Information Search, Alternatives Evaluation, and Coping Mechanisms of Functionally Illiterate Consumers in Retail Settings: A Developing Economy Context

Information Search, Alternatives Evaluation, and Coping Mechanisms of Functionally Illiterate Consumers in Retail Settings: A Developing Economy Context

Author: 
Mhlanga, Sisa
Publisher: 
Taylor & Francis Group
Date published: 
2014
Record type: 
Responsibility: 
Kotzé, Theuns, jt. author
Journal Title: 
Journal of African Business
Source: 
Journal of African Business, Vol 15, No. 2, May-August 2014, pp. 136-149
Abstract: 

Little research has been carried out with regard to marketing to functionally illiterate consumers, despite the size and purchasing power of this market segment. This qualitative study examined the decision-making processes and coping mechanisms of functionally illiterate consumers in the South African grocery shopping environment. The findings provide insights that have important theoretical and practical implications for marketers, retailers, and policy makers. For functionally illiterate consumers, the information-search stage of the consumer decision-making process is either nonexistent or limited to a few trusted sources, such as friends and family, which often occurs only after a purchase has been made. Furthermore, these consumers face difficulties in a grocery store environment but have developed several coping mechanisms to compensate for their limited literacy skills.

Language: 

CITATION: Mhlanga, Sisa. Information Search, Alternatives Evaluation, and Coping Mechanisms of Functionally Illiterate Consumers in Retail Settings: A Developing Economy Context . : Taylor & Francis Group , 2014. Journal of African Business, Vol 15, No. 2, May-August 2014, pp. 136-149 - Available at: http://library.au.int/information-search-alternatives-evaluation-and-coping-mechanisms-functionally-illiterate-consumers-2