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

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

3. 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

4. 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%).

5. SECTION 1:
Shopping and Pricing

6. 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

7. 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

8. 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 – 1,000) %
Yes 8

9. 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

10. Key Influencing Factors in Determining Where to Shop
(Base: All Aged – 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

11. Convenience stores/newsagents Furniture or household appliances
Most Important Factors in Deciding where to Shop for Goods/Services – I
(Base: All aged – 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

12. Most Important Factors in Deciding where to Shop for Goods/Services – II
(Base: All aged – 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

13. Most Important Factors in Deciding where to Shop for Goods/Services – III
(Base: All aged – 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

14. Reasonable Value for Money?
(Base: All aged – 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

15. Incidence of Checking Prices
(Base: All aged – 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

16. SECTION 2:
Grocery Shopping

17. Overall Awareness of the Price of Everyday Goods
(Base: All aged – 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

18. Main Reasons for Choice of Supermarket for Main Grocery Shop
(Base: All responsible for main grocery shop - 495)
Wave
Wave
Wave
Wave
Wave % % % % %
Price
Convenience
Parking
Late night opening
Quality of Product
Loyalty
Support local shops 18

19. 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

20. Own Brand Versus Regular Brand Preference – I
(Base: All responsible for grocery shop who purchase each of the products )
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

21. Own Brand Versus Regular Brand Preference – II
(Base: All responsible for grocery shop who purchase each of the products )
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

22. 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

23. 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

24. (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

25. Research Background and Methodology

26. 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
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

27. 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

28. 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

29. Profile of Sample – III – Internet Use
(Base: All aged – 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