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CONSUMER SHOPPING PATTERNS CHANGING

The Newspaper Advertising Bureau (NAB), at a recent presentation reported on I-Net Bridge, confirmed that geographics, not demographics determine consumer shopping patterns and retailers’ target markets. The changing trend in consumer attitudes - ranging from becoming much more discerning and savvy shoppers largely due to the economic restraints to having very little loyalty and being spoilt for choice - geographic location has become a key factor in the consumer’s decision on where they shop especially in view of the fact that they are not loyal to a single store. This results in consumers shopping around - attracted to ‘shopping’ rather than to a store. Gone are the days when there was loyalty to a particular store or brand - today’s shoppers will ‘flirt’ with all types of shopping experiences - from the boutiques, to the department stores; from the outlet stores to mass retailers. Today’s savvy shopper navigates so many different shopping malls with the ultimate ‘look what I found’ attitude rather than ‘look what I bought’ approach. According to Gill Randall, joint MD of NAB, “Geography not demography is reflected in your store traffic and that of every other retailer and shopper profiles closely match the area profile and not some idealised description of a ‘brand’ shopper. Mass reach through efficient and continual media exposure is key to keeping a continuous mass-market advertising presence. ”

 
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CONSUMER SHOPPING PATTERNS CHANGING
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NATIONAL CREDIT ACT NEWS
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LAUNCH OF NEW SOUTH AFRICAN BANKNOTE SERIES
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