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http://store.nielsen.com/ SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS SAMPLE REPORT
http://store.nielsen.com/
SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS
SAMPLE REPORT
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The Client is not authorised to publish and/or adapt this research report,
whether in whole or in part(s), in the press, on the radio, on television, in
leaflets, data search systems, litigations etc. without prior written consent of
Nielsen .
Consent for publication should be sought from Nielsen each time.
CONFIDENTIALITY CLAUSE
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RESEARCH DESIGN
Coverage: National
Target respondents:
• Males/females
• Aged 18–65 years
• Both main grocery buyers and decision makers in the household
Interview Methodology: Online
Sampling Method: Random sample
Sample Size: n=1200
Fieldwork Period: October 2014
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STRUCTURE OF THE SHOPPER SAMPLE
72%
25%
3%
MAIN SHOPPER
INFLUENCER
INFLUENCER
25% 75%
WOMEN MEN
59%
41%
Base: All shoppers(n=1200) Ref: Q4.Please record your gender Q5.Which age group from the list below do you belong to?
GENDER AGE BY GENDER ROLE IN SHOPPING
12%
11%
15%
36%
20%
34%
11%
27%
36%
28%
35%
20%
31%
28%
40%
16%
Men
Women
Men
Women
18-24 y.o. 25-34 y.o. 35-49 y.o. 50-65 y.o.
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SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS
53%
47%
16%
26%
24%
34%
3%
3%
7%
0%
2%
47%
26%
26%
Base: All HM/SM shoppers who visit store most often. 2014. REWE FOOD TOTAL (n=365), TOTAL SPAR (n=275), Hofer (n=311), Merkur (n=86)
Ref: Q4 Please record your gender ; Q5 Which age group from the list below do you belong to?
Q71 What is your highest education level?; Q74 Which income range describes your monthly HOUSEHOLD income?
SHOPPER PROFILE
GENDER*
Men
Female
AGE*
18-24 y.o.
25-34 y.o.
35-49 y.o.
50-65 y.o.
HOUSEHOLD INCOME
SEC AB (Above RM 3,000)
SEC C (RM 2,000 - RM 3,000)
SEC DE (Below RM2,000)
EDUCATION*
No formal schooling
Primary
Secondary
High School / Diploma / Vocational School / Pre – U
University (degree and above)
TOTAL
49%
51%
16%
26%
29%
29%
5%
3%
8%
0%
6%
48%
25%
21%
REWE FOOD TOTAL
50%
50%
14%
25%
31%
30%
5%
4%
7%
0%
6%
46%
28%
20%
50%
50%
16%
26%
29%
29%
4%
5%
7%
0%
7%
43%
32%
19%
TOTAL SPAR
50%
50%
10%
24%
35%
31%
5%
5%
7%
0%
5%
49%
27%
19%
Hofer Merkur
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SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS
48%
52%
16%
30%
27%
26%
6%
4%
9%
0%
9%
43%
29%
19%
Base: All HM/SM shoppers who visit store most often. 2014. Billa (n=202), Lidl (n=131), Interspar (n=76), Spar (n=141)
Ref: Q4 Please record your gender ; Q5 Which age group from the list below do you belong to?
Q71 What is your highest education level? Q74 Which income range describes your monthly HOUSEHOLD income?
SHOPPER PROFILE
GENDER*
Men
Female
AGE*
18-24 y.o.
25-34 y.o.
35-49 y.o.
50-65 y.o.
HOUSEHOLD INCOME
SEC AB (Above RM 3,000)
SEC C (RM 2,000 - RM 3,000)
SEC DE (Below RM2,000)
EDUCATION*
No formal schooling
Primary
Secondary
High School / Diploma / Vocational School / Pre – U
University (degree and above)
46%
54%
19%
29%
28%
24%
5%
3%
6%
0%
9%
46%
24%
20%
Billa
52%
48%
7%
21%
37%
35%
4%
4%
7%
0%
8%
46%
30%
16%
Lidl
59%
41%
16%
24%
29%
32%
1%
5%
1%
0%
1%
45%
34%
20%
Interspar Spar TOTAL
50%
50%
14%
25%
31%
30%
5%
4%
7%
0%
6%
46%
28%
20%
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SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS
36%
64%
20%
28%
20%
32%
12%
4%
16%
4%
4%
40%
16%
36%
Base: All HM/SM shoppers who visit store most often. 2014. Eurospar (n=55), Penny (n62), Zielpunkti (n=19*), MPREIS (n=25*)
Ref: Q4 Please record your gender ; Q5 Which age group from the list below do you belong to?
