Exploring Factors that Influence Store Patronage amongst Low-Income Consumers in Cape Town, South Africa

The study investigates the factors that influence store patronage among low-income consumers in a Cape Town township by exploring the relationships amongst the influencing factors and determining the factors that consumers prioritise. Based on factor and multiple regression analyses of data from a convenience sample of 113 adult shoppers, the study found that relationship-based promotion and convenient branded solutions are among the important factors of store patronage. Store location is a significant influencer of both store satisfaction and store loyalty while store location, store image, and promotion are significant influencers of store loyalty. The study concludes that low-income consumers are not homogeneous in their responses to marketing stimuli designed to elicit store patronage. Retailers need to be clear about the segments to pursue and not assume that all low-income consumers are primarily motivated by low prices. DOI: 10.5901/mjss.2014.v5n20p15