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40% Of Dubliners 'More Likely' To Shop At SuperValu Following Superquinn Rebrand, Study Finds

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40% Of Dubliners 'More Likely' To Shop At SuperValu Following Superquinn Rebrand, Study Finds

A study into the shopping habits of Dublin residents by PML Group has found that 40% of respondents said that the recent rebranding of Superquinn stores to SuperValu would make them 'more likely' to shop at SuperValu.

In contrast, 17% said it would make them less likely to do so. Superquinn sausages and bakery products were identified as the two most popular items that the public want to see retained in the rebranded stores, the study found.

76% of the 300 Dubliners surveyed stated that they shop for groceries at least 2-3 times per week, with Tesco cited as the most popular store in which to carry out a 'main weekly shop', followed by Dunnes Stores and Aldi, with Lidl rating highest for 'top-up' shoppers.

83% of respondents said that they use loyalty cards when shopping, a figure that was slightly higher among female respondents. However, just 6% of respondents said that they regularly purchase products online.

'"Supermarkets has been one of the most interesting sectors that we’ve researched so far," said Colum Harmon, Marketing Director at PML Group. "Not only to see how and where people shop, but also to get an insight into how consumers perceive the different supermarket chains. It’s a piece of research that should be of great interest to anybody operating in that sector."


Supermarkets is the latest subject covered by PML Group’s Focus series. The research series, carried out by Ipsos MRBI, has also investigated Telecoms, Soft Drinks, Banking and Confectionery.

© 2014 - Checkout Magazine by Stephen Wynne-Jones

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