Shopper Research

Shopping in emerging markets, and specifically in Africa, is a unique experience in comparison to westernised countries. The people, places and products are totally different from what many brand owners have experienced in other markets.

Here are a few examples:

• Especially in West and Central Africa, supermarkets are a relatively new experience and not easily accessible. In contrast, open-air markets are the norm. Can you imagine how your brand would perform in an open market, and is it equipped for the conditions that you find in this shopping environment?
• We know from the food category that size and affordability, shelf life and sturdiness of packaging play an important role for shoppers. These are all factors that consumers consider when shopping. How does your brand perform in these areas?
• Many people live from hand to mouth. That’s why different categories compete with each other. For example: a Nigerian mom might have to decide between buying a soft drink to treat her child for good school marks or a few stock cubes to make the stew more exciting for her family.
• In other categories, counterfeit problems are a challenge for brand owners. Providing seals for specific categories helps shoppers to realise that the product is original and safe to use.

The appropriate research approach can help determine the correct response to the conditions in the specific market you want to enter. We explore shopper behaviour in order to look for the ‘HOTBUTTONS’ when it comes to making choices at the point of sale.