Q71 What is your highest education level? Q74 Which income range describes your monthly HOUSEHOLD income?
SHOPPER PROFILE
GENDER*
Men
Female
AGE*
18-24 y.o.
25-34 y.o.
35-49 y.o.
50-65 y.o.
HOUSEHOLD INCOME
SEC AB (Above RM 3,000)
SEC C (RM 2,000 - RM 3,000)
SEC DE (Below RM2,000)
EDUCATION*
No formal schooling
Primary
Secondary
High School / Diploma / Vocational School / Pre – U
University (degree and above)
38%
62%
16%
20%
33%
31%
2%
5%
9%
0%
7%
42%
33%
18%
Eurospar
53%
47%
10%
21%
32%
37%
6%
3%
13%
0%
3%
60%
24%
13%
Penny
53%
47%
26%
21%
26%
26%
5%
5%
11%
0%
11%
21%
47%
21%
Zielpunkt MPREIS TOTAL
50%
50%
14%
25%
31%
30%
5%
4%
7%
0%
6%
46%
28%
20%
Small Base(*)
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SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS SHOPPER PROFILE
Base: All HM/SM shoppers who visit store most often. 2014. REWE FOOD TOTAL (n=365), TOTAL SPAR (n=275), Hofer (n=311), Merkur (n=86
Ref: Q72 What is your occupation?
9%
7%
39%
1%
8%
5%
4%
5%
0%
1%
8%
5%
4%
3%
REWE FOOD TOTAL
8%
7%
36%
3%
9%
5%
5%
3%
0%
1%
13%
2%
4%
4%
TOTAL SPAR
9%
7%
35%
1%
10%
4%
5%
4%
0%
0%
14%
6%
3%
3%
Hofer
8%
10%
35%
2%
8%
3%
5%
2%
0%
2%
10%
6%
5%
2%
Merkur WORK STATUS TOTAL
Professional/ Manager/ Executive/ Senior Government Officer
Businessman / Business Owner
Other white collar (eg: Clerical, secretarial, etc.)
Gratuate profession (Doctor of medicine, lawyer..)
Student
Blue Collar – Labourer
Blue Collar - Skilled/Semi-skilled
Female Housewife
Farmer
Artist
Retired
Unemployed
Refused
Others (Please specify)
8%
6%
36%
2%
9%
5%
5%
4%
0%
0%
12%
5%
4%
3%
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Ref: Q72 What is your occupation?
10%
6%
42%
0%
9%
4%
2%
5%
0%
0%
6%
6%
4%
3%
Billa
6%
3%
37%
2%
4%
5%
6%
8%
0%
0%
17%
7%
4%
2%
Lidl
9%
8%
38%
7%
11%
4%
5%
1%
0%
1%
11%
0%
4%
1%
Interspar
6%
9%
33%
1%
9%
6%
4%
4%
0%
1%
14%
4%
4%
6%
Spar WORK STATUS TOTAL
Professional/ Manager/ Executive/ Senior Government Officer
Businessman / Business Owner
Other white collar (eg: Clerical, secretarial, etc.)
Gratuate profession (Doctor of medicine, lawyer..)
Student
Blue Collar – Labourer
Blue Collar - Skilled/Semi-skilled
Female Housewife
Farmer
Artist
Retired
Unemployed
Refused
Others (Please specify)
8%
6%
36%
2%
9%
5%
5%
4%
0%
0%
12%
5%
4%
3%
SHOPPER PROFILE
SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS
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10 Base: All HM/SM shoppers who visit store most often. 2014. Eurospar (n=55), Penny (n62), Zielpunkti (n=19*), MPREIS (n=25*)
Ref: Q72 What is your occupation?
