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National Consumer Agency Consumer Empowerment and Complaints Market Research Findings August 2009

National Consumer Agency Consumer Empowerment and Complaints Market Research Findings August 2009 Research Conducted by. Table of Contents. A. Research Background & Methodology B. Profile of Sample KEY FINDINGS: SECTION 1: Consumer Rights Awareness Levels SECTION 2: Making Complaints.

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National Consumer Agency Consumer Empowerment and Complaints Market Research Findings August 2009

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  1. National Consumer Agency Consumer Empowerment and Complaints Market Research Findings August 2009 Research Conducted by

  2. Table of Contents • A. Research Background & Methodology • B. Profile of Sample • KEY FINDINGS: • SECTION 1: Consumer Rights Awareness Levels • SECTION 2: Making Complaints

  3. B. Profile of Sample – I (Base: All aged 15-74 – 1,000) MAIN GROCERY SHOPPER % % % % 15-17 AB 18-24 Married Male C1 Yes No 25-34 Living as Married C2 35-44 Single 45-54 Female D 55-64 E Wid/Div/ Sep F50+ 65-74 F50-

  4. Section 1:Consumer Rights Awareness Levels

  5. Confidence About Rights as a Consumer (Base: All aged 15-74 – 1,000) Level of Confidence % % % % Very confident (5) 70% 66% 74% 75% Fairly confident (4) Neither/Nor (3) Not very confident (2) 21% 18% 15% 12% Not at all confident (1)

  6. Knowledge About Consumer Rights (Base: All aged 15-74 – 1,000) Level of Knowledge % % % % Very knowledgeable (5) 59% 62% 68% 69% Fairly knowledgeable (4) Neither/Nor (3) 26% 24% Not very knowledgeable (2) 20% 15% Not at all knowledgeable (1)

  7. Protected Regarding Consumer Rights (Base: All aged 15-74 – 1,000) Level of Protection % % % Very protected (5) 60% 61% 70% 65% Fairly protected (4) Neither/Nor (3) Not very protected (2) 18% 16% 16% 10% Not at all protected (1)

  8. Section 2:Making Complaints

  9. Complaining Nation? (Base: All aged 15-74 – 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? Yes No (83%) (17%) () = Wave 2 ‘08

  10. Goods & Services Bought with Reason to Complain or Return an Item – Primary & Secondary (Base: All aged 15-74 – 1,000) % With Reason to Complain or Return Ever Reason to Complain/Return from: PRIMARY SECONDARY (+5%) (+11%) (+6%) Wave 3 2009 Wave 2 2008 Wave 1 2008

  11. Whether Complaint Made When had Reason to Do So Reason to Complain Whether Made Complaint (Base: All those who had cause or reason to complain in past 12 months - 400) (Base: All aged 15-74 – 1,000) No Yes No Yes (25%) (61%) (39%) (75%) () = Wave 2 ‘08

  12. Reasons for Complaint (Base: All those who made a complaint in past 12 months - 275) Reasons for Complaint: Wave 3 2009 Wave 2 2008 Wave 1 2008 Benchmark 2007

  13. Assessment of the Complaints Process Level of Difficulty Experienced Difficulty Experienced % (Base: All who experienced difficulty – 80) (Base: All who made a complaint – 275) % Very easy (5) 61% Somewhat easy (4) Neither/Nor (3) Somewhat difficult (2) 29% Very difficult (1) Mean 3.5 * New Question

  14. Emotional Cost of Problem/Complaint (Base: All those who made a complaint in past 12 months - 275) Wave 3 2009 Wave 1 2008 To what extent have you felt: Total Experience A great deal A little % % % (-12%) (+5%) (+10%)

  15. Reasons for Not Complaining (Base: All those who had reason to make a complaint but didn’t in past 12 months - 125) Reasons for Not Complaining: Wave 3 2009 Wave 2 2008 Wave 1 2008 Benchmark 2007 (-27%) (+8%) ** ** **

  16. Resolution Status of Problem (Base: All those who made a complaint in past 12 months - 275) Whether Complaint Resolved % Refused/ Not Stated (25%) Completely resolved Not resolved at all (66%) (4%) (5%) Partly resolved

  17. Satisfaction with the Way Complaint was Handled (Base: All who’s complaint was completely resolved – 201) Likely to do as a result Level of Satisfaction % % 139 People Completely satisfied (7) 69% Very satisfied (6) Fairly satisfied (5) Neither/nor/Don’t know (4) 11 People Fairly dissatisfied (3) 5% Very dissatisfied (2) Mean 5.8 * New Question

  18. Likelihood of Buying Again from Business where there was Reason to Complain (Base: All those who had reason to make a complaint but didn't in the past 12 months - 125) Likelihood to Buy Again Yes (29%) No (64%) (7%) (-%) Don’t * know I don’t have a choice * N.B: Don’t know option not given in previous wave. ( ) = Wave 2 2008

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