South Africa’s largest market is its most misunderstood market. It’s a market that has been largely ignored, one dubbed ‘the same as any other’. But that is untrue. In fact, the market is a “mass of opportunity”.
Professor John Simpson, unleashing the UCT’s Unilever Institute of Marketing’s latest research project, The Majority Report, says for too long, marketers have “imposed” their preconceived beliefs on this market in the belief that “they will accept” them. “Few have been successful,” says Simpson. While there is a degree of commonality in the market, it’s “incredibly complex”.
The Majority Report looks at South Africa’s mass market — the 21.5 million adults and 14.5 million children who live in households earning R5000 or less a month; R5000 is the tipping point between poverty, and those who are climbing the ladder to the middle class.
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