Profiling Brand Strategies According to South African Consumers' Shopping Orientations
There are a number of different consumers' shopping orientations that guide their decision-making styles. These are influenced by and change with consumers' changing internal and external environments. In searching for approaches to guide profitable brand strategies, brand owning companies will need to know the various consumer profiles in terms of their shopping orientations from which a segment or a niche can be chosen and effectively served. Applying Sproles and Kendall's (1986) Consumer Style Inventory (CSI), much research exists that profiles consumers' shopping orientations in U.S., European and Asian cultures but no studies have been conducted in Africa. Considering the size, cultural and socioeconomic diversity of South Africa and in an attempt to guide profitable brand strategy selection, an exploratory study was conducted to (1) identify what shopping orientations categorize South African consumers using Sproles and Kendall's (1986) eight factor CSI, and (2) to examine the suitability of various brand strategic options to the identified consumers' shopping orientations in terms of consumers' brand loyalty.
Keywords: Consumers' Shopping Orientation, Consumer Decision-Making Styles, Brand Strategy, Consumer Style Inventory, Cultural and Socio-Economic Influence, South Africa
Helen Inseng Duh
Lecturer, Department of Management Faculty of Economics and Management Sciences , University of Western Cape (UWC), Bellville, Cape Town