WhyFive research specialist Alan Todd said, "[The survey is] designed to expose what's driving the shopping behaviour of 'economically active' consumers (ie those living in households earning over R10k a month)... Being 'consumer-centric' in your thinking is a modern marketing mantra that really makes sense and it's not difficult. You simply have to be brave enough to ask the question, what does my customer think?"
WhyFive's 2014 Retail Shopper Report (based on an online survey with a substantial sample of 8000 respondents from all over the country) revealed these 10 key characteristics:
Scheduled to go to field early next year, The Retail Shopper Report 2015 will consist of core findings together with bespoke silos that are 'owned' by partners in the survey. Said Todd, "The study will benefit any merchandise segment because once you've got the core data; you can then take those insights down into a special interest area. Our partners in the past have included grocers, fashion outlets, sunglasses shops, apparel outlets, building suppliers and even shopping malls."