The results of the 9th annual The Times Sowetan Shopper Survey, conducted by TNS on behalf of Times Media, have been announced for nineteen retail categories in South Africa.

For a third consecutive year, Shoprite is the overall winning retailer, with Pick ‘n Pay and Clicks in 2nd and 3rd place respectively.

The Shopper Survey scoreboard is determined by measuring three key indicators amongst consumers:  brand awareness and familiarity; user ratings and non-user perceptions; and the size of a retailer brand in the market determined by asking consumers which retailers they frequent, and how often.

TNS polled 2,750 consumers in both metropolitan and non-metropolitan areas, using random suburb sampling.

The sample population was representative of all race groups, with male and female participants being over 18 years old.

The results of the 2016 The Times Sowetan Shopper Survey:

“The economic impact of the last year has definitely been felt by consumers and is evident across the Shopper Survey this year. However, this is not to say they have stopped spending entirely, but rather that they are making trade-offs and being savvier about their purchases,” said Nuala Harris-Morele, Director at Kantar TNS.

“For example, while clothing stores (women’s, men’s, kids and baby) saw a decrease in category usage ranging from 1% to 3%, home accessories saw a 2% increase, and impressively bed stores saw a 4% increase. Within these categories, consumers are opting for stores that provide credit facilities.”

TNS said that the building or hardware stores category saw a 5% increase, and it was also the highest category shopped at last, in the shopper dynamics mobile survey.

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