UK Consumer Insights 2007: Focus - DIY

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

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CHAPTER 1 AT A GLANCE SUMMARY 9
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
Focus share of shoppers 10
Focus share of shoppers by demographics 12
Focus share of shoppers by television region 13
Focus share of shoppers by household characteristics 14
Focus share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
Focus conversion of visitors to main users 21
Focus conversion of visitors to main users by demographics and region 23
Focus conversion of visitors to main users by household characteristics 24
Non-converting customers 28
Profile of Focus non-converting customers by demographics and region 30
CHAPTER 4 PROFILE OF SHOPPERS 32
Focus profile of shoppers by demographics 32
Focus profile of shoppers by television region 34
Focus profile of shoppers by household characteristics 36
Focus profile of shoppers by other characteristics and ACORN classification 40
CHAPTER 5 LOYALTY 43
Focus loyalty of main users 43
Focus loyalty of main users by demographics and region 45
Focus loyalty of main users by household characteristics 46
Focus basic drivers of loyalty and disloyalty 50
Focus detailed drivers of loyalty 51
CHAPTER 6 COMPETITION 53
Competition in DIY 53
Cross sector competitor dynamics 54
CHAPTER 7 APPENDIX 56
Basic methodology 56
The selection of parliamentary constituencies 58
Metropolitan county 58
Other 100% urban 58
Mixed urban/rural 58
Rural 59
The selection of enumeration districts 59
The selection of respondents 60
Post survey weighting 60



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Table 1: Key performance indicators for Focus in DIY 9
Table 2: Focus change in visitor share (%) 2003-2007 10
Table 3: Focus change in main user share (%) 2003-2007 11
Table 4: Focus visitor and main user share by ACORN classification (%) 2007 18
Table 5: Focus change in conversion rates (%) 2003-2007 21
Table 6: Focus change in non-conversion rates (%) 2003-2007 22
Table 7: Main stores non-converters use instead of Focus (%) 2007 28
Table 8: Focus visitor and main user profile by household tenure (%) 2007 40
Table 9: Focus change in loyalty (%) 2003-2007 43
Table 10: Focus change in disloyalty (%) 2003-2007 44
Table 11: Focus drivers of loyalty (%) 2003-2007 50
Table 12: Focus drivers of disloyalty (%) 2003-2007 50
Table 13: Focus detailed drivers of loyalty (%) 2007 51
Table 14: Cross sector matrix shopping (%) 2007 54
Table 15: Other retailers used (%) 2007 54
Table 16: Sample sizes by sector 2007 57




Figure 1: Focus visitor share (%) 2003-2007 10
Figure 2: Focus main user share (%) 2003-2007 11
Figure 3: Focus visitor share by demographic group (%) 2007 12
Figure 4: Focus main user share by demographic group (%) 2007 12
Figure 5: Focus visitor share by television region (%) 2007 13
Figure 6: Focus main user share by television region (%) 2007 13
Figure 7: Focus visitor and main user share by household tenure (%) 2007 14
Figure 8: Focus visitor and main user share by number of people in household (%) 2007 15
Figure 9: Focus visitor and main user share by children in household (%) 2007 16
Figure 10: Focus visitor and main user share by number of cars in household (%) 2007 17
Figure 11: Focus visitor and main user share by working status (%) 2007 19
Figure 12: Focus visitor and main user share by marital status (%) 2007 20
Figure 13: Focus conversion rates (%) 2003-2007 21
Figure 14: Focus non-conversion rates (%) 2003-2007 22
Figure 15: Focus conversion rates by demographic group (%) 2007 23
Figure 16: Focus conversion rates by region (%) 2007 23
Figure 17: Focus conversion rates by household tenure (%) 2007 24
Figure 18: Focus conversion rates by number of people in household (%) 2007 25
Figure 19: Focus conversion rates by children in household (%) 2007 26
Figure 20: Focus conversion rates by number of cars in household (%) 2007 27
Figure 21: Focus non-conversion rates (%) 2003-2007 28
Figure 22: Focus non-conversion rates by demographic group (%) 2007 29
Figure 23: Demographic profile of non-converting Focus visitors (%) 2007 30
Figure 24: Regional profile of non-converting Focus visitors (%) 2007 31
Figure 25: Focus visitor profile by demographic group (%) 2007 32
Figure 26: Focus main user profile by demographic group (%) 2007 33
Figure 27: Focus visitor profile by television region (%) 2007 34
Figure 28: Focus main user profile by region (%) 2007 35
Figure 29: Focus visitor and main user profile by household tenure (%) 2007 36
Figure 30: Focus visitor and main user profile by number of people in household (%) 2007 37
Figure 31: Focus and main user profile by children in household (%) 2007 38
Figure 32: Focus visitor and main user profile by number of cars in household (%) 2007 39
Figure 33: Focus visitor and main user profile by working status (%) 2007 41
Figure 34: Focus visitor and main user profile by marital status (%) 2007 42
Figure 35: Focus loyalty (%) 2003-2007 43
Figure 36: Focus disloyalty (%) 2003-2007 44
Figure 37: Focus loyalty by demographics (%) 2007 45
Figure 38: Focus loyalty by region (%) 2007 45
Figure 39: Focus loyalty by household tenure (%) 2007 46
Figure 40: Focus loyalty by number of people in household (%) 2007 47
Figure 41: Focus loyalty by children in household (%) 2007 48
Figure 42: Focus loyalty by number of cars in household (%) 2007 49
Figure 43: Focus – other DIY stores used (%) 2007 53
Figure 44: Preference stores (%) 2007 53
Figure 45: Sectors shopped (%) 2007 55


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