From the clothing theory, it is evident that the mass media as generalised “other”, dictates the opinion of what is acceptable and not acceptable regarding fashion. The role that the mass media play in the clothing consumer’s purchases, and more specifically the decision-making process surrounding fashion products, cannot be underestimated. From a social-cultural and aesthetic point of view, it can be argued that culture or sub-culture can play an important role in the aesthetic ideal of beauty of consumers. It is suggested that consumers of different cultural backgrounds have varying beliefs about what is defined as “beautiful” in each of their cultures. Fashion magazines in South Africa largely convey a global appearance ideal, but individuals often tend to also evaluate their appearances against the cultural or sub-cultural beauty ideal in which they reside. Cultural appearance standards in the form of skin colour, hairstyles, body, style, dress, and cultural artefacts (such as accessories) may differ among different cultures and sub-cultures (Craig, 1991). Magazine marketers should thus aim to provide a specific targeted consumer group with a fashion magazine that contains content that satisfies their particular sub-cultural aesthetic needs, personal appearances and standards. People across cultures have the need to compare themselves to others, and with the focus on fashion, appearance is evaluated and compared by the targeted consumers on the basis of either cultural factors or personal factors (Lennon, Rudd, Sloan&Kim, 1999). Fashion serves as a generalised “other” against whom a person can compare him- or herself with. The targeted consumers may not engage in comparison if the appearances of fashion models used in fashion magazine advertisements are too different from the person’s own appearance and standards. It seems that the importance of the above mentioned factors in the decision-making process of consumers regarding fashion products and fashion magazines in particular, have not yet been fully realised in South Africa by magazine marketers and the advertising industry. The women in the Mzanzi Youth sub-segment, serving as the target market for this study, fall under the Black Diamonds consumer group, which is one of the most important up and coming consumer groups in South Africa. It is apparent that this consumer group has a lot of potential and could reap rewards if targeted successfully, yet there is not a fashion magazine that is known of in South Africa that specifically caters for them. Unfortunately little is known about their beauty standards and the appearance of a beauty ideal that they would prefer to compare themselves with, and fashion magazines are therefore not able to fully tap into this potential market. The Purpose of this study was therefore to explore and describe the women in the Mzansi Youth sub-segments’ social comparisons and reflected appraisals of fashion magazine images. It is envisaged that the results of this study would contribute to fashion magazine editors’ and marketers’ understanding of this market’s beauty standards and preferences for beauty ideals that can serve as a generalised “other” in social comparison, in such a way that it can contribute to a positive self-image and an interest in, and intention to buy a specific fashion magazine or the fashion products that are advertised. The theoretical approach to the study included a literature review on fashion, the consumer and the role of culture, which include a discussion on fashion magazines and fashion magazine advertisements or images. The literature also covered the role of cultural beauty ideals and aesthetics in self-esteem. In order to address the problem, a cultural perspective and the theory on identity and social identity were combined with the theory on social comparison, and serves as a theoretical perspective, or point of departure for the research, while also directing the research objectives. The unit of analysis for this study was young adult black women in South Africa (between 18 and 24 years of age), in the Mzanzi Youth sub-segment within the Black Diamond consumer group. A nonprobability sampling technique was employed. The sample for the study was purposive resulting in the use of the snowball sampling method, with 200 respondents having completed a self-administered questionnaire. The study showed that the women in the Mzansi-Youth sub-segment are directed by a strong personal identity and a need to be acknowledged as an African individual with unique personal characteristics. It is therefore also important for them that their appearance should symbolise their personal qualities and not necessarily that of a Westernised fashion style or beauty ideal, or that they belong to a specific social or sub-cultural group. The study further showed that dress, hairstyle and body shape are important features in their beauty ideal, directed by their personal identity. With regard to their aesthetic dimensions that play a role in dress and appearance, for them it is more about the sensory beauty of their appearance and emotional pleasure that