (Base: All principle basic need customers – 562) Wave 3 2009 Wave 2 2008 Wave 1 2008 Benchmark 2007 Main Reasons % ** – Price keeps on being the key driver of decision of the fundamental staple shop, trailed by comfort. ** Not asked in July 2008.

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Own Brands versus Regular Brands x Sub-Groups (Base: All primary staple customers – 562) Wave 3 2009 Total Male Female ABC1 C2DE % Own image (32) (27) (34) (33) (35) Regular brand (68) (73) (67) (66) (65) Identical to the past wave, by and large, a little more than 33% of products purchased by shoppers are own image merchandise. Men and ABC1s keep on being more disposed than ladies to purchase standard brand merchandise. () = wave 2 2008

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Own Brand Goods Bought Most Often (Base: All fundamental basic supply customers – 562) Primary Secondary % Those who are in charge of the principle staple shop are destined to purchase own marked latrine tissue and family unit cleaning items. They are most drastically averse to purchase own marked brew, child items and tea or espresso. * New Question ( ) = % of basic need customers who purchase items

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Branded Goods Bought Most Often (Base: All fundamental staple customers – 562) Primary Secondary % Of the individuals who purchase lager., tea/espresso and infant items, more than 4 in 5 purchase marked products. * New Question ( ) = % of basic need customers who purchase items

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Features of Convenience which Determine Choice of Shop (Base: All picking their primary shop for comfort – 275) Features of Convenience % Wave 3 2009 Wave 2 2008 Wave 1 2008 (+11%) - As with past waves, the area of the store represents the biggest offer of the component of "accommodation" while picking principle shop. Great costs/best costs is on the expansion. All others 1% or less

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Change in Grocery Shopping Since the Start of the Year (Base: All principle staple customers – 562) Change in Grocery Shopping % Male 38% Female 54% Continual change obvious, setting in propensities not clear yet. Yes No ABC1 58% C2DE 49% (51%) (49%) Consistent with Nov/Dec, 1 in 2 have changed the path in which they do their basic need shop subsequent to the begin of the year. Ladies and ABC1\'s are destined to have changed their shopping for food conduct. () = Wave 2 2008

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Changes Made to the Grocery Shopping Since the Start of the Year (Base: All who changed their shopping conduct subsequent to the begin of the year – 281) Wave 3 2009 Wave 2 2008 Wave 1 2008 Changes to Grocery Shopping % (+14%) (- 8%) ** Cutting back on treats is the primary change that basic supply customers are starting to do following the begin of the year, trailed by purchasing less expensive variants of items. In any case, the best transform from the past wave is the measure of staple customers who are purchasing less since the begin of the year (34%). 14% have started shopping up North. ** Not asked in past waves

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Reasons for Changing Shopping Habits (Base: All who have changed their shopping propensities – 281) Wave 3 2009 Wave 2 2008 % - Almost 1 in 4 of the individuals who have changed their shopping propensities have a tendency to be spending less. This is more than likely down to the way that where they are shopping now is less expensive and they are eliminating what they are purchasing. All others 2% or less

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Shopping Habits – Key Influences

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Shopping Around (Base: All matured 15-74 – 1,000) Comparison of costs Where well on the way to search around/think about prices* % I generally analyze/look at better costs 75% I now and then look at/look at better costs I once in a while analyze/look at better costs I never come close/look at better costs # All others 1% or less Consistently, 3 in 4 search at better costs with more than 2 in 5 destined to search around and think about costs for stores & newsagents. * New Question

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Key Influencing Factors in Determining Where to Shop (Base: All Aged 15-74 – 1,000) Strongest Influencing Factor Wave 3 2009 Wave 2 2008 % Price Convenience Shopped there already Service Other Don\'t know Price has expanded its significance as a key affecting variable in figuring out where to shop.

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Biggest Influencing Factors Across Sectors – I (Base: All matured 15-74 – 1,000) Price Convenience Service Having shopped there beforehand % * Asked of the full example – both basic supply customers and non-staple customers. – Service is the greatest affecting element in figuring out what eateries or lodging to visit. Value, comfort and having shopped their already are all most essential while picking a general store or newsagents to shop in. # New question

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Biggest Influencing Factors Across Sectors – II (Base: All matured 15-74 – 1,000) Price Convenience Service Having shopped there already % – # New question

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Appendix Branded v. Unbranded Product Category Choices

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Own Brand V\'s Branded Goods – I (Base: All principle basic need customers – 562) Own Branded Goods Most Likely to Buy Branded Goods Most Likely to Buy % Consumers who are in charge of the fundamental basic supply shop are well on the way to purchase marked merchandise of tea/espresso, breakfast grains, yoghurts, bread, chocolate and desserts. They are well on the way to purchase marked merchandise of latrine tissue/kitchen towel, family unit cleaning items and milk. * New Question

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Own Brand V\'s Branded Goods – II (Base: All principle staple customers – 562) Own Branded Goods Most Likely to Buy Branded Goods Most Likely to Buy % Those in charge of the fundamental basic supply shop are to the least extent liable to purchase own marked child items and brew. A little more than 1 in 4 are prone to purchase marked can tissue/kitchen towel. * New Question

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