Behaviour and Attitudes in Irish Grocery 2005
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In Spring 2005 telephone interviews were conducted with a representative sample of 700 Irish grocery shoppers using a detailed questionnaire. Interviews were conducted with the person in the household who does most of the grocery shopping. This report presents the results of this research in chart, table and commentary form.
The report contains shopper profiles for each of 9 leading retailers by demographic breakdowns. It covers in detail shopper visit frequencies to the major supermarkets, discounters and C-store operators. Many Irish shoppers use more than one of the major stores. The extent of this weekly and fortnightly cross-over and shopper promiscuity is analysed by retailer. The extent to which shoppers at each major chain also use Lidl and/or Aldi is analysed.
Price perceptions of the major supermarkets, discounters and C-store operators are compared. Shopper’s perceived awareness of SKU prices and total trolley price and attitudes to promotions and own brands are analysed by demographic breakdowns including region, age, class, family size, etc.
To what extent are traditional brand loyalties breaking down in the Irish grocery market? Attitudes to promotions and own brands are covered by an attitude battery of agree/disagree questions. Do promotions trigger brand change? Do promotions trigger change of retailer? Do Irish shoppers believe own brands have improved? Do they believe that they differ from brands only in the packaging? To what extent does promotional promiscuity and willingness to accept own brands vary by age, class and other demographics?
Questions also focused on perceived levels of on-shelf availability, shoppers reporting on products missing at the last supermarket visit. Which categories and products are most affected? How much annoyance does this cause? Does the customer substitute or leave the store to find the product elsewhere?
The report includes 76 charts and 446 pages of tables, with detailed commentary and summary of conclusions. The project has been undertaken in response to general demand without involvement or commissioning by any Irish or non-Irish client. Interviews werer carried out by Insight's team of trained and experienced interviewers subject to stringent quality checks. Questionnairews have been analysed using QPSMR software.
REPORT CONTENTS:
KEY FINDINGS AND EXECUTIVE SUMMARY, bringing out key implications and conclusions.
DETAILED CONCLUSIONS, SHOWN IN CHART FORMAT. Each chart is accompanied by a commentary, explaining conclusions and often including additional data. Charts are broken down by key variables including Location (Dublin/Major Towns/Smaller Towns & Rural), Age, Social Class, Supermarket Shopped at, Retailer Loyalty Level of Discounter Use, Level of C-Store Use, and Sensitivity to Promotions.
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 12 standard variables (repeated for each question), plus additional variables as appropriate. Alternatively, subscribers can read the short set of sample tables at the back of the volume to get an overview of key findings in real numbers.
Published: July 2005
Price: € 695, £ 453, US$ 895
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