don’t ingnore consumer insight -...
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DON’T INGNORE
CONSUMER INSIGHT
@LeboMotshegoawww.Foshizi.co.za
The company we keep
We have a reputable track record in which we have provided assistance for some established multi-nationals, as well aslocal institutions in the market. Foshizi has established a niche in the market as being amongst the few consumer insightcompanies in the forefront. Our clients delight in doing business with Foshizi because we offer them originality, innovationand first-hand view in present time of consumer research into previously uncharted territories and that can be summarisedby the following client base that Foshizi has provided research services for:
The more things change - They stay the same.
3 Seasons & The Black
Calendar
Brand nicknames & second usage
Kasi hampers
Weekend brands
Colour blocking
Electric blanket
First impression
brands
3
Deskto
p r
esearch
: S
tokvels
• 23.4% of South Africa’s adult population belong to a Stokvel, equating to
over 8.5 million members.
• Stokvel savings are estimated at R25 billion.
• Stokvel saving offers discipline unlike saving money in a savings account.
• Gauteng, North West, KZN and Limpopo make up 70% of Stokvel
market.
• 57% of members are women, and 43% are men.
• 66% of stokvels have bank accounts.
• They have strict constitution.
• Defaulters are penalised as per the constitution or even expelled.
• Saving amounts to 43% of the total market.
• Stokvels are a way to learn about jointly investing money to create
wealth and security for members.
• There is still resistance by stokvels to trust banks with their money.
Types of Stokvel
Groceries
Funerals
Savings
Loans/Investment
Money go round
New breeds
Back to School
Travel
Airtime
Lobola
Other Socials
Stokvel Profile
5
Silent
Generation
Baby-boomers
Generation X
19-24 25-33 19-24
Their lifecycle has been disrupted
6
Generation X
• Uptight.
• Boring.
• Afraid of risks.
• Bad dress sense.
• High on cooking and DIY.
• Had less career choices.
• Ruled by technology.
Generation Y (Millennial)
• Adaptable.
• Adventurous.
• Go getters.
• Trendy and chic styles.
• Cook or buy food.
• More career options.
• Hip-hop, tribal & house music.
• Rule technology.
Grey money = unbanked money
Salon
DStv Installers
Day-care
Taxi Industry
Moving vans and
Children’s Transport
Waiters and waitresses
Residential Plumbers and
Construction
Sangoma/traditional
healers
Domestic workers &
gardeners
Shebeen
Spaza Shops
Direct Marketing
Township fast food
Ausi
Stokvels
Tips for waiters and
waitresses
Car wash
Recyclers
Cell-phone Informal
Traders
Tenants
Money from relatives and
migrant workers
Part-time car mechanics
Paying off a debt
Funeral
School fees in January
Wedding
Buying cars
Festive
Alcohol
Not properly budgeted
for the month
Emergency
Children school trip
Shopping for clothes
Informal employment : Secondary income:Reasons for applying for a loan
7
1) What have they cut down on?
Entertainment
Alcohol
Groceries
Clothes
Treats for children
Relationship (men)
DStv
Transportation would rather walk long distance
or take train.
Convenient products like already chopped
vegetables
Hair and nails (DIY - would rather do these at home
themselves)
2) Employers are cutting down on:
Bonuses
Office Matreial
Office Groceries
other companies are retrenching.
Staff Drinks
8
What are they buying?
Buying grocery in
bulk.
Buying refill
products.
Less meat and more tin stuff
9
Shopping pattern
• Fair Price
• Price n Pride
• Russells
• Furniture City
• House and Home
• Akhona furnitures
• Furn City
• Morkels
• Mr Price Home
• Electric Express
• Ellerines
• Bradlows
LSM 4-6 – Copy Cats
• Mr Price Home
• Geen & Richards
• Morkels
• Bradlows
• Coricraft
• Wetherlys
• @Home
• Furn City
• House and Home
• Furniture City
• Electric Express
• Lifestyle Living
LSM 7-8 – Trendsetters
• Designer furniture shops
• UFO
• @Home
• Coricraft
• Wetherlys
• Red Apple
• Sevens
• Geen & Richards
• Bakos Brothers
LSM 9-10 – Exclusive
Fu
rn
itu
re
10
Some respondents have these brand.
Aspiration Brands LSM 7-10
11
CARS
APPLIANCES
CLOTHING
CELLPHONE
AREA
Brand
Communication
Consumers
Consumer
Products
BrandThen
10 key repetitious findings:
1. Show that your brand cares or vaya
2. Don’t laugh at me, laugh with me
3. English is not everything
4. Product offering first, brand after
5. Be the Godfather I did not bring
6. Top pocket vs. Bottom pocket
7. One size fits all does not work
8. Recognize the informal economy
9. South Africa is not Joburg
10. Research your communication
Back to basics
Now
Rendered Services
Segmentation Research Product Research Pricing Research Promotion Research Brand Research Social Research Advertising Research Customer SurveysEmployee Surveys Feasibility Studies
Customer Service Evaluation
Operations Evaluations Telephone Evaluations
Competitor Checks Price Checks
Television Audience MeasurementRadio Audience Measurement Print Readership
Corporate Strategy Marketing Strategy
