UK Consumer Insights 2009: Morrison - Food & Grocery

Introduction

Verdict Research: UK Consumer Insights 2009 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.

Reasons to Purchase

• New analysis, unique to these reports shows details about non-converting visitors including where they main shop and who they are.
• Analysis by non-standard demographics is also presented to give a comprehensive picture of a retailer's customers.
• Key demographics include among others, sex, age, social class, television region, marital status, housing tenure, working status and ACORN group.

About the cDNA programme 3

Section 1: At a glance summary 4
- At a glance summary 5

Section 2: Share of shoppers 6
- Morrisons share of shoppers 7
- Morrisons share of shoppers by demographics 8
- Morrisons share of shoppers by television region 9
- Morrisons share of shoppers by household characteristics 10
- Morrisons share of shoppers by other characteristics and ACORN classification 11

Section 3: Conversion and non-conversion 12
- Morrisons conversion of visitors to main users 13
- Morrisons conversion of visitors to main users by demographics and region 14
- Morrisons conversion of visitors to main users by household characteristics 15
- Non-converting customers 16
- Profile of Morrisons non-converting customers by demographics and region 17

Section 4: Shopper profiles 18
- Morrisons profile of shoppers by demographics 19
- Morrisons profile of shoppers by television region 20
- Morrisons profile of shoppers by household characteristics 21
- Morrisons profile of shoppers by other characteristics and ACORN classification 22

Section 5: Loyalty 23
- Morrisons loyalty of main users 24
- Morrisons loyalty of main users by demographics and region 25
- Morrisons loyalty of main users by household characteristics 26
- Morrisons basic drivers of loyalty and disloyalty 27
- Morrisons detailed drivers of loyalty 28

Section 6: Competition 29
- Competition in food & grocery 30
- Cross sector competitor dynamics 31

Appendix 32
Basic Methodology 33
Detailed Methodology 34