Dan Murphy’s gets consumers’ vote

Dan-Murphys-Double-Bay-Sullivans-Cove-copyWoolworths-owned liquor chain, Dan Murphy’s, has been voted the “very best” among Australia’s liquor stores, according to the latest report from Roy Morgan research.

The survey, which examined consumer’s attitudes towards alcohol shopping preferences, revealed that alcohol buyers feel “two or three stores are better than others.” 78 per cent nominated Dan Murphy’s; 38 per cent nominated BWS; Liquorland got 28 per cent and 1st Choice 23 per cent.

Of the alcohol buyers who believe that “one store is the very best,” 72 per cent nominated Dan Murphy’s as the “very best of Australia’s liquor stores”; with second place and 5 per cent nominated towards 1st Choice.

Andrew Price, general manager for consumer products at Roy Morgan Research, said their latest findings confirmed “that Dan Murphy’s dominates the market to such an extent that it can be considered a category killer.”

“Not only does Dan Murphy’s lead the field in terms of total dollars spent on alcohol in an average seven days, and in terms of customer satisfaction, it is also front and centre of consumers’ consciousness, being the retailer most likely to be nominated by Australian alcohol-buyers who believe that two or three liquor stores are better than others, or that one store is the best of the lot.”

Price says Dan Murphy’s overwhelming prevalence, and the large sector of the alcohol-buying public who think all liquor stores are the same, necessitates competitors have a detailed understanding of their target consumers. “Spanning everything from demographics, attitudes, motivations and media consumption habits –and a communications strategy tailored accordingly.”

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