To Save or Not to Save Dilemma: Insights from a Behavioural Perspective

This qualitative study explored the role of psychographics on the saving behaviour of individuals. Forty-three (43) semi-structured interviews were conducted with informants at their places of work. The results showed that most informants did not immediately recognize saving money as an important personal value. Instead, various dimensions of the safety and security value emerged as most important in the informants’ life. Surprisingly, a majority of the informants expressed positive attitudes toward savings and claimed that they save money in different formal and informal savings instruments. Informants also revealed that they save in order to achieve safety and social needs. The decision to save or not was perceived as a choice dilemma that is predominantly influenced by psychographics and marketing efforts. The study calls for policy makers and financial institutions to work closely to facilitate education on savings, which will improve the level of financial literacy among adults or inculcate the culture of saving at an early age

Retailing and Sustainable Development in Botswana

Retailing, the sale of goods and services to the ultimate consumer for personal, family or household use (Berman and Evans, 2004; Cox and Roger, 1996), does not only provide value to consumers by offering an assortment of goods and services, it also contributes significantly to gross domestic product (GDP) through investment in technology, employment income, and generation of government revenue through taxation and tax collection

Corporate Branding in Botswana: A Content Analysis of Visual Brand Elements

The topic of corporate branding has stimulated immense academic attention. However, as the thrust of research on corporate branding concentrates on the West, little remains known about how firms in developing nations in Sub Sahara Africa deal with the challenge to communicate a sustainable image through branding. Therefore, the current study investigates specific corporate brand visual elements utilised by firms in Botswana as tools for communication, identification and differentiation. A sample of about 350 brands from different industries was collected from the local print media and content analysed. Overall findings demonstrate that a majority of firms in Botswana utilize a combination of full names, colour, logos and taglines in their corporate brands. Most frequently used being the full names that represent the background of the firm, blue or black colours that correspond to national colours, symbolic logos and taglines that emphasize the personality traits of competence and sincerity as well as the industry in which the firm operates. The significant use of a combination of visual elements signifies the importance that local firms attach to corporate branding. However, there is a need to improve on the use of taglines and consistency in the use of visual elements to exploit the advantages of corporate identity

Segmentation analysis of financial savings markets through the lens of psycho-demographics

Purpose: This study seeks to contribute to the discourse of financial savings market segmentation. The study explores different segments of savers on the basis of demographic and psychographic characteristics that are unique to each segment relying on the perspectives of a sample of consumers of financial saving programmes. Design/methodology/approach: Principles of perceptual mapping were used to analyse 33 semi-structured interviews that gathered data on the participants’ psychographic make-up such as personal values, motives for saving, attitudes towards savings and perceived conditions of savings. Findings: Eight distinct segments emerged on each psychographic characteristic based on the participants’ demographics of income, gender and age. However, only five were sizeable enough to be interpreted, being three segments from the males’ category and two from the females’ category. The three segments that emerged within the male category are young low-income earners (YoLI), young high-income earners (YoHI) and old high-income earners (OHI) while the two female segments include YoLI and OHI. The most sizeable segment of savers in both gender-based categories is one of old adults who have a high income. These segments vary in terms of values, motives and perceptions. Originality/value: The study suggests that a multi-dimensional approach of segmenting financial savings markets is more effective, as neither the demographic nor the psychographic segmentation can fully describe the saving behaviour of consumers. Research implications: The findings of the present study provide strategic communication implications for financial institutions for the respective segments