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Introduction

Verdict Research: UK Consumer Insights 2008 are based around individual retailers and provide a highly detailed, data-rich overview of a retailer's customers, drawing on a nationwide survey of 6,000 shoppers each year.

Scope



Highlights



Reasons to Purchase

New analysis, unique to these reports shows details about non-converting visitors including where they main shop and who they are.

Analysis by non-standard demographics is also presented to give a comprehensive picture of a retailer's customers.

Key demographics include among others, sex, age, social class, television region, marital status, housing tenure, working status and ACORN group.

TABLE OF CONTENTS
CHAPTER 1 AT A GLANCE SUMMARY 9
CHAPTER 2 SHARE OF SHOPPERS 10
Asda share of shoppers 10
Asda share of shoppers by demographics 12
Asda share of shoppers by television region 13
Asda share of shoppers by household characteristics 14
Asda share of shoppers by other characteristics and ACORN classification 15
CHAPTER 3 CONVERSION AND NON-CONVERSION 17
Asda conversion of visitors to main users 17
Asda conversion of visitors to main users by demographics and region 19
Asda conversion of visitors to main users by household characteristics 20
Non-converting customers 21
Profile of Asda non-converting customers by demographics and region 22
CHAPTER 4 PROFILE OF SHOPPERS 23
Asda profile of shoppers by demographics 23
Asda profile of shoppers by television region 24
Asda profile of shoppers by household characteristics 25
Asda profile of shoppers by other characteristics and ACORN classification 26
CHAPTER 5 LOYALTY 28
Asda loyalty of main users 28
Asda loyalty of main users by demographics and region 30
Asda loyalty of main users by household characteristics 31
Asda basic drivers of loyalty and disloyalty 32
Asda detailed drivers of loyalty 33
CHAPTER 6 COMPETITION 35
Competition in Homewares 35
Cross sector competitor dynamics 36
CHAPTER 7 APPENDIX 38
Basic methodology 38
The selection of parliamentary constituencies 40
Metropolitan county 40
Other 100% urban 40
Mixed urban/rural 40
Rural 41
The selection of enumeration districts 41
The selection of respondents 42
Post survey weighting 42


LIST OF TABLES
Table 1: Key performance indicators for Asda in Homewares 9
Table 2: Asda change in visitor share (%) 2004-2008 10
Table 3: Asda change in main user share (%) 2004-2008 11
Table 4: Asda visitor and main user share by ACORN classification 2008 18
Table 5: Asda change in conversion rates 2004-2008 21
Table 6: Asda change in non-conversion rates (%) 2004-2008 22
Table 7: Main stores non-converters use instead of Asda 2008 29
Table 8: Asda visitor and main user profile by ACORN classification 2008 41
Table 9: Asda change in loyalty (%) 2004-2008 44
Table 10: Asda change in disloyalty 2004-2008 45
Table 11: Asda drivers of loyalty (%) 2004-2008 52
Table 12: Asda drivers of disloyalty (%) 2004-2008 52
Table 13: Asda detailed drivers of loyalty 2008 53
Table 14: Cross sector matrix shopping 2008 56
Table 15: Other retailers used 2008 57
Table 16: Sample sizes by sector 2008 59


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