Dignity drives purchasing decisions for South African low income consumers

graph-1There is so much I was going to say when I came across this snippet in the news about South African consumer habits among the lower income folk for yesterday’s post. I am not convinced by the framing of the interpretation of the qualitative data but that’s an embedded SA problem with qualitative research in townships. So for now, I’ll just stop with the following quote:

Melzer says spending on clothing in South Africa is phenomenal. Talking to people about their spending patterns, the word “dignity” comes up again and again, she says.

Moreover, customers aren’t necessary buying what businesses think they are selling. A clothing retailer might think it is selling clothes, when in actual fact it is selling dignity or status.

This entry was posted in Africa, African Consumer Market, Consumer Behaviour, Culture, Economy, Emerging Markets, Marketing, Research, Retail in Africa, South Africa, Sub Saharan Africa, User research, Value and tagged , , , , , , , . Bookmark the permalink. Trackbacks are closed, but you can post a comment.

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