Saturday, March 17th, 2012
According to the latest Roy Morgan December 2011 data, Bunnings has the highest proportion of satisfied* customers for hardware stores in New Zealand.
For the 12 months to December 2011, 88% of customers that made a purchase at Bunnings in the last 4 weeks said they were satisfied with Bunnings. However, one year ago (December 2010), Bunnings had a higher satisfaction level at 90%, which was four percentage points above the industry average, while now they are only one percentage point above the industry average.

Interestingly, in the last year, ITM had the highest proportion of customer satisfaction growth (from 78% to 84%) but is still below the industry average.

Hardware Store Satisfaction

Source: Roy Morgan Single Source (NZ), January 2010 – December 2010 n= 5,261 & January 2011 – December 2011 n= 5,519. *Satisfied = either very or fairly satisfied with hardware store.

These findings came from an ongoing nationwide survey of approximately 12,000 New Zealanders conducted by Roy Morgan Research in the 12 months to December 2011.

Pip Elliott, Client Services Director, Roy Morgan Research, says:
“The latest Roy Morgan data shows that Bunnings has the highest proportion of satisfied customers, but only just ahead of Mitre 10 and Hammer Hardware by one percentage point.  PlaceMakers is closely behind at 84%.

“This strong performance by Bunnings is in line with their Australian business where they were just awarded the Hardware Store of the Year 2011 in the inaugural Roy Morgan Customer Satisfaction Awards.

“The most interesting occurrence in hardware store satisfaction over the past year was the increase in ITM satisfaction. During this time, ITM took over sponsorship of the New Zealand Rugby Union from Air New Zealand, which is now called the ITM cup.

“It will be interesting to see how this two- year sponsorship affects the profile of the ITM customer compared to the other hardware stores.”

A range of Hardware Store customer profiles includes Bunnings, Mitre 10, Hammer Hardware, and ITM. Roy Morgan Research Consumer Profile contains insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

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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.
Shaun Ellis
P: 03 9224 5332


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