Irish Symbol and Independent Retailing Tracker 2005
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Retailers were questioned on a broad range of issues covering all aspects of their store operation, and plans for the future. The report examines relationships between store owners and their wholesaler partners. Retailers give details on their buying practices and sources of supply, including usage of cash-and-carries not only among independents but among franchised stores. They described the extent to which they use merchandising advice available to them.
Promotions are covered in detail. Retailers reported frankly on the extent to which they implement promotions and gave their opinions on a list of promotional mechanics, with specific preferences by category.
The questionnaire included questions on visits by manufacturers' reps, their comparative impact and frequency, which reps are felt to be most useful and why. Other means of communication were covered, including readership of mailings and the trade press, exhibitions and websites.
Retailers identified their most important categories, products they have noticed showing growth and decline, and competitors they consider most important both locally and for the market as a whole. They describe refurbishment activities and long term plans for the business i.e. whether the business will expand, continue as it is or close/sell.
In producing this report, Insight have used their research pedigree in independent and convenience sectors in Ireland and overseas. The report contains interesting comparisons between the results of this survey and similar retail surveys in the UK’s Independent/Symbol and Forecourt markets in 2003 and 2004.
This project has been undertaken in response to general demand without involvement or commissioning by any Irish or non-Irish client. Insight’s experience in designing retailer-oriented questionnaires, as well as the company’s unbiased position in the market, enable subscribers to be fully confident of response accuracy, particularly around sensitive issues such as promotional implementation and symbol group buying loyalty. Interviews were carried out by the Insight team of in-house trained and experienced interviewers, subject to stringent quality checks. Questionnaires have been analysed using QPSMR software.
Report Contents
Our report consists of:
1. Executive Summary, bringing out key conclusions
2. Detailed conclusions are shown in chart format.They are broken down by key variables including location (Dublin/Major Towns/Rural), number of stores owned (One/Two/Three or more) and franchise status (Group Member/Unaffiliated). Where sample numbers permit, the results for each symbol group are also charted, revealing, for example, which group’s members are most or least likely to implement promotions, or most or least likely to plan to stay with their group. Each chart is accompanied by a commentary, bringing out conclusions and often including additional data.
3. A complete set of cross-tabulations based on survey data. This is easily navigated, allowing subscribers to look into areas of specific interest. Here, data is broken down by over 6 additional variables, including number of tills (one/two/three or more), whether EPOS is installed, whether fuel is sold, and whether the outlet has a deli counter.
Published: March 2005
Price: € 995, £ 649, US$ 1295
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