With the festive season just a month away, South African (SA) consumers are being advised to keep their emotions in check when making purchases.

The Bureau of Market Research (BMR) recently released findings from its study, “The SA Consumer Unveiled”, which indicates that spending patterns in the country are strongly influenced by emotions and brand loyalty.

Research Director Dr. Antoinette Basson highlighted that consumers often make purchasing decisions based on multiple factors beyond price, even during challenging economic times.

“We found that buying decisions are driven by several different factors. While many assume that price dominates during difficult economic periods, our study shows that emotions and other considerations play a significant role,” Basson said.

The report serves as a reminder for consumers to plan carefully and make practical choices in their spending as the holiday season approaches.

–ChannelAfrica–