UK Consumer Insight 2010: Morrisons Food

TABLE OF CONTENTS
At a glance summary
Morrisons Food & Grocery
Share of Shoppers
Morrisons share of shopper by demographics
Morrisons share of shoppers by television region
Morrisons share of shoppers by household characteristics
Morrisons share of shoppers by other characteristics and ACORN classification
Conversion and non-conversion
Morrisons conversion of visitors to main users by demographics and region
Morrisons conversion of visitors to main users by household characteristics
Non-converting customers
Profile of shoppers
Morrisons profile of shoppers by television region
Morrisons profile of shoppers by household characteristics
Morrisons profile of shoppers by other characteristics and ACORN classification
Loyalty
Morrisons loyalty of main users by demographics and region
Morrisons loyalty of main users by household characteristics
Morrisons basic drivers of loyalty and disloyalty
Morrisons detailed drivers of loyalty
Competition
Cross sector competitor dynamics
Methodology
Basic methodology
The selection of parliamentary constituencies
The selection of enumeration districts
The selection of respondents
Post survey weighting

TABLE OF FIGURES
Figure 1: Morrisons visitor share 2006 - 2010
Figure 2: Profile of Food & Grocery shoppers % – by gender 2006-2010
Figure 3: Morrisons visitor share by demographic group 2010
Figure 4: Morrisons main user share by demographic group 2010
Figure 5: Morrisons visitor share by television region 2010
Figure 6: Morrisons main user share by television region 2010
Figure 7: Morrisons visitor and main user share by household tenure 2010
Figure 8: Morrisons visitor and main user share by number of people in household 2010
Figure 9: Morrisons visitor and main user share by children in household 2010
Figure 10: Morrisons visitor and main user share by number of cars in household 2010
Figure 11: Morrisons visitor and main user share by working status 2010
Figure 12: Morrisons visitor and main user share by marital status 2010
Figure 13: Morrisons conversion rates 2006 – 2010
Figure 14: Morrisons conversion rates by demographic group 2006 – 2010
Figure 15: Morrisons conversion rates by region 2006 – 2010
Figure 16: Morrisons conversion rates by household tenure 2006 – 2010
Figure 17: Morrisons conversion rates by number of people in household 2006 – 2010
Figure 18: Morrisons conversion rates by children in household 2006 – 2010
Figure 19: Morrisons conversion rates by number of cars in household 2006 – 2010
Figure 20: Morrisons non-conversion rates 2006 – 2010
Figure 21: Morrisons non-conversion rates by demographic group 2010
Figure 22: Demographic profile of non-converting Morrisons visitors 2010
Figure 23: Regional profile of non-converting Morrisons visitors 2010
Figure 24: Morrisons visitor profile by demographic group 2010
Figure 25: Morrisons main user profile by demographic group 2010
Figure 26: Morrisons visitor profile by region 2010
Figure 27: Morrisons main user profile by region 2010
Figure 28: Morrisons visitor and main user profile by household tenure 2010
Figure 29: Morrisons visitor and main user profile by number of people in household 2010
Figure 30: Morrisons visitor and main user profile by children in household 2010
Figure 31: Morrisons visitor and main user profile by number of cars in household 2010
Figure 32: Morrisons visitor and main user profile by working status 2010
Figure 33: Morrisons visitor and main user profile by marital status 2010
Figure 34: Morrisons loyalty 2006 – 2010
Figure 35: Morrisons disloyalty 2010
Figure 36: Morrisons loyalty by demographics 2010
Figure 37: Morrisons loyalty by region 2010
Figure 38: Morrisons loyalty by household tenure 2010
Figure 39: Morrisons loyalty by number of people in household 2010
Figure 40: Morrisons loyalty by children in household 2010
Figure 41: Morrisons loyalty by number of cars in household 2010
Figure 42: Morrisons – other Food & Grocery stores used 2010
Figure 43: Preference stores 2010
Figure 44: Sectors shopped 2010

TABLE OF TABLES
Table 1: Key performance indicators for Morrisons in Food & Grocery
Table 2: Morrisons change in visitor share (%) 2006 - 2010
Table 3: Morrisons change in main user share (%) 2006 - 2010
Table 4: Key performance indicators for Morrisons in Food & Grocery
Table 5: Morrisons change in conversion rates (%) 2006 - 2010
Table 6: Morrisons change in non-conversion rates (%) 2006 - 2010
Table 7: Main stores non-converters use instead of Morrisons 2010
Table 8: Morrisons visitor and main user profile by ACORN classification 2010
Table 9: Morrisons changes in loyalty 2006– 2010
Table 10: Morrisons changes in disloyalty 2006– 2010
Table 11: Morrisons drivers of loyalty (%) 2006 – 2010
Table 12: Morrisons drivers of disloyalty (%) 2006 – 2010
Table 13: Morrisons detailed drivers of loyalty 2010
Table 14: Cross sector matrix shopping 2010
Table 15: Other retailers used 2010
Table 16: Sample sizes by sector 2010

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