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Shopping and Pricing Market Research Findings

Gain insights on consumer shopping habits and pricing preferences from a comprehensive market research study conducted by the National Consumer Agency in November 2011.

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Shopping and Pricing Market Research Findings

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  1. National Consumer Agency Market Research Findings: Shopping and Pricing November 2011 Research Conducted by

  2. Key Findings Section 1: General Shopping and Pricing Section 2: Grocery Shopping Research Background and Methodology Profile of Sample Table of Contents

  3. Key Findings

  4. Key Findings • 82% (11 percentage points)of consumers say that they shop around, the number that do not has halved from 10% to 5% • Almost 3 in 4 consumers (74%) do not compare prices in relation to doctors, hospitals and other medical providers • 66% of consumers do not compare prices when purchasing from pharmacies • Over the last year there has been a significant increase in convenience as a key influencing factor in determining where to shop, up 10% percentage points to 23%, whereas price has fallen 19% points, from 72% in June 2010 to 53% currently • Over 4 in 5 (82%) check the price of products but consumers are less likely to check unit pricing with over 1 in 4 (28%) never doing so and less than 1 in 2 (47%) examining unit pricing sometimes or all the time

  5. Key Findings – Grocery Shopping • 4 in 5 (81%) shoppers now believe that you need to shop around in order to achieve the best value • Price remains the number one determining factor in deciding where to carry out the main grocery shop, although falling by 9% points to 63%, with convenience considered the second most important factor, increasing by 5% points to 54% • The average grocery shop now consists of 65% branded goods with the remaining 35% being own brand products. • For own brand products, 37% of main grocery shoppers are primarily concerned with the quality of the product. The second biggest influencing factor as cited by 34% is price

  6. Section 1: General Shopping and Pricing

  7. Shopping Around (Base: All aged 15-74 – 1,000) Comparison of prices % % % % % I always compare/shop around for better prices 74% 82% 71% 67% 75% I sometimes compare/shop around for better prices I very rarely compare/shop around for better prices I never compare/shop around for better prices

  8. Most Influencing Factor in Determining Where to Shop When Comparing Prices – I (Base: All that have purchased from each sector in past 12 months) Convenience stores/ Newsagents Restaurants, Take-Aways, Hotels Clothing/ Footwear Supermarkets Pharmacies % % % % % Online Ads In-Store Ads Media e.g. TV, Radio, Newspaper Recommendations Leaflets received in home Don’t compare prices

  9. Most Influencing Factor in Determining Where to Shop When Comparing Prices – II (Base: All that have purchased from each sector in past 12 months) Doctors, Hospitals, Other Medical Personal Care Communication Services Petrol Stations Pubs % % % % % – Online Ads In-Store Ads Media e.g. TV, Radio, Newspaper Recommendations Leaflets received in home Don’t compare prices

  10. Most Influencing Factor in Determining Where to Shop When Comparing Prices – III (Base: All that have purchased from each sector in past 12 months) Banking Products & Services Entertainment Outside the Home Energy Suppliers Insurance Providers TV Service Provider % % % % % Online Ads In-Store Ads Media e.g. TV, Radio, Newspaper Recommendations Leaflets received in home Don’t compare prices

  11. Most Influencing Factor in Determining Where to Shop When Comparing Prices – IV (Base: All that have purchased from each sector in past 12 months) Entertainment at Home Local Bin Authority Public Transport Furniture Stores Airlines % % % % % Online Ads In-Store Ads Media e.g. TV, Radio, Newspaper Recommendations Leaflets received in home Don’t compare prices

  12. Most Influencing Factor in Determining Where to Shop When Comparing Prices – V (Base: All that have purchased from each sector in past 12 months) Building & Related Services Education Providers Travel Agents Car Dealers % % % % Online Ads In-Store Ads Media e.g. TV, Radio, Newspaper Recommendations Leaflets received in home Don’t compare prices

  13. Key Influencing Factors in Determining Where to Shop (Base: All Aged 15-74 – 1,000) Strongest Influencing Factor May/June ‘11 Nov/Dec ‘10 June ‘10 Nov/Dec ‘09 June ‘09 % % % % % Price Convenience Shopped there previously Service Other Don’t know

  14. Incidence of Checking Prices (Base: All aged 15-74 – 1,000) Prices of products Unit pricing of products Receipts Special offers are accurately recorded on receipts % % % % (16) All the time (31) (32) 47% (51%) 71% (74%) 66% (71%) (38) (35) 82% (84%) (40) (42) Sometimes (25) (46) (15) (15) Very rarely (9) (24) (11) (14) (7) Never () = Nov/Dec 2010

