National Consumer Agency

Consumer Empowerment and Complaints Market Research Findings

August 2009Research Conducted by

2

Making Complaints

A. Research Background & Methodology B. Profile of Sample

KEY FINDINGS:

SECTION 1: Consumer Rights Awareness Levels SECTION 2: Making Complaints

Table of Contents

3

Making Complaints

B. Profile of Sample – I

(Base: All aged 15-74 – 1,000)

Male

Female

% % % %15-17

18-24

25-34

35-44

45-54

55-64

65-74

Married

Living as Married

Single

Wid/Div/Sep

AB

C1

C2

D

E

F50+F50-

MAIN GROCERY SHOPPER

Yes No

6

43

12

16

26

24

37

2617

10

2018

710

792

45

10

55

SEX AGE MARITAL STATUS SOCIAL CLASS

44%56%

4

Making Complaints

Section 1:Consumer Rights Awareness Levels

5

Making Complaints

14 1912 14

60 5658 52

11 1313 13

812 15

3 4 6 612

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 (5)

Fairly confident (4)

Neither/Nor (3)

Not very confident (2)

Not at all confident (1)21%

Level of Confidence

%

18%

70% 66%

%

75%

12%

%

15%

74%

6

Making Complaints

13 16 10 13

55 5352 46

12 1614 15

1116 19

5 4 8 7

15

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 (5)

Fairly knowledgeable (4)

Neither/Nor (3)

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

Level of Knowledge

24% 26%

59%62%

% %%

69%

15%

68%

20%

%

7

Making Complaints

10 15 9 10

5555

51 51

1920

23 23

814 12

3 2 4 413

Wave 3'09

Wave 2'08

Wave 1'08

Nov/Dec'07

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

18% 16%

61%60%

% %%

10%

70%

16%

65%

8

Making Complaints

Section 2:Making Complaints

9

Making Complaints24%

76%

Complaining Nation?

NoYes

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)

(17%)(83%)

() = Wave 2 ‘08

10

Making Complaints

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

(Base: All aged 15-74 – 1,000)

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

Banking products and services, including a current A/C

Pubs

Airlines

Car dealers

Insurance products and services

Energy suppliers e.g. ESB, Bord Gais

PRIMARY SECONDARY

Wave 3 2009Wave 2 2008Wave 1 2008

18

15

16

14

19

15

5

8

13

13

8

7

11

10

9

9

8

8

7

7

6

7

5

8

5

7

5

8

8

5

7

4

7

3

6

5

5

3

4

(+11%)

(+6%)

(+5%)

12

Making Complaints

Whether Complaint Made When had Reason to Do So

(Base: All those who had cause or reason to complain in past 12 months - 400)

31%69%No Yes

Whether Made Complaint

60% 40%No Yes

Reason to Complain

(61%) (39%)(25%)

(75%)

() = Wave 2 ‘08

(Base: All aged 15-74 – 1,000)

13

Making Complaints

Reasons for Complaint(Base: All those who made a complaint in past 12 months - 275)

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

The product/service did not confer the benefits as described to me by the salespersonChanged mind/wanted to return the item

Unwanted gift

Other

Reasons for Complaint:

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

14

Making Complaints28

33

10

12

17

Assessment of the Complaints Process

(Base: All who made a complaint – 275)

%

Very easy (5)

Somewhat easy (4)

Neither/Nor (3)

Somewhat difficult (2)

Very difficult (1)

61%

* New Question

29%

51

30

16

16

13

13

8

8

23

Unhelpful staff

The retailer/provider never got back to me

Difficulty contacting trader

Had to put complaint in writing

I was unsure of my consumer rightsRefusal of retailer to refund my money

Did not have receipt

Refusal to repair returned item

Other

# All others 6% or less

%

Level of Difficulty Experienced Difficulty Experienced

(Base: All who experienced difficulty – 80)

Mean 3.5

15

Making Complaints

Emotional Cost of Problem/Complaint(Base: All those who made a complaint in past 12 months - 275)

14

29

9

31

32

20

25

12

27

25

Under stress

Angry

Worried

Frustrated

Relaxed about the problem but determined to solve it

%

To what extent have you felt:

% %

A great deal A little Total Experience

29

36

19

35

35

35

35

20

36

32

43

65

28

66

67

55

60

32

63

57

Wave 3 2009Wave 1 2008

(+5%)

(+10%)

(-12%)

16

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 - 125)

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

Reasons for Not Complaining: 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%)

17

Making Complaints73%

2%

16%

9%

Resolution Status of Problem(Base: All those who made a complaint in past 12 months - 275)

%

Whether Complaint Resolved

Completelyresolved

Partly resolved

Not resolved at all

Refused/Not Stated

(25%)

(66%)

(5%)

(4%)

18

Making Complaints39

30

18

3325

Satisfaction with the Way Complaint was Handled

(Base: All who’s complaint was completely resolved – 201)

%

Completely satisfied (7)

69%

* New Question

5%

38

35

17

Tell people you know of your positive experience with themDo nothing, just accept what has happenedDo 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

4 people

4 people

3 people

Likely to do as a result

139 People

11 People

5.8

19

Making Complaints

Likelihood of Buying Again from Business where there was Reason to Complain

45%28%

22%5%

NoYes

I don’t havea choice

Likelihood to Buy Again

(Base: All those who had reason to make a complaint but didn't in the past 12 months - 125)

Benchmark 2007

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

Wave 1 2008

59% Yes29% No12% I don’t have a choice

(64%)

(-%)(7%)

(29%)

( ) = Wave 2 2008

Don’t * know

* N.B: Don’t know option not given in previous wave.