nca research-consumer-empowerment-oct-2010

National Consumer Agency

Market Research Findings:Consumer Empowerment and Complaints

October 2010Research Conducted by

2

Making Complaints

Key Findings

Section 1: Consumer Empowerment

Section 2: Making Complaints

Section 3: Customer Service

Research Background & Methodology

Table of Contents

3

Making Complaints

Key Findings

• 4 in 5 (80%) Irish consumers claim that they would be prepared to complain if a problem had occurred or if they were dissatisfied with a product or service that they had purchased.

• Within the last 12 months, of those who had reason to complain – 4 in 5 actually made a complaint. The majority of complaints tended to be in relation to faulty products or services (51%).

• Over 3 in 5 (63%) who complained found the complaints process somewhat easy – a decrease (-6%) from the previous wave. Unhelpful staff continues to be the number one difficulty experienced.

• 71% have had their complaint completely resolved – a slight decrease (-3%) on the previous wave.

• Over half (53%) claim that they will continue to buy from the business that they had cause or reason to complain about – an increase of 9% from the previous wave.

4

Making Complaints

Section 1: Consumer Empowerment

5

Making Complaints18 17 14 19 12

55 57 60 5658

9 12 11 13 13

10 12 8 125 4 3 4 6

13

Wave5 '10

Wave4 '09

Wave3 '09

Wave2 '08

Wave1 '08

Confidence About Rights as a Consumer(Base: All aged 15-74 – 1,000)

%

Very confident (5)

Fairly confident (4)

Neither/Nor (3)

Not very confident (2)

Not at all confident (1)

Level of Confidence

%

18%

70%

%

75%

12%

%

14%

74%

%

15%

74%

18%

73%

6

Making Complaints13 13 13 16 10

54 54 55 5352

13 13 12 1614

15 15 1116

5 5 5 4 815

Wave5 '10

Wave4 '09

Wave3 '09

Wave2 '08

Wave1 '08

Knowledge About Consumer Rights(Base: All aged 15-74 – 1,000)

Very knowledgeable (5)

Fairly knowledgeable (4)

Neither/Nor (3)

Not very knowledgeable (2)Not at all knowledgeable (1)

Level of Knowledge

% %

24%

62%

%

69%

15%

%

20%

67%

%

20%

68%

20%

67%

7

Making Complaints

Protected Regarding Consumer Rights

(Base: All aged 15-74 – 1,000)

Very protected (5)

Fairly protected (4)

Neither/Nor (3)

Not very protected (2)Not at all protected (1)

Level of Protection

10 12 10 15 9

54 53 55 5551

21 21 19 2023

11 13 8 144 3 3 2 4

11

Wave5 '10

Wave4 '09

Wave3 '09

Wave2 '08

Wave1 '08

% %

18%

60%

%

70%

10%

%

14%

65%

%

16%

65%

15%

64%

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Making Complaints

Empowerment Levels x Profile of Sample(Base: All aged 15-74 – 1,000)

OverallConfident

73%Not Confident

18%Knowledgeable

67%Not

Knowledgeable 20%

Protected64%

Not Protected

15%

Male 70% 20% 63% 25% 63% 16%

Female 74% 15% 69% 18% 66% 13%

15-24 63% 25% 55% 34% 57% 19%

25-34 77% 13% 70% 16% 69% 12%

35-44 75% 17% 70% 19% 63% 15%

45-54 74% 15% 70% 15% 71% 11%

55+ 71% 17% 65% 20% 62% 17%

ABC1 77% 13% 71% 16% 67% 13%

C2DE 70% 20% 64% 25% 64% 15%

Responsible for main shop

75% 16% 71% 18% 66% 14%

Not responsible

for main shop

69% 19% 61% 24% 63% 15%

= Significantly lower than total sample = Significantly higher than total sample

9

Making Complaints

Most likely:

– Those who feel protected (76%), knowledgeable (72%) and confident (71%) in their rights as a consumer.

– Those aged 55+ (69%).

Respecting your Rights as a Consumer(Base: All aged 15-74 – 1,000)

10

54

27

27

Strongly agree (5)

%

Agree (4)

Neither/nor (3)

Disagree (2)

Strongly disagree (1)Mean: 3.6

“In general, sellers/providers in this country respect your rights as a consumer”.

