The National Consumer Agency (NCA) publishes its latest consumer research relating to consumer empowerment and complaints

1. National Consumer Agency
Market Research Findings:
Consumer Empowerment and Complaints
October 2010
Research Conducted by

2. 2
Making Complaints
 Key Findings
 Section 1: Consumer Empowerment
 Section 2: Making Complaints
 Section 3: Customer Service
 Research Background & Methodology
Table of Contents

3. 3
Making Complaints
Key Findings
• 4 in 5 (80%) Irish consumers claim that they would be prepared to complain if a
problem had occurred or if they were dissatisfied with a product or service that they
had purchased.
• Within the last 12 months, of those who had reason to complain – 4 in 5 actually made
a complaint. The majority of complaints tended to be in relation to faulty products or
services (51%).
• Over 3 in 5 (63%) who complained found the complaints process somewhat easy – a
decrease (-6%) from the previous wave. Unhelpful staff continues to be the number
one difficulty experienced.
• 71% have had their complaint completely resolved – a slight decrease (-3%) on the
previous wave.
• Over half (53%) claim that they will continue to buy from the business that they had
cause or reason to complain about – an increase of 9% from the previous wave.

4. 4
Making Complaints
Section 1: Consumer Empowerment

5. 5
Making Complaints
18 17 14 19 12
55 57 60 56
58
9 12 11 13
13
10 12 8 12
5 4 3 4 6
13
Wave
5 '10
Wave
4 '09
Wave
3 '09
Wave
2 '08
Wave
1 '08
Confidence About Rights as a Consumer
(Base: All aged 15-74 – 1,000)
%
Very confident (5)
Fairly confident (4)
Neither/Nor (3)
Not very confident (2)
Not at all confident (1)
Level of Confidence
%
18%
70%
%
75%
12%
%
14%
74%
%
15%
74%
18%
73%

6. 6
Making Complaints13 13 13 16 10
54 54 55 53
52
13 13 12 16
14
15 15 11
16
5 5 5 4 8
15
Wave
5 '10
Wave
4 '09
Wave
3 '09
Wave
2 '08
Wave
1 '08
Knowledge About Consumer Rights
(Base: All aged 15-74 – 1,000)
Very knowledgeable (5)
Fairly knowledgeable (4)
Neither/Nor (3)
Not very knowledgeable (2)
Not at all knowledgeable (1)
Level of Knowledge
% %
24%
62%
%
69%
15%
%
20%
67%
%
20%
68%
20%
67%

7. 7
Making Complaints
Protected Regarding Consumer Rights
(Base: All aged 15-74 – 1,000)
Very protected (5)
Fairly protected (4)
Neither/Nor (3)
Not very protected (2)
Not at all protected (1)
Level of Protection
10 12 10 15 9
54 53 55 55
51
21 21 19 20
23
11 13 8 14
4 3 3 2 4
11
Wave
5 '10
Wave
4 '09
Wave
3 '09
Wave
2 '08
Wave
1 '08
% %
18%
60%
%
70%
10%
%
14%
65%
%
16%
65%
15%
64%

8. 8
Making Complaints
Empowerment Levels x Profile of Sample
(Base: All aged 15-74 – 1,000)
Overall
Confident
73%
Not Confident
18%
Knowledgeable
67%
Not
Knowledgeable
20%
Protected
64%
Not
Protected
15%
Male 70% 20% 63% 25% 63% 16%
Female 74% 15% 69% 18% 66% 13%
15-24 63% 25% 55% 34% 57% 19%
25-34 77% 13% 70% 16% 69% 12%
35-44 75% 17% 70% 19% 63% 15%
45-54 74% 15% 70% 15% 71% 11%
55+ 71% 17% 65% 20% 62% 17%
ABC1 77% 13% 71% 16% 67% 13%
C2DE 70% 20% 64% 25% 64% 15%
Responsible
for main shop
75% 16% 71% 18% 66% 14%
Not
responsible
for main shop
69% 19% 61% 24% 63% 15%
= Significantly lower than total sample = Significantly higher than total sample

9. 9
Making Complaints
 Most likely:
– Those who feel protected (76%),
knowledgeable (72%) and
confident (71%) in their rights as a
consumer.
– Those aged 55+ (69%).
Respecting your Rights as a Consumer
(Base: All aged 15-74 – 1,000)
10
54
27
2
7
Strongly agree (5)
%
Agree (4)
Neither/nor (3)
Disagree (2)
Strongly disagree (1)
Mean: 3.6
“In general, sellers/providers in this country
respect your rights as a consumer”.
64%

10. 10
Making Complaints
Section 2: Making Complaints

11. 11
Making Complaints
20%
80%
Most likely to be:
 Women 82%
 35-54 year olds 83%
 ABC1’s 84%
 Main Grocery Shoppers
84%
 Knowledgeable about
consumer rights 87%
Complaining Nation?
No Yes
As a consumer would you be prepared to complain if a
problem had occurred or you are dissatisfied with a good
or service you have purchased?
As a consumer would you be prepared to complain if a
problem had occurred or you are dissatisfied with a good
or service you have purchased?
(Base: All aged 15-74 – 1,000)
(22%)
(78%)
() = Wave 4 ‘09

