UK Consumer Insights 2007: B&Q - 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
B&Q share of shoppers 10
B&Q share of shoppers by demographics 12
B&Q share of shoppers by television region 13
B&Q share of shoppers by household characteristics 14
B&Q share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
B&Q conversion of visitors to main users 21
B&Q conversion of visitors to main users by demographics and region 23
B&Q conversion of visitors to main users by household characteristics 25
Non-converting customers 29
Profile of B&Q non-converting customers by demographics and region 31
CHAPTER 4 PROFILE OF SHOPPERS 33
B&Q profile of shoppers by demographics 33
B&Q profile of shoppers by television region 35
B&Q profile of shoppers by household characteristics 37
B&Q profile of shoppers by other characteristics and ACORN classification 41
CHAPTER 5 LOYALTY 44
B&Q loyalty of main users 44
B&Q loyalty of main users by demographics and region 46
B&Q loyalty of main users by household characteristics 48
B&Q basic drivers of loyalty and disloyalty 52
B&Q detailed drivers of loyalty 53
CHAPTER 6 COMPETITION 55
Competition in DIY 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


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Table 1: Key performance indicators for B&Q in DIY 9
Table 2: B&Q change in visitor share (%) 2003-2007 10
Table 3: B&Q change in main user share (%) 2003-2007 11
Table 4: B&Q visitor and main user share by ACORN classification (%) 2007 18
Table 5: B&Q change in conversion rates (%) 2003-2007 21
Table 6: B&Q change in non-conversion rates (%) 2003-2007 22
Table 7: Main stores non-converters use instead of B&Q (%) 2007 29
Table 8: B&Q visitor and main user profile by household tenure (%) 2007 41
Table 9: B&Q change in loyalty (%) 2003-2007 44
Table 10: B&Q change in disloyalty (%) 2003-2007 45
Table 11: B&Q drivers of loyalty (%) 2003-2007 52
Table 12: B&Q drivers of disloyalty (%) 2003-2007 52
Table 13: B&Q detailed drivers of loyalty (%) 2007 53
Table 14: Cross sector matrix shopping (%) 2007 56
Table 15: Other retailers used (%) 2007 56
Table 16: Sample sizes by sector 2007 59



Figure 1: B&Q visitor share (%) 2003-2007 10
Figure 2: B&Q main user share (%) 2003-2007 11
Figure 3: B&Q visitor share by demographic group (%) 2007 12
Figure 4: B&Q main user share by demographic group (%) 2007 12
Figure 5: B&Q visitor share by television region (%) 2007 13
Figure 6: B&Q main user share by television region (%) 2007 13
Figure 7: B&Q visitor and main user share by household tenure (%) 2007 14
Figure 8: B&Q visitor and main user share by number of people in household (%) 2007 15
Figure 9: B&Q visitor and main user share by children in household (%) 2007 16
Figure 10: B&Q visitor and main user share by number of cars in household (%) 2007 17
Figure 11: B&Q visitor and main user share by working status (%) 2007 19
Figure 12: B&Q visitor and main user share by marital status (%) 2007 20
Figure 13: B&Q conversion rates (%) 2003-2007 21
Figure 14: B&Q non-conversion rates (%) 2003-2007 22
Figure 15: B&Q conversion rates by demographic group (%) 2007 23
Figure 16: B&Q conversion rates by region (%) 2007 23
Figure 17: B&Q conversion rates by household tenure (%) 2007 25
Figure 18: B&Q conversion rates by number of people in household (%) 2007 26
Figure 19: B&Q conversion rates by children in household (%) 2007 27
Figure 20: B&Q conversion rates by number of cars in household (%) 2007 28
Figure 21: B&Q non-conversion rates (%) 2003-2007 29
Figure 22: B&Q non-conversion rates by demographic group (%) 2007 30
Figure 23: Demographic profile of non-converting B&Q visitors (%) 2007 31
Figure 24: Regional profile of non-converting B&Q visitors (%) 2007 32
Figure 25: B&Q visitor profile by demographic group (%) 2007 33
Figure 26: B&Q main user profile by demographic group (%) 2007 34
Figure 27: B&Q visitor profile by television region (%) 2007 35
Figure 28: B&Q main user profile by region (%) 2007 36
Figure 29: B&Q visitor and main user profile by household tenure (%) 2007 37
Figure 30: B&Q visitor and main user profile by number of people in household (%) 2007 38
Figure 31: B&Q and main user profile by children in household (%) 2007 39
Figure 32: B&Q visitor and main user profile by number of cars in household (%) 2007 40
Figure 33: B&Q visitor and main user profile by working status (%) 2007 42
Figure 34: B&Q visitor and main user profile by marital status (%) 2007 43
Figure 35: B&Q loyalty (%) 2003-2007 44
Figure 36: B&Q disloyalty (%) 2003-2007 45
Figure 37: B&Q loyalty by demographics (%) 2007 46
Figure 38: B&Q loyalty by region (%) 2007 47
Figure 39: B&Q loyalty by household tenure (%) 2007 48
Figure 40: B&Q loyalty by number of people in household (%) 2007 49
Figure 41: B&Q loyalty by children in household (%) 2007 50
Figure 42: B&Q loyalty by number of cars in household (%) 2007 51
Figure 43: B&Q – other DIY stores used (%) 2007 55
Figure 44: Preference stores (%) 2007 55
Figure 45: Sectors shopped (%) 2007 57


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