The relationship between key demographic profile descriptors and the propensity for inshopping and outshopping by Sowetan residents

Abstract

Soweto was one of the largest disadvantaged townships in South Africa, and a unique pattern of outshopping originated due to the lack of retail investment and development in the area. After 1994, Soweto as a township benefited more than any other South African township through retail development, resulting in a major shift in shopping patterns towards buying inside the township (inshopping). This change in shopping pattern provides the focus of the research problem, namely to understand the changes in buying behaviour and certain retail patronage practices of Sowetan residents. The main aim of the study was to investigate, firstly, the profile of inshoppers and outshoppers and, secondly, to examine the relationship between certain profile components (education, income, car ownership and duration of residency) and (i) inshopping, and (ii) outshopping propensity as examples of changes in retail patronage in the Soweto township. In this study, a descriptive research design was used. A disproportionate stratified sample of Soweto households was selected and interviewed, consisting of 690 households spread over 11 sub-areas of Soweto. There is a marked difference between the profiles of in- and outshoppers living in Soweto in terms of income and educational levels, car ownership and duration of residency in the area. The value and contribution of the study lies in the fact that some of these findings correlate with findings in other countries of the world; however, there are also a number of major differences in the profiles. South African investors and retailers should take cognisance of these differences and adapt their retail strategies accordingly in their efforts to market successfully in the Soweto market.

Food Purchasing Characteristics and Perceptions of Neighborhood Food Environment of South Africans Living in Low-, Middle- and High-Socioeconomic Neighborhoods

“…Previous research has indicated that sometimes for various reasons, some people tend to shop outside their residential areas. They also indicated that these shoppers may have certain common factors or drivers that results in their out-shopping [10,23]. In the present study, we also looked at a sub-population based on their shopping socioeconomic area versus their residential socioeconomic area.…”

“…Only a small number of studies have examined informal food retail outlets, such as 'spaza shops' (an informal convenience shop in residential neighborhoods [7]) and street vendors in relation to shopping decisions and dietary choices. However, although more is known about the geospatial distribution of supermarkets in South Africa [8][9][10][11], there is limited evidence on the association between supermarket locations and food purchasing characteristics in low-, middle-and high-socioeconomic areas. In South Africa, formal retailers, such as supermarkets and fast food outlets and less formal retailers, such as street vendors, convenience stores, and in certain areas, food/community markets are the predominant source of food shopping [12].…”

“…The results are a promulgation of "food deserts," when it becomes challenging to buy affordable and/or quality healthy foods and consequently, persons from these communities may lack access and sufficient economic resources to purchase healthy food [19]. In some cases, residents of an area may choose to purchase food in supermarkets outside of their neighborhood (out-shopping) as they are often dissatisfied with the quality or variety of foods in their local environment and may drive or travel a long distance for better access to healthy foods or better value at discount supermarkets [10,23]. Furthermore, car ownership, high level of education and higher socioeconomic status have been associated with outshopping in South Africa [10].…”

“…In some cases, residents of an area may choose to purchase food in supermarkets outside of their neighborhood (out-shopping) as they are often dissatisfied with the quality or variety of foods in their local environment and may drive or travel a long distance for better access to healthy foods or better value at discount supermarkets [10,23]. Furthermore, car ownership, high level of education and higher socioeconomic status have been associated with outshopping in South Africa [10]. The underlying factors associated with "out-shopping" are varied and may be related to individual and demographic factors, or more broadly, related to the local food environment.…”

“…The underlying factors associated with "out-shopping" are varied and may be related to individual and demographic factors, or more broadly, related to the local food environment. This has not been widely studied in lower-and middle-income country settings [10,14].…”