SOUTH AFRICAN

Finweek English Edition - - COVER - SO HOW DIF­FER­ENT PRICE, QUAL­ITY AND BRAND LOY­ALTY: SO­CIAL ME­DIA:

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-

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