A quantitative study into shopping behaviour and attitudes Retail 2012.

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A quantitative study into shopping behaviour and attitudes

Presentation transcript:

A quantitative study into shopping behaviour and attitudes Retail 2012

the wanted ads Retail – 9 retail sectors Total 2,559 Fieldwork dates 13th – 20th August 2012 Nationally representative sample (quotas on age, gender, class and ITV region) Online survey with weighting to correct bias GROCERIES HOUSEHOLD GOODS DIY/GARDENING MOBILE PHONES CLOTHING & FASHION ENTERTAINMENT & LEISURE FURNITUREOPTICIANSCHEMISTS

the wanted ads Retail : 4 Main themes 2: Cost/£VFM the #1 priority Focused shopping behaviour especially looking for value 3: Locality more important than ever Despite growth internet people continue to shop locally 4: Consumers seek promotion & value messaging Local media #1 paid for media 1: People are continuing to cut back Belt-tightening across all retail sectors

59 % 69 % 66 % 60 % 72 % 63 % 56 % 64 % 69 % 66 % 60 % 65% ‘I feel part of my community ’ (agree) People are attached to the area they live in… Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,728

Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,552 83% ‘I’m proud of the area I live in ’ (agree)..and they are proud of their area too… 84 % 87 % 81 % 85 % 76 % 88 % 80 % 79 % 83 % 80 % 83%

7%7% 10 % 2%2% 21 % 14 % 13 % 18 % 13 % 6%6% 14 % 6%6% 11% ‘The country is doing well economically ’ (agree) The state of the economy continues to loom large… Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,120

9%9% 17 % 7%7% 38 % 28 % 17 % 28 % 26 % 13 % 27 % 20 % 22% ‘The local economy is doing well’ (agree) Things are more positive at a local level but still difficult… Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,729

84% agree ‘the recession has made supporting the local community more important’ Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,648

90 % 91 % 89 % 77 % 88 % 90 % 87 % 90 % 86 % 88 % 87% ‘I have tightened my belt on the amount I spend’ (agree) People continue to watch their pocket Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136

“I have tightened my belt on the amount I spend...” % agree Age Age Age 55+ ABC1 Adults C2DE Adults Male Female Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 2,136 Little difference by age or social grade

Average number of grocery trips per month… People are shopping less frequently… Source: Newspaper Society/BDR Continental 2008/2012 Base: All grocery shoppers

90 % 91 % 87 % 92 % 96 % 93 % 91 % 92 % 93 % 88 % 92% ‘I like companies that involve themselves in the local community’ (agree) People are positive about companies that involve themselves in the local community Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,654

86 % 83 % 85 % 83 % 87 % 79 % 84 % 89 % 82 % 85 % 86% ‘I prefer to buy from local suppliers’ (agree) Shoppers like local produce… Source: Newspaper Society/BDR Continental Base: All who gave opinion Sample: 1,645

People shop close to home… FOOD/ GROCERIES DIY/ GARDENING HOME ENTERTAINMENT CLOTHING FASHION HOUSEHOLD PRODUCTS FURNITURE Source: Newspaper Society/BDR Continental Base: All respondents 2,

Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Every chemist shopper Sample Size: 2,474 Which of these are important to you in deciding where to buy from chemists? (%) Distance and location main consideration for chemist shoppers, as well as cost & value…

Containing vouchers/coupons The role of communications channels Show price range Learn about new products Compare products and services Deciding where to shop Promoting special offers/promotions

Path to purchase EvaluateCompareAction

Chemists Evaluate Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for chemists. Sample Size: 1, % new products Learn about Compare products and services Learn about new products Show price range Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema

30 40 % Chemists Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for chemists. Sample Size: 1,654 Compare products Deciding where to shop Compare products and services Deciding where to shop Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema Compare

% Chemists Source: Newspaper Society Retail Survey 2012/BDR Continental Base: Shop for chemists. Sample Size: 1,654 Promoting special offers/promotions Containing vouchers/coupons Local media National newspaper/website Commercial TV Commercial Radio Magazines Outdoor Cinema Action

the wanted ads Retail : 4 Main themes 2: Cost/£VFM the #1 priority Focused shopping behaviour especially looking for value 3: Locality more important than ever Despite growth internet people continue to shop locally 4: Consumers seek promotion & value messaging Local media #1 paid for media 1: People are continuing to cut back Belt-tightening across all retail sectors

How advertisers are using local media to drive retail business