Brand loyalty in South Africa is just plain weird
Why do we shop at one place, when another is much cheaper? What is it about South Africans’ brand loyalty that sets us apart?
When it comes to South Africans’ brand loyalty, you’ve got to remember we are facing wildly uncertain times due to load-shedding and a cost-of-living crisis. And when you’re in a bind, you stick to what you know, not so? This is South Africans’ brand loyalty in a nutshell. Until now …
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The latest FNB/BER Confidence Index shows that we are as economically uncertain as we were back in Q3 2020, just as the COVID-19 pandemic was unwinding. And we see it in our weekly grocery-basket comparisons. Makro and Shoprite are the cheapest, and yet consumers swear by Checkers, Pick n Pay and Woolworths. What is it about South Africans’ brand loyalty that makes us like that?
SOUTH AFRICANS’ BRAND LOYALTY
Surprisingly enough, despite the winter of discontent we’ve just emerged from, customers continue to not base their buying on price alone, says the report. South Africans’ brand loyalty lies with companies that offer excellent customer service. Then it’s better products.
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Here’s how they rank:
- 1. Customer service – 56%
- 2. Better products and services – 23%
- 3. Price alone – 21%
WHAT CUSTOMERS WANT
What the consumer confidence index proves is that customers know, “A good deal and the lowest price are seldom the same thing.” South Africans are looking for a good deal, but we are a fickle bunch and savvy enough to switch brands if the service isn’t up to scratch and better products are available elsewhere.
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Customer loyalty is shifting quickly after COVID-19. Salesforce, a global software company, found that 71% of customers have switched brands in the last 12 months. This is attributed to changes in financials, priorities and lifestyles. Food for thought the next time you’re in the store and you consider the brands you like and why.
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What do you think of South Africans’ brand loyalty? Be sure to share your thoughts with our audience in the comments section below. And don’t forget to follow us @TheSANews on Twitter and The South African on Facebook for the latest updates.