"The Roots 2010 survey clearly showed the importance of geography from a marketing point of view and emphasised that areas are different and constantly changing which is why we agreed that the Coming Home theme would be quite apt," explains joint MD of NAB, John Bowles.
"Another aspect, which continually comes through from the research, is that people shop locally and we expect this trend to grow. Retailers around the world are experiencing the same trend, as they move to smaller and more convenience format stores. Catchment areas for malls and stores are shrinking, as the consumer looks closer to home for value and savings. Buyers have loads of options and they are taking into account the cost of fuel when considering a destination. The survey is going to get to grips with these shoppers and buyers across 130 different local areas."
The ongoing cocooning trend identified by the NAB team has led to the company including a section that looks at the level of community involvement and participation experienced by participants.
It will also see data incorporated from new areas including a few in the southwest Cape, Limpopo, the Vaal and the North West province.
Furthermore, the survey will be covering over 70% of South Africa's top 40 townships including Soweto, Umlazi, Gugulethu, Soshanguve, Mamelodi, Alexandra, Mangaung and Khayelitsha.
The research is compiled and vetted by TNS and will provide feedback from approximately 30 000 purchase decision makers. This makes the survey amongst the biggest in the country and, given that it is focused on the local urban landscape, it one the most detailed overviews on the country's economically active urban-based decision makers.
