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C2DE Consumer
UK Market Report 2013

  • Publication Date:January 2013
  • Publisher:Key Note
  • Product Type: Report
  • Pages:145

C2DE Consumer UK Market Report 2013

This Key Note Market Assessment examines the purchasing patterns and behaviour of C2DE consumers, in relation to the following four sectors: food; the home; clothes and personal care; and leisure and travel. C2DE consumers are classified according to social grade, based on their profession, and while this classification is not based on income, there is thought to be some correlation between social grade and the amount earned. This report comes at an interesting time in UK history, as the nation is currently facing an economic downturn, from which recovery has been slow. Furthermore, many households - regardless of their social grade - are struggling to manage their finances and are being forced to make cutbacks.

Exclusive consumer research was carried out for the purpose of this report in September 2012, in which a sample of 552 C2DE grade respondents were questioned about their preferences and attitudes towards a number of factors. Initially, respondents were asked about their financial circumstances and whether this had improved or deteriorated over the last 2 years. It is perhaps expected that more C2DE respondents agreed that they were in a worse position when compared with previous surveys.

Food purchasing habits were also assessed. Perhaps surprisingly, more respondents claimed to often buy 'luxury' own-brand food ranges, as opposed to 'value' own-brand goods. In addition, home improvement habits were also analysed, and as expected, a much greater number of respondents claimed to complete do-it-yourself (DIY) tasks themselves, rather than paying a professional to do the job. Other questions showed that C2DE respondents were more inclined to shop at cheaper clothing retailers, including supermarkets and discounters, while the majority of respondents agreed that it was good to be able to buy designer items from discount shopping outlets.

In terms of the current outlook for C2DE respondents, many political changes could affect the proportion of residents belonging to these social grades in the years to come. These include changes to the welfare system, while in October 2012, it was confirmed that child benefits would be capped for high earners, a move that is due to come into effect in January 2013. Furthermore, a large worry is the prospect of future unemployment in the UK, as rates are forecast to increase further over the coming year, which could cause the number of C2DE classified residents in the UK to rise, putting an even greater proportion of people and households in a more vulnerable financial position.

  • Foreword
    • Executive Summary
    • Introduction
  • REPORT COVERAGE
  • DEFINITION
    • Strategic Overview
    • SOCIO-ECONOMIC BACKGROUND
  • THE ECONOMY
  • HOUSEHOLD TENURE
  • CAR OWNERSHIP
  • HOUSEHOLD EXPENDITURE
  • COMPUTER USAGE
    • Food
  • BACKGROUND
  • CONSUMER TRENDS
    • Factors Contributing to Grocery Shopping
    • Discount Food Retailers
  • MARKETING AND SUPPLIER ACTIVITY
    • 99p Stores
    • Aldi
    • ASDA
    • Home Bargains
    • Iceland
    • Sainsbury's
    • Tesco
  • ADVERTISING EXPENDITURE
    • Home
  • BACKGROUND
  • CONSUMER TRENDS
    • DIY and Home Improvements
  • MARKETING AND SUPPLIER ACTIVITY
    • BandQ
    • Comet
    • Home Bargains
    • IKEA
    • Poundstretcher
    • Sainsbury's
  • ADVERTISING EXPENDITURE
    • Clothes and Personal Care
  • BACKGROUND
  • CONSUMER TRENDS
    • Clothes Shopping
    • Cosmetics and Fragrances
  • MARKETING AND SUPPLIER ACTIVITY
    • Boohoo.com
    • Matalan
    • Morrisons
    • New Look
    • Peacocks
    • Sainsbury's
    • TK Maxx
  • ADVERTISING EXPENDITURE
    • Leisure and Travel
  • BACKGROUND
  • CONSUMER TRENDS
    • Sporting Activities
    • Cultural Activities
    • Pub Visiting
    • Holiday Purchasing
  • MARKETING AND SUPPLIER ACTIVITY
    • BMI Baby
    • British Airways
  • ADVERTISING EXPENDITURE
    • The UK
    • Overseas
    • An International Perspective
    • EUROPE
    • Food
    • Home
    • THE US
    • Wal-Mart Stores Inc
    • Home Depot
    • Target
    • PEST Analysis
  • POLITICAL
  • ECONOMIC
    • SOCIAL
  • TECHNOLOGICAL
    • Consumer Dynamics
  • SUMMARY
  • FINANCIAL SITUATION
    • FOOD
    • HOME
  • CLOTHES
  • HOLIDAYS
    • Competitor Analysis
  • ALDI STORES LTD
    • Corporate Strategy
    • Advertising
    • Profitability
    • Recent and Future Developments
  • ASDA GROUP PLC
    • Corporate Strategy
    • Advertising
    • Profitability
    • Recent and Future Developments
  • MATALAN RETAIL LTD
    • Corporate Strategy
    • Advertising
    • Profitability
    • Recent and Future Developments
  • NEW LOOK RETAIL GROUP LTD
    • Corporate Strategy
    • Advertising
    • Profitability
    • Recent and Future Developments
  • PRIMARK STORES LTD
    • Corporate Strategy
    • Advertising
    • Profitability
    • Recent and Future Developments
    • TJX UK (TK MAXX)
    • Corporate Strategy
    • Advertising
    • Profitability
    • Recent and Future Developments
    • The Future
  • THE ECONOMY
  • FUTURE TRENDS
    • Benefits Freeze
    • Rise in Discounters
    • Further Sources
    • Publications
    • General Sources
    • Government Publications
    • Other Sources
    • Key Note Sources
    • Key Note Ltd
    • Understanding Consumer Survey Data
    • Number, Profile, Penetration
    • Social Grade
    • Standard Region
    • Key Note Research
    • The Key Note Range of Reports
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