Survey shows Sowetan shoppers go bulk
The opening of four major shopping malls (Protea Gardens, Baramall, Jabulani and Maponya) in Soweto since 2005 has changed the entire shopping landscape and experience of Sowetans. With further retail development being planned as part of the Orlando eKhaya entertainment and business development project, past shopping behaviour trends of Sowetans to shop outside the area are bound to change.
According to Prof Deon Tustin, Head of the Bureau of Market Research (BMR) at the University of South Africa (Unisa), nowadays more than nine of every 10 Sowetans buy from local Soweto retailers. Whereas approximately 20% of household goods and services are purchased from businesses located outside the area, almost half of Sowetans' purchases are from new/established retail centres in Soweto. Only 10.4% and 7.2% of consumer purchases are from home-based and street vendors/hawkers/streetfront shops respectively (see figure 1).
The BMR study shows a clear preference of Sowetans to shop weekly from new/established retail centres. The most popular days to shop are Saturdays and Sundays. Almost 60% of Sowetans shop at new/established retail centres on Saturdays. The retail developments in Soweto have clearly impacted on the shopping behaviour of Sowetans who can now be classified as trolley (bulk) shoppers due to the close proximity of retail outlets. Almost 70% of Sowetans who shop at malls regard themselves as bulk shoppers.
Also, due to many Sowetans still working outside Soweto, shoppers tend to rather engage in ‘top-up' or ‘fill-up' shopping than bulk shopping outside Soweto. A typical shopping trolley of a Sowetan shopping at a new/established retail centre comprises food products such as fats and oils; milk products and eggs; sugar products; grain products; nonalcoholic beverages and meat products. Popular nonfood items will include washing and cleaning materials and personal care products.
According to Prof Tustin, Sowetans regard attractive displays of goods, a wide product variety, pricing and pleasant surroundings as the most important ‘pull factors' for shopping at a retail outlet. Whereas newspapers, radio and television were identified by the study as the most promising above-the-line advertising media, posters and word-of-mouth marketing seem the most effective communication media that encourage ‘close to home' shopping.
The Impact Of Soweto Shopping Mall Developments On Consumer Purchasing Behaviour, 2007 (Research Report no 372) was compiled by Prof Deon Tustin (Head: Bureau of Market Research). The report, consisting of 54 pages, focuses on the impact of Soweto shopping mall developments on consumer purchasing behaviour. The report is available from the Bureau of Market Research, PO Box 392, UNISA 0003.
