A profile of the South African black consumer market

Lyster, Michael Peter (2006-12)

Thesis (MBA)--Stellenbosch University, 2006.


ENGLISH ABSTRACT: This research report aims to create a profile of the South African Black Consumer Market through an analysis of past and present social and political factors which have contributed to its evolution. The black African segment of the South African population is by far the largest segment in the market, comprising nearly 80% of the total population. This market was characterised by a history of turmoil and oppression under the Apartheid regime. This report explores the history of the black South African population, and the relationship of the past, to the formation of current characteristics inherent to this segment. Real Statistical data from the 2001 census, as well as relevant market measurement tools, are used to create a figurative representation of the composition and structure of the black South African population. The statistical data is then married to in-depth market analyses with the aim being the creation of an understanding of the key factors which form the construct of this market.

AFRIKAANSE OPSOMMING: Die doel van hierdie studieprojek is om 'n pretiel van die swart Suid-Afrikaanse verbruikersmark te skep deur n analise van historiese en huidige sasiale en politiese faktore wat bygedra het tot die mark se evolusie. Suid-Afrika se swart bevolkingsegment is verreweg die grootste marksegment in die land, bestaande uit meer as 80% van die totale populasie. Die mark is gekenmerk deur n geskiedenis gehul in konflik en oppressie as gevolg van die Apartheidsregering van die verlede. Hierdie projek ondersoek die geskiedenis van die swart Suid-Afrikaanse populasie in terme van die verlede met betrekking tot die formasie van huidige karaktereienskappe wat die segment kenmerk. Statistiese data van die 2001 sensus sowel as relevante mark metingsinstrumente word dan gebruik om n figuratiewe voorstelling van die samestelling van die swart Suid Afrikaanse populasie te maak. Die statistiese data word dan vergelyk met indiepte mark analise met die doel om die kernfaktore wat die mark vorm, te kan begryp.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/50574
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