National Consumer Agency Market Research Findings: Shopping and Pricing March 2011 Research Conducted by

Table of Contents Key Points Section 1: Shopping and Pricing Section 2: Grocery Shopping Research Background & Methodology Profile of Sample

Key Findings - I 17% of consumers find it difficult to compare prices. Areas cited most difficult: Building related services, Pharmacies, Supermarkets. 57% of consumers say price is the main influencing factor in determining where to shop. “Reasonable value for money” has changed notably from consumers’ perspective since 2004 in the following areas; Increases: - Pubs (19%), Supermarkets (15%), Hairdressers (13%), Shops Selling Clothing (12%) Decreases: - Telecom Providers (18%), Local newsagents (15%), Holidays (13%), Dentists (12%), Banks (11%), Solicitors* (12%) and Auctioneers* (14%) *Note: Over 50% of respondents recorded a “Don’t Know” answer in relation to these sectors

Key Findings - II In relation to grocery shopping: 72% choose where to shop based on price 79% prefer long term lower prices instead of special offers and regular promotions. 73% of consumers are more likely to pick up special offers while in their usual store than to visit a particular store based on specials offers advertised. Overall Avg. Grocery Basket - Branded 65%, Own Brand 35% Branded - Beer (89%), Tea/Coffee (84%), Baby Products (81%) Own Brand - Toilet Tissue/Kitchen Rolls (74%), Household Cleaning Products (67%) and Milk (56%).

SECTION 1: Shopping and Pricing

Shopping Around Comparison of prices (Base: All aged 15-74 – 1,000) % % % % % I always compare/shop around for better prices 71% 74% 67% 75% 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 6

Most Likely to Shop Around In .... Within the Last 12 Months (Base: All who compare/shop around for better prices – 707) Secondary Primary Tertiary % % % Supermarkets Shops selling clothing/footwear Petrol stations Insurance products & services Communication services including home phone, mobile, internet Shops selling furniture or household appliances Airlines Energy suppliers Restaurants, take-always or hotels Personal care e.g. Hairdressers beauticians Convenience stores/newsagents Car dealers TV services providers Entertainment at home e.g. DVDs Building and related services Banking products services Pharmacies Waste service` Travel agents Entertainment outside the home e.g. Cinema, concerts Pubs Bus & train transport Education providers Doctors, hospitals or other medicals 7

Difficulty Comparing Prices? % Building related services e.g. tradesmen Pharmacies Supermarkets Financial institutions Doctors Insurance companies Utility companies Telecommunications Clothing Pubs # All others 4% or less (Base: All aged 15-74 – 1,000) % Yes 8

Frequency of Using Price Comparison Sites (Base: All who use the internet – 724) % Yes, all the time (8) Higher amongst Rest of Leinster 43% 45-54 year olds 40% ABC1 F50+ 38% 33% Yes, sometimes (28) Very rarely (16) Higher amongst 55+ 61% Not confident 61% No, never (48) () = June 2010 9

Key Influencing Factors in Determining Where to Shop (Base: All Aged 15-74 – 1,000) Strongest Influencing Factor Nov/Dec ‘10 June ‘10 Nov/Dec ‘09 June ‘09 Nov/Dec ‘08 % % % % % Price Convenience Shopped there previously Service Other Don’t know 10

Convenience stores/newsagents Furniture or household appliances Most Important Factors in Deciding where to Shop for Goods/Services – I (Base: All aged 15-74 – 1,000) Convenience stores/newsagents Clothing or footwear Furniture or household appliances Supermarkets % % % % Price/value for money/special offers Convenience i.e. Location, parking etc. Range of products/services Quality of products/services Familiarity/past experience Customer service Advertising Recommendation Reputation/image 11

Most Important Factors in Deciding where to Shop for Goods/Services – II (Base: All aged 15-74 – 1,000) Pubs, restaurants, takeaways / hotels Doctors, hospitals or other medical Pharmacies Personal care % % % % Familiarity/past experience Convenience i.e. Location, parking etc. Customer service Recommendation from family/friends Quality of products/services Reputation/image Price/value for money/special offers Range of products/services Advertising 12

Most Important Factors in Deciding where to Shop for Goods/Services – III (Base: All aged 15-74 – 1,000) Building and related services Energy suppliers Communications/TV services Banking products and services % % % % Price/value for money/special offers Familiarity/past experience Quality of products/services Recommendation from family/friends Reputation/image Customer service Range of products/services Convenience i.e. Location, parking etc. Advertising Coverage 13

