Marketing to the African Segment of the South African Market

Abstract

Compares South Africa's dualistic economy of two economic subsystems — one is an industrialised system, the other a subsistence one. Discusses the four main population groups in the heterogeneous systems, Bantu, Whites, Coloureds and Asians, using tables to show these fully. Looks further at media and its growing availability to both White and African markets — this includes TV and radio as well as newspaper and magazines. Chronicles that, because the average African income per capita is low, owing to most Africans living in rural areas and non‐participation in a formal monetary economy, and because the average wage is also low, this does not preclude them in global terms from spending. Submits that even though Africans have low average income per capita their propensity to consume (willingness to buy) is high. Investigates African buyer behaviour and the influence the White man brought to bear following contact between the two races. Views the marketing mix and illustrates with the use of tables, different products and user profiles. Looks at promotion and its utmost importance to stimulate Africans to purchase products. Specifies the importance of distribution and price to Africans. Acknowledges that aggressive marketing to the African segment of South Africa may achieve large volume sales lowering costs — even prices may be brought within scope of households at last.

Citation

Staude, G.E. (1978), "Marketing to the African Segment of the South African Market", European Journal of Marketing, Vol. 12 No. 6, pp. 400-412. https://doi.org/10.1108/EUM0000000004973