The April supermarket satisfaction report reveals satisfaction levels for IGA were down by two percentage points since March, whilst satisfaction at Aldi dropped for a third month in a row by a full percentage point. Woolworths faired better but still dropped by half a point, whilst Coles remained unchanged.
Among Aldi customers, 92.5% were satisfied, followed by IGA (87.5%), Coles (87.5%) and then Woolworths (85.5%) for the 6 month’s average to April 2011.
Supermarket Customer Satisfaction
Roy Morgan Single Source (Australia): Dec 2005 - Apr 2011. Sample: Main grocery buyer. In the 6 Months to April’11 n=6,978.*Supermarket Customers refers to those Main Grocery Buyers who nominated that supermarket as the one where they do their main grocery shopping. From July ’09 IGA includes only IGA supermarket customers, whereas it previously included IGA, Festival and IGA Express.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“With ailing satisfaction at three of the four supermarkets, satisfaction levels maintained by Coles from the start of 2011 are becoming increasingly more important each month as satisfaction levels of the other three major supermarkets drop.
“Coles are relatively stronger in their positioning and now on par with IGA who appear to have hit a speed bump according to the April results, dropping by a couple of percentage points overall. Despite this, IGA still have the highest levels of satisfaction in four out of nine departmental categories, whilst Coles do not lead satisfaction in any department.
“Even though Aldi have dropped again this month, they are still a full five percentage points ahead of nearest rival IGA and also manage to hold onto top position in four out of the five remaining satisfaction categories, which includes bread, dairy, packaged groceries and general merchandise, Woolworths pulling back ahead of Coles in the last fresh category, seafood.”
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