UK Consumer Insights 2007: Asda - Homewares

Verdict Research Limited, June 2007, Pages: 62

Introduction

UK Consumer Insights 2007 are based around individual retailers and provide a highly detailed, data-rich overview of a retailers customers, drawing on a nationwide survey of 6,000 shoppers each year.

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

CHAPTER 1 AT A GLANCE SUMMARY 9.

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 14
Asda share of shoppers by household characteristics 15
Asda share of shoppers by other characteristics and ACORN classification 19

CHAPTER 3 CONVERSION AND NON-CONVERSION 22.

Asda conversion of visitors to main users 22
Asda conversion of visitors to main users by demographics and region 24
Asda conversion of visitors to main users by household characteristics 26
Non-converting customers 30
Profile of Asda non-converting customers by demographics and region 32

CHAPTER 4 PROFILE OF SHOPPERS 34.

Asda profile of shoppers by demographics 34
Asda profile of shoppers by television region 36
Asda profile of shoppers by household characteristics 38
Asda profile of shoppers by other characteristics and ACORN classification 42

CHAPTER 5 LOYALTY 45.

Asda loyalty of main users 45
Asda loyalty of main users by demographics and region 47
Asda loyalty of main users by household characteristics 48
Asda basic drivers of loyalty and disloyalty 52
Asda detailed drivers of loyalty 53

CHAPTER 6 COMPETITION 55.

Competition in homewares 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 Asda in homewares 9
Table 2: Asda change in visitor share (%) 2003-2007 10
Table 3: Asda change in main user share (%) 2003-2007 11
Table 4: Asda visitor and main user share by ACORN classification (%) 2007 19
Table 5: Asda change in conversion rates (%) 2003-2007 22
Table 6: Asda change in non-conversion rates (%) 2003-2007 23
Table 7: Main stores non-converters use instead of Asda (%) 2007 30
Table 8: Asda visitor and main user profile by ACORN classification (%) 2007 42
Table 9: Asda change in loyalty (%) 2003-2007 45
Table 10: Asda change in disloyalty (%) 2003-2007 46
Table 11: Asda drivers of loyalty (%) 2003-2007 52
Table 12: Asda drivers of disloyalty (%) 2003-2007 52
Table 13: Asda detailed drivers of loyalty (%) 2007 53
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: Asda visitor share (%) 2003-2007 10
Figure 2: Asda main user share (%) 2003-2007 11
Figure 3: Asda visitor share by demographic group (%) 2007 12
Figure 4: Asda main user share by demographic group (%) 2007 13
Figure 5: Asda visitor share by television region (%) 2007 14
Figure 6: Asda main user share by television region (%) 2007 14
Figure 7: Asda visitor and main user share by household tenure (%) 2007 15
Figure 8: Asda visitor and main user share by number of people in household (%) 2007 16
Figure 9: Asda visitor and main user share by children in household (%) 2007 17
Figure 10: Asda visitor and main user share by number of cars in household (%) 2007 18
Figure 11: Asda visitor and main user share by working status (%) 2007 20
Figure 12: Asda visitor and main user share by marital status (%) 2007 21
Figure 13: Asda conversion rates (%) 2003-2007 22
Figure 14: Asda non-conversion rates (%) 2003-2007 23
Figure 15: Asda conversion rates by demographic group (%) 2007 24
Figure 16: Asda conversion rates by region (%) 2007 25
Figure 17: Asda conversion rates by household tenure (%) 2007 26
Figure 18: Asda conversion rates by number of people in household (%) 2007 27
Figure 19: Asda conversion rates by children in household (%) 2007 28
Figure 20: Asda conversion rates by number of cars in household (%) 2007 29
Figure 21: Asda non-conversion rates (%) 2003-2007 30
Figure 22: Asda non-conversion rates by demographic group (%) 2007 31
Figure 23: Demographic profile of non-converting Asda visitors (%) 2007 32
Figure 24: Regional profile of non-converting Asda visitors (%) 2007 33
Figure 25: Asda visitor profile by demographic group (%) 2007 34
Figure 26: Asda main user profile by demographic group (%) 2007 35
Figure 27: Asda visitor profile by television region (%) 2007 36
Figure 28: Asda main user profile by region (%) 2007 37
Figure 29: Asda visitor and main user profile by household tenure (%) 2007 38
Figure 30: Asda visitor and main user profile by number of people in household (%) 2007 39
Figure 31: Asda and main user profile by children in household (%) 2007 40
Figure 32: Asda visitor and main user profile by number of cars in household (%) 2007 41
Figure 33: Asda visitor and main user profile by working status (%) 2007 43
Figure 34: Asda visitor and main user profile by marital status (%) 2007 44
Figure 35: Asda loyalty (%) 2003-2007 45
Figure 36: Asda disloyalty (%) 2003-2007 46
Figure 37: Asda loyalty by demographics (%) 2007 47
Figure 38: Asda loyalty by region (%) 2007 47
Figure 39: Asda loyalty by household tenure (%) 2007 48
Figure 40: Asda loyalty by number of people in household (%) 2007 49
Figure 41: Asda loyalty by children in household (%) 2007 50
Figure 42: Asda loyalty by number of cars in household (%) 2007 51
Figure 43: Asda – other homewares stores used (%) 2007 55
Figure 44: Preference stores (%) 2007 55
Figure 45: Sectors shopped (%) 2007 57

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