JOHANNESBURG, South Africa—South Africa’s third mobile network operator Cell C announced it joined forces with the Unilever Institute of Strategic Marketing and the School of Management studies at the University of Cape Town to determine the effect that the mobile cellular industry has had on the spending patterns of South African consumers.
The research will focus on the mobility of consumers subsequent to the arrival of cellular technology, what drives consumers to make purchases and the nature of consumer loyalty within the market.
“In markets as diverse as South Africa, we need to ensure that we are offering a service that will benefit the consumer. We believe that the research will allow us to continue our approach of tailor making our products to better serve our customers,” said Themba Khumalo, Cell C marketing director.
The mobile cellular market is not the only contributor to the change in consumer spending, therefore, the research conducted will also look at other elements, such as the effect gambling and the lottery have had on South African consumer spending patterns.
