Exploring Customer Perceptions and Responses to Spar’s Digital Marketing Initiatives in Durban

This study examines customer perceptions and behavioral responses to Spar's digital marketing initiatives in Durban, South Africa. Using the Stimulus-Organism-Response (S-O-R) theoretical framework, the research explores how digital marketing stimuli (such as social media and mobile applications) affect customers’ cognitive and emotional states, subsequently influencing their engagement and purchasing behaviors. A quantitative methodology was employed, involving a structured questionnaire administered to 278 customers of a Spar store in Durban. The results indicate that overall perceptions of Spar’s digital marketing efforts are positive, with customers considering the communications relevant, visually appealing, and trustworthy. Social media was identified as the most frequently used digital channel for interaction. Statistical analysis demonstrated significant differences in perceptions across various age groups, while responses did not vary by gender. The study concludes that Spar’s digital strategies are generally effective; however, ongoing optimization of message personalization, frequency, and timing is recommended to further enhance customer engagement. These findings contribute to the academic literature on digital marketing effectiveness within the South African retail sector and provide practical insights for industry practitioners.