THE MOTIVATION FACTORS AFFECTING SHOPPER BEHAVIOUR IN SOUTH AFRICA: THE DEMOGRAPHIC INFLUENCE

Abstract

South Africa’s population is diversified, with 80.9% classed as black. Because of the magnitude of these individuals’ purchasing power, retailers must understand emerging consumer behaviour. This study aimed to ascertain which store attributes developing market consumers value most while shopping for apparel. Additionally, the research sought to discover whether there is a correlation between the demographics of emerging market consumers and clothes shop features. The study recruited people using a convenient non-probability sampling strategy. To accomplish the research objectives, 250 developing market customers shopping apparel at the Thavhani Mall in Venda, Limpopo, were surveyed. The social sciences (SPSS) statistical package was used to analyse the data (Version 27 for Windows). The study’s findings indicated that emerging market buyers prioritised merchandise over physical facilities and marketing. Considerations of store attribute also varied by gender, but not by age, income, or shopping frequency. This study helps researchers and merchants better understand the clothing shop features that developing market consumers value and the relationship between these consumers’ demographics and clothing store attributes.