Information search, alternatives evaluation, and coping mechanisms of functionally illiterate consumers in retail settings : a developing economy context

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Authors

Mhlanga, Sisa
Kotze, Theuns G.

Journal Title

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Volume Title

Publisher

Routledge

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.

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Keywords

Adults, Consumer behavior, Decision making, Functional illiteracy, Grocery shopping

Sustainable Development Goals

Citation

Sisa Mhlanga & Theuns Kotzé (2014) Information Search, Alternatives Evaluation, and Coping Mechanisms of Functionally Illiterate Consumers in Retail Settings: A Developing Economy Context, Journal of African Business, 15:2, 136-149, DOI:10.1080/15228916.2014.925363.