KEY FINDINGS | 4 |
EXECUTIVE SUMMARY | 7 |
INTRODUCTION: Background, Methodology & Sample Overview | 14 |
CHARTS AND CONCLUSIONS | 16 |
1. Shopper Behaviour: Supermarket, Discounter and C-Store Shopping | 17 |
1.1 Supermarkets: Tesco, Dunnes, SuperValu and Superquinn | 17 |
1.1.1 Which Supermarkets are Considered Convenient? | 17 |
1.1.2 Supermarket Visit Frequency and Pulling Power | 20 |
1.1.3 Supermarket Shopper Profiles: Age, Class, Number Shopping For, Shopping For Children | 24 |
1.1.4 Levels of Shopper Loyalty and Promiscuity | 28 |
1.1.5 Supermarket Price Perceptions: Which Supermarkets are Considered Pricey and Which Good Value? Customer versus Non Customer Perceptions | 33 |
1.2 Discounters: Lidl and Aldi | 39 |
1.2.1 Discounter Visit Frequency and Visit Crossover | 39 |
1.2.2 Discounter Pulling Power | 41 |
1.2.3 Discounter Shopper Profiles: Location, Age, Class and Other Supermarkets Shopped at | 42 |
1.3 C-Stores: Centra, Spar and Londis | 46 |
1.3.1 C-Store Visit Frequency and Visit Crossover | 46 |
1.3.2 C-Store Shopper Profiles: Location, Age, Gender, Class and Supermarkets Shopped at | 47 |
1.3.3 C-Store Price Perceptions: Which C-Stores are Considered Pricey and Which Good Value? Customer versus Non Customer Perceptions | 51 |
2.Availability in the Eyes of the Shopper: Items Looked for and Not Found | 53 |
2.1 The Scale of the Problem | 53 |
2.2 Retailers Affected | 56 |
2.2.1 Customer Annoyance by Retailer, Age and Social Class | 58 |
2.3 Items & Brands Sought | 59 |
2.3.1 Customer Annoyance by Category Sought | 61 |
2.4 Action Taken by the Shopper: Brand Loyalty versus Retailer Loyalty | 62 |
2.4.1 Impact of Location, Family Status, Category and Store Where Product is Sought | 63 |
3. Shopper Price Awareness | 65 |
3.1 Introduction to Attitude Battery and Explanation of Charts | 65 |
3.2 Sample Attitudes 3½ years into the Euro | 66 |
3.3 Pricing Mindsets: Knowing the Item Price and Knowing the Trolley Price | 67 |
3.3.1 Class Breakdown | 67 |
3.3.2 Families versus Singles & Silver Foxes | 68 |
3.4 Price Awareness by Supermarket Shopped at | 70 |
4. Shopper Attitudes to Promotions | 71 |
4.1 Attitudes to Promotions and Promotion Sensitivity Levels | 71 |
4.2 Profiling Brand-Loyal v. Promotion-Sensitive Shoppers | 75 |
4.2.1 Cynicism in the Dublin Market | 75 |
4.2.2 Personal Characteristics | 76 |
4.3 Vouchers, Coupons and Write-Aways | 79 |
4.4 Supermarkets Shopped at and Sensitivity to Promotions | 80 |
4.4.1 Attitudes to Promotions and the Role of the Discounter | 81 |
4.5 Promotion-Led Supermarket Migration | 82 |
4.5.1 Supermarket Shopped at | 82 |
4.5.2 Age | 83 |
5. Shopper Attitudes to Own Brands | 84 |
5.1 Current Attitudes: Familiarity and Openness | 84 |
5.2 Brand-Loyal v. Own Brand-Interested Shoppers | 86 |
5.2.1 Age | 86 |
5.2.2 Location | 86 |
5.2.3 Social Class | 87 |
5.2.4 Supermarket Shopped at | 88 |
5.3 Perceptions of Quality: Is it all Seen as the Same Inside the Packet? | 89 |
5.3.1 Social Class | 89 |
5.3.2 Age | 90 |
5.3.3 Shopping for Children | 90 |
5.3.4 Supermarket Shopped at | 90 |
5.4 Perceptions of Improvement: Which Supermarket Shoppers Have Noted a Change in Own Brand Quality? | 91 |
5.4.1 Age | 91 |
5.4.2 Promotion Sensitivity | 91 |
5.4.3 Supermarket Shopped at | 91 |
5.5 Own Brand-Led Supermarket Migration | 92 |
TECHNICAL APPENDIX | 93 |
TELEPHONE SURVEY QUESTIONNAIRE | 96 |
INDEX TO TABLES | 100 |
TABLES | 152 |
Published: July 2005
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