Ajouter aux favoris   Ajouter cette page à mon bookmark --- SOCIAL BOOKMARKING --- Digg Furl del.icio.us Netscape

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
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
Comet share of shoppers 10
Comet share of shoppers by demographics 12
Comet share of shoppers by television region 13
Comet share of shoppers by household characteristics 14
Comet share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
Comet conversion of visitors to main users 21
Comet conversion of visitors to main users by demographics and region 23
Comet conversion of visitors to main users by household characteristics 25
Non-converting customers 29
Profile of Comet non-converting customers by demographics and region 31
CHAPTER 4 PROFILE OF SHOPPERS 33
Comet profile of shoppers by demographics 33
Comet profile of shoppers by television region 35
Comet profile of shoppers by household characteristics 37
Comet profile of shoppers by other characteristics and ACORN classification 41
CHAPTER 5 LOYALTY 44
Comet loyalty of main users 44
Comet loyalty of main users by demographics and region 46
Comet loyalty of main users by household characteristics 48
Comet basic drivers of loyalty and disloyalty 52
Comet detailed drivers of loyalty 53
CHAPTER 6 COMPETITION 55
Competition in Electricals 55
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 Comet in Electricals 9
Table 2: Comet change in visitor share (%) 2004-2008 10
Table 3: Comet change in main user share (%) 2004-2008 11
Table 4: Comet visitor and main user share by ACORN classification 2008 18
Table 5: Comet change in conversion rates 2004-2008 21
Table 6: Comet change in non-conversion rates (%) 2004-2008 22
Table 7: Main stores non-converters use instead of Comet 2008 29
Table 8: Comet visitor and main user profile by ACORN classification 2008 41
Table 9: Comet change in loyalty (%) 2004-2008 44
Table 10: Comet change in disloyalty 2004-2008 45
Table 11: Comet drivers of loyalty (%) 2004-2008 52
Table 12: Comet drivers of disloyalty (%) 2004-2008 52
Table 13: Comet 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: Comet visitor share 2004-2008 10
Figure 2: Comet main user share 2004-2008 11
Figure 3: Comet visitor share by demographic group 2008 12
Figure 4: Comet main user share by demographic group 2008 12
Figure 5: Comet visitor share by television region 2008 13
Figure 6: Comet main user share by television region 2008 13
Figure 7: Comet visitor and main user share by household tenure 2008 14
Figure 8: Comet visitor and main user share by number of people in household 2008 15
Figure 9: Comet visitor and main user share by children in household 2008 16
Figure 10: Comet visitor and main user share by number of cars in household 2008 17
Figure 11: Comet visitor and main user share by working status 2008 19
Figure 12: Comet visitor and main user share by marital status 2008 20
Figure 13: Comet conversion rates 2004-2008 21
Figure 14: Comet non-conversion rates 2004-2008 22
Figure 15: Comet conversion rates by demographic group 2008 23
Figure 16: Comet conversion rates by region 2008 24
Figure 17: Comet conversion rates by household tenure 2008 25
Figure 18: Comet conversion rates by number of people in household 2008 26
Figure 19: Comet conversion rates by children in household 2008 27
Figure 20: Comet conversion rates by number of cars in household 2008 28
Figure 21: Comet non-conversion rates 2004-2008 29
Figure 22: Comet non-conversion rates by demographic group 2008 30
Figure 23: Demographic profile of non-converting Comet visitors 2008 31
Figure 24: Regional profile of non-converting Comet visitors 2008 32
Figure 25: Comet visitor profile by demographic group 2008 33
Figure 26: Comet main user profile by demographic group 2008 34
Figure 27: Comet visitor profile by television region 2008 35
Figure 28: Comet main user profile by region 2008 36
Figure 29: Comet visitor and main user profile by household tenure 2008 37
Figure 30: Comet visitor and main user profile by number of people in household 2008 38
Figure 31: Comet and main user profile by children in household 2008 39
Figure 32: Comet visitor and main user profile by number of cars in household 2008 40
Figure 33: Comet visitor and main user profile by working status 2008 42
Figure 34: Comet visitor and main user profile by marital status 2008 43
Figure 35: Comet loyalty 2004-2008 44
Figure 36: Comet disloyalty 2004-2008 45
Figure 37: Comet loyalty by demographics 2008 46
Figure 38: Comet loyalty by region 2008 47
Figure 39: Comet loyalty by household tenure 2008 48
Figure 40: Comet loyalty by number of people in household 2008 49
Figure 41: Comet loyalty by children in household 2008 50
Figure 42: Comet loyalty by number of cars in household 2008 51
Figure 43: Comet – other Electricals stores used 2008 55
Figure 44: Preference stores 2008 56
Figure 45: Sectors shopped 2008 57