The latest Consumer Insights survey from Empathy Research has found that more than half (54%) of Irish consumers believe large supermarkets set their pricing strategies to 'deliberately drive smaller stores out of business'.
According to the survey of 1,037 consumers, males (59%) are more likely to hold this opinion than females (48%), while this opinion is also more common among 16-24 year olds than the older age groups. Over two-thirds (71%) of 16-24 year old Irish consumers believe supermarkets deliberately set their prices to drive smaller stores out of business, compared to 49% of 25-34 year olds, 49% of 35-44 year olds, 58% of 45-54 year olds and 51% of 55+ year olds.
Almost two-thirds (61%) of respondents said that they would be willing to pay a 'bit extra' to support local businesses in their community. This is more prevalent among 35+ year olds than the younger age groups.
In terms of which supermarket respondents believe sources the most local produce, SuperValu was mentioned by two-thirds (64%) of Irish consumers as the store which stocks the most locally produced foods, followed by Dunnes Stores (40%) and Aldi (38%).
© 2015 - Checkout Magazine by Stephen Wynne-Jones