Sowetans prefer to shop close to home

Kea' Modimoeng

Kea' Modimoeng

Sowetans spend more of their money in the retail malls that have mushroomed around the township than at suburbs, as was the trend in the past.

The latest research from the University of South Africa's Bureau of Market Research (BMR) reveals that "in-shopping" - shopping at retail malls in Soweto - is on the increase among local residents.

Lindi Dlamini, marketing manager at Jabulani Mall told Sowetan: "We would agree with the research based on the good consumer trend we have experienced recently as compared to when the shopping complex opened.

The study showed that the total retail expenditure of Sowetans is about R12,3billion a year, which is about 63percent of their final consumption expenditure.

The BMR's Deon Tustin said: "The R4,8billion of average increase in expenditure suggests that it is the amount which used to benefit 'out-shopping' activity.

"Looking into the future it is important for Soweto business and mall owners to ensure they sustain their good profile of retailers because it is a contributing factor to the support of local business," he said.

The study shows that the development of retail centres in Soweto added an estimated net gain of R3,4billion a year to the local economy of Soweto.

Of the Sowetan households interviewed in the research exercise, 95percent purchased goods from local businesses.