UK Consumer Insights 2007: Sainsbury - Food & Grocery

TABLE OF CONTENTS
CHAPTER 1 AT A GLANCE SUMMARY 9
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
Sainsbury share of shoppers 10
Sainsbury share of shoppers by demographics 12
Sainsbury share of shoppers by television region 13
Sainsbury share of shoppers by household characteristics 15
Sainsbury share of shoppers by other characteristics and ACORN classification 19
CHAPTER 3 CONVERSION AND NON-CONVERSION 22
Sainsbury conversion of visitors to main users 22
Sainsbury conversion of visitors to main users by demographics and region 24
Sainsbury conversion of visitors to main users by household characteristics 26
Non-converting customers 30
Profile of Sainsbury non-converting customers by demographics and region 32
CHAPTER 4 PROFILE OF SHOPPERS 34
Sainsbury profile of shoppers by demographics 34
Sainsbury profile of shoppers by television region 36
Sainsbury profile of shoppers by household characteristics 38
Sainsbury profile of shoppers by other characteristics and ACORN classification 42
CHAPTER 5 LOYALTY 45
Sainsbury loyalty of main users 45
Sainsbury loyalty of main users by demographics and region 47
Sainsbury loyalty of main users by household characteristics 49
Sainsbury basic drivers of loyalty and disloyalty 53
Sainsbury detailed drivers of loyalty 54
CHAPTER 6 COMPETITION 56
Competition in food & grocery 56
Cross sector competitor dynamics 57
CHAPTER 7 APPENDIX 59
Basic methodology 59
The selection of parliamentary constituencies 61
Metropolitan county 61
Other 100% urban 61
Mixed urban/rural 61
Rural 62
The selection of enumeration districts 62
The selection of respondents 63
Post survey weighting 63

LIST OF TABLES
Table 1: Key performance indicators for Sainsbury in food & grocery 9
Table 2: Sainsbury change in visitor share (%) 2003-2007 10
Table 3: Sainsbury change in main user share (%) 2003-2007 11
Table 4: Sainsbury visitor and main user share by ACORN classification (%) 2007 19
Table 5: Sainsbury change in conversion rates (%) 2003-2007 22
Table 6: Sainsbury change in non-conversion rates (%) 2003-2007 23
Table 7: Main stores non-converters use instead of Sainsbury (%) 2007 30
Table 8: Sainsbury visitor and main user profile by household tenure (%) 2007 42
Table 9: Sainsbury change in loyalty (%) 2003-2007 45
Table 10: Sainsbury change in disloyalty (%) 2003-2007 46
Table 11: Sainsbury drivers of loyalty (%) 2003-2007 53
Table 12: Sainsbury drivers of disloyalty (%) 2003-2007 53
Table 13: Sainsbury detailed drivers of loyalty (%) 2007 54
Table 14: Cross sector matrix shopping (%) 2007 57
Table 15: Other retailers used (%) 2007 57
Table 1: Sample sizes by sector 2007 60

LIST OF FIGURES
Figure 1: Sainsbury visitor share (%) 2003-2007 10
Figure 2: Sainsbury main user share (%) 2003-2007 11
Figure 3: Sainsbury visitor share by demographic group (%) 2007 12
Figure 4: Sainsbury main user share by demographic group (%) 2007 12
Figure 5: Sainsbury visitor share by television region (%) 2007 13
Figure 6: Sainsbury main user share by television region (%) 2007 13
Figure 7: Sainsbury visitor and main user share by household tenure (%) 2007 15
Figure 8: Sainsbury visitor and main user share by number of people in household (%) 2007 16
Figure 9: Sainsbury visitor and main user share by children in household (%) 2007 17
Figure 10: Sainsbury visitor and main user share by number of cars in household (%) 2007 18
Figure 11: Sainsbury visitor and main user share by working status (%) 2007 20
Figure 12: Sainsbury visitor and main user share by marital status (%) 2007 21
Figure 13: Sainsbury conversion rates (%) 2003-2007 22
Figure 14: Sainsbury non-conversion rates (%) 2003-2007 23
Figure 15: Sainsbury conversion rates by demographic group (%) 2007 24
Figure 16: Sainsbury conversion rates by region (%) 2007 25
Figure 17: Sainsbury conversion rates by household tenure (%) 2007 26
Figure 18: Sainsbury conversion rates by number of people in household (%) 2007 27
Figure 19: Sainsbury conversion rates by children in household (%) 2007 28
Figure 20: Sainsbury conversion rates by number of cars in household (%) 2007 29
Figure 21: Sainsbury non-conversion rates (%) 2003-2007 30
Figure 22: Sainsbury non-conversion rates by demographic group (%) 2007 31
Figure 23: Demographic profile of non-converting Sainsbury visitors (%) 2007 32
Figure 24: Regional profile of non-converting Sainsbury visitors (%) 2007 33
Figure 25: Sainsbury visitor profile by demographic group (%) 2007 34
Figure 26: Sainsbury main user profile by demographic group (%) 2007 35
Figure 27: Sainsbury visitor profile by television region (%) 2007 36
Figure 28: Sainsbury main user profile by region (%) 2007 37
Figure 29: Sainsbury visitor and main user profile by household tenure (%) 2007 38
Figure 30: Sainsbury visitor and main user profile by number of people in household (%) 2007 39
Figure 31: Sainsbury and main user profile by children in household (%) 2007 40
Figure 32: Sainsbury visitor and main user profile by number of cars in household (%) 2007 41
Figure 33: Sainsbury visitor and main user profile by working status (%) 2007 43
Figure 34: Sainsbury visitor and main user profile by marital status (%) 2007 44
Figure 35: Sainsbury loyalty (%) 2003-2007 45
Figure 36: Sainsbury disloyalty (%) 2003-2007 46
Figure 37: Sainsbury loyalty by demographics (%) 2007 47
Figure 38: Sainsbury loyalty by region (%) 2007 48
Figure 39: Sainsbury loyalty by household tenure (%) 2007 49
Figure 40: Sainsbury loyalty by number of people in household (%) 2007 50
Figure 41: Sainsbury loyalty by children in household (%) 2007 51
Figure 42: Sainsbury loyalty by number of cars in household (%) 2007 52
Figure 43: Sainsbury � other food & grocery stores used (%) 2007 56
Figure 44: Preference stores (%) 2007 56
Figure 45: Sectors shopped (%) 2007 58