Title page for ETD etd-03252010-163219

Document Type Master's Dissertation
Author Sebona, Hope Veronica
URN etd-03252010-163219
Document Title The role of brands in South African black middle class society
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Mr M Goldman Supervisor
  • brand name andproducts
Date 2008-04-04
Availability unrestricted

This paper presents a study conducted on the role of brands in Black middle class society in South Africa. The study was inspired by the phenomenal growth of Black household consumption observed in recent years in South Africa. Popular media have publicised views that Black middle class consumption of brands is fuelled by a desire to acquire and affirm status, often sparking debate amongst politicians, businessmen and the general public. This research investigated the factors fuelling consumption of branded goods in this social group and the factors considered in choosing a brand. The study was exploratory in nature and interviewed ten South African Black individuals broadly classified as middle class. The finding of the study largely confirmed reviewed theory, suggesting that the consumption patterns of South African Black middle class society is neither unique nor strange, but an age-old phenomenon supported by the theories of consumer behaviour, sociology and economics.

Due to the qualitative nature of the study, no generalisable conclusions could be reached. It is recommended that further research into South African consumption behaviour be conducted, in particular the price elasticity of demand for brands.

2007 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:

Sebona, HV 2007, The role of brands in South African black middle class society, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03252010-163219/ >


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