One Third Of Irish Shoppers Are Influenced By Supermarket Community Efforts

By Publications Checkout
One Third Of Irish Shoppers Are Influenced By Supermarket Community Efforts

One third of Irish shoppers consumers are more likely to shop in a supermarket if it has a community initiative, according to the latest Consumer Insights survey by Empathy Research.

Of 950 participants, this was most prevalent among participants with children (39%), compared to those without children (29%). Regarding age, 35-44 year olds are more likely (45%) to shop in a supermarket if it has a community initiative such as GAA sponsorship or charity donations compared to all other age groups; 18-34 years (27%), 45-54 years (31%) and 55+ years (34%).

Regionally, residents in Connacht/Ulster were most likely (42%) to be influenced to shop in a retailer with a community initiative, which was much higher than other areas; Dublin (27%), Rest of Leinster (33%) and Munster (36%), suggesting perhaps that the more rural areas place slightly more value on community development.

Meanwhile, regarding shoppers' thoughts on whether retailers are doing enough to support their local community, 24% believe they are not. Slightly more men (25%) than women (23%) felt this way about retailers' community support efforts. The younger age groups were the most likely to think that retailers could do more, with 26% of 18-34 years olds and 25% of 25-44 year olds, which was higher than 20% of 45-54 year olds and 23% of the 55+ group.

When asked if they feel more inclined to support a local community initiative themselves if their retailer does, 39% of Irish shoppers said that they do. Both men and women appear to be in equal agreement while participants with children (42%) are more likely to support a local community initiative themselves if their supermarket does, compared to participants without children (37%).

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Nearly half (47%) of the participants living in Munster said that they would feel more inclined to support a local community initiative if their supermarket does. This was higher compared to all the other regions; Dublin (35%), Rest of Leinster (37%) and Connacht/Ulster (39%).

© 2014 - Checkout Magazine by Genna Patterson

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