In news sure to get corks popping and glasses clinking, Roy Morgan Research’s latest liquor store satisfaction results are in, with First Choice Liquor snatching top spot from close contenders Dan Murphy’s and ALDI Liquor.
More than nine out of ten (92.9%) First Choice Liquor customers are either very satisfied or fairly satisfied with the store, just ahead of main rival Dan Murphy’s (92.4%) and value supermarket chain ALDI (92.4%).
Source:Roy Morgan Single Source (Australia), Apr 2012 – Mar 2013 12 month n=8,878. Base: Australians 18+ who specified the store from which they usually purchase alcohol
Warren Reid, Group Account Manager, Roy Morgan Research, says:
“With their huge ranges and consistently competitive prices, it’s no surprise that First Choice Liquor and Dan Murphy’s have extremely high customer satisfaction rates.
“ALDI Liquor also performed very well, punching above its weight to come equal second with booze behemoth Dan Murphy’s. ALDI supermarkets have the strongest association with low prices of all Aussie supermarkets, so perhaps this reputation has helped its bottle shops too.
“Woolworths Liquor and Liquorland are more convenience-focused for the ‘grab-and-go’ supermarket customer buying alcohol, and are generally located in or next to their associated supermarket. However, they’re not as competitive on price and range, and their lower customer satisfaction levels reflect this.
“From August, ALDI will match First Choice and Dan Murphy’s by offering an online option for purchasing liquor. With alcohol being one of the most popular online retail purchase categories in Australia, it will be interesting to see if customer satisfaction levels for ALDI can go even higher.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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