Local Market Trends & Price Sensitivity Survey is a tactical research tool businesses can use to track perceptions of rising costs for food, transport, gifts, and other festive essentials. This article outlines what such a survey should measure, the likely consumer behaviors to monitor, and practical actions brands can take to respond.

Use this as a blueprint whether you plan to commission a CATI study, run your own market research, or simply prepare for an inflation-heavy festive season.

Why Run a Market and Price Insights Study

A focused price sensitivity survey does more than confirm headlines about inflation it reveals how local consumers are changing daily purchase decisions, travel plans, gift budgets, and celebration choices. That granular visibility helps companies:

• adapt pricing and promotions

• design relevant bundles and packs

• forecast demand more accurately for specific product lines

• tailor messaging to show value and empathy

Who benefits from this survey?

FMCG brands, retailers, transport operators, gift/hampers businesses, event planners, and financial services can all use the survey insights to sharpen festive-season strategy.

Price and Market Insights for Food and Household Essentials

Track whether consumers are switching brands or ingredients, shopping frequency, use of bulk buying, and willingness to trade down from premium to value ranges. Typical indicators include:

• proportion reporting price increases for staple items

• frequency of market visits vs one-big shop

• brand switching behavior

Price and Market Insights on Transport and Mobility

Measure how fuel prices and transport fare hikes affect travel, visits to family, and the ability to shop in larger markets. Key metrics:

• trip cancellations or postponements due to cost

• modal shifts (private car → bus/coach)

• planned vs actual festive travel behavior

Price Sensitivity for Gifts and Festive Spending

Identify how consumers are altering gift lists, reducing recipients, or choosing practical over luxury gifts. Track:

• average gift budget change vs previous year

• preference for local vs imported gifts

• search behavior for deals and bundles

Tracking Costs of Festive Essentials and Entertainment

Explore changes in spending on decorations, party supplies, food for hosting, and fuel for generators. Metrics to include:

• proportion scaling down gatherings

• reuse vs purchase of new decorations

• change in spend on food/drinks for events

 Expected consumer behaviors and signals to watch

(These are patterns commonly observed in tight economic periods include them as hypotheses your survey will test.)

Increased price comparison and channel switching

Consumers compare local market prices, supermarkets, and online sellers more frequently. Expect more use of messaging apps to confirm prices and place orders.

 Prioritization and substitution

Households prioritize essentials and substitute expensive items for cheaper alternatives (e.g., cheaper protein, local brands).

Timing shifts in purchasing

Some shoppers buy earlier to lock in prices; others delay purchases in hope of end-year promos both behaviors can appear simultaneously across segments.

Value-seeking over luxury

Purchases tilt toward practical, meaningful gifts and meal options rather than high-ticket luxury items.

 Practical Survey Design for Reliable Market and Price Insights

 Sample & coverage

• Use a representative sample across urban/rural splits, income bands, and age groups.

• Aim for sample sizes that allow segmentation by region and socioeconomic status.

 Mode & timing

• CATI (telephone) for speed and coverage; combine with online panels where feasible.

• Field the survey in two waves: pre-festive (planning) and mid-festive (actual behavior) to capture intent vs action.

Core questionnaire sections 

1. Price perception: “Compared to last month, have you noticed price increases for [food/transport/gifts]?”

2. Purchase plans: “Which of the following do you plan to buy before or during the festive season?”

3. Budget shifts: “Has your gift/food/transport budget increased, decreased, or stayed the same?”

4. Trade-offs: “Which items are you likely to reduce or substitute?”

5. Channel usage: “Where will you primarily buy festive items market, supermarket, online, social sellers?”

6. Promotion responsiveness: “What offers would most likely make you buy (bundle, discount, instalments)?”

 Segmentation & analysis

• Break results by income, household size, and region to reveal actionable pockets of demand.

• Run crosstabs to see how price sensitivity varies with channel preference and family obligations.

 How to turn the survey into action 

 1. Repackage products into value bundles

Create family packs and combo offers that reduce per-unit cost and speak directly to bulk shoppers.

 2. Time promotions thoughtfully

If the survey finds early buying behavior, launch deals earlier. If consumers delay for promos, plan staggered flash sales.

 3. Communicate transparency and empathy

Clear price breakdowns, visible savings, and messaging that recognizes consumer pressures build trust.

 4. Diversify channels and make purchase simple

Enable WhatsApp ordering, local pickup points, and simple payment plans shoppers under pressure prize convenience.

5. Use insights for inventory planning

Align stock levels to segments showing higher intent for particular categories (food, gifts, electronics).

Why Conduct a Price and Market Insights Study Now

In a season where small price differences and trust signals can sway shopper decisions, this survey provides the intelligence to:

• protect revenue through smarter promotions

• reduce waste with informed inventory decisions

• capture share from competitors who misread local demand

If you want to measure these dynamics rather than guess them now is the time to plan the survey waves and questionnaire.

If you want to understand real-time consumer sentiment, price sensitivity, or market trends across the broader of the African markets, CATI Africa can design and run rapid, accurate, telephone-based surveys tailored to your audience. We help brands make informed decisions with data that reflects the realities of today’s economy. Contact us today to begin your customized study.