eMalahleni likes to shop at Checkers and Pick n Pay and they prefer wine and whiskey
An independent research project, ROOTS, has been conducted every three years since 2001 by Caxton (WITBANK NEWS’ holding company). At a cost of more than R10 million, the research allows for the trending of data and the opportunity to analyse the changes in the marketplace.
What has happened to the consumer market since the Covid-19 pandemic?
This answer was discussed during an informative Roots information breakfast hosted by WITBANK NEWS on Friday, March 3.
The business sector was provided with valuable insight and consumer behaviour in a well-packaged presentation delivered by Dianne van Zyl, creative strategist from Spark Media.
Down to the roots of shopping in eMalahleni. Spark Media’s latest Roots results have a few surprises in store. Read more in this week’s edition of WITBANK NEWS. #sparkmedia #localnews #localnewsmatters #roots #insightthatignite #witbanknews #emalahleni #witbank pic.twitter.com/WscbjPgCFR
— WitbankNews (@WitbankN) March 8, 2023
Roots are an independent research programme that stretches over three years.
It is a hyper-local community-level, quantitative survey that provides marketers with unequalled demographic and behavioural information about their customer base.
Surveys are conducted within the distribution areas of Caxton Local Media publications, 23 000 interviews were done in 97 area surveys across the country, of which one is the City of Coal.
“Local papers are where shopping decisions are made,” Dianne said.
Some interesting statistics popped up when Dianne unpacked the data.
88% of shoppers use WITBANK NEWS to search for specials.
63% of shoppers use pamphlets to make their shopping decisions.
Only 19% do more online shopping now than before Covid-19.
However, in-store shopping still dominates in every local market.
In eMalahleni Pick n Pay and Checkers Hyper are the to-go-to stores.
“According to the survey, bulk shoppers work full time and shop mostly over weekends. Half of the shoppers do their shopping at month end and the rest mid-month or whenever it is convenient,” Dianne said.
She added that 69% of shoppers in eMalahleni do bulk shopping.
She also touched on restaurants and take-away outlets and eMalahleni said they love KFC and McDonald’s.
The tech-junkies will be interested to know that 53% of eMalahleni always have data.
The next topic had attendees giggling when Dianne pointed out that 40% of residents in eMalahleni prefer wine, 30% prefer beer and 30% will have whiskey.
When it comes to banking, Capitec Bank won by 48% of clients with FNB in second place with 30%.
Looking at the figures presented by the Roots survey, it is clear that
WITBANK NEWS is your largest advertising base locally.
Currently, we have 109 161 followers on Facebook and we have a website with over 2m unique visitors on our mothership under the Caxton banner.
Our Twitter account is growing rapidly and we have stepped up our game and now also have an Instagram account.
If you want to broaden your advertising campaigns, you can contact one of WITBANK NEWS’ advertising representatives, Annatjie du Toit, Corné Botha, or Anju Botha who has tailor-made packages for both print and online ready to suit your budget.
You can phone them at 013 656 2490.
For more information related to the Roots survey you can send us an email to info@witbanknews.co.za or phone us on 013 656 2490
For more breaking and community news, visit Witbank News’ website www.witbanknews.co.za.
For more news and articles, like WITBANK NEWS on Facebook or follow us on Twitter or Instagram.
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