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Consumer Empowerment and Complaints: Research Findings

This research report provides insights into consumer empowerment and complaints based on market research findings conducted by the National Consumer Agency in January 2010. It covers topics such as consumer confidence, knowledge about consumer rights, propensity to complain, reasons for making complaints, difficulties experienced in the complaints process, satisfaction with complaint handling, and likelihood of buying from businesses with complaints.

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Consumer Empowerment and Complaints: Research Findings

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

  2. Table of Contents • Profile of Sample • KEY FINDINGS: • SECTION 1: Consumer Empowerment • SECTION 2: Making Complaints

  3. Profile of Sample – I (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 55+ Wid/Div/ Sep F50+/ F50-

  4. Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 525) % % % % 15-24 (21) Male (47) ABC1 (40) 25-34 (23) Married (44) 35-44 (18) Living as Married (10) Female (53) C2DE (52) 45-54 (19) Single (35) 55+ (19) Wid/Div/ Sep (11) F50+/ F50- (8) ( ) = Total Sample

  5. Profile of Sample – III – Internet Use () = figures from Wave 3 2009 (May /June 2009) (Base: All Respondents – 1,000) USE INTERNET EVER PURCHASED ONLINE BANKING ONLINE (Base: All Internet Users - 702) (Base: All Internet Users - 702) Yes Yes Yes No No No (35%) (29%) (49%) (51%) (71%) (65%) % Yes % Yes % Yes

  6. Section 1:Consumer Empowerment

  7. Confidence About Rights as a Consumer (Base: All aged 15-74 – 1,000) % % % % % Wave 4 Wave 3 Wave 2 Wave 1 Nov/Dec '09 '09 '08 '08 '07 Very confident 12 14 14 17 19 70% 66% 74% 74% 75% 52 58 60 57 Fairly confident 56 13 13 11 Neither/Nor 12 13 15 12 10 12 21% 8 18% Not very confident 14% 15% 6 6 4 4 3 12% Not at all confident

  8. Knowledge About Consumer Rights (Base: All aged 15-74 – 1,000) % % % % % Wave 4 Wave 3 Wave 2 Wave 1 Nov/Dec '09 '09 '08 '08 '07 10 Very knowledgeable 13 13 13 16 62% 59% 67% 68% 69% Fairly knowledgeable 52 46 54 55 53 15 14 Neither/Nor 13 12 16 19 16 15 15 Not very knowledgeable 26% 11 24% 20% 20% 15% 8 7 5 5 4 Not at all knowledgeable

  9. Protected Regarding Consumer Rights (Base: All aged 15-74 – 1,000) % % % % % Wave 4 Wave 3 Wave 2 Wave 1 Nov/Dec '09 '09 '08 '08 '07 Very protected 9 10 10 12 15 60% 61% Fairly protected 65% 65% 70% 51 51 55 53 55 Neither/Nor 23 23 19 21 20 Not very protected 14 16% 12 18% 13 11 14% 16% 10% 8 4 4 3 3 2 Not at all protected

  10. Summary: Empowerment Levels = Significantly higher than total sample = Significantly lower than total sample (Base: All aged 15-74 – 1,000)

  11. Section 2:Making Complaints

  12. Propensity To Complain 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? (76%) No Yes (24%) ( ) = Wave 3 2009 (Base: All aged 15-74 – 1,000)

  13. Goods & Services Bought with Reason to Complain or Return an Item – Primary & Secondary (Base: All aged 15-74 – 1,000) % With Reason to Complain or Return Ever PRIMARY SECONDARY 17 7 13 8 15 10 9 (-5%) 6 6 6 Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 5 7 4

  14. Whether Complaint Made When had Reason to Do So Whether Made Complaint Reason to Complain (Base: All those who had cause or reason to complain in past 12 months - 356) (Base: All aged 15-74 – 1,000) No Yes No Yes (69%) (60%) (40%) (31%) ( ) = Wave 3 2009

  15. Reasons for Complaint (Base: All those who made a complaint in past 12 months - 267) Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 Benchmark 2007

  16. Assessment of the Complaints Process Difficulty Experienced Level of Difficulty Experienced % (Base: All who experienced difficulty – 62) (Base: All who made a complaint – 267) % Very easy (28) 69% Somewhat easy (33) Neither/Nor (10) Somewhat difficult (17) 23% Very difficult (12) Wave 4 2009 Wave 3 2009

  17. Helping to Offer Better Customer Service (Base: All aged 15-74 – 1,000) % New question, multiple answers allowed

  18. Reasons for Not Complaining (Base: All those who had reason to make a complaint but didn’t in past 12 months - 88) Wave 4 2009 Wave 3 2009 Wave 2 2008 Wave 1 2008 Benchmark 2007 (-27%) (+22%) (+8%) (+5%) ** ** ** – – – –

  19. Resolution Status of Problem (Base: All those who made a complaint in past 12 months - 267) % Refused/ Not Stated Completely resolved (2%) (16%) Not resolved at all (73%) (9%) Partly resolved ( ) = Wave 3 2009

  20. Satisfaction with the Way Complaint was Handled (Base: All who’s complaint was completely resolved – 198) Likely to do as a result Level of Satisfaction % % 145 People Completely satisfied 73% (39) Very satisfied (30) Fairly satisfied Wave 4 2009 Wave 3 2009 (18) Neither/nor/Don’t know (5) (3) (3) (2)

  21. Likelihood of Buying Again from Business that had Reason to Complain About (Base: All those who had reason to make a complaint but didn't in the past 12 months - 88) (28%) Yes (45%) No (5%) (22%) Don’t know I don’t have a choice ( ) = Wave 3 2009

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