nca consumer empowerment research
DESCRIPTION
August 2011: research by National Consumer Agency finds that 9 in 10 Irish consumers make complaints when unhappy about a purchaseTRANSCRIPT
National Consumer Agency
Market Research Findings:Consumer Empowerment and Complaints
August 2011Market Research Conducted by
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Making Complaints
www.nca.ie
Key Findings
Section 1: Consumer Empowerment
Section 2: Making Complaints
Research Background and Methodology
Profile of Sample
Table of Contents
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Making Complaints
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Key Findings
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Key Findings
Consumer Rights• 78% state they are confident of their rights (↑3% points)
• 71% assert they are knowledgeable of their rights (↑3% points)
• 71% feel protected in respect of their rights (↑2% points)
Propensity to Complain• 85% of consumers state that they are willing to complain (↑8% points)
Complain/Return an Item• 22% of consumers(↓8% points) had cause to do so
• 92% (↑12% points) of those who had cause actually complained
• Over 3 in 4 (78%) found the complaints process easy
• Over 4 in 5 (84%) have had their complaint completely resolved
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Section 1: Consumer Empowerment
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7075 74 74 73 75
78
1812
15 1418
1310
0
10
20
30
40
50
60
70
80
90
100
Aug-08 Nov/Dec-08
Jun-09 Nov/Dec-09
Jun-10 Nov/Dec-10
May/June-11
% Confident % Not Confident
Confidence about Rights as a Consumer
(Base: All aged 15-74 – 1,000)
%
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6269 68 67 67 68 71
24
1520 20 20 19 17
0
10
20
30
40
50
60
70
80
90
100
Aug-08 Nov/Dec-08
Jun-09 Nov/Dec-09
Jun-10 Nov/Dec-10
May/June-11
% Knowledgeable % Not Knowledgeable
Knowledge about Consumer Rights
(Base: All aged 15-74 – 1,000)
%
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60
7065 65 64
69 71
18
1016 14 15
10 8
0
10
20
30
40
50
60
70
80
90
100
Aug-08 Nov/Dec-08
Jun-09 Nov/Dec-09
Jun-10 Nov/Dec-10
May/June-11
% Protected % Not Protected
Protected Regarding Consumer Rights
(Base: All aged 15-74 – 1,000)
%
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Making Complaints
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Section 2: Making Complaints
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85%
Complaining Nation?
Yes
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?
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?
(Base: All aged 15-74 – 1,000)
(77%)
() = Nov/Dec 2011
Main grocery shopper
35-44
Knowledgeable of consumer rights
Confident of consumer rights
Protected with regards consumer rights
90
91
90
90
90
Most Likely to Complain%
%
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Making Complaints
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82
4
3
9 10
2
5
9
85
22%
Reasons to Complain Over Last 12 Months?
Yes
Complaint in Relation to...%%
Whether or Not had Reason to Complain
In-store Purchase
Online Purchase
Catalogue/Mail purchase
Telephone Purchase
Other Purchase
Last Time
Past 12 Months
(Base: All aged 15-74 – 1,000)
Higher amongst:Responsible for main grocery shop 28%Part time employed 29%Not protected regards consumer rights 30%
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Whether Complaint/Return Made When had Reason to Do So
8%
92%
Yes
Whether Made Complaint
Wave 1 2008
70% Yes
Wave 2 2008
75% Yes
Wave 3 2009
69% Yes
Wave 4 2009
74% Yes
Wave 5 2010
80% Yes
22% Yes
Reason to Complain
() = Nov/Dec 2010
(Base: All aged 15-74 – 1,000)(Base: All those who had cause or reason
to complain/return in past 12 months - 219)
No(20%)
(80%)
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32
46
4
4
14
Assessment of the Complaints/Returns Process
%
Very easy (5)
Somewhat easy (4)
Neither/Nor (3)
Somewhat difficult (2)
Very difficult (1)
78% (75%)
( ) = Nov/Dec 2010
18% (19%)
Level of Difficulty Experienced
Mean 3.9 (3.9)
(38)
(37)
(6)
(14)
(5)
(Base: All those who made a complaint/return - 202)
%
Resolution Status of Problem
6%1%
84%9%
Not Resolved at all
Partly Resolved
Don’t know
Completely Resolved
(87%)(6%)
(7%)
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Research Background and Methodology
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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 May/June 2011
Research Background and Methodology
Nov/Dec 2007
Aug 2008Nov/Dec
2008
Nov/Dec 2009 June 2010Nov/December
2010
Benchmark
Wave 4 Wave 5
Wave 1 Wave 2
Wave 6
Current Wave
May/June 2011
Wave 7
May/June 2009
Wave 3
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1728
4822
52
19
2816
1826
49
26
51
SEX AGE REGIONSOCIALCLASS
Profile of Sample
(Base: All aged 15-74 – 1,000)
Male
Female
% % % %15-24
25-34
35-44
45-54
55+
Dublin
Rest of Leinster
Munster
Conn/ Ulster
ABC1 F50+
C2DEF50-
MAIN GROCERY SHOPPER
Yes No50%50%