iLembe Business@Breakfast: Consumer behaviour revealed

Consumer buying trends and their impact on local business was the main topic at the iLembe Business@Breakfast morning hosted at Simbithi Country Club last Wednesday.

Keynote speaker, TNS Research Surveys’ representative Lynne Krog, unpacked the 2019 Roots survey and explored current trends influencing consumer behaviour in the region.

The Roots research, conducted every three years, is a tool that provides businesses with high-level information to make key business decisions. It is the largest consumer survey of its kind in the country.

Krog said consumers had more ways than ever to discover, research and buy products and services.

While consumers were constantly confronted with a myriad of content competing for their attention, the survey gave an insight into the type of content and sources consumers sought, trusted and found most influential.

Also read: Consumer behavior insights for the auto industry – Roots

Krog unpacked the analytics from the face-to-face interviews representing 967 000 shopping decision-makers countrywide.

Of those interviewed, 19 000 were from the North Coast.

The study provided insights into consumer shopping preferences and also offered useful tips to help businesses meet consumer needs.

At a local level Krog said the 2019 survey painted a more accurate picture of the North Coast region, and provided an in-depth look at the digital environment.

Besides the usual datasets of demographics and general info, Roots digs deeply into categories like digital integration, activities, entertainment and many retail categories too.

The Business@Breakfast was sponsored by the Courier and the Ilembe Chamber of Commerce. Details of the survey are available from North Coast Courier and Get It magazine sales representatives.

In-Store experience important to consumers on North Coast

The study revealed some interesting insights on consumer behavior when shoppers visit physical stores.

About 80 percent of respondents from the area said they visit a physical store to seek out the full brand experience they don’t believe they can get online.

It’s also important for most consumers to touch and feel the product before they buy.

While online shopping had increased since 2013, in some areas less than 10 percent of respondents had used the internet for online shopping.

Loyalty programs

Loyalty programs are not performing as well as they used to.

More important for customer loyalty is providing free or discounted items of value.

As consumers have begun to move towards digital and mobile-first payments, the nature and scope of loyalty programs has been shifting.

Buyer behaviour

Consumers will typically travel no more than 10 minutes from home for frequent purchases made once or more per week.

Consumers are willing to travel further away from home for regular, yet less frequent purchases, but typically not greater than 20 minutes from home.

Among other categories, the Roots survey provided insights into the most visited shopping centres by area in South Africa.

These retail and consumer insights are crucial for marketers and retailers looking for insights into the purchasing behaviour of their consumers at a local level.

Lifestyle

Data revealed that shoppers in the region have a penchant for healthy, organic food, with more awareness about how food influences general health and well-being.

According to the report more people are paying attention to the quality of the food that they eat.

Consumers are still spending, however, they are opting for instant gratification, convenience and connection rather than financial security.

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