Changes in South African consumer preferences from a Big Data perspective, 2019 to 2020 by Prof C.J. van Aardt (2020)

This report provides insights into changing consumer preferences and behaviour by using qualitative, quantitative, administrative and National Accounts data captured in data cubes on a Big Data platform. More specifically, the research study provides an indication of changes in consumer preferences during the period May 2019 to May 2020 with specific reference to the impact of COVID-19 and the resulting lockdown on such preferences. The research highlights fascinating results regarding product and service categories, showcasing increasing and decreasing consumer interest as well as the impact of declining economic growth rates on the interest of consumers in specific product and service categories. To address contemporary trends, the report also analyses the impact of COVID-19 and the resulting lockdown on consumer interest in specific products and service categories.

Report 507