Die onlangse sosio-politieke omstandighede in Suid-Afrika het marksegmentering vereenvoudig tot die
verdeling van die mark in 'n wit mark aan die een kant wat gekenmerk is deur ekonomiese
welvarendheid, en 'n swart mark aan die ander kant wat beskou is as 'n mark vir basiese,
goedkoop produkte. Huidige veranderinge in die sarnelewing breek die kunsn.•..·:ge grense tussen
wit en swart verbruikers af, en dwing bemarkers om ondersoek in te stel na die rnoontlikheid van
rnulti-etniese verbruikersmarksegmentering.
In die Jig hiervan is 'n ondersoekende studie gedoen wat poog om ooreenstemende veranderlikes te
identifiseer wat ebruik kan word om 'n gekose, multi-etniese verbruikersmark, te beskryf. Die
self-konsep, en die hulpbronne wat die self-konsep . onderhou, is die kern van hierdie ondersoek.
Die self-konsep word verteenwoordig · deur die belewenis van eienskappe soos intelligensie,
leierseienskappe, aanvaarding van en deur ander, vermoe om vriende te maak, aanvaarding van jou
andersheid en
vertroue in jou eie vermoens. Hulpbronne sluit opleiding, inkomste, gesondheid,
selfvertroue, gretigheid om te koop, intelligensie en energievlak in.
Gestruktureerde vraelyste is uitgestuur na die ouers van Yellawwoods School, 'n veelrassige
verbruikersmark. Gemeenskaplikhede ten opsigte van die self-konsep is getoets en daar is bevind
dat daar genoegsame ooreenkomste bestaan om 'n enkele verbruikersprofiel van die mark op te
stel. / The recent socio-political climate in South Africa simplified market segmentation by
forcing the market into two extremes. On the one hand there was a prosperous white market and on
the other hand a black market at which basic, low cost products, were aimed.
Current changes in society eliminate the artificial boundaries between black and white consumers
and marketers are forced to look into the possibility of multi-ethnic market segmentation.
Therefore, exploratory research was done to identify common variables, which can be used to
describe a selected multi-ethnic market segment. The elf-concept of the consumer, and the
resources that sustain it, is the focus of this study.
Structured questionnaires were send to the parents of Yellaunvoods School, a multi
ethnic market. Similarities related to the self concept were investigated and sufficient
evidence was found to support the notion that one profile can be use to describe this market. / Communication Science / M.A. (Kommunikasiekunde)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:umkn-dsp01.int.unisa.ac.za:10500/16943 |
| Date | 11 1900 |
| Creators | Heuer, Elizabeth Johanna Magdalena |
| Contributors | Angelopulo, G. C. (George Charles), 1956- |
| Source Sets | South African National ETD Portal |
| Language | Afrikaans |
| Detected Language | Unknown |
| Type | Dissertation |
| Format | 1 online resource (x, 157 leaves) |
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