Reasonable Value for Money? (Base: All aged 15-74 – 1,000) Primary Secondary Tertiary % % % Supermarkets Clothing Hairdressers Local newsagents Local shops Holidays Local convenience stores Restaurants Hotels Telecom providers Utilities Chemists Pubs Trades people (31% Don’t know) Insurance Doctors Motor vehicles (31% Don’t know) Banks Dentists Financial products (28% Don’t know) Solicitors (53% Don’t know) Auctioneers (59% Don’t know) (56) (33) (19) (50) (53) (30) (41) (43) (29) (66) (35) (32) (49) (15) (18) (56) (39) (19) (44) (22) (32) (29) ( ) Figures refer to Consumer Rights National Survey Report 2004 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 % % % % All the time 51% 74% 71% 84% Sometimes Very rarely Never 15

SECTION 2: Grocery Shopping

Overall Awareness of the Price of Everyday Goods (Base: All aged 15-74 – 1,000) All responsible for the main grocery shop – 495 (50%) Total Nov/Dec ‘10 June ‘10 Nov/Dec ‘09 % % % % Very aware of the prices (5) 56% aware of prices (22) 74% 88% Fairly aware of the prices (4) 89% (49) Don't really know the prices (3) (13) Somewhat unaware of the prices (2) (9) Not at all aware of the prices (1) (7) ( ) = June 2010 17

Main Reasons for Choice of Supermarket for Main Grocery Shop (Base: All responsible for main grocery shop - 495) Wave 6 2010 Wave 5 2010 Wave 4 2009 Wave 3 2009 Wave 2 2008 % % % % % Price Convenience Parking Late night opening Quality of Product Loyalty Support local shops 18

Own Brand Versus Regular Brand (Base: All main grocery shoppers – 495) Nov/Dec 2010 June 2010 Nov/Dec 2009 % % % Regular Brand Own Brand Regular Brand Own Brand Regular Brand Own Brand Regular Brand Higher amongst: - Males (70%). - 55+ (69%). - Those who are not aware of the prices of everyday goods (69%). 19

Own Brand Versus Regular Brand Preference – I (Base: All responsible for grocery shop who purchase each of the products - 495) Baby Products Breakfast cereal Chocolate/ sweets Beer Tea/Coffee Regular brand Own brand Yoghurts Bread Fresh meat Frozen meat Soft drinks Regular brand Own brand 20

Own Brand Versus Regular Brand Preference – II (Base: All responsible for grocery shop who purchase each of the products - 495) Butter/ spreads Deli/Processed meat Toiletries Tinned/ frozen food Biscuits Regular brand Own brand Juice drinks Milk Household cleaning products Toilet tissue/ kitchen towel Regular brand Own brand 21

Change in Grocery Shopping Since the Start of the Year (Base: All main grocery shoppers – 495) Nov/Dec ‘10 June 2010 Change in Grocery Shopping % % Cutting back on treats for you/family Buying cheaper versions of products (e.g. own brands rather than regular) Taking more advantage of special offers, using coupons, etc. Buy less Spreading your grocery shopping over different supermarkets and stores to get the best value Switched your main grocery shopping from a different retailer to the one you use now Started shopping up North (across the boarder) Do without or cut back e.g. buy less meat No (45%) (55%) Yes Male (39%) 33% Female (47%) 49% () = June 2010 22

Preference for Price Cuts or Special Offers (Base: All responsible for the grocery shop – 495) Nov/Dec 2010 June 2010 Nov/Dec 2009 % % % Long term lower prices Regular promotions and special offers Don’t know 23

(Base: All responsible for the grocery shop – 495) Special Offer Seekers? (Base: All responsible for the grocery shop – 495) % Select a particular store to visit based on special offers advertised Females 26% Males 19% 15-24’s 43% Male 78% Females 72% 55+ 86% Visit your usual store and pick up special offers while you are there Don't buy special offers 24

Research Background and Methodology

Research Background and Methodology Nov/Dec 2007 Aug 2008 Nov/Dec 2008 Benchmark Wave 1 Wave 2 May/June 2009 Nov/Dec 2009 June 2010 Nov/Dec 2010 Wave 3 Wave 4 Wave 5 Wave 6 Current Wave 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 November/December 2010. 26

Profile of Sample – I (Base: All aged 15-74 – 1,000) MAIN GROCERY SHOPPER % % % % 15-24 Dublin Male ABC1 F50+ 25-34 Yes No Rest of Leinster 35-44 45-54 Munster Female C2DE F50- 55+ Conn/ Ulster 27

Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 495) % % % % 15-24 (17) 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) 55+ (26) Conn/ Ulster (18) ( ) = Total Sample 28

Profile of Sample – III – Internet Use (Base: All aged 15-74 – 1,000) USE INTERNET EVER PURCHASED ONLINE BANKING ONLINE (Base: All Internet Users - 724) (Base: All Internet Users - 724) No (28%) Yes No Yes No Yes (32%) (68%) (44%) (56%) (72%) % Yes % Yes % Yes Male Female 15-24 25-34 35-44 45-54 55+ Male Female 15-24 25-34 35-44 45-54 55+ Male Female 15-24 25-34 35-44 45-54 55+ () = figures from June 2010 29