their dress and appearance give them, than reflecting that they belong to a specific group or culture - indicative of a personal identity, rather than a social identity. The study further showed that with regard to social comparison, it is not important to the women in the Mzansi Youth sub-segment to compare themselves, and specifically their dress and appearance to those of others, whether it being to their friends, or an African or Westernised beauty ideal. With regard to appraisals of fashion magazine images, portraying different beauty ideals, specifically a Western, African and Euro-African beauty ideal, the study showed that the targeted consumers prefer the Euro-African beauty ideal because they like it, and it is also the appearance that they can relate to and that they would compare themselves to, although comparison is not important to them. However, if they have to compare themselves, they would compare the beauty ideal feature that is the most important to them, namely their dress style. They also mostly compare just for the sake of comparison and not to feel better about themselves or to feel that they fit into a specific group. In cases where they compare negatively to an image, whether African, Western or Euro-African beauty ideal, they will still accept the standard and will do nothing further. Lastly, the study also showed that most of the women in the Mzansi Youth sub-segment, would probably buy a fashion magazine which features Euro-African fashion images to see the latest trends and fashion ideas, but not because the model would inspire them to improve themselves. This study clearly has practical implications for fashion magazine editors and marketers in South Africa, as well as for the advertising industry, especially when incorporating fashion images in advertisements specifically aimed at the women in the Mzansi Youth sub-segment. / Dissertation (MConsumer Science)--University of Pretoria, 2011. / Consumer Science / unrestricted

The South African wine market is undergoing changes at both the producer and retail levels, such as the influx of the new brands and new consumer demands with respect to health, biodiversity concerns and ethical issues. Although South Africa has no dominant wine culture and South Africans are predominantly beer and brandy drinkers, the industry has to develop the local market, especially the black consumer market. The most powerful marketing trend in the South African economy in the last 10 years has been the emergence and growth of the black middle class, increasingly referred to as Black Diamonds, which have emerged as the strongest buying influence in the economy. This has seen the propagation of a westernized culture in local communities. There is an overwhelming desire among the latter group to have access to a lifestyle they believe is their right. Making inroads in understanding this market presents a good opportunity since this is an important economic group. Black wine drinkers have to overcome individual families' attitudes to wine drinking. It is high on the industry’s agenda to swing the emerging black middle class market from high-end whiskies, cognac and beer, to wine while at the same time promoting the wine culture because this market is still hugely untapped. They also seek to vanquish the illusion of wines as a drink for white people by focusing on young upcoming black professionals as a target market. The data in this study was collected from an integration of a consumer behaviour survey (through a choice based conjoint analysis undertaken at the Soweto wine festival in Johannesburg); as well as personal interviews with industry stakeholders and reference group discussions. The study found that although there is limited consumer knowledge about wines and low levels of brand awareness, black consumers are willing and yearning to learn more about wines as they view them as an aspirational lifestyle beverage. The study also asserts that women are significantly more adventurous than their male counterparts in terms of experimenting with wines although the latter exhibit a higher willingness to pay for what they consider to be premium wine brands. Black consumers are still unsure about what wine attributes are important in choosing a wine. The industry needs to increase its efforts in educating and understanding this diverse market as the cultural attitudes towards wine are indeed changing. The study identified four wine consumer market segments among the Black Diamonds. The industry’s target market should be focused on women and the “Start me up” age group as they show the highest willingness to learn about wines and pay for brands that they consider to be premium brands as has been the case in all new wine markets. While still focusing on the 4 P’s of marketing, various new brand communication platforms can be explored to reach this market. These include co-opetition, extended service offerings, wine tourism and e-marketing. The success of the domestic market will be determined by new innovative insights into this market and complimentary market strategies. / Dissertation (MSc(Agric))--University of Pretoria, 2009. / Agricultural Economics, Extension and Rural Development / unrestricted

