Consumer studies

• limited income families

  Have less money to spend on luxury items.

  • Look out for 'special offers and discounts.

  • Opt for own brand' goods for savings.

  • Prefer shopping in discount stores.
• high disposable income families

  • Have greater freedom of choice when shopping.

  • Not restricted to specific types of shops.

  • Can afford designer labels and bespoke products.

  • Willing to spend on expensive food items.
• Merchandising strategies

  special offers- “buy 3 for 2” offers, weekly specials

  own brand goods- cheaper.
• Factors influencing consumer choice 


  Income, preference, advertising, marketing, packaging, other people
• Field research 


  Collecting new data from the world or public, include surveys interviews, observations. Aim is to gutter first hand information on consumers behaviours, preferences and experiences.
• Field research, advantages and disadvantages


  Advantages- provide detailed insight into consumer behaviour, data is highly relevant.

  Disadvantages- time consuming, more expensive than desk research, may involve smaller sample sizes
• Desk research


  Secondary research, involves analysing data collected by someone else. Includes reports studies publications, statistical data and order information available. It’s used to analyse existing information to identified trans patterns and insight that can inform decision-making
• Desk research advantages and disadvantages

  advantages

  • Cost-effective and less time-consuming than field research.
  • Useful for historical comparisons and trend analysis.

  disadvantages

  • Data may not be specific or relevant to the particular research question.
  • Quality and accuracy of data can vary, depending on the source.
  • Potential for outdated information
• Benefits of consumer research for the retailer


  Help and understanding consumer needs and preferences. Retailers can adapt an innovate to stay ahead of competitors. Insight into feedback allows for adjustments that enhance satisfaction.
• Benefits of consumer research for the consumer


  Improvement and quality of products and services enables companies to understand consumer preferences
• Sources of consumer information


  Surveys and questionnaires, social media, government reports
• Consumer right


  Right to truthful information, the right to choice, right to value for money, right to safety right to redress
• Consumer responsibility


  To be well informed, to be aware of quality, to follow instructions, to complain, to avoid waste
• Consumer protection


  Sale of goods and supply of services act 1980

  Consumer protection act 2007
• Sale of gods and supply of services act 1980

  • enforces that goods sold must be of good quality and fit for intended purpose and match their description.
  • Services must be provided with proper care with necessary skills - consumers are entitled to redress if goods do not comply with standards prohibited signs that attempt to restrict write such as no refunds.
• Consumer protection act 2007


  • Defence consumers against misleading advertising, incorrect or misleading pricing.
  • Establishes direct offences for misleading consumers and provides for enforcement by the competition and consumer protection commission
• Statuary consumer protection agencies


  • Competition and consumer protection commission: offers advice and information, and forces consumer laws
  • Office of the ombudsman: handles complaints against public service providers
  • Citizen information board: provides information advice
  • National standards of authority of Ireland: overseas national standards for both products and services to ensure quality and safety
  • European consumer centre Ireland: provides support for consumers shopping in the EU
• Voluntary consumer protection agencies

  Consumers association of Ireland: nonprofit organisation offering advice and information on consumer rights
• Making a consumer complaint


  Contact retailer, formal complaint, statuary or voluntary agency, small claims court
• Small claims procedure


  Steps

  1. File a claim form and pay fee
  2. The claim is sent to the respondent
  3. If not contested, the court can make a ruling
  4. if Contested a court hearing is scheduled