Title page for ETD etd-05062010-132636

Document Type Master's Dissertation
Author Manana, Zandile
URN etd-05062010-132636
Document Title Antecedents of store patronage and cross-shopping : the case for increasing grocery spend in Soweto
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Mr M Goldman Supervisor
  • store patronage
Date 2010-04-14
Availability unrestricted

Soweto makes up 43% of the City of Johannesburg’s population, and up until 2005 it only made up 3% of the city’s retail floor space. As a result, the intensity at which retail facilities have mushroomed in the last four years has raised questions whether all retailers who have invested in Soweto will succeed given the existing perceptions about the Soweto shopper and doing business in Soweto.

The aim of this qualitative study was therefore to explore factors driving store patronage and cross-shopping in Soweto because the evolution of store formats and the resulting cross-shopping behaviour have received limited attention in literature.

Interviews with shoppers from Soweto were conducted in the process and the results showed that an increasing number of Sowetans are actually shopping in Soweto.

The study ultimately makes the following conclusions:  Factors driving store patronage in Soweto are competitive prices, the atmosphere in the stores, demographic variables, and retailer reputation.  Cross-shopping is driven by limited product assortments, ‘out-of-stock’ situations, value-maximising behaviour and the convenience orientation of consumers.

© 2009 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Please cite as follows:

Manana, Z 2009, Antecedents of store patronage and cross-shopping : the case for increasing grocery spend in Soweto, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05062010-132636/ >


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