The combined study of consumer ethnocentrism and lifestyle is a unique approach that marketers can use to determine consumer buying behaviour and to refine market segmentation. In particular, marketers need to study consumer buying behaviour and examine the main influences regarding what, where, when and how consumers buy, as this knowledge will allow marketers to predict how consumers make their purchase decisions and how they will respond to various marketing strategies. A better understanding of the buying behaviour of consumers in a prospective market segment will help marketers to devise more effective marketing strategies for targeting consumers in the particular market segment they wish to pursue, and therefore, market segmentation is an extremely useful marketing tool. The Black Diamond consumer segment in South Africa has been receiving heightened attention from marketers recently due to the increasing purchasing power of this segment, and therefore it is necessary for marketers to gain a more profound understanding of these consumers so that they will be able to address Black Diamonds' specific needs, wants and preferences. This will assist marketers to devise marketing strategies that target the Black Diamond segment more effectively. The primary objective of this study was to determine consumer ethnocentrism and lifestyle among Black Diamonds in Sandton. This objective was addressed by using an adapted version of the Consumer Ethnocentrism Scale (CETSCALE) to measure the level of consumer ethnocentrism among Black Diamonds and by determining the lifestyle of this group by using the activities, interests and opinions (AIO) approach to measure the levels of six lifestyle dimensions, namely fashion consciousness, self–consciousness, health consciousness, homemaking, community orientation, and cost–consciousness. Based on literature consulted, an interviewer–administered questionnaire was developed and distributed to Black Diamond consumers by five fieldworkers in the Sandton area, in the city of Johannesburg, in the Gauteng province. Convenience and judgement sampling (non–probability sampling methods) were used and a total of 200 respondents participated in this study. The validity and reliability of the adapted version of the CETSCALE used in the questionnaire to measure the level of consumer ethnocentrism of respondents, as well as the six batteries of statements used to measure the levels of the respective lifestyle dimensions, were determined by means of factor analysis. The results indicated that consumer ethnocentrism is moderately high among respondents. Furthermore, moderately high levels of fashion consciousness, self–consciousness, health consciousness and cost–consciousness were found among respondents. Low levels of interest were established in homemaking activities and community orientation. It was found that various underlying relationships exist between consumer ethnocentrism and lifestyle dimensions of respondents, specifically between the lifestyle dimensions of health consciousness, homemaking and community orientation. It was further found that significant differences exist between the perceptions of respondents toward consumer ethnocentrism and the lifestyle dimensions in terms of their diverse age categories. It is recommended that marketers should stress product attributes, benefits, and superior aspects of the product by underplaying the product's country of origin, in light of the high level of consumer ethnocentrism prevalent among Black Diamonds. Furthermore, it is recommended that marketers and organisations should adapt and modify their current marketing strategies in order to appeal to the various lifestyle dimensions of Black Diamonds, specifically focussing on the higher levels of fashion consciousness, self–consciousness, health consciousness and cost–consciousness among Black Diamonds, whilst underplaying homemaking and community orientation. By considering consumer ethnocentrism and lifestyle, and realising that these factors affect the buying behaviour of Black Diamonds, marketers will be able to develop effective marketing strategies that will allow them to target the Black Diamond consumer segment more effectively and efficiently. Recommendations for future research include examining consumer ethnocentrism and lifestyle among Black Diamonds in a wider geographic area, drawing a larger sample size from the target population, and being more selective with regard to the respondents included in the study, in order to ensure that the most appropriate respondents do indeed form part of population under scrutiny. Furthermore, in order to improve the validity of the study, future research could be conducted by incorporating more qualitative forms of research such as focus groups and interviews. In addition to the six lifestyle dimensions that were measured in this study, a wider range of lifestyle dimensions can be measured in future research. / Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2012.

