Australian Hardware

Consumer Behaviour Research

Introduction

This document outlines the latest findings of the consumer behaviour research carried out by
Australian Hardware. This document should be read in conjunction with the Marketing Plan and
Business Plan.

The consumer data has been gathered through customer surveys, focus groups and through analysis
of online activity. Australian Hardware conducts focus groups with customers once per quarter.
During the focus groups, customers are asked for their opinions on new products for each product
category.

Sales by Product Category

Year 1 Year 2 Year 3
Hardware 45% 40% 38%
Garden 8% 9% 10%
Paint 12% 13% 14%
Homewares 3% 5% 6%
Tools 25% 23% 20%
Outdoor 7% 10% 12%
100% 100% 100%

Sales by Buying Channel

Year 1 Year 2 Year 3
Warehouse 96% 94% 90%
Online 4% 6% 10%
100% 100% 100%

Outcome of Customer Attitude Surveys

Questions: Answers: Outcome:
How would you rate your overall satisfaction 1= Very poor 70% of respondents
with your experience at Australian Hardware? 2= Poor answered with either
3=Neutral ‘Good’ or ‘Very Good’
4 = Good
5=Very Good

How would you rate the product range at 1= Very poor 75% of respondents
Australian Hardware? 2= Poor answered with either
3=Neutral ‘Good’ or ‘Very Good’
4 = Good
5=Very Good

How would you rate the convenience offered by 1= Very poor 40% of respondents
Australian Hardware in terms of store locations 2= Poor answered with either
and online facilities? 3=Neutral ‘Good’ or ‘Very Good’
4 = Good
5=Very Good

MCC4_3.2 Australian Hardware Handout 1

Australian Hardware
Consumer Behaviour Research

Outcome of Customer Attitude Surveys

Questions: Answers: Outcome:
How would you rate the pricing of the 1= Very poor 68% of respondents
products? 2= Poor answered with either
3=Neutral ‘Good’ or ‘Very Good’
4 = Good
5=Very Good

How would you rate the level of customer 1= Very poor 85% of respondents
service offered? 2= Poor answered with either
3=Neutral ‘Good’ or ‘Very Good’
4 = Good
5=Very Good

How important is it to you that products are 1= 60% of respondents

ethically sourced and environmentally 2= Not important answered with
sustainable? 3=Neutral ‘Important’ or ‘Very
4 = Important important’
5=Very Important

How would you rate the shopping experience 1= Very poor 40% of respondents
on the Australian Hardware website? 2= Poor answered with ‘Poor’
3=Neutral/I don’t and 20% answered
know with ‘Neutral/I don’t
4 = Good know’
5=Very Good

Which of the following is most important to you 1= Quality 50% Innovation

when choosing a product? 2=Innovation 30% Quality
3 = Environmental 5% Environmental
sustainability sustainability
4 = Price 15% Price

Focus of Appeal for each Target Market

Target Market Value Proposition
Home Improvers Australian Hardware helps you save money with the best of
Australia and the world in quality hardware and home
improvement products. Let our experts show you how smart,
sustainable living can enhance your active lifestyle.
DIYs Australian Hardware gives you access to the best of Australia
and the world in quality, sustainable hardware and home
improvement products. Let our experts show you how you can
provide your family with the benefits of green, resort-style
living.
Tradesperson Australian Hardware lets you offer your clients the best of
Australia and the world in quality, sustainable renovations and
home improvements on any budget. Let our experts show you
how we can support you as you grow your business.

MCC4_3.2 Australian Hardware Handout 2

Australian Hardware
Consumer Behaviour Research

Website Analytics

The percentage of
customers that
clicked on each
page of the
website.

13%
8% 8%

30%

21%
20%

How did customers hear about Australian Hardware?

I saw the store; At an event ; 2%
10%
Online

Online ; 18% Flyer

Magazine

Word-of-mouth; 14%
Flyer; 12% TV

Word-of-mouth
Magazine; 13%
I saw the store

TV; 31%
At an event

MCC4_3.2 Australian Hardware Handout 3