EXPLORING ONLINE SHOPPING EXPERIENCES OF LOW-INCOME CONSUMERS IN AN EMERGING E-RETAILING MARKET

This qualitative study sought to differentiate between low-income customers’ intentions towards online and in-store purchases of FMCG retailers/brands in South Africa. Additionally, low-income consumers’ perceptions of their holistic shopping journey with FMCG retailers/brands were evaluated. To achieve these objectives, in-depth interviews were conducted with low-income consumers with experience of online and/or in-store purchases of FMCG retailers/brands under a from a large study conducted following an exploratory-descriptive research design where literature review identified a deficit of knowledge which led to the justification for further research. The data collected from these interviews were analysed using to identify patterns and themes related to low-income consumers’ shopping intentions and perceptions. The findings reveal that low-income consumers opt for online shopping because of the convenience it offers and the time and travel cost savings it provides. Low-income consumers also appreciate the mood benefits of online shopping, such as avoiding queues and crowds, primarily because of health concerns such as COVID-19. Regarding low-income customers’ perceptions of their holistic shopping journey with FMCG retailers/brands, the study found that they were familiar with, trusted, and loyal to the retailers/brands they purchased. This study provides important insights into the online shopping behaviour of low-income consumers. This offers valuable information for FMCG retailers/brands to better understand this market segment. Retailers/brands can develop strategies to improve this consumer group’s overall shopping experience by recognising the factors influencing low-income consumers shopping decisions and experiences.