The combined study of consumer ethnocentrism and lifestyle is a unique approach that marketers can use to determine consumer buying behaviour and to refine market segmentation. In particular, marketers need to study consumer buying behaviour and examine the main influences regarding what, where, when and how consumers buy, as this knowledge will allow marketers to predict how consumers make their purchase decisions and how they will respond to various marketing strategies. A better understanding of the buying behaviour of consumers in a prospective market segment will help marketers to devise more effective marketing strategies for targeting consumers in the particular market segment they wish to pursue, and therefore, market segmentation is an extremely useful marketing tool. The Black Diamond consumer segment in South Africa has been receiving heightened attention from marketers recently due to the increasing purchasing power of this segment, and therefore it is necessary for marketers to gain a more profound understanding of these consumers so that they will be able to address Black Diamonds' specific needs, wants and preferences. This will assist marketers to devise marketing strategies that target the Black Diamond segment more effectively. The primary objective of this study was to determine consumer ethnocentrism and lifestyle among Black Diamonds in Sandton. This objective was addressed by using an adapted version of the Consumer Ethnocentrism Scale (CETSCALE) to measure the level of consumer ethnocentrism among Black Diamonds and by determining the lifestyle of this group by using the activities, interests and opinions (AIO) approach to measure the levels of six lifestyle dimensions, namely fashion consciousness, self–consciousness, health consciousness, homemaking, community orientation, and cost–consciousness. Based on literature consulted, an interviewer–administered questionnaire was developed and distributed to Black Diamond consumers by five fieldworkers in the Sandton area, in the city of Johannesburg, in the Gauteng province. Convenience and judgement sampling (non–probability sampling methods) were used and a total of 200 respondents participated in this study. The validity and reliability of the adapted version of the CETSCALE used in the questionnaire to measure the level of consumer ethnocentrism of respondents, as well as the six batteries of statements used to measure the levels of the respective lifestyle dimensions, were determined by means of factor analysis. The results indicated that consumer ethnocentrism is moderately high among respondents. Furthermore, moderately high levels of fashion consciousness, self–consciousness, health consciousness and cost–consciousness were found among respondents. Low levels of interest were established in homemaking activities and community orientation. It was found that various underlying relationships exist between consumer ethnocentrism and lifestyle dimensions of respondents, specifically between the lifestyle dimensions of health consciousness, homemaking and community orientation. It was further found that significant differences exist between the perceptions of respondents toward consumer ethnocentrism and the lifestyle dimensions in terms of their diverse age categories. It is recommended that marketers should stress product attributes, benefits, and superior aspects of the product by underplaying the product's country of origin, in light of the high level of consumer ethnocentrism prevalent among Black Diamonds. Furthermore, it is recommended that marketers and organisations should adapt and modify their current marketing strategies in order to appeal to the various lifestyle dimensions of Black Diamonds, specifically focussing on the higher levels of fashion consciousness, self–consciousness, health consciousness and cost–consciousness among Black Diamonds, whilst underplaying homemaking and community orientation. By considering consumer ethnocentrism and lifestyle, and realising that these factors affect the buying behaviour of Black Diamonds, marketers will be able to develop effective marketing strategies that will allow them to target the Black Diamond consumer segment more effectively and efficiently. Recommendations for future research include examining consumer ethnocentrism and lifestyle among Black Diamonds in a wider geographic area, drawing a larger sample size from the target population, and being more selective with regard to the respondents included in the study, in order to ensure that the most appropriate respondents do indeed form part of population under scrutiny. Furthermore, in order to improve the validity of the study, future research could be conducted by incorporating more qualitative forms of research such as focus groups and interviews. In addition to the six lifestyle dimensions that were measured in this study, a wider range of lifestyle dimensions can be measured in future research. / Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2012.

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: The emerging black middle class in South Africa provides immense opportunity for marketers who wish to capture this segment of the market. However, in order to be relevant, a deep understanding of this ever-evolving segment is absolutely necessary. Characterised by complexity, the black middle class is heterogeneous and evolves at rapid speed. Studies by the Unilever Institute of Strategic Marketing highlighted the immense value of black middle class women, coined Black Diamond™ women. The primary objective of this research was to gain insights into the life of young black professional women and, secondly, to understand the driving forces behind their decision-making. This was achieved through an in-depth exploratory study. The first step in this study was to conduct a literature review on the black middle class in various African countries and the black middle class in South Africa. A review of literature on marketing communication provided the basis for reasoning on the appropriateness of different marketing communication tools. Literature also revealed the emergence of a possible new consumer type, the hybrid consumer. The literature review provided the framework for designing the interview schedules used in the expert interviews and interviews with the Black Diamond™ women. The findings of this research assignment were that the modern black middle class women face many complexities in their daily lives. Brands can, therefore, be significant to them by supporting them in their lives. Brands should customise their offerings, meet the black middle class women in innovative ways at different touch points, and bring meaning in their lives. Brands should also know that culture is prominent in all areas of their lives, which presents unique challenges.

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