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Understanding the South African consumer
Understanding the TopEnd consumer
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TopEnd: Understanding South Africa's most affluent consumers
New research into the “Top End” of the South African market has revealed a vastly more diverse and complex group of consumers than previously assumed. “Traditionally this sector of the market has been difficult to research, surrounded as they are by high walls and security systems,” explains Simpson.
Together with research partners, Ramsay Media Research Solutions, and sponsors Clicks, Edcon, Glacier and Growthpoint, the UCT Unilever Institute explored this seldom-surveyed sector of the local market, focussing on adults living in top end households earning over R30 000 a month.
With a sample of over 8000 respondents, the Top End study represents both the largest and the most comprehensive research project ever carried out on this sector and reflects over a year of intensive quantitative and qualitative research conducted across South Africa.
Read more: TopEnd: Understanding South Africa's most affluent consumers
Wake Up, Shake Up
Socio-economic forces, mostly related to the aftermath of the recession, have resulted in seismic shifts in the local marketplace. A new study by the UCT Unilever Institute of Strategic Marketing, entitled Wake Up! Shake Up!, shows that marketers will have to rethink their tried and tested strategies if they want to stay ahead of the game.
Wake Up! Shake Up! represents over a year of quantitative and qualitative research and integrates the expert analysis of 70 of South Africa’s leading economists, academics, financial analysts, industry specialists, as well as business and marketing forecasters.
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