64%

10

Making Complaints

Section 2: Making Complaints

11

Making Complaints20%

80%

Most likely to be: Women 82% 35-54 year olds 83% ABC1’s 84% Main Grocery Shoppers

84% Knowledgeable about

consumer rights 87%

Complaining Nation?

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)

(22%)(78%)

() = Wave 4 ‘09

12

Making Complaints

Goods & Services Bought with Reason to Complain or Return an Item – Primary & Secondary

(Base: Those who have purchased an item or service in the outlet)

Supermarkets and newsagents

Shops selling clothing or footwear

Restaurants take-away’s or hotels

Communications services including home phone

% With Reason to Complain or Return Ever

Reason to Complain/Return from:

TV Service Providers e.g. Sky, NTL

Building and related services e.g. plumbers

Shops selling furniture or household appliances

Insurance products and services

Banking products and services, including a current A/C

Pubs

Airlines

Car dealers

Energy suppliers e.g. ESB, Bord Gais

PRIMARY SECONDARY

18

15

16

11

17

13

15

9

18

15

16

14

(+4%)

Wave 5 2010Wave 4 2009Wave 3 2009

(+4%)

(+4%)

14

Making Complaints

Most likely to be: Male 85% 35-44 year olds 86% 45-54 year olds 86% C2DE’s 83%

Whether Complaint Made When hadReason to Do So

20%

80%No

Yes

Whether Made Complaint

Wave 1 2008

70% Yes

Wave 2 2008

75% Yes

Wave 3 2009

69% Yes

62% 38%No Yes

Reason to Complain

(64%) (36%) (25%)(75%)

() = Wave 4 ‘09

(Base: All aged 15-74 – 1,000) (Base: All those who had cause or reason to complain in past 12 months - 375)

15

Making Complaints

59

17

4

9

5

1

19

59

20

9

7

6

1

11

51

25

10

12

6

2

14

38%

Reasons for Complaint(Base: All those who had cause or reason to complain - 375)

54

17

9

8

5

1

18

Faulty product/service

Product/service didn’t do what it said it would do

Wrong size/colour/specification

Product/service did not confer benefits described to me by salesperson

Changed mind/wanted to return the item

Unwanted gift

Other*

* All others 1% or less

Reasons for Complaint:

Wave 1 2008

56

14

9

9

8

1

14

Wave 2 2008Wave 3 2009Wave 5 2010 Wave 4 2009

(Other includes – lack of quality food, food item out of date, too expensive, poor service, overcharged, meal not up to standard).

16

Making Complaints

26

37

11

6

20

Assessment of the Complaints Process

(Base: All who made a complaint – 300)

%

Very easy (5)

Somewhat easy (4)

Neither/Nor (3)

Somewhat difficult (2)

Very difficult (1)

63%

( ) = Wave 3 2009

30%

26%

63

19

15

14

12

14

13

8

6

6

55

21

19

16

13

11

10

3

6

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 replacementUnsure of the complaints process including to who to complain to*

Only give me a credit note

Refusal to repair returned item

# All others 4% or less

%

Level of Difficulty Experienced Difficulty Experienced

(Base: All who experienced difficulty – 78)

Mean 3.6

Wave 5 2010Wave 4 2009

(31)

(38)

(7)

(16)

(7)

–

17

Making Complaints

38

19

18

15

10

9

14

22

18

22

19

13

8

3

1

49

22

19

11

10

4

6

Reasons for Not Complaining(Base: All those who had reason to make a complaint but didn’t in past 12 months - 75)

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 complaintI 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

Did not have receipt/proof of purchase

Unsure of the complaints process

Other

Had to put the complaint in writing

Reasons for Not Complaining:

Wave 1 2008Wave 2 2008Wave 3 2009

8%

**

Wave 5 2010

–

Wave 4 2009

37

15

13

11

8

5

1

5

3

4

44

22

18

20

18

10

2

2

1

**

**

**

–

**

**

–

**

**

**

–

**

% % % % %

18

Making Complaints71%

2%10%

17%

Resolution Status of Problem(Base: All those who made a complaint in past 12 months - 300)

%

Whether Complaint Resolved

Benchmark 2007

Question not asked in Benchmark

survey

Wave 1 2008

78% completely resolved

Wave 2 2008


Wave 3 2009


Completelyresolved

Partly resolved

Not resolved at all

Refused/Not Stated

30%

() = Wave 4 2009

(2%)

