1. National Consumer Agency
Market Research Findings:
Consumer Empowerment and Complaints
October 2010
Research Conducted by

2. Table of Contents Key Findings Section 1: Consumer Empowerment
Section 2: Making Complaints
Section 3: Customer Service
Research Background & Methodology

3. Key Findings
4 in 5 (80%) Irish consumers claim that they would be prepared to complain if a problem had occurred or if they were dissatisfied with a product or service that they had purchased.
Within the last 12 months, of those who had reason to complain – 4 in 5 actually made a complaint. The majority of complaints tended to be in relation to faulty products or services (51%).
Over 3 in 5 (63%) who complained found the complaints process somewhat easy – a decrease (-6%) from the previous wave. Unhelpful staff continues to be the number one difficulty experienced.
71% have had their complaint completely resolved – a slight decrease (-3%) on the previous wave.
Over half (53%) claim that they will continue to buy from the business that they had cause or reason to complain about – an increase of 9% from the previous wave.

4. Section 1: Consumer Empowerment

5. Confidence About Rights as a Consumer
(Base: All aged – 1,000)
Level of Confidence % % % % %
Very confident (5)
70%
73%
74%
74%
75%
Fairly confident (4)
Neither/Nor (3)
Not very confident (2)
18%
14%
15%
18%
12%
Not at all confident (1) 5

6. Knowledge About Consumer Rights
(Base: All aged – 1,000)
Level of Knowledge % % % % %
Very knowledgeable (5)
67%
67%
62%
68%
69%
Fairly knowledgeable (4)
Neither/Nor (3)
Not very knowledgeable (2)
20%
20%
24%
20%
15%
Not at all knowledgeable (1) 6

7. Protected Regarding Consumer Rights
(Base: All aged – 1,000)
Level of Protection % % % % %
Very protected (5)
64%
65%
65%
60%
Fairly protected (4)
70%
Neither/Nor (3)
Not very protected (2)
15%
14%
16%
18%
10%
Not at all protected (1) 7

8. Empowerment Levels x Profile of Sample
(Base: All aged – 1,000)
Overall
Confident
73%
Not Confident
18%
Knowledgeable
67%
Not
20%
Protected
64%
15%
Male
70%
63%
25%
16%
Female
74%
69%
66%
13%
15-24
55%
34%
57%
19%
25-34
77%
12%
35-44
75%
17%
45-54
71%
11%
55+
65%
62%
ABC1
C2DE
Responsible for main shop
14%
Not responsible for main shop
61%
24%
= Significantly lower than total sample
= Significantly higher than total sample

9. Respecting your Rights as a Consumer
(Base: All aged – 1,000)
“In general, sellers/providers in this country respect your rights as a consumer”. %
Strongly agree (5)
64%
Most likely:
Those who feel protected (76%), knowledgeable (72%) and confident (71%) in their rights as a consumer.
Those aged 55+ (69%).
Agree (4)
Neither/nor (3)
Disagree (2)
Strongly disagree (1)
Mean:
3.6 9

10. Section 2: Making Complaints

11. Complaining Nation?
(Base: All aged – 1,000)
As a consumer would you be prepared to complain if a problem had occurred or you are dissatisfied with a good or service you have purchased?
Most likely to be:
Women 82%
35-54 year olds 83%
ABC1’s 84%
Main Grocery Shoppers 84%
Knowledgeable about consumer rights 87%
Yes No
(78%)
(22%)
() = Wave 4 ‘09 11

12. Goods & Services Bought with Reason to Complain or Return an Item – Primary & Secondary
(Base: Those who have purchased an item or service in the outlet)
Reason to Complain/Return from:
% With Reason to Complain or Return Ever
Wave
Wave
Wave
PRIMARY
SECONDARY
TV Service Providers e.g. Sky, NTL
Building and related services e.g. plumbers
Shops selling furniture or household appliances
Insurance products and services
Banking products and services, including a current A/C
Pubs
Airlines
Car dealers
Energy suppliers e.g. ESB, Bord Gais
(+4%)
Supermarkets and newsagents
Shops selling clothing or footwear
Restaurants take-away’s or hotels
Communications services including home phone
(+4%)
(+4%) 12

13. Whether Complaint Made When had Reason to Do So
Reason to Complain
Whether Made Complaint
(Base: All aged – 1,000)
(Base: All those who had cause or reason to complain in past 12 months - 375)
Most likely to be:
Male 85%
35-44 year olds 86%
45-54 year olds 86%
C2DE’s 83% No
Yes No
(75%)
Yes
(64%)
(36%)
(25%)
Wave
70% Yes
Wave
75% Yes
Wave
69% Yes
() = Wave 4 ‘09 14

14. Reasons for Complaint Reasons for Complaint:
(Base: All those who had cause or reason to complain - 375)
Reasons for Complaint:
Wave
Wave
Wave
Wave
Wave
Faulty product/service
Product/service didn’t do what it said it would do
Wrong size/colour/specification
Product/service did not confer benefits described to me by salesperson
Changed mind/wanted to return the item
Unwanted gift
Other*
* All others 1% or less
(Other includes – lack of quality food, food item out of date, too expensive, poor service, overcharged, meal not up to standard). 15

