is the South African consumer compared with the global consumer? The survey of over 2 123 consumers allowed for a number of South African-specific observations where, compared to global figures, SA’s adoption of online use is much higher.
While price remains the top criterion in the buying decision, it has lost ground to factors such as quality, and product warranty. Even though the SA consumer is seen as lagging behind their global peers, SA consumers appear to be ahead of the game in the consumer loans category. This may be indicative of our sophisticated local financial institutions, which have found innovative ways to engage with their consumers. The one area where the year-on-year trend in brand loyalty was slightly higher was food and beverages. Perhaps this is because brand loyalty in some ways becomes a proxy for quality, or a promise of quality.
Latest research shows that although con-