  15. Section 2: Grocery Shopping

  16. Overall Awareness of the Price of Everyday Goods (Base: All aged 15-74 – 1,000) All responsible for the main grocery shop – 502 (50%) Total Nov/Dec ‘10 June ‘10 May/June ‘11 % % % % Very aware of the prices (5) (13) 74% 71% aware of prices 88% 85% Fairly aware of the prices (4) (43) Don't really know the prices (3) (18) (15) Somewhat unaware of the prices (2) Not at all aware of the prices (1) (11) () = Nov/Dec 2010

  17. Attitudes to Supermarkets (Base: All main grocery shoppers - 502) Agree Strongly (5) Disagree strongly (1) Disagree (2) Agree (4) 81% 65% 47%

  18. Main Reasons for Choice of Supermarket for Main Grocery Shop (Base: All responsible for main grocery shop - 502) % % % % % % Price Convenience Parking Late Night Opening Quality of Product Loyalty Support Local

  19. Change in Shopping Behaviour & Incidence of Online Shopping (Base: All main grocery shoppers - 502) Change within past 12 months Frequency of Shopping Online for Groceries % % Once a week Every 2 weeks Every 3 weeks Once a month Less often Never

  20. Own Brand Versus Regular Brand (Base: All main grocery shoppers – 502) May/June 2011 Nov/Dec 2010 June 2010 Nov/Dec 2009 % % % % Own Brand Own Brand Own Brand Own Brand Regular Brand Regular Brand Regular Brand Regular Brand • Higher amongst • Those who are not aware of the prices of everyday goods (74%). • 55+ (71%). • ABC/F50+(70%). • Higher amongst • Those who are not aware of the prices of everyday goods (69%). • Males (70%). • 55+ (69%).

  21. Own Brand Versus Regular Brand Preference – I (Base: All responsible for grocery shop who purchase each of the products) Baby Products Breakfast cereal Chocolate/ sweets Beer Tea/Coffee (+5%) Yoghurts Bread Fresh meat Frozen meat Soft drinks (+4%) (+4%) (+10%) (+8%) ( ) = +/-% vs Nov/Dec 2010

  22. Own Brand Versus Regular Brand Preference – II (Base: All responsible for grocery shop who purchase each of the products) Butter/ spreads Deli/Processed meat Toiletries Tinned/ frozen food Biscuits (+7%) Juice drinks Milk Household cleaning products Toilet tissue/ kitchen towel ( ) = +/-% vs Nov/Dec 2010

  23. Factors Which Influence Choice for Own Brand Products – Volumetric Analysis (Base: All main grocery shoppers – 502) % Higher Amongst 15-24 year olds (41%) Price Quality Packaging Past Experience Advertising Recommendations Don’t purchase own branded products

  24. Reasons for Not Purchasing Own Brand Products within Different Sectors/Categories (Base: All main grocery shoppers – 502) % Higher Amongst Full-time workers (50%). 45-54’s (48%), ABC1/F50+ (48%), Dublin (48%). 55+ (37%)

  25. Special Offer Seekers? (Base: All responsible for the grocery shop – 502) May/June ‘11 Nov/Dec ‘10 % % Select a particular store to visit based on special offers advertised Visit your usual store and pick up special offers while you are there Don't buy special offers

  26. Research Background and Methodology

  27. The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of 15-74 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 May/June 2011 A. Research Background and Methodology Nov/Dec 2007 Aug 2008 Nov/Dec 2008 May/June 2009 Benchmark Wave 1 Wave 2 Wave 3 Nov/Dec 2009 June 2010 Nov/December 2010 May/June 2011 Wave 4 Wave 5 Wave 6 Wave 7 Current Wave

  28. B. Profile of Sample – I (Base: All aged 15-74 – 1,000) MAIN GROCERY SHOPPER % % % % 15-24 Dublin Male ABC1 F50+ Yes No 25-34 Rest of Leinster 35-44 45-54 Munster Female C2DE F50- 55+ Conn/ Ulster

  29. B. Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 504) % % % % 15-24 (17) ( ) = Total Sample Male (49) Dublin (28) 25-34 (22) ABC1 F50+ (48) Rest of Leinster (26) 35-44 (19) 45-54 (16) Female (51) Munster (28) C2DE F50- (52) Conn/ Ulster (18) 55+ (26)

  30. B. Profile of Sample – III – Internet Use (Base: All aged 15-74 – 1,000) EVER PURCHASED ONLINE BANKING ONLINE USE INTERNET (Base: All Internet Users - 750) (Base: All Internet Users - 750) (28%) Yes Yes Yes No No No (48%) (30%) (70%) (52%) (72%) % Yes % Yes % Yes () = figures from Nov/Dec 2010

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