Half of consumers plan to purchase more Irish goods this year, study finds

DESPITE the throngs of people flocking to German discount stores and shopping in the North, nearly half of consumers intend buying more Irish-made goods this year, research shows.

The study also showed that last year, householders increased the number of shopping trips they made each week. A quarter of shoppers went to three or more shops. They spent longer in each shop than they would have in 2008 but spent less in the shops than they would have in 2008.

Delegates at the Efficient Consumer Response Ireland annual conference heard that 36% of shopper expected to buy less convenience food and that over the past year, they had bought “significantly” more fresh food. They also ate out less.

The study, conducted by Behaviour and Attitudes market research agency in October and November last year, showed that a quarter of all shoppers had shopped in the North in the past year with non-food items being the greatest attraction.

Delegates also heard how retailers lost €453 million in 2009 through stock mismanagement or theft.

Managing director of the agency Ian McShane said the study showed that while people are affected by the recession, they are “by no means down and out”.

“Shoppers have been busy seeking out greater value for money, whether by way of visiting more retail outlets than ever before in a typical week, or availing of a myriad of in-store offers and special promotions…

“The average shopper has reduced his or her grocery bill by more than 10% year-on-year, a trend which is likely to continue into 2010 and beyond,” he said.

Meanwhile, consumers are more likely to complain, 78% telling the National Consumer Agency they will complain if dissatisfied with a service or product.

When asked what retailers should do to offer better customer service, almost three in five believe that having staff members trained in customer service and handling complaints would help offer a better consumer experience.

While 69% of consumers who have had reason to complain found the process easy, those who had bad experiences cited unhelpful staff as being the lead issue.

NCA chief executive, Ann Fitzgerald said consumers have gained confidence in recent years. “An empowered consumer culture is good for business and consumers… The good news for business is that if consumer issues are handled correctly, consumers will typically repay the compliment and return to do business with them again.”