UK Consumer Insights 2007: Asda - Clothing

TABLE OF CONTENTS
CHAPTER 1 AT A GLANCE SUMMARY 9
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
George (Asda) share of shoppers 10
George (Asda) share of shoppers by demographics 12
George (Asda) share of shoppers by television region 13
George (Asda) share of shoppers by household characteristics 14
George (Asda) share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
George (Asda) conversion of visitors to main users 21
George (Asda) conversion of visitors to main users by demographics and region 23
George (Asda) conversion of visitors to main users by household characteristics 25
Non-converting customers 29
Profile of George (Asda) non-converting customers by demographics and region 31
CHAPTER 4 PROFILE OF SHOPPERS 33
George (Asda) profile of shoppers by demographics 33
George (Asda) profile of shoppers by television region 35
George (Asda) profile of shoppers by household characteristics 37
George (Asda) profile of shoppers by other characteristics and ACORN classification 41
CHAPTER 5 LOYALTY 44
George (Asda) loyalty of main users 44
George (Asda) loyalty of main users by demographics and region 46
George (Asda) loyalty of main users by household characteristics 47
George (Asda) basic drivers of loyalty and disloyalty 51
George (Asda) detailed drivers of loyalty 52
CHAPTER 6 COMPETITION 54
Competition in Clothing 54
Cross sector competitor dynamics 56
CHAPTER 7 APPENDIX 58
Basic methodology 58
The selection of parliamentary constituencies 60
Metropolitan county 60
Other 100% urban 60
Mixed urban/rural 60
Rural 61
The selection of enumeration districts 61
The selection of respondents 62
Post survey weighting 62

LIST OF TABLES
Table 1: Key performance indicators for George (Asda) in Clothing 9
Table 2: George (Asda) change in visitor share (%) 2003-2007 10
Table 3: George (Asda) change in main user share (%) 2003-2007 11
Table 4: George (Asda) visitor and main user share by ACORN classification (%) 2007 18
Table 5: George (Asda) change in conversion rates (%) 2003-2007 21
Table 6: George (Asda) change in non-conversion rates (%) 2003-2007 22
Table 7: Main stores non-converters use instead of George (Asda) (%) 2007 29
Table 8: George (Asda) visitor and main user profile by household tenure (%) 2007 41
Table 9: George (Asda) change in loyalty (%) 2003-2007 44
Table 10: George (Asda) change in disloyalty (%) 2003-2007 45
Table 11: George (Asda) drivers of loyalty (%) 2003-2007 51
Table 12: George (Asda) drivers of disloyalty (%) 2003-2007 51
Table 13: George (Asda) detailed drivers of loyalty (%) 2007 52
Table 14: Cross sector matrix shopping (%) 2007 56
Table 15: Other retailers used (%) 2007 56
Table 1: Sample sizes by sector 2007 59

LIST OF FIGURES
Figure 1: George (Asda) visitor share (%) 2003-2007 10
Figure 2: George (Asda) main user share (%) 2003-2007 11
Figure 3: George (Asda) visitor share by demographic group (%) 2007 12
Figure 4: George (Asda) main user share by demographic group (%) 2007 12
Figure 5: George (Asda) visitor share by television region (%) 2007 13
Figure 6: George (Asda) main user share by television region (%) 2007 13
Figure 7: George (Asda) visitor and main user share by household tenure (%) 2007 14
Figure 8: George (Asda) visitor and main user share by number of people in household (%) 2007 15
Figure 9: George (Asda) visitor and main user share by children in household (%) 2007 16
Figure 10: George (Asda) visitor and main user share by number of cars in household (%) 2007 17
Figure 11: George (Asda) visitor and main user share by working status (%) 2007 19
Figure 12: George (Asda) visitor and main user share by marital status (%) 2007 20
Figure 13: George (Asda) conversion rates (%) 2003-2007 21
Figure 14: George (Asda) non-conversion rates (%) 2003-2007 22
Figure 15: George (Asda) conversion rates by demographic group (%) 2007 23
Figure 16: George (Asda) conversion rates by region (%) 2007 24
Figure 17: George (Asda) conversion rates by household tenure (%) 2007 25
Figure 18: George (Asda) conversion rates by number of people in household (%) 2007 26
Figure 19: George (Asda) conversion rates by children in household (%) 2007 27
Figure 20: George (Asda) conversion rates by number of cars in household (%) 2007 28
Figure 21: George (Asda) non-conversion rates (%) 2003-2007 29
Figure 22: George (Asda) non-conversion rates by demographic group (%) 2007 30
Figure 23: Demographic profile of non-converting George (Asda) visitors (%) 2007 31
Figure 24: Regional profile of non-converting George (Asda) visitors (%) 2007 32
Figure 25: George (Asda) visitor profile by demographic group (%) 2007 33
Figure 26: George (Asda) main user profile by demographic group (%) 2007 34
Figure 27: George (Asda) visitor profile by television region (%) 2007 35
Figure 28: George (Asda) main user profile by region (%) 2007 36
Figure 29: George (Asda) visitor and main user profile by household tenure (%) 2007 37
Figure 30: George (Asda) visitor and main user profile by number of people in household (%) 2007 38
Figure 31: George (Asda) and main user profile by children in household (%) 2007 39
Figure 32: George (Asda) visitor and main user profile by number of cars in household (%) 2007 40
Figure 33: George (Asda) visitor and main user profile by working status (%) 2007 42
Figure 34: George (Asda) visitor and main user profile by marital status (%) 2007 43
Figure 35: George (Asda) loyalty (%) 2003-2007 44
Figure 36: George (Asda) disloyalty (%) 2003-2007 45
Figure 37: George (Asda) loyalty by demographics (%) 2007 46
Figure 38: George (Asda) loyalty by region (%) 2007 46
Figure 39: George (Asda) loyalty by household tenure (%) 2007 47
Figure 40: George (Asda) loyalty by number of people in household (%) 2007 48
Figure 41: George (Asda) loyalty by children in household (%) 2007 49
Figure 42: George (Asda) loyalty by number of cars in household (%) 2007 50
Figure 43: George (Asda) � other Clothing stores used (%) 2007 54
Figure 44: Preference stores (%) 2007 55
Figure 45: Sectors shopped (%) 2007 57