This research project investigated the applicability of the 4As framework amongst the lowincome consumers for self-help housing in South Africa based on the study by Anderson and Billou (2007). In their research they established that in the heart of all organisations’ success in serving the low-income consumer; there is development of an approach that delivers the 4As, namely: acceptability, availability, affordability and awareness. South Africa, like the rest of the developing world, has a dire need to address poverty with regards to shelter as a more visible dimension of poverty. The lack of housing delivery has persisted despite South Africa putting in place a number of housing initiatives meant to alleviate the housing backlog. This research was conducted under the assumption that when people have control and responsibility over key decisions in the housing process (self-help housing), that helps break the barrier to alleviation of poverty and lack of reasonable housing. Recognition of any continuous improvement idea in low-cost housing (like the 4As framework), should help strengthen the self-help housing efforts and help the state achieve more with less effort. The study was conducted using quantitative method - focused on the consumer perspective and was confined to household owners whose earnings are less than R3,500 per month. This was the target group in the scope of the study regarded as the lowincome housing consumer and were designated as ‘poor’ for purposes of this study. The study found that the 4As framework does work and can be applied in the low-income consumer market for self-help housing needs. The research also found that affordability and availability were the highest rated by the poor consumers confirming the theory that affordability and availability of products amongst the low-income consumers are the main barriers. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted