National Customer Organization Statistical surveying Discoveries: Shopping for food August 2010 Examination Directed by.


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The quantity of basic need customers that have changed what they purchase or where they ... Those in charge of the fundamental basic supply shop are currently more prone to be spreading ...
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National Consumer Agency Market Research Findings: Grocery Shopping August 2010 Research Conducted by

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Amárach Research led the examination by method for up close and personal talking with 1,000 individuals between the ages of 15-74. On the whole, 6 practically identical "Waves" of Market Research have been finished since November/December 2007. To guarantee that the information is broadly illustrative, standards were connected on the premise of age, sexual orientation and social class. Talking was led over a four week period in June 2010. Research Background and Methodology Nov/Dec 2007 Aug 2008 Nov/Dec 2008 Benchmark Wave 1 Wave 2 May/June 2009 Nov/Dec 2009 June 2010 Wave 3 Wave 4 Wave 5 Current Wave

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Profile of Sample – I (Base: All matured 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 F50+/F50-Wid/Div/Sep 55+ Not expressed Not expressed

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Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 535) % 15-24 (20) Male (46) 25-34 (25) ABC1 (41) Married (41) 35-44 (19) Living as Married (10) Female (54) C2DE (47) ( ) = Total Sample 45-54 (16) Single (37) 55+ (20) Wid/Div/Sep (8) F50+/F50-(9) Not expressed Not expressed Those who were in charge of the primary basic supply shop inside the family unit will probably be female and beyond 34 years old.

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Section 1: Grocery Shopping

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Key Findings Price keeps on being the key driver of decision of the primary staple shop, trailed by accommodation – both expanding in significance since the past wave. The quantity of basic need customers that have changed what they purchase or where they shop following the begin of the year has fallen back to just shy of 1 in 2. Curtailing treats remains the main change to the staple shop subsequent to the begin of the year in spite of the fact that this has fallen back somewhat since Nov/Dec 2009. Those in charge of the primary basic supply shop are presently more inclined to be spreading their shopping over various stores keeping in mind the end goal to get the best esteem – up 12% from the past wave. 4 in 5 purchasers in charge of the primary basic need shop would want to see general stores offering all the more long haul lower costs rather than consistent advancements and exceptional offers. 7 in 10 Irish purchasers case to know about the costs of regular products, for example, bread, milk and a liter of petrol.

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Overall Awareness of the Price of Everyday Goods (Base: All matured 15-74 – 1,000) All in charge of the fundamental basic supply shop – 535 (54%) Total Wave 5 2010 Wave 4 2009 Wave 3 2008 ( ) = Wave 4 2009 % Very mindful of the costs (5) 71% mindful of costs (22) 87% 86% 89% Fairly mindful of the costs (4) (48) Don\'t generally know the costs (3) (12) Somewhat unconscious of the costs (2) (10) (8) Not at all mindful of the costs (1) As with the past wave, 7 in 10 Irish customers case to know about the costs of ordinary products, for example, bread, milk and a liter of petrol. Reliably so; the greater part of those in charge of the principle basic need shop inside the family unit will probably know (86%) – anyway this has fallen back somewhat since the past wave.

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Main Reasons for Choice of Main Grocery Shop (Base: All fundamental staple customers – 535) Wave 5 2010 Wave 4 2009 Main Reasons Wave 3 2009 Wave 2 2008 % Price keeps on being the key driver of decision of the primary basic need shop, trailed by comfort – both expanding in significance since the past wave.

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Change in Grocery Shopping Since the Start of the Year (Base: All fundamental staple customers – 535) % Male (45%) 39% Female (58%) 47% Yes No (55%) ABC1 (56%) 47% C2DE (59%) (45%) The quantity of basic need customers that have changed what they purchase or where they shop subsequent to the begin of the year has fallen back to just shy of 1 in 2.

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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 – 240) Wave 5 2010 Wave 4 2009 Wave 3 2009 Changes to Grocery Shopping % (+14%) (+15%) (+12%) (+14%) (+12%) (- 8%) Cutting back on treats remains the main change to the basic need shop following the begin of the year despite the fact that this has fallen back somewhat since Nov/Dec 2009. Those in charge of the principle basic need shop are currently more prone to be spreading their shopping over various stores with a specific end goal to get the best esteem – up 12% from the past wave.

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Price Cuts & Special Offers - 1 (Base: All in charge of the primary staple shop - 535) What might you want to see a greater amount of inside grocery stores? General Promotions & Special Offers Don\'t know (7%) (16%) Long Term Lower Prices (77%) 4 in 5 purchasers in charge of the principle basic need shop would want to see grocery stores offering all the more long haul lower costs rather than consistent advancements and uncommon offers.

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Price Cuts & Special Offers - 2 (Base: All in charge of the primary basic need shop – 535) Total (535) Male (134) Female (401) ABC1 (222) C2DE (240) % – 15-24* (24) 25-34 (134) 35-44 (135) 45-54 (103) 55+ (135) % – 4 in 5 purchasers in charge of the principle basic supply shop would want to see grocery stores offering all the more long haul lower costs rather than standard advancements and uncommon offers – this is predictable over all demographic breaks, with C2DEs and those matured 45-54 marginally more slanted to say as much. * Caution little base size

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