irish consumer empowerment and complaining, january 2010
DESCRIPTION
27 January 2010: National Consumer Agency market research relating to Irish consumers' sense of empowerment, and their experience in the area of complaints.TRANSCRIPT
National Consumer Agency
Consumer Empowerment and Complaints Market Research Findings
January 2010Research Conducted by
2
Making Complaints
Profile of Sample
KEY FINDINGS:
SECTION 1: Consumer Empowerment SECTION 2: Making Complaints
Table of Contents
3
Making Complaints
21
44 40
23
52
18
35
8
19
1119
47
10
53
SEX AGEMARITALSTATUS
SOCIALCLASS
Profile of Sample – I
(Base: All aged 15-74 – 1,000)
Male
Female
% %
% %
15-24
25-34
35-44
45-54
55+
Married
Living as Married
Single
Wid/Div/Sep
ABC1
C2DE
F50+/F50-
MAIN GROCERY SHOPPER
Yes No47%53%
4
Making Complaints
7
513723
55
21
20
8
24
1825
21
1179
SEX AGEMARITALSTATUS
SOCIALCLASS
Profile of Sample – II – Main Grocery Shoppers
(Base: All Mainly Responsible for Grocery Shopping in Home – 525)
Male(47)
Female(53)
% %
% %
15-24(21)
25-34(23)
35-44(18)
45-54(19)
55+(19)
Married(44)
Living as Married(10)
Single(35)
Wid/Div/Sep(11)
ABC1(40)
C2DE(52)
53%
( ) = Total Sample
F50+/F50-(8)
5
Making Complaints46%54%69%31%
Profile of Sample – III – Internet Use
(Base: All Respondents – 1,000)
USE INTERNET
No Yes
EVER PURCHASED ONLINE
No Yes
BANKING ONLINE
No Yes
(Base: All Internet Users - 702) (Base: All Internet Users - 702)
70%30%
() = figures from Wave 3 2009 (May /June 2009)
(65%)
(35%)(49%)(51%)(29%)
(71%)
71
69
91
83
79
63
30
Male
Female
15-24
25-34
35-44
45-54
55+
% Yes
68
69
56
78
77
64
68
Male
Female
15-24
25-34
35-44
45-54
55+
% Yes45
47
26
56
54
53
49
Male
Female
15-24
25-34
35-44
45-54
55+
% Yes
6
Making Complaints
Section 1:Consumer Empowerment
7
Making Complaints
17 14 19 12 14
57 60 5658 52
12 11 13 13 13
12 8 12 154 3 4 6 610
Wave 4'09
Wave 3'09
Wave 2'08
Wave 1'08
Nov/Dec'07
Confidence About Rights as a Consumer
(Base: All aged 15-74 – 1,000)
%
Very confident
Fairly confident
Neither/Nor
Not very confidentNot at all confident
21%
%
18%
70% 66%
%
75%
12%
%
14%
74%
%
15%
74%
8
Making Complaints13 13 16 10 13
54 55 5352 46
13 12 1614 15
15 1116 19
5 5 4 8 715
Wave 4'09
Wave 3'09
Wave 2'08
Wave 1'08
Nov/Dec'07
Knowledge About Consumer Rights
(Base: All aged 15-74 – 1,000)
Very knowledgeable
Fairly knowledgeable
Neither/Nor
Not very knowledgeable
Not at all knowledgeable
%
26%
%
24%
62% 59%
%
69%
15%
%
20%
67%
%
20%
68%
9
Making Complaints
Protected Regarding Consumer Rights
(Base: All aged 15-74 – 1,000)
Very protected
Fairly protected
Neither/Nor
Not very protected
Not at all protected
12 10 15 9 10
53 55 5551 51
21 19 2023 23
13 8 14 123 3 2 4 411
Wave 4'09
Wave 3'09
Wave 2'08
Wave 1'08
Nov/Dec'07
%
16%
%
18%
60% 61%
%
70%
10%
%
14%
65%
%
16%
65%
10
Making Complaints
Summary: Empowerment Levels
(Base: All aged 15-74 – 1,000)
Confident74%
Not Confident14%
Knowledgeable67%
Not Knowledgeable
20%
Protected65%
Not Protected
14%
Male 69% 16% 65% 20% 63% 14%
Female 77% 14% 69% 20% 68% 14%
15-24 62% 19% 57% 26% 60% 14%
25-34 74% 14% 69% 20% 64% 16%
35-44 79% 11% 75% 11% 74% 8%
45-54 79% 14% 73% 18% 67% 15%
55+ 73% 15% 63% 23% 63% 16%
ABC1 83% 9% 75% 13% 73% 10%
C2DE 67% 19% 61% 25% 59% 17%
Responsible for main shop
79% 13% 71% 19% 67% 14%
Not responsible
for main shop
67% 17% 63% 21% 64% 13%
= Significantly lower than total sample = Significantly higher than total sample
11
Making Complaints
Section 2:Making Complaints
12
Making Complaints22%
78%
Propensity To Complain
No 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)
(24%)(76%)
( ) = Wave 3 2009
13
Making Complaints
(Base: All aged 15-74 – 1,000)
Supermarkets and newsagentsShops selling clothing or footwearRestaurants take-away’s or hotelsCommunications services including home phone
% With Reason to Complain or Return Ever
TV Service Providers e.g. Sky, NTL
Building and related services e.g. plumbersShops selling furniture or household appliancesBanking products and services, including a current A/C
Pubs
Airlines
Car dealers
Insurance products and services
Energy suppliers e.g. ESB, Bord Gais
