Use of shopping list and advertisements in different socio-economic status areas in South Africa

What is it about?

The paper seeks to ascertain if there is a difference in how consumers use shopping lists and advertisements regarding shopping by South African consumers who dwell in different socio-economic status (SES) areas.

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Why is it important?

The study may help consumers, especially those who reside in low SES areas, to develop food-buying strategies, which may enable them to reduce food costs, make wiser purchase decisions and reduce shopping. Food brands, marketers and grocery stores could use the findings to target consumers in different SES areas more effectively.

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