Consumers demand extended trading hours and the presence of certain retailers, according to the Broll Shopper Segmentation Report 2016 Volume 1.
The report launched this week shows a comparison of consumer shopping behaviour countries; Kenya, Nigeria and South Africa.
The Western Cape Province in South Africa has the highest proportion of weekly mall visits, according to the report.
South African shoppers are lured into malls by variety and convenience, free Wi-Fi for male shoppers, product variety and kids’ entertainment for young families.
SOUTH AFRICA CONSUMER HABITS
The majority of survey respondents did not feel trading hours were adequate: 83 per cent in South Africa preferred trading hours to be from 7am to 8pm, while 92 per cent Kenyans want malls to trade from 6am to midnight and 93 per cent of Nigerian respondents are looking for 7am to 10pm trading hours.
“Extended trading hours provide greater convenience and flexibility for many consumers who are often stuck in traffic driving to and from work in major metropolitan cities in these countries.” “They also give these consumers the opportunity to shop after work during the week,” said Elaine Wilson, Group Divisional Director for Research, Broll Property Group.
NIGERIA CONSUMER PATTERNS
Respondents from SA reveal that 47 per cent visit malls between one and five times a week, compared to almost 50 per cent of Kenyan and 26 per cent of Nigerians.
Only Nigeria (53 per cent) and Kenya's (73 per cent) shoppers prefer cash payments. In SA only 32 per cent do.
Nigerian consumers make the most online purchases with 64 per cent of those surveyed in Nigeria finding online shopping to be advantageous, but 58 per cent in Nigeria still prefer traditional shopping.
“Consumers in all markets struggle to make the move to online shopping due to the fact that the platform doesn’t provide the same shopping experience from physical stores,” said Wilson.
KENYA CONSUMER PATTERNS
The report found that South Africans are still cautious when shopping online because of factors such as delivery speed, costs, poor return procedures and fear of online fraud.
Wilson adds: “Those who buy online say they browse more online to compare prices, but for the most part, they like to see the products before buying and in the case of expensive products, it makes sense to see what one is buying before making the purchase.”