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%).
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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