UK Consumer Insights 2007: Comet - Electricals

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



Report Highlights

[Studien Infos ausblenden]

CHAPTER 1 AT A GLANCE SUMMARY 9
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
Comet share of shoppers 10
Comet share of shoppers by demographics 12
Comet share of shoppers by television region 13
Comet share of shoppers by household characteristics 14
Comet share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
Comet conversion of visitors to main users 21
Comet conversion of visitors to main users by demographics and region 23
Comet conversion of visitors to main users by household characteristics 25
Non-converting customers 29
Profile of Comet non-converting customers by demographics and region 31
CHAPTER 4 PROFILE OF SHOPPERS 33
Comet profile of shoppers by demographics 33
Comet profile of shoppers by television region 35
Comet profile of shoppers by household characteristics 37
Comet profile of shoppers by other characteristics and ACORN classification 41
CHAPTER 5 LOYALTY 44
Comet loyalty of main users 44
Comet loyalty of main users by demographics and region 46
Comet loyalty of main users by household characteristics 47
Comet basic drivers of loyalty and disloyalty 51
Comet detailed drivers of loyalty 52
CHAPTER 6 COMPETITION 54
Competition in Electricals 54
Cross sector competitor dynamics 55
CHAPTER 7 APPENDIX 57
Basic methodology 57
The selection of parliamentary constituencies 59
Metropolitan county 59
Other 100% urban 59
Mixed urban/rural 59
Rural 60
The selection of enumeration districts 60
The selection of respondents 61
Post survey weighting 61



[Inhaltsverzeichnis ausblenden]

Table 1: Key performance indicators for Comet in Electricals 9
Table 2: Comet change in visitor share (%) 2003-2007 10
Table 3: Comet change in main user share (%) 2003-2007 11
Table 4: Comet visitor and main user share by ACORN classification (%) 2007 18
Table 5: Comet change in conversion rates (%) 2003-2007 21
Table 6: Comet change in non-conversion rates (%) 2003-2007 22
Table 7: Main stores non-converters use instead of Comet (%) 2007 29
Table 8: Comet visitor and main user profile by household tenure (%) 2007 41
Table 9: Comet change in loyalty (%) 2003-2007 44
Table 10: Comet change in disloyalty (%) 2003-2007 45
Table 11: Comet drivers of loyalty (%) 2003-2007 51
Table 12: Comet drivers of disloyalty (%) 2003-2007 51
Table 13: Comet detailed drivers of loyalty (%) 2007 52
Table 14: Cross sector matrix shopping (%) 2007 55
Table 15: Other retailers used (%) 2007 55
Table 1: Sample sizes by sector 2007 58




Figure 1: Comet visitor share (%) 2003-2007 10
Figure 2: Comet main user share (%) 2003-2007 11
Figure 3: Comet visitor share by demographic group (%) 2007 12
Figure 4: Comet main user share by demographic group (%) 2007 12
Figure 5: Comet visitor share by television region (%) 2007 13
Figure 6: Comet main user share by television region (%) 2007 13
Figure 7: Comet visitor and main user share by household tenure (%) 2007 14
Figure 8: Comet visitor and main user share by number of people in household (%) 2007 15
Figure 9: Comet visitor and main user share by children in household (%) 2007 16
Figure 10: Comet visitor and main user share by number of cars in household (%) 2007 17
Figure 11: Comet visitor and main user share by working status (%) 2007 19
Figure 12: Comet visitor and main user share by marital status (%) 2007 20
Figure 13: Comet conversion rates (%) 2003-2007 21
Figure 14: Comet non-conversion rates (%) 2003-2007 22
Figure 15: Comet conversion rates by demographic group (%) 2007 23
Figure 16: Comet conversion rates by region (%) 2007 24
Figure 17: Comet conversion rates by household tenure (%) 2007 25
Figure 18: Comet conversion rates by number of people in household (%) 2007 26
Figure 19: Comet conversion rates by children in household (%) 2007 27
Figure 20: Comet conversion rates by number of cars in household (%) 2007 28
Figure 21: Comet non-conversion rates (%) 2003-2007 29
Figure 22: Comet non-conversion rates by demographic group (%) 2007 30
Figure 23: Demographic profile of non-converting Comet visitors (%) 2007 31
Figure 24: Regional profile of non-converting Comet visitors (%) 2007 32
Figure 25: Comet visitor profile by demographic group (%) 2007 33
Figure 26: Comet main user profile by demographic group (%) 2007 34
Figure 27: Comet visitor profile by television region (%) 2007 35
Figure 28: Comet main user profile by region (%) 2007 36
Figure 29: Comet visitor and main user profile by household tenure (%) 2007 37
Figure 30: Comet visitor and main user profile by number of people in household (%) 2007 38
Figure 31: Comet and main user profile by children in household (%) 2007 39
Figure 32: Comet visitor and main user profile by number of cars in household (%) 2007 40
Figure 33: Comet visitor and main user profile by working status (%) 2007 42
Figure 34: Comet visitor and main user profile by marital status (%) 2007 43
Figure 35: Comet loyalty (%) 2003-2007 44
Figure 36: Comet disloyalty (%) 2003-2007 44
Figure 37: Comet loyalty by demographics (%) 2007 46
Figure 38: Comet loyalty by region (%) 2007 46
Figure 39: Comet loyalty by household tenure (%) 2007 47
Figure 40: Comet loyalty by number of people in household (%) 2007 48
Figure 41: Comet loyalty by children in household (%) 2007 49
Figure 42: Comet loyalty by number of cars in household (%) 2007 50
Figure 43: Comet – other Electricals stores used (%) 2007 54
Figure 44: Preference stores (%) 2007 54
Figure 45: Sectors shopped (%) 2007 55


[Tabellenverzeichnis ausblenden]