12. 12
Making Complaints
Goods & Services Bought with Reason to Complain
or Return an Item – Primary & Secondary
(Base: Those who have purchased an item or service in the outlet)
Supermarkets and
newsagents
Shops selling clothing or
footwear
Restaurants take-away’s or
hotels
Communications services
including home phone
% With Reason to
Complain or Return Ever
Reason to Complain/Return from:
TV Service Providers e.g. Sky, NTL
Building and related services e.g. plumbers
Shops selling furniture or household appliances
Insurance products and services
Banking products and services, including a
current A/C
Pubs
Airlines
Car dealers
Energy suppliers e.g. ESB, Bord Gais
PRIMARY SECONDARY
18
15
16
11
17
13
15
9
18
15
16
14
(+4%)
Wave 5 2010
Wave 4 2009
Wave 3 2009
(+4%)
(+4%)

13. 14
Making Complaints
Most likely to be:
 Male 85%
 35-44 year olds 86%
 45-54 year olds 86%
 C2DE’s 83%
Whether Complaint Made When had
Reason to Do So
20%
80%
No
Yes
Whether Made Complaint
Wave 1 2008
70% Yes
Wave 2 2008
75% Yes
Wave 3 2009
69% Yes
62% 38%No Yes
Reason to Complain
(64%) (36%) (25%)
(75%)
() = Wave 4 ‘09
(Base: All aged 15-74 – 1,000) (Base: All those who had cause or reason
to complain in past 12 months - 375)

14. 15
Making Complaints
59
17
4
9
5
1
19
59
20
9
7
6
1
11
51
25
10
12
6
2
14
38%
Reasons for Complaint
(Base: All those who had cause or reason to complain - 375)
54
17
9
8
5
1
18
Faulty product/service
Product/service didn’t do what
it said it would do
Wrong
size/colour/specification
Product/service did not confer
benefits described to me by
salesperson
Changed mind/wanted to
return the item
Unwanted gift
Other*
* All others 1% or less
Reasons for Complaint:
Wave 1 2008
56
14
9
9
8
1
14
Wave 2 2008Wave 3 2009Wave 5 2010 Wave 4 2009
(Other includes – lack of quality food, food item out of date, too expensive, poor service,
overcharged, meal not up to standard).

15. 16
Making Complaints
26
37
11
6
20
Assessment of the Complaints Process
(Base: All who made a complaint – 300)
%
Very easy (5)
Somewhat easy (4)
Neither/Nor (3)
Somewhat difficult (2)
Very difficult (1)
63%
( ) = Wave 3 2009
30%
26%
63
19
15
14
12
14
13
8
6
6
55
21
19
16
13
11
10
3
6
Unhelpful staff
Refusal of retailer to refund my
money
The retailer/provider never got
back to me
Difficulty contacting trader
Had to put complaint in writing
I was unsure of my consumer
rights
Offered a repair when wanted a
replacement
Unsure of the complaints process
including to who to complain to*
Only give me a credit note
Refusal to repair returned item
# All others 4% or less
%
Level of Difficulty Experienced Difficulty Experienced
(Base: All who experienced difficulty – 78)
Mean 3.6
Wave 5 2010
Wave 4 2009
(31)
(38)
(7)
(16)
(7)
–

16. 17
Making Complaints
38
19
18
15
10
9
14
22
18
22
19
13
8
3
1
49
22
19
11
10
4
6
Reasons for Not Complaining
(Base: All those who had reason to make a
complaint but didn’t in past 12 months - 75)
I did not want the hassle of having to
make a complaint
I didn’t see the point of complaining
I didn’t have time to make a
complaint
I did not want to get anyone in
trouble by making a complaint
I was afraid to make a complaint
I was unsure of my consumer rights
Difficulty contacting trader
Did not have receipt/proof of
purchase
Unsure of the complaints process
Other
Had to put the complaint in writing
Reasons for Not
Complaining:
Wave 1 2008Wave 2 2008Wave 3 2009
8%
**
Wave 5 2010
–
Wave 4 2009
37
15
13
11
8
5
1
5
3
4
44
22
18
20
18
10
2
2
1
**
**
**
–
**
**
–
**
**
**
–
**
% % % % %

17. 18
Making Complaints
71%
2%
10%
17%
Resolution Status of Problem
(Base: All those who made a complaint in past 12 months - 300)
%
Whether Complaint Resolved
Benchmark 2007
Question not asked
in Benchmark
survey
Wave 1 2008
78% completely
resolved
Wave 2 2008
66% completely
resolved
Wave 3 2009
73% completely
resolved
Completely
resolved
Partly resolved
Not resolved at all
Refused/
Not Stated
30%
() = Wave 4 2009
(2%)
(74%)
(13%)
(11%)

