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Where Britain Shops Supermarkets 2010
Verdict Research Limited, May 2010, Pages: 122
Where Britain Shops 2010: Supermarkets provides a comprehensive analysis of the shopping habits of UK consumers. It presents a detailed examination of changing customer profiles as well as demographic, socio-economic and shopping around trends.
Scope of this research:
- A wide-ranging analysis of the way customers shop in supermarkets, complete with profiles of Asda, Morrisons, Sainsbury and Tesco.
- In each of the eight categories profiled the report has a socio-economic breakdown of shoppers, analysis of competitors used and sector penetrations.
- For each profiled supermarket, this report provides a socio-economic breakdown of their customer base and cross sector shopping data.
Research and analysis highlights:
Supermarkets' share of all shoppers is down by 1.7 percentage points year-on-year. The main factor behind this decline is an improved performance by other retailers, especially in clothing. These retailers have opened aggressively in more central locations and worked to offer a higher quality of product and improve their merchandising standards.
Grocers' low prices are attracting more electricals shoppers, on top of gains made due to dissatisfaction with specialists' service levels. More customers are researching a purchase and then buying at the lowest possible price, benefitting grocers. Supermarkets have also improved the good and best partsr of their good-better-best architecture.
Morrison's share of all shoppers has increased by 0.9 percentage points to 27.5%, its highest proportion yet and 4.6 percentage points higher than in 2005. Factors driving this growth were increased promotion of its quality credentials, keener prices and aggressive expansion, especially in areas where it is underexposed, such as southern England.
Key reasons to purchase this research:
- Where Britain Shops is one of the most comprehensive studies of its kind, drawing on a nationwide survey of 6,000 shoppers each year.
- Verdict's thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore the implications for retailers.
- With the economic climate remaining weak and competition strong between supermarkets, understanding customer motivations is highly important.
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