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Retail- 2012 Study on Shopping Behaviour and Attitudes in 9 Retail Sectors

This study conducted in 2012 explores consumer shopping behavior and attitudes in various retail sectors, including household goods, groceries, chemists, DIY/gardening, mobile phones, clothing & fashion, entertainment & leisure, furniture, and opticians. The study highlights the importance of cost, value for money, locality, and promotion/value messaging as key factors influencing consumer shopping decisions. The findings also emphasize the significance of local media in reaching the target audience.

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Retail- 2012 Study on Shopping Behaviour and Attitudes in 9 Retail Sectors

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  1. Retail 2012 A quantitative study intoshopping behaviour and attitudes

  2. HOUSEHOLDGOODS GROCERIES CHEMISTS DIY/GARDENING MOBILE PHONES CLOTHING & FASHION ENTERTAINMENT& LEISURE FURNITURE OPTICIANS the wanted ads Retail – 9 retail sectors • Total 2,559 • Fieldwork dates 13th – 20th August 2012 • Nationally representative sample (quotas on age, gender, class and ITV region) • Online survey with weighting to correct bias

  3. the wanted ads Retail : 4 Main themes • 1: People are continuing to cut back • Belt-tightening across all retail sectors • 2: Cost/£VFM the #1 priority • Focused shopping behaviour especially looking for value • 3: Locality more important than ever • Despite growth internet people continue to shop locally • 4: Consumers seek promotion & value messaging • Local media #1 paid for media

  4. 69% 64% 66% 66% 63% 56% 72% 60% 69% 59% 60% People are attached to the area they live in… 65% ‘I feel part of my community’ (agree) Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,728

  5. 87% 85% 80% 76% 80% 79% 88% 84% 83% 81% 83% ..and they are proud of their area too… 83% ‘I’m proud of the area I live in’ (agree) Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,552

  6. 10% 13% 14% 2% 13% 18% 14% 21% 6% 7% 6% The state of the economy continues to loom large… 11% ‘The country is doing well economically ’ (agree) Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,120

  7. 17% 26% 27% 7% 17% 28% 28% 38% 13% 9% 20% Things are more positive at a local level but still difficult… 22% ‘The local economy is doing well’ (agree) Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,729

  8. 84% agree ‘the recession has made supporting the local community more important’ Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,648

  9. 91% 87% 86% 91% 88% 90% 77% 89% 90% 90% 88% People continue to watch their pocket 87% ‘I have tightened my belt on the amount I spend’ (agree) Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

  10. Female Little difference by age or social grade “I have tightened my belt on the amount I spend ...” % agree 84 Male 90 88 Age 16-34 91 Age 35-54 84 Age 55+ 85 ABC1 Adults 90 C2DE Adults Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

  11. People are shopping less frequently… Average number of grocery trips per month… 8.7 2008 7.5 2012 7.5 2012 Source: Newspaper Society/BDR Continental 2008/2012 Base: All grocery shoppers.

  12. 91% 91% 93% 87% 93% 93% 96% 92% 92% 90% 88% People are positive about companies that involve themselves in the local community 92% ‘I like companies that involve themselves in the local community’ (agree) Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,654

  13. 83% 84% 82% 85% 87% 79% 87% 83% 89% 86% 85% Shoppers like local produce… 86% ‘I prefer to buy from local suppliers’ (agree) Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,645

  14. People shop close to home… 2012 2008 FURNITURE 9.4 9.9 9.9 FOOD/ GROCERIES 3.3 3.4 DIY/ GARDENING 5.6 5.7 HOME ENTERTAINMENT 5.3 5.5 CLOTHING FASHION 7.2 7.4 HOUSEHOLD PRODUCTS 5.9 6.1 Source: Newspaper Society/BDR Continental Base: All respondents 2,559

  15. Cost & value main consideration for mobile phone shoppers, as well as distance & location… Which of these are important to you in deciding where to buy food & groceries? (%) Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Every mobile phone shopper Sample Size: 2,324

  16. Containing vouchers/coupons Learn about new products Compare productsand services Promoting specialoffers/promotions Showprice range Deciding whereto shop The role of communications channels

  17. Path to purchase Evaluate Compare Action

  18. Learn about new products Showprice range Mobiles Evaluate Local media Local media Commercial TV Commercial TV Magazines Magazines Outdoor Nationalnewspaper/website Nationalnewspaper/website Commercial Radio Commercial Radio Cinema % 30 % 20 10 0 Compare products Learn about and services new products Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for mobiles and answered question. Sample Size: 596

  19. Compare Compare productsand services Deciding whereto shop Mobiles Commercial TV Magazines Posters Local media Commercial TV Magazines Outdoor Nationalnewspaper/website Commercial Radio Cinema Price comp. sites Nationalnewspaper/website Commercial Radio Cinema 40 % 30 20 10 0 Deciding where Compare products to shop Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for mobiles and answered question. Sample Size: 596

  20. Action Containing vouchers/coupons Promoting specialoffers/promotions Mobiles Action Action Local media Commercial TV Magazines Outdoor Nationalnewspaper/website Commercial Radio Cinema % 40 30 20 10 0 Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for mobiles and answered question. Sample Size: 596

  21. the wanted ads Retail : 4 Main themes • 1: People are continuing to cut back • Belt-tightening across all retail sectors • 2: Cost/£VFM the #1 priority • Focused shopping behaviour especially looking for value • 3: Locality more important than ever • Despite growth internet people continue to shop locally • 4: Consumers seek promotion & value messaging • Local media #1 paid for media

  22. How advertisers are using local mediato driveretail business

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