The consumption of disposable income among female mall shoppers in Pietermaritzburg.
The growing significance of the female market gives marketers impetus to tap into this promising market. Much can be gleaned from the consumption habits of women. Numerous studies conducted provide statistics of consumer spending amongst women. However, in order to effectively target women in the Pietermaritzburg region, a study of women‟s spending specific to this area will prove most useful. Additionally, because of the dynamic nature of the economic environment, current research on markets proves invaluable. Emergent trends show that consumers are likely to be found in shopping centres. Given the inclination of urban consumers to shop in malls, this research study focuses specifically on female mall shoppers. Consequently, the current study seeks to determine the disposable income and spending habits of female mall shoppers in Pietermaritzburg. Specifically, the main purpose of the study is to determine the amount of disposable income available to female mall shoppers in Pietermaritzburg; which categories of product and service they spend this disposable income on; and to ascertain if there is a difference in this spending among race groups. Data was collected by questionnaire and analysed using chi squared and Kruskal Wallis tests to identify if there are differences in the disposable income and the amount spent on various products and services with respect to race groups of the female shoppers. In sum, the findings suggest that the disposable income available to the female mall shopper in Pietermaritzburg is significantly higher than the national average; and that there is a distinct difference in the median amounts of money spent on different categories of product and in the median monthly household income with respect to race. These findings can be useful to forward thinking marketers, who may use this information to tap into the female market in Pietermaritzburg. Overall, these findings lead to important managerial implications for targeting female mall shoppers in Pietermaritzburg.
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