Abstract:
The aim of this study was to discover whether a value-based typology could be established that was applicable to all South African adults. It was predicated on the basis of a literature review and previous research findings that there were two major underlying dimensions of values: collectivism versus individualism and inner- versus outer-directed. The parameters of these dimensions were hypothesised within the framework of a common social structure, based on a number of related propositions. It was also hypothesised that the South African adult population consisted of five types. Five value measures were examined and found to have disadvantages for South Africa. A value measurement technique had been developed in South Africa for an on-going study titled Sociomonitor. The core of this study was the measurement of values of relevance to marketing and media. Over the period 1976 to 1993 separate value based typologies were identified for urban Blacks and Whites. In 1995 both races were covered in the same year and a common typology was found. In 1997/8 Sociomonitor was extended to the total adult population of South Africa. Respondents were sub-divided into Collectivism, Individualism, Inner- and Outer-directed groups. The characteristics of which were found to be substantially as had been expected. South African adults were categorised into five value types. Three of which were as had been hypothesised, two were in place of one of the five anticipated and one wasn't found. It is concluded that the values of adults from all ethnic groups fall within the parameters of collectivism versus individualism and inner- versus outer-directed. Furthermore, there are five different value types in the South African adult population that transcend ethnic boundaries. The implications of a multi-ethnic typology for marketing, social and political decision-making, research and the formulation of scenarios are outlined. It is recommended that this type of research be extended to other African countries and small communities.
