Latest Roy Morgan findings: Customer Satisfaction Awards

Tuesday, 11 September 2012, 2:52 pm
Article: Roy Morgan Research

Latest Roy Morgan findings: 1) July Winners of NZ Customer Satisfaction Awards; 2) Holden has the highest Advertising Recall in NZ; 3) NZers make recycling a good environmental habit; 4) Mitre 10 the leader in NZ for hardware customers and loyalty

1. July Winners of New Zealand Customer Satisfaction Awards

2. Holden has the highest Advertising Recall among new car intenders, followed by Toyota & Ford

3. New Zealanders make recycling a good environmental habit

4. Mitre 10 the leader in New Zealand for hardware customers and loyalty

July Winners of New Zealand Customer Satisfaction Awards

Roy Morgan Research has released the latest winners of its monthly Customer Satisfaction Awards. The results for July show new leaders in Furniture/Electrical Stores, Domestic and International Airlines, Electricity Providers and Gas Providers.

Winners of each category are listed below. Full details of all winners and runners up, including those of previous months, are available at CustomerSatisfactionAwards.com.

July 2012 Award Winners:

The Customer Satisfaction Awards are based on data from Roy Morgan’s Consumer Single Source survey (over 12,000 consumers annually). This large nationwide study provides a thorough and accurate way to identify and recognise New Zealand’s top businesses in Customer Satisfaction.

Visit the Roy Morgan Customer Satisfaction Awards website, to monitor the ongoing movements in Customer Satisfaction for many businesses across different industries.

Full Details: customersatisfactionawards.com

Holden has the highest Advertising Recall among new car intenders, followed by Toyota & Ford

For the 12 months to June 2012, 61% of new car intenders said they had seen or heard of a Holden advertisement recently, followed by Toyota, Ford and BMW all with an ad recall of 50% or above.

There are currently 185,000 New Zealanders in the market for a new car in the next 4 years, a decrease from 221,000 over the last 5 years. With less people intending to buy new cars and many brands competing for their share of new vehicle sales, advertising cut-through is essential and now highest for Holden, Toyota and Ford. These are the latest findings from Roy Morgan Research Single Source — a New Zealand-wide survey of over 11,500 New Zealanders annually.

New Zealand Intending Car Buyers ad recall

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Pip Elliott, General Manager (New Zealand), Roy Morgan Research says:

“Although they remain the most recalled brands, Holden, Toyota and Ford have all seen recall decline from the previous year. Ford has had the largest decline among the top 10 makes by ad recall, falling 7 percentage points.

“With so many automotive brands available to choose from, multiple new or face lifted models hitting the market each month and budgets tightening — memorable, targeted communication is vital. When linked with a brands media spend, this advertising recall figure can be used to give an indication of the advertising effectiveness of each brands campaigns. If a brand is spending a great deal on media and creative, but unable to improve their ad recall figure among their target market, we can assume that the message is either having cut through issues, or is being ‘lost’ among the highly saturated advertising landscape.

“Brand leakage is an issue that many brands face when trying to create memorable ads. There is little or no point in spending dollars on creative and media, having the target market remember the ad, but associating the incorrect brand or model to the ad’.

“Roy Morgan’s advertising recall metric is an effective top line indicator to alert brands to potential issues in creative message or media placement.”

Full Release: http://www.roymorgan.com/news/press-releases/2012/1785

ROY MORGAN ONLINE STORE
To purchase the latest detailed Roy Morgan New Zealand Automotive Profiles – visit the Roy Morgan Online Store.
To purchase the latest detailed Roy Morgan New Zealand Automotive Advertising Awareness Profiles– visit the Roy Morgan Online Store.

New Zealanders make recycling a good environmental habit

New Zealanders are more likely than ever before to ‘try to recycle everything’. Now the vast majority of New Zealanders (85%) say ‘I try to recycle everything I can’. This sentiment has increased from 70% to 85% over the last decade according to Roy Morgan Research’s latest State of the Nation Report 5, which looks at the latest New Zealand trends within society.

While the vast majority of New Zealanders (80%) believe ‘If we don’t act now we’ll never control our environmental problems’, the report shows a decrease over the last decade in New Zealanders’ environmental consciousness and concerns. In 2002 some 85% were of the view that ‘If we don’t act now we will never control our environmental problems’. Fewer now consider themselves to be ‘an environmentalist at heart’; in 2001, 66% of New Zealanders considered themselves to be ‘an environmentalist at heart’. This sentiment has decreased since 2007 and is now at 61%. There is also evidence in the report that economic problems facing New Zealanders are taking over from environmental concerns.

New Zealanders’ agreement with Positive Environmental Statements

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Pip Elliott, General Manager (New Zealand), Roy Morgan Research says:

“The environment is an issue which rates highly among New Zealanders, with 80% indicating that they are concerned with the current problems in this area. However there are signs over the decade that these concerns are beginning to wane.

“New Zealanders who believe “If we don’t act now we’ll never control our environmental problems” has decreased from 85% to 80% over the past decade. Similarly, over the same period less New Zealanders identified themselves as ‘an environmentalist’.”

Full Release: http://www.roymorgan.com/news/press-releases/2012/1782

ROY MORGAN ONLINE STORE
To purchase the latest detailed Roy Morgan New Zealand State of the Nation Report 5 – visit the Roy Morgan Online Store.

Mitre 10 the leader in New Zealand for hardware customers and loyalty

More than 1.5 million Kiwis purchase from the main six hardware stores in New Zealand over an average four week period. Two-thirds (68%) or over a million of them have bought from Mitre 10, making it the most popular hardware store among Kiwis, followed by Bunnings (40%). These findings are based on Roy Morgan Single Source — a New Zealand-wide survey of over 11,500 New Zealanders annually.

Customer loyalty is strongest for Mitre 10 where 70% of their customers only purchased from them (some 30% also shopped at other hardware stores). This places them well ahead of Bunnings with 54% of their customers shopping only with them, Hammer Hardware (46%), Placemakers (33%), ITM (29%) and Carters with only 18% of their customers not purchasing elsewhere.

New Zealand hardware store customers

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Pip Elliott, General Manager (New Zealand), Roy Morgan Research says:

“Loyalty is a key factor for hardware stores as both Bunnings and Mitre 10 offer the price guarantee of ‘we’ll beat it by 15% on any identically stocked product that is priced the same or lower at another store’. There are also different loyalty schemes such as Flybuys and discounts for traders available at most of the hardware stores.

“It is important that hardware stores know what drives shoppers to their stores. Knowing whether their customers regularly use Flybuys or other loyalty programs and whether they read hardware catalogues, watch ‘The Block’ or have recently undertaken some DIY renovations all factor into how they should tailor their marketing programs.”

Full Release: http://www.roymorgan.com/news/press-releases/2012/1783

ROY MORGAN ONLINE STORE
To purchase the latest detailed Roy Morgan New Zealand Hardware Store Profiles – visit the Roy Morgan Online Store.
To purchase the latest detailed Roy Morgan New Zealand Mitre 10 Customer Profile – visit the Roy Morgan Online Store.

ENDS

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Roy Morgan Research

New Zealand's leading social and market research company

A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years' experience in collecting objective, independent information on consumers. Roy Morgan Research was set up in New Zealand in the 1990s and has been collecting information across a wide range of industries in New Zealand ever since. Roy Morgan currently has over 10 years of trended data on a geographically and demographically representative sample of over 12,000 New Zealanders aged 14+.

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