The main change we picked up on from August 2004 to August 2005 was the increased availability of batteries, with regular responses of “you don’t have so much of a problem now as most places seem to sell them”.
However, colour-coding has not been noticed by the majority of shoppers, and so far there is a lack of awareness regarding lithium batteries.
Only a very small number of the battery-buying public were aware of the recent colour-coding initiative.
72% of respondents did not know that colour-coding could improve their ease of product selection, although the most commonly purchased brand - Duracell - now features colour-coding prominently on its packaging.
This suggests that shoppers are not using packaging cues in their decision-making process.
They are still looking at the product itself and the size code.
The majority of respondents had a very high number of battery-powered household
gadgets, including remote controls for