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Retail outlets in Dubai shows high level of interest in learning consumer behaviour

Dubai: A growing number of retailers in key sectors across Dubai are showing interest in evaluating consumer behaviour and addressing consumer concerns as a definitive step to generate business outcomes as is evident from the Consumer Friendliness Rating (CFR) analysis led by the Department of Economic Development (DED).

The rating process, which completed two years now, attracted 46 retail outlets from six major sectors in 2013 as against 24 from three sectors in 2012. “Within two years the number of outlets submitting to the rating exercise has went up by nearly 92 per cent. It indicates a growing emphasis on expressing as well as understanding consumer preferences in the retail sector in Dubai,” commented Omar Bu Shahab, Chief Executive Officer of Commercial Compliance and Consumer Protection (CCCP) sector in DED.

A first-of-its-kind initiative in the region, the Consumer Friendliness Rating chiefly looks into the most popular outlets in each of the sectors studied. The objective is to understand the level of compliance to the Consumer Code of Rights stated in the Federal Law No 24 of 2006 and reinforcing the message that consumer rights protection is a shared responsibility between retailers and consumers.

The 2013 rating was based on consumer opinions of individual outlets tracked over a period of nine months from April to December and consumer complaints received by DED as well as the extent of parity/fair pricing for a predetermined basket of products/services. Consumers were asked to evaluate the outlet based on service quality, billing transparency, and sharing of warranty information by salesperson in addition to overall satisfaction.