18. 19
Making Complaints
37
33
17
5
21
4
Satisfaction with the Way Complaint was Handled
(Base: All who’s complaint was completely resolved – 211)
%
Completely satisfied (7)
70%
21%
8%
44
30
16
42
37
22
Do nothing, just accept what has
happened
Tell people you know of your
positive experience with them
Do more business with them
yourself
Tell people you know not to do
business with them
Stop doing business with them
altogether
Do less business with them
yourself
%
Level of Satisfaction
Very satisfied (6)
Fairly satisfied (5)
Neither/nor/
Don’t know (4)
Fairly dissatisfied (3)
Very dissatisfied (2)
Mean
2 people
2 people
1 person
(1 person)
Likely to do as a result
148 People
7 People
5.8 (6.1)
Completely dissatisfied (1)
(46)
(27)
(18)
(4)
(3)
(1)(1)
() = Wave 4 2009
Wave 5 2010
Wave 4 2009

19. 20
Making Complaints
Likelihood of Buying Again from Business that had
Reason to Complain About
24%
53%
14%9%
No
Yes
I don’t have
a choice
Likelihood to Buy Again
(Base: All those who had cause or reason to complain - 375)
Benchmark 2007
52% Yes
27% No
16% I don’t have a choice
Wave 1 2008
59% Yes
29% No
12% I don’t have a choice
Wave 2 2008
64% Yes
29% No
7% I don’t have a choice
Wave 3 2009
28% Yes
45% No
22% Don’t know
5% I don't have a choice
38%
(44%)
(21%)(9%)
(26%)
( ) = Wave 4 2009
Don’t
know

20. 21
Making Complaints
Section 3: Customer Service

21. 22
Making Complaints
48
42
42
47
45
44
44
42
47
46
40
42
41
41
1
1
1
2
2
1
1
1
1
1
1
1
Level of Customer Service – Experienced – I
(Base: All who have bought goods/services in past 12 months)
Shops selling clothing or footwear
(95%)
Personal care e.g. hairdressers,
cosmetics (85%)
Pharmacies, doctors, hospitals or
other medicals (79%)
Supermarkets & newsagents (97%)
Education providers (38%)
Restaurants, take-aways, or hotels
(89%)
Pubs (76%)
(4)
Very
good
(5)
90%
89%
88%
87%
87%
85%
85%
(2)
Very
poor
(1)
() = Total that purchased
–
–

22. 23
Making Complaints
45
43
49
47
48
44
43
39
41
35
36
35
38
373
2
4
3
1
1
1
1
1
1
Level of Customer Service – Experienced – II
(Base: All who have bought goods/services in past 12 months)
Entertainment outside the home (60%)
Entertainment at home (62%)
Shops selling furniture or households
appliances (40%)
Communications services including
home phone mobile, internet (69%)
Building and related services (33%)
Energy suppliers (61%)
Travel agent (29%)
(4)
Very
good
(5)
84%
84%
83%
83%
83%
82%
80%
(2)
Very
poor
(1)
() = Total that purchased
–
–
–
–

23. 24
Making Complaints
42
45
44
44
49
44
47
42
37
33
34
34
28
32
29
34
4
4
2
2
4
4
4
21
1
2
1
1
1
1
1
Level of Customer Service – Experienced – III
(Base: All who have bought goods/services in past 12 months)
Car dealers (24%)
Insurance products and services
(65%)
TV service providers (50%)
Waste services (49%)
Airlines (44%)
Banking products & Services (68%)
Public transport (43%)
Petrol Stations (74%)
(4)
Very
good
(5)
79%
78%
78%
78%
77%
76%
76%
76%
(2)
Very
poor
(1)
() = Total that purchased

24. 25
Making Complaints
Research Background
and Methodology

25. 26
Making Complaints
• Amárach Research conducted the research by means of face-to-face interviewing
with 1,000 people between the ages of 15-74.
• In all, 6 comparable “Waves” of Market Research have been completed since
November / December 2007.
• To ensure that the data is nationally representative, quotas were applied on the
basis of age, gender and social class.
• Interviewing was conducted over a four week period in June 2010.
Research Background and Methodology
Nov/Dec 2007 Aug 2008 Nov/Dec 2008
May/June 2009 Nov/Dec 2009 June 2010
Benchmark
Wave 3 Wave 4
Wave 1 Wave 2
Wave 5
Current Wave

26. 27
Making Complaints
20
41 41
25
47
19
37
9
16
8
3
20
4
46
10
54
SEX AGE
MARITAL
STATUS
SOCIAL
CLASS
Profile of Sample
(Base: All aged 15-74 – 1,000)
Male
Female
% % % %
15-24
25-34
35-44
45-54
55+
Married
Living as
Married
Single
Wid/Div/
Sep
ABC1
C2DE
F50+/
F50-
MAIN GROCERY
SHOPPER
Yes No46%54%
Not statedNot stated