A NARRATIVE EXPLORATION OF PREVAILING LOW INCOME CONSUMER PERCEPTIONS AND MYTH IN RESPECT OF THE BANKING SECTOR

The results of the exploratory research revealed the existence of perceptions and myth amongst low-income consumers in respect of the banking sector. Numerous pieces of research have been undertaken deriving reasons for people’s continued refusal to access the banking sector. Some of these reasons have been cited as cost, access and complexity of available products. A key factor to success in reducing the number of unbanked consumers in South Africa is the understanding of the aspects of human psychology that drives consumer behaviour. This was an exploratory piece of research that derived its questions from the disciplines of Philosophy, Behavioural Economics, Social Psychology and Strategy. The questions this research sought to answer were viz • What are the myths and perceptions people have about the banking sector? • How do myths and perceptions influence consumer behaviour in respect of financial services? As a result of it being exploratory research, qualitative surveys using in depth interviews was the chosen methodology. The results of the qualitative survey revealed the existence of perceptions and myths among consumers in the Banking Sector. The extent, to which these impacted consumer behaviour, was derived from a combination of direct feedback from the participants and a sense of what could potentially happen. The concluding discussion points out that sustainable solutions will follow an organisational approach, which reveals a deep respect for these consumers as capable human beings who require a collaborative (and not paternalistic) partner to improving their lives