Exploring Factors that Influence Store Patronage amongst Low-Income Consumers in Cape Town, South Africa

Abstract

The study investigates the factors that influence store patronage among low-income consumers in a Cape Town township by exploring the relationships amongst the influencing factors and determining the factors that consumers prioritise. Based on factor and multiple regression analyses of data from a convenience sample of 113 adult shoppers, the study found that relationship-based promotion and convenient branded solutions are among the important factors of store patronage. Store location is a significant influencer of both store satisfaction and store loyalty while store location, store image, and promotion are significant influencers of store loyalty. The study concludes that low-income consumers are not homogeneous in their responses to marketing stimuli designed to elicit store patronage. Retailers need to be clear about the segments to pursue and not assume that all low-income consumers are primarily motivated by low prices.

Factors differentiating between concentric and sprinkled multiple-patronage shoppers in Kuwait

“…A positive relationship between convenience and shopping behavior was found in many previous studies (e.g. : Jere, Aderele, and Jere, 2014;Reimers, 2014;Panda, 2013;).…”

“…Spiggle and Sewall (1987) determined three levels of outlet selection: store preference, store selection, and store patronage. Armitage and Conner (2001) and Jere et al (2014) argue that formed attitudes and intentions before a customer behavior proceed patron behavior. This term refers to the positive or negative evaluation of performing a action.…”

“…Most of those studies showed a relationship between store image and store support and store loyalty (e.g. Jere et al, 2014;Visser et al, 2006;Ailawadi et al, 2006). A third antecedent was convenience.…”

“…Studies in this area showed that this factor has a positive effect on store patronage (e.g. : Jere et al, 2014;Reimers, 2014;Panda, 2013) Related to convenience is the amount of waiting time. Results of some studies related to this antecedent showed that consumers do not like to stay in long lines to pay for their purchased items.…”

Impact of Store Atmosphere on Customer Loyalty through Perceived Quality and Satisfaction: An Evidence from Boutique Industry in Tarakan

“…Furthermore, following the postulate of the Four-Stage Loyalty Model (Oliver, 2015), several previous studies have revealed that satisfaction has a direct positive and significant effect on customer loyalty (Reddy et al, 2011;Tulipa et al, 2014;Sari and Wijaya, 2019). But on the contrary, the results of the research of Jere et al (2014) revealed that the effect of satisfaction on customer loyalty is not significant.…”