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| Author: | Duncan Reekie, W. |
| Title: | Market segmentation and apartheid. (!Multi-racial society) |
| Journal: | European Journal of Marketing
1988 : VOL. 22:3, p. 7-13 |
| Index terms: | MARKET SEGMENTATION SOUTH AFRICA APARTHEID |
| Language: | eng |
| Abstract: | The homogenization of consumption concomitant with the evolution of a multi-racial society is discussed. Literature about the topic is reviewed. The South African market is examined. A hypothesis about the possibilities of market segmentation is analyzed. From the results the interferences of increasing homogeneity seem reasonable. The Engel curve is found to be useful for describing consumption patterns. Data are presented to test the interferences. Ownership patterns of consumer durables are outlined. Media usage is analyzed. The background of the homogenization of consumer behavior apparent in South Africa is highlighted. Managerial implications are summarized. |
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