Understanding
Young
SA
Consumers
in
today’s…

Project Pinch
With the current economic situation looming large in everyone's minds, Instant Grass has recently completed Project Pinch: a deep and wide-ranging investigation of how different tribes of consumers are responding to the current financial circumstances from a lifestyle and purchasing perspective. More specifically, the presentation looks at what product categories and brands consumers are sacrificing or trading down on, what are they refusing to compromise on; what money-saving tactics are they employing; has their media consumption changed; are they responding differently to advertising/promotional activity. Most importantly, the presentation looks at the strategic and tactical marketing opportunities for brands in this environment.

com tel: 0214257355 . Contact brad@instantgrass.The presentation format is designed as rich audio visual workshop that includes 20 minutes of video interviews.if you're interested. We'd like to share the full presentation with you and your team. please let us know a date and time in the near future that would suit you. It lasts about an hour and a half .

Result:
ObservaAon
&
Insight
extracAon
from
grass
feedback.
professionals.Methodology How:
24/7
communicaAon
with
naAonal
network
of
grasses. Who:
Students.
township
youth. .
young
mums.

We briefed our Grass Network and 3 things we can take out of this .

We see the news telling us that we are in for it.Observation “WE HEAR MORE ABOUT THE RECESSION. THAN WE SEE” "The general consensus amongst my peers is that we actually haven't really felt it that hard just yet. We might be preparing for a big blow.thanks to Trevor Manuel . we see ads saying its time to knuckle down. we get reminded every 30 minutes that the US and UK are panicking with the credit crunch etc etc etc but to be honest .we're not in too much trouble.” . but it hasnʼt quite hit us just yet.

Insight 1 Young South African Consumers arenʼt feeling the recession… theyʼre preparing for it .

no question. That would be an important brand to buy no matter what…even in the biggest . Chutney is also a biggy. I'm not a fan of ricoffee or frisco. The best brand has to be Mrs Balls.
its
oOen
based
on
strength
of
brand
 In a recession… “There are some things I will not compromise!!! One of my products that I WILL stick to. Another is coffee. I always buy Nescafe.Observation value
to
consumers
is
not
based
on
price
alone. is 2 ply toilet paper! 1 ply just isn't right. no matter how tight the money is.

Insight
2 • Recession
or
no
recession…
 • there
are
products/services
that
 young
consumers
refuse
to
 downgrade
on… .

Many of my buddies who use to shop at PnP and Woollies for example.Observation The fear of recession is driving category exploration “Instead of buying sunlight liquid (on a whim like I usually do) I started looking for options. I think my thinking was to stretch the money as far as possible but still buy the same quantity. were comparing prices at Shoprite over the festive . Iʼm definitely becoming less brand loyal in that Iʼm investigating other options. I checked out MX19 dishwasher which could give me double the quantity. but at the same price as sunlight.

Insight 3 Young consumers were doing more shopping and less buying. .

In other words Consumers are becoming more “street wise” in fear of recession. .


Clothing 6.
CosmeAcs 2.
AdverAsing 1.
Groceries 4.
Social
life 3.
Cell
phone
use .
Transport 5.
Managing
cash 7.We looked to see if this was relevant in the most prominent areas of youth life: 8.

The result 5 key insights running through each category …along with examples of how each insight is manifesting itself (examples given in workshop format only) .

Insight 1 Short term benefits are in. long term commitment is out .

Insight 2 Every purchasing decision is ʻhigh involvementʼ .

Insight 3 Trust is with a few anchor brands. accessorised by ʻmeʼ brands .

itʼs about verification (the source) .Insight 4 Itʼs not about information.

Insight 5 Consumer influence is resting on the power of word of mouth .

Final thought Young consumers arenʼt (necessarily) spending less. but they are changing how and where they spend. .

For a 2 hour workshop that details the relevance of the recession within the categories below Please contact Brad on brad@instantgrass.
Cell
phone
use 7.
AdverAsing 1.
Clothing 4.
CosmeAcs 6.
Transport 5.com 8.
Groceries .
Managing
cash 2.
Social
life 3.

com tel: 0214257355 .The Youth Collaboration & Advocate Marketing Agency For a full Project Pinch workshop Contact brad@instantgrass.

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