11%
4%
40%
2%
7%
2%
9%
5%
2%
0%
11%
0%
4%
4%
Eurospar
5%
6%
37%
2%
6%
5%
10%
8%
0%
0%
11%
3%
5%
2%
Penny
11%
5%
21%
0%
16%
0%
11%
0%
0%
0%
11%
16%
0%
11%
Zielpunkt
0%
8%
20%
4%
28%
8%
12%
0%
0%
0%
16%
0%
4%
0%
MPREIS
Small Base(*)
WORK STATUS TOTAL
Professional/ Manager/ Executive/ Senior Government Officer
Businessman / Business Owner
Other white collar (eg: Clerical, secretarial, etc.)
Gratuate profession (Doctor of medicine, lawyer..)
Student
Blue Collar – Labourer
Blue Collar - Skilled/Semi-skilled
Female Housewife
Farmer
Artist
Retired
Unemployed
Refused
Others (Please specify)
8%
6%
36%
2%
9%
5%
5%
4%
0%
0%
12%
5%
4%
3%
SHOPPER PROFILE
SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS
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SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS
Base: All HM/SM shoppers who visit store most often. 2014. REWE FOOD TOTAL (n=365), TOTAL SPAR (n=275), Hofer (n=311), Merkur (n=86)
Ref: Q69 Marital Status
Q75 How many people are there in your household including yourself?
31%
57%
9%
1%
1%
24%
35%
21%
14%
4%
1%
0%
Single
Married
Divorced/ Separated
Widowed/ Widower
Refused
1
2
3
4
5
6
7+
MARITAL STATUS TOTAL
HOUSEHOLD MEMBERS
36%
56%
5%
1%
1%
27%
37%
19%
12%
4%
1%
0%
REWE FOOD TOTAL TOTAL SPAR Hofer Merkur
33%
53%
12%
1%
1%
24%
33%
25%
14%
3%
1%
0%
24%
64%
10%
1%
1%
20%
34%
21%
15%
5%
3%
1%
34%
59%
6%
1%
0%
24%
33%
27%
10%
5%
1%
0%
SHOPPER PROFILE
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SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS
Base: All HM/SM shoppers who visit store most often. 2014. Billa (n=202), Lidl (n=131), Interspar (n=76), Spar (n=141)
Ref: Q69 Marital Status
Q75 How many people are there in your household including yourself?
Single
Married
Divorced/ Separated
Widowed/ Widower
Refused
1
2
3
4
5
6
7+
MARITAL STATUS
HOUSEHOLD MEMBERS
Billa Lidl Interspar Spar
38%
53%
5%
1%
2%
28%
37%
17%
14%
4%
0%
0%
24%
62%
9%
2%
2%
24%
36%
18%
19%
2%
2%
0%
35%
51%
11%
1%
1%
22%
36%
23%
13%
4%
1%
1%
29%
55%
13%
1%
1%
28%
34%
26%
9%
1%
1%
0%
31%
57%
9%
1%
1%
24%
35%
21%
14%
4%
1%
0%
TOTAL
SHOPPER PROFILE
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Base: All HM/SM shoppers who visit store most often. 2014. Eurospar (n=55), Penny (n62), Zielpunkti (n=19*), MPREIS (n=25*)
Ref: Q69 Marital Status
Q75 How many people are there in your household including yourself?
Single
Married
Divorced/ Separated
Widowed/ Widower
Refused
1
2
3
4
5
6
7+
MARITAL STATUS
HOUSEHOLD MEMBERS
Eurospar Penny Zielpunkt MPREIS
33%
55%
11%
0%
2%
22%
24%
27%
24%
4%
0%
0%
32%
60%
5%
2%
2%
29%
47%
13%
6%
3%
2%
0%
52%
28%
16%
0%
4%
28%
40%
28%
4%
0%
0%
0%
42%
47%
11%
0%
0%
26%
26%
21%
21%
5%
0%
0%
Small Base(*)
31%
57%
9%
1%
1%
24%
35%
21%
14%
4%
1%
0%
TOTAL
SHOPPER PROFILE
SHOPPER PROFILE OF RETAILERS’ MAIN CUSTOMERS
