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.
Highlights
In 2005 Proctor & Gamble (P & G) stated that shoppers make up their mind about whether to purchase a product in the first seven seconds after walking into the store and noticing the product or brand on the shelf, P & G called this the “First Moment of Truth
Mixed method research and comparative study with the aim to explore the relevance of the Zero Moment of Truth and the most frequented categories for Durban women in Living Standard Measure (LSM) B was employed in this study
The following questions are the opinion of the authority figures in terms of the Zero Moment of Truth (ZMOT) theory
Summary
In 2005 Proctor & Gamble (P & G) stated that shoppers make up their mind about whether to purchase a product in the first seven seconds after walking into the store and noticing the product or brand on the shelf, P & G called this the “First Moment of Truth. The second moment of truth refers to the consumers having used and experienced the product themselves (Lecinski, 2011:10). The first moment of truth was labelled as the most important element to consider when marketing to consumers This theory was challenged in 2011 by Google who said marketers needed to consider, what they referred to as, the “Zero Moment of Truth”, which refers to the point at which consumers go online and make use of the internet and numerous sources of brand information to help them better understand the product or service they are researching and to say yes I will buy the brand or no I will not. In order to segment the South African market, South Africans make use of what is called Living Standard Measure or LSM groups (SAARF LSM, 2012). Grouping them up into two or three is a better way to go about defining your target market, LSM B refers to LSM 6 and 7 (McEvan, Hughes, Bek 2015)
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