Asda is now the UK’s second largest supermarket chain and Mumdex is its latest measure to try and prise customers from Tesco, by offering the kind of deals they want.
Around eight in ten Asda shoppers are women, a fact which the supermarket is capitalising on with its latest tool, the Mumdex. The supermarket has committed to carrying out a regular survey of its female shoppers to find out what it is they want from the store and to hear more about how the economic squeeze is affecting their finances and life.
The first results from the Mumdex which took into account views of 4,000 mothers who do their shopping in Asda, revealed that, unsurprisingly, many are still struggling to make their money stretch far enough. Nearly one in four said that they had to resort to borrowing cash to make it through the month, while one in ten admitted they were simply paying for more things on credit. More than four out of ten of mums aged between 16 and 29 said they were having to borrow money just to be able to afford basic living essentials.
Three out of four of those questioned said they had less disposable income compared to twelve months ago, with more than nine out of ten saying they had been forced to change their lifestyle as a result of the credit crunch. More than seven out of ten said they made do with what they had and upgraded so-called ‘big ticket items’ far less often.
Many of the mums questioned said they were doing everything they could to protect their children from the impact of the economic squeeze, with a large number saying they were allocating more money for their activities than saving. But despite the determination from many mums to shelter their children from the worry, two out of three admitted they had been forced to spend less on activities for the family. More than a fifth of mums said they would be trying to find a cheaper holiday in 2012.
However, the survey revealed that many mums still pride themselves on being able to squirrel money away, despite the money shortages, with nearly nine out of ten admitting to being ‘proud of saving money.’
The Mumdex findings also helped to explain some of the personal reasons for the tight pursestrings, with more than four in ten households trying to manage after suffering either a pay freeze or a cut in wages. A similar amount are gloomy about the prospects for the future and agreed that the UK economy has been damaged for good.
But amidst all the pessimism about the state of the economy, 54% of mums insisted that they remained optimistic about the quality of life their family would enjoy in the future.
Asda said that it would be investing over £15 million in launching a new Butcher’s Selection range and would also be splashing out £1.6 million to upgrade the fish counters in its stores.
But whilst this news will be undoubtedly welcome to Asda shoppers, more than nine out of ten mums surveyed said their main request to the store was simply to keep their prices low.
The Chief Operating Officer for Asda, Judith McKenna, admitted the year ahead would be ‘challenging’ but said that the supermarket was committed to listening to the views of its customers and Mumdex was proof that it was taking its pledges seriously.
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