(74%)

(13%)

(11%)

19

Making Complaints

37

33

17

5214

Satisfaction with the Way Complaint was Handled(Base: All who’s complaint was completely resolved – 211)

%

Completely satisfied (7)

70%

21%

8%

44

30

16

42

37

22

Do nothing, just accept what has happenedTell people you know of your positive experience with themDo more business with them yourself

Tell people you know not to do business with themStop doing business with them altogether Do less business with them yourself

%

Level of Satisfaction

Very satisfied (6)

Fairly satisfied (5)

Neither/nor/Don’t know (4)

Fairly dissatisfied (3)Very dissatisfied (2)

Mean

2 people

2 people

1 person (1 person)

Likely to do as a result

148 People

7 People

5.8 (6.1)Completely dissatisfied (1)

(46)

(27)

(18)(4)(3)(1)(1)

() = Wave 4 2009

Wave 5 2010Wave 4 2009

20

Making Complaints

Likelihood of Buying Again from Business that had Reason to Complain About

24%

53%

14%9%

No

Yes

I don’t havea choice

Likelihood to Buy Again

(Base: All those who had cause or reason to complain - 375)

Benchmark 2007

52% Yes27% No16% I don’t have a choice

Wave 1 2008


Wave 2 2008


Wave 3 2009

28% Yes45% No22% Don’t know5% I don't have a choice

38%

(44%)

(21%)(9%)

(26%)

( ) = Wave 4 2009

Don’t know

21

Making Complaints

Section 3: Customer Service

22

Making Complaints

48

42

42

47

45

44

44

42

47

46

40

42

41

41

1

1

1

2

2

1

1

1

1

1

1

1

Level of Customer Service – Experienced – I

(Base: All who have bought goods/services in past 12 months)

Shops selling clothing or footwear (95%)

Personal care e.g. hairdressers, cosmetics (85%)

Pharmacies, doctors, hospitals or other medicals (79%)

Supermarkets & newsagents (97%)

Education providers (38%)

Restaurants, take-aways, or hotels (89%)

Pubs (76%)

(4)

Very good (5)

90%

89%

88%

87%

87%

85%

85%

(2)

Very poor(1)

() = Total that purchased

–

–

23

Making Complaints

45

43

49

47

48

44

43

39

41

35

36

35

38

373

2

4

3

1

1

1

1

1

1

Level of Customer Service – Experienced – II

(Base: All who have bought goods/services in past 12 months)

Entertainment outside the home (60%)

Entertainment at home (62%)

Shops selling furniture or households appliances (40%)

Communications services including home phone mobile, internet (69%)

Building and related services (33%)

Energy suppliers (61%)

Travel agent (29%)

(4)

Very good (5)

84%

84%

83%

83%

83%

82%

80%

(2)

Very poor(1)


–

–

–

–

24

Making Complaints

42

45

44

44

49

44

47

42

37

33

34

34

28

32

29

34

4

4

2

2

4

4

4

21

1

2

1

1

1

1

1

Level of Customer Service – Experienced – III(Base: All who have bought goods/services in past 12 months)

Car dealers (24%)

Insurance products and services (65%)

TV service providers (50%)

Waste services (49%)

Airlines (44%)

Banking products & Services (68%)

Public transport (43%)

Petrol Stations (74%)

(4)

Very good (5)

79%

78%

78%

78%

77%

76%

76%

76%

(2)

Very poor(1)


25

Making Complaints

Research Background and Methodology

26

Making Complaints

• Amárach Research conducted the research by means of face-to-face interviewing with 1,000 people between the ages of 15-74.

• In all, 6 comparable “Waves” of Market Research have been completed since November / December 2007.

• To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class.

• Interviewing was conducted over a four week period in June 2010.

Research Background and Methodology

Nov/Dec 2007 Aug 2008 Nov/Dec 2008

May/June 2009 Nov/Dec 2009 June 2010

Benchmark

Wave 3 Wave 4

Wave 1 Wave 2

Wave 5

Current Wave

27

Making Complaints

20

41 41

25

47

19

37

9

16

83

204

46

10

54

SEX AGEMARITALSTATUS

SOCIALCLASS

Profile of Sample(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 No46%54%

Not statedNot stated