NAB's Joint MD, John Bowles, explains that the study delves into demographic characteristics, grocery shopping behaviour and the salience of grocery retailers: “A random sample of grocery shoppers was selected and interviewed face-to-face at taxi ranks in eSikhawini (40), Ngwelezane (55), Nseleni (49) and Macekane (68). A total of 212 shoppers were interviewed and of those, 151 are wholly responsible for the grocery shopping for the home, while 61 are partly responsible.”
A typical grocery shopper in these areas is between the ages of 25-29 (32%), and 27% are between 30-39 years old. As with most other areas, the greatest majority of shoppers are women (59%). The highest earners live in Ngwelezane and bring home an average of R2900 per month, while those living in Macekane earn an average of R2300 and those in Nseleni and eSikhawini R2000. Of the total sample, 35% are employed full-time.
“When questioned, without prompting, 78% of the respondents noted that they regularly shop at the Sanlam Centre and 60% said that they shop at this centre the most often,” says Bowles. He adds that the Bay centre attracts 25% regularly, while 15% shop there most often; and the Checkers Centre attracts 31% regularly and 7% shop there more than anywhere else. Other shopping destinations slotting into the top six list are the Game and Biyela Centres and Boardwalk Inkwazi.
Of the 60% who shop most often at the Sanlam Centre, 65% agree that they like the shopping environment and that it is convenient. Of Bay Centre's 15%, 81% like the shopping environment and 25% agree that it is a ‘cheap' place to shop.
“Convenience scored 73% among the Boardwalk's 10% of PDMs who shop most often at the centre, while 68% like the shopping environment.”
Of the community newspapers in the area, The Zululand Observer is the paper most likely to be mentioned, without any prompting. It is the most salient brand in the area.
“It is important to know which paper in an area holds the most salience. Consumers use their community paper as a virtual shopping mall. It's an easy and effective way to draw PDMs right through your door to move stock straight off the shelf,” Bowles concludes.
