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National Consumer Agency Market Research Findings: Consumer Empowerment and Complaints

This research conducted by the National Consumer Agency in October 2010 provides insights into consumer empowerment levels and complaints in Ireland. Key findings include consumer confidence in their rights, knowledge about consumer rights, and the resolution of complaints.

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National Consumer Agency Market Research Findings: Consumer Empowerment and Complaints

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  1. National Consumer Agency Market Research Findings: Consumer Empowerment and Complaints October 2010 Research Conducted by

  2. Key Findings Section 1: Consumer Empowerment Section 2: Making Complaints Section 3: Customer Service Research Background & Methodology Table of Contents

  3. Key Findings 4 in 5 (80%) Irish consumers claim that they would be prepared to complain if a problem had occurred or if they were dissatisfied with a product or service that they had purchased. Within the last 12 months, of those who had reason to complain – 4 in 5 actually made a complaint. The majority of complaints tended to be in relation to faulty products or services (51%). Over 3 in 5 (63%) who complained found the complaints process somewhat easy – a decrease (-6%) from the previous wave. Unhelpful staff continues to be the number one difficulty experienced. 71% have had their complaint completely resolved – a slight decrease (-3%) on the previous wave. Over half (53%) claim that they will continue to buy from the business that they had cause or reason to complain about – an increase of 9% from the previous wave.

  4. Section 1: Consumer Empowerment

  5. Confidence About Rights as a Consumer (Base: All aged 15-74 – 1,000) Level of Confidence % % % % % Very confident (5) 70% 73% 74% 75% 74% Fairly confident (4) Neither/Nor (3) Not very confident (2) 18% 18% 14% 15% 12% Not at all confident (1)

  6. Knowledge About Consumer Rights (Base: All aged 15-74 – 1,000) Level of Knowledge % % % % % Very knowledgeable (5) 62% 67% 67% 69% 68% Fairly knowledgeable (4) Neither/Nor (3) 24% 20% Not very knowledgeable (2) 20% 20% 15% Not at all knowledgeable (1)

  7. Protected Regarding Consumer Rights (Base: All aged 15-74 – 1,000) Level of Protection % % % % % Very protected (5) 60% 64% 65% 65% 70% Fairly protected (4) Neither/Nor (3) Not very protected (2) 18% 15% 14% 16% 10% Not at all protected (1)

  8. Empowerment Levels x Profile of Sample (Base: All aged 15-74 – 1,000) = Significantly lower than total sample = Significantly higher than total sample

  9. Most likely: Those who feel protected (76%), knowledgeable (72%) and confident (71%) in their rights as a consumer. Those aged 55+ (69%). Respecting your Rights as a Consumer (Base: All aged 15-74 – 1,000) “In general, sellers/providers in this country respect your rights as a consumer”. % Strongly agree (5) 64% Agree (4) Neither/nor (3) Disagree (2) Strongly disagree (1) Mean: 3.6

  10. Section 2: Making Complaints

  11. Most likely to be: Women 82% 35-54 year olds 83% ABC1’s 84% Main Grocery Shoppers 84% Knowledgeable about consumer rights 87% Complaining Nation? (Base: All aged 15-74 – 1,000) 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 (78%) (22%) () = Wave 4 ‘09

  12. Goods & Services Bought with Reason to Complain or Return an Item – Primary & Secondary (Base: Those who have purchased an item or service in the outlet) Reason to Complain/Return from: % With Reason to Complain or Return Ever Wave 5 2010 Wave 4 2009 Wave 3 2009 SECONDARY PRIMARY (+4%) (+4%) (+4%)

  13. Whether Complaint Made When hadReason to Do So Whether Made Complaint Reason to Complain (Base: All those who had cause or reason to complain in past 12 months - 375) (Base: All aged 15-74 – 1,000) Most likely to be: • Male 85% • 35-44 year olds 86% • 45-54 year olds 86% • C2DE’s 83% No No Yes (75%) Yes (64%) (36%) (25%) () = Wave 4 ‘09

  14. Reasons for Complaint (Base: All those who had cause or reason to complain - 375) Reasons for Complaint: Wave 5 2010 Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 (Other includes – lack of quality food, food item out of date, too expensive, poor service, overcharged, meal not up to standard).

  15. Assessment of the Complaints Process Wave 5 2010 Wave 4 2009 Level of Difficulty Experienced Difficulty Experienced % (Base: All who experienced difficulty – 78) (Base: All who made a complaint – 300) % Very easy (5) (31) 63% Somewhat easy (4) (38) Neither/Nor (3) (7) – Somewhat difficult (2) (16) 26% Very difficult (1) (7) Mean 3.6 ( ) = Wave 3 2009

  16. Reasons for Not Complaining (Base: All those who had reason to make a complaint but didn’t in past 12 months - 75) Reasons for Not Complaining: Wave 5 2010 Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 % % % % % ** ** ** ** ** ** ** ** ** ** – – – –

  17. Resolution Status of Problem (Base: All those who made a complaint in past 12 months - 300) Whether Complaint Resolved % Refused/ Not Stated (2%) Not resolved at all (11%) Completely resolved (74%) Partly resolved (13%) () = Wave 4 2009

  18. Satisfaction with the Way Complaint was Handled (Base: All who’s complaint was completely resolved – 211) Wave 5 2010 Wave 4 2009 Level of Satisfaction Likely to do as a result % % 148 People Completely satisfied (7) 70% (46) Very satisfied (6) (27) Fairly satisfied (5) (18) Neither/nor/Don’t know (4) 7 People (4) (3) Fairly dissatisfied (3) 8% Very dissatisfied (2) (1) (1) Completely dissatisfied (1) Mean 5.8 (6.1) () = Wave 4 2009

  19. Likelihood of Buying Again from Business that had Reason to Complain About (Base: All those who had cause or reason to complain - 375) Likelihood to Buy Again (44%) Yes No (26%) (9%) (21%) I don’t have a choice Don’t know ( ) = Wave 4 2009

  20. Section 3: Customer Service

  21. Level of Customer Service – Experienced – I (Base: All who have bought goods/services in past 12 months) Very poor (1) (2) Very good (5) (4) – – () = Total that purchased

  22. Level of Customer Service – Experienced – II (Base: All who have bought goods/services in past 12 months) (2) Very good (5) Very poor (1) (4) – – – – () = Total that purchased

  23. Level of Customer Service – Experienced – III (Base: All who have bought goods/services in past 12 months) Very poor (1) (2) Very good (5) (4) () = Total that purchased

  24. Research Background and Methodology

  25. Amárach Research conducted the research by means of face-to-face interviewing with 1,000 people between the ages of 15-74. In all, 6 comparable “Waves” of Market Research have been completed since November / December 2007. To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class. Interviewing was conducted 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

  26. Profile of Sample (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 F50+/ F50- Wid/Div/ Sep 55+ Not stated Not stated

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