Among Aldi customers, 91.1% were satisfied with the supermarket, followed by IGA (86.4%), Woolworths (86.0%) and Coles (85.5%) for the 6 month’s average to October ‘09.
Roy Morgan Single Source (Australia): June 2004 - October 2009. Sample: Main grocery buyer. In the 6 Months to October ‘09 n=7,240. *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:
“This boost in the customer satisfaction levels at Aldi puts them back in a strong position above the rest of the main supermarket players. Recent television advertising and increased general merchandise offering at Aldi may hold the key to their recent customer satisfaction success, but it is quite evident that Aldi are still doing something that the other supermarkets are not.”
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