DURBAN CONSUMER PERCEPTIONS OF THE DISCHEM ONLINE SHOPPING EXPERIENCE

Abstract

This study is qualitative in nature and aims to identify the Durban Consumer Perceptions of the Dischem Online Shopping Experience. The study analysed Dischem’s service quality and specifically the extent to which consumers like/dislike their online experience and consumer feedback on the effect Covid-19 has had in terms of their on-line usage of the Dischem online shopping experience. As this was a qualitative study the size of the population was not determined however it consisted of people who have shopped online at Dischem using a small sample of 14 respondents. The information gathered in this study was collected through the use of a qualitative interview schedule, which was revised after a pilot study had been conducted. The key findings and insights from this research led to suitable recommendations being made to address weaknesses in the Dischem online platform. Through the research conducted, it was concluded that respondents were happy with the overall Dischem online shopping experience. There were few concerns and mostly minor ones that customers had with the experience. Recommendations have been made which will alleviate the concerns that customers had regarding the online shopping experience, as well as for how future methods could allow for the gain of more loyal and future customers.