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.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/50574 |
| Date | 12 1900 |
| Creators | Lyster, Michael Peter |
| Contributors | Roux, A., Stellenbosch University. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | 75 p. |
| Rights | Stellenbosch University |
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