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