The South African Women Purchasing Behavior and the Zero Moment of Truth

Abstract

The decision-making process after online consumers have been stimulated through traditional advertising is a new and crucial part of the traditional three-phase marketing model. This paper was undertaken to understand the relevance of the Zero Moment of Truth (ZMOT) to women in Living Standard Measure (LSM) B in Durban, South Africa. The three questions that were the main focal point of this study aimed to assess the relevance of the ZMOT theory to women in Durban, South Africa within LSM B, the most frequented product categories as well as the platforms that were accessed to gain brand-related information in order to make the purchase decision. Data for this study was collected through mixed methods with a sample group of 100 women. The findings from the research suggest that there is a link between the relevance of core products like groceries and basic household items and the need to make smart purchases, as money needs to be spent wisely. The most frequently accessed category amongst women in LSM B was basic household items and groceries, this category was closely followed by skin care and cosmetics. The most widely accessed platform to search for brand information was the Google search engine.