Title page for ETD etd-03172010-125941

Document Type Master's Dissertation
Author Rimmell, Shereen
URN etd-03172010-125941
Document Title The consumer-brand relationship amongst low-income consumers
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Prof M Sutherland Supervisor
  • consumer satisfaction
Date 2009-04-01
Availability unrestricted

The nature of relationships that consumers form with their brands has been well documented in the marketing literature, but research conducted to date has not focused on the relationships that low income consumers form with brands, despite this being an extremely important market globally. Through understanding the consumer-brand relationships with low-income consumers better, companies have greater opportunities for new markets as well as leading to increased innovation. This paper highlights low-income consumers as value-conscious consumers through the brand relationships they have.

Results from thirteen in-depth, face-to-face interviews with 13 women from Alexandra Township in South Africa are presented. Low-income consumers form many different relationships based on value, quality, choice and service, to name a few with very few relationships being based on price. The low-income consumer requires trustworthiness, innovativeness and a willingness to do things differently. Understanding of their situation and a willingness of management to design processes and procedures around this is found to relate to improved relationships with an extremely brand-loyal market.

2008, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Rimmell, S 2009, The consumer-brand relationship amongst low-income consumers, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03172010-125941/ >


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