South African consumers are altering their behaviours to deal with the changes caused by load shedding.
The study is based on interviews with 300 respondents aged 18 or over across all of South Africa’s nine provinces.Roughly three in four consumers are purchasing fewer groceries more often to reduce the amount of food waste.48% of respondents also said that they eat out more due to not being able to cook during load shedding.
Security is another issue during load shedding, with more than half of the respondents taking extra security measures to ensure that their families are safe. “This puts strain on the consumer in an already tough economic climate. Marketers also need to take note of the changes in consumer behaviour and shopping habits that are becoming more evident. All of these factors contribute to the “new normal” of the South African consumer in an environment that appears to be here to stay for the foreseeable future,” Mashilo said.
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