15. Assessment of the Complaints Process
Wave
Wave
Level of Difficulty Experienced
Difficulty Experienced
(Base: All who experienced difficulty – 78) %
(Base: All who made a complaint – 300)
Unhelpful staff
Refusal of retailer to refund my money
The retailer/provider never got back to me
Difficulty contacting trader
Had to put complaint in writing
I was unsure of my consumer rights
Offered a repair when wanted a replacement
Unsure of the complaints process including to who to complain to*
Only give me a credit note
Refusal to repair returned item
# All others 4% or less %
Very easy (5)
(31)
63%
Somewhat easy (4)
(38)
Neither/Nor (3)
(7) –
Somewhat difficult (2)
(16)
26%
Very difficult (1)
(7)
Mean
3.6
( ) = Wave 16

16. Reasons for Not Complaining
(Base: All those who had reason to make a
complaint but didn’t in past 12 months - 75)
Reasons for Not Complaining:
Wave
Wave
Wave
Wave
Wave % % % % %
I did not want the hassle of having to make a complaint
I didn’t see the point of complaining
I didn’t have time to make a complaint
I did not want to get anyone in trouble by making a complaint
I was afraid to make a complaint
I was unsure of my consumer rights
Difficulty contacting trader
Did not have receipt/proof of purchase
Unsure of the complaints process
Other
Had to put the complaint in writing ** ** ** ** ** ** ** ** ** ** – – – – 17

17. Resolution Status of Problem
(Base: All those who made a complaint in past 12 months - 300)
Whether Complaint Resolved %
Benchmark 2007
Question not asked in Benchmark survey
Wave
78% completely resolved
Wave
66% completely resolved
Wave
73% completely resolved
Refused/
Not Stated
(2%)
Not resolved at all
(11%)
Completely
resolved
(74%)
Partly resolved
(13%)
() = Wave 18

18. Satisfaction with the Way Complaint was Handled
(Base: All who’s complaint was completely resolved – 211)
Do nothing, just accept what has happened
Tell people you know of your positive experience with them
Do more business with them yourself
Tell people you know not to do business with them
Stop doing business with them altogether
Do less business with them yourself
Level of Satisfaction
Wave
Wave
Likely to do as a result % %
148 People
Completely satisfied (7)
(46)
70%
Very satisfied (6)
(27)
2 people
1 person
(1 person)
Fairly satisfied (5)
(18)
Neither/nor/ Don’t know (4)
7 People
(4)
Fairly dissatisfied (3)
(3)
Very dissatisfied (2)
(1) 8%
Completely dissatisfied (1)
(1)
Mean
5.8 (6.1)
() = Wave 19

19. Likelihood of Buying Again from Business that had Reason to Complain About
(Base: All those who had cause or reason to complain - 375)
Benchmark 2007
52% Yes
27% No
16% I don’t have a choice
Wave
59% Yes
29% No
12% I don’t have a choice
Wave
64% Yes
7% I don’t have a choice
Wave
28% Yes
45% No
22% Don’t know
5% I don't have a choice
Likelihood to Buy Again
(44%)
Yes No
(26%)
(9%)
(21%)
I don’t have
a choice
Don’t know
( ) = Wave 20

20. Section 3: Customer Service

21. Level of Customer Service – Experienced – I
(Base: All who have bought goods/services in past 12 months)
Very
poor
(1)
(2)
Very
good
(5)
(4)
90%
89%
88%
87%
85%
Shops selling clothing or footwear (95%)
Personal care e.g. hairdressers, cosmetics (85%)
Pharmacies, doctors, hospitals or other medicals (79%)
Supermarkets & newsagents (97%)
Education providers (38%)
Restaurants, take-aways, or hotels (89%)
Pubs (76%) – –
() = Total that purchased 22

22. Level of Customer Service – Experienced – II
(Base: All who have bought goods/services in past 12 months)
Very
poor
(1)
(2)
Very
good
(5)
(4)
84%
83%
82%
80%
Entertainment outside the home (60%)
Entertainment at home (62%)
Shops selling furniture or households appliances (40%)
Communications services including home phone mobile, internet (69%)
Building and related services (33%)
Energy suppliers (61%)
Travel agent (29%) – – – –
() = Total that purchased 23

23. Level of Customer Service – Experienced – III
(Base: All who have bought goods/services in past 12 months)
Very
poor
(1)
(2)
Very
good
(5)
(4)
Car dealers (24%)
Insurance products and services (65%)
TV service providers (50%)
Waste services (49%)
Airlines (44%)
Banking products & Services (68%)
Public transport (43%)
Petrol Stations (74%)
79%
78%
77%
76%
() = Total that purchased 24

24. Research Background and Methodology

25. 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
Wave 3
Wave 4
Wave 5
Current Wave
Amárach Research conducted the research by means of face-to-face interviewing with 1,000 people between the ages of
In all, 6 comparable “Waves” of Market Research have been completed since November / December 2007.
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 June 2010. 26

26. Profile of Sample (Base: All aged 15-74 – 1,000) MAIN GROCERY SHOPPER% % % %
15-24
Married
Male
ABC1
Yes No
25-34
Living as
Married
35-44
C2DE
Female
45-54
Single
55+
Wid/Div/
Sep
F50+/
F50-
Not stated
Not stated 27