PRIMARY SECONDARY17
13
15
9
7
8
10
6
6
6
5
7
4
(-5%)
Wave 4 2009Wave 3 2009Wave 2 2008Wave 1 2008
Goods & Services Bought with Reason to Complain or Return an Item – Primary & Secondary
15
Making Complaints
Whether Complaint Made When had Reason to Do So
25%75%No Yes
Whether Made Complaint
Benchmark 2007
79% Yes
Wave 1 2008
70% Yes
Wave 2 2008
75% Yes
64%36%No Yes
Reason to Complain
(60%) (40%) (31%)(69%)
(Base: All aged 15-74 – 1,000) (Base: All those who had cause or reason to complain in past 12 months - 356)
( ) = Wave 3 2009
16
Making Complaints
Reasons for Complaint
(Base: All those who made a complaint in past 12 months - 267)
54
17
9
8
5
1
18
Faulty product/service
Product/service didn’t do what it said it would do
Wrong size/colour/specificationProduct/service did not confer benefits described to me by salespersonChanged mind/wanted to return the item
Unwanted gift
Other
64
20
10
13
8
2
11
Wave 1 2008
56
14
9
9
8
1
14
Wave 2 2008 Benchmark 2007
59
17
4
9
5
1
19
Wave 3 2009
59
20
9
7
6
1
11
Wave 4 2009
17
Making Complaints31
38
7
7
16
Assessment of the Complaints Process
(Base: All who made a complaint – 267)
%
Very easy
Somewhat easy
Neither/Nor
Somewhat difficult
Very difficult
69%
23%
55
21
19
16
13
11
10
8
8
51
13
30
16
16
13
5
6
23
Unhelpful staff
Refusal of retailer to refund my moneyThe retailer/provider never got back to me
Difficulty contacting trader
Had to put complaint in writing
I was unsure of my consumer rightsOffered a repair when wanted a replacementRefusal of retailer to accept returned item
Other
# All others 6% or less
%Level of Difficulty ExperiencedDifficulty Experienced
(Base: All who experienced difficulty – 62)
Wave 4 2009Wave 3 2009
(28)
(33)
(10)
(17)
(12)
18
Making Complaints
Helping to Offer Better Customer Service
(Base: All aged 15-74 – 1,000)
58
34
33
29
26
Staff trained in customer service and complaints handling
A publicly displayed complaint handling procedure
A named point of contact for complaints
Informed of the returns policy at point of purchase by sales assistant
A publicly displayed returns policy
%
New question, multiple answers allowed
19
Making Complaints
49
22
19
11
10
4
6
38
19
18
15
10
9
14
Reasons for Not Complaining
(Base: All those who had reason to make a complaint but didn’t in past 12 months - 88)
I did not want the hassle of having to make a complaint
I didn’t see the point of complaining
I didn’t have time to make a complaint
I did not want to get anyone in trouble by making a complaint
I was afraid to make a complaint
I was unsure of my consumer rights
Difficulty contacting trader
Other
Had to put the complaint in writing
Benchmark 2007Wave 1 2008
48
22
28
28
9
11
2
Wave 2 2008
22
18
22
19
13
8
3
1
Wave 3 2009
** ** **
(+8%)
(-27%)44
22
18
20
18
10
2
2
1
Wave 4 2009
(+5%)
(+22%)
– – – –
20
Making Complaints74%
2%11%
13%
Resolution Status of Problem
(Base: All those who made a complaint in past 12 months - 267)
%
Benchmark 2007
Question not asked in Benchmark
survey
Wave 1 2008
78% completely resolved
Wave 2 2008
66% completely resolved
Completelyresolved
Partly resolved
Not resolved at all
Refused/Not Stated
(2%)
(73%)
(9%)
(16%)
( ) = Wave 3 2009
21
Making Complaints46
27
18
3114
Satisfaction with the Way Complaint was Handled
(Base: All who’s complaint was completely resolved – 198)
%
Completely satisfied
73%
42
37
22
35
38
17
Do nothing, just accept what has happenedTell people you know of your positive experience with themDo more business with them yourself
%
Level of Satisfaction
Very satisfied
Fairly satisfied
Neither/nor/Don’t know
Likely to do as a result
145 People
(39)
(30)
(18)(5)(3)(3)(2)
Wave 4 2009Wave 3 2009
22
Making Complaints
Likelihood of Buying Again from Business that had Reason to Complain About
26%
44%
21%9%
NoYes
I don’t havea choice
(Base: All those who had reason to make a complaint but didn't in the past 12 months - 88)
Benchmark 2007
52% Yes27% No16% I don’t have a choice
Wave 1 2008
59% Yes29% No12% I don’t have a choice
Wave 2 2008
64% Yes29% No7% I don’t have a choice
(28%)
(22%)(5%)
(45%)
Don’t know
( ) = Wave 3 2009