Black middle class township shoppers : a shopper typology

Show simple item record Mashaba, Nontuthuzelo Wiese, Melanie 2016-04-29T07:19:33Z 2016-01
dc.description.abstract Due to an increase in spending power amongst Black middle class, this growing segment has become a lucrative investment opportunity for many retailers in South Africa and most emerging markets. The purpose of this study is to segment township consumers according to their demographics, life stage, attitudes towards township shopping centres and Living Standards Measure, to understand shopping patterns of township consumers. A survey among Soweto Black middle class township respondents was conducted, and maximum likelihood factor analysis was used to identify attitudes towards township mall factors. The study revealed five factors namely: entertainment, convenience, mall essence, staff and mall basics, which were all consistent with previous studies, with the exception of staff and mall basics, which was revealed in this study. A Kmeans cluster analysis was then used to segment township shoppers according to their attitudes. Four shopper segments were discovered, namely: disappointed crusaders, upcoming loyals, social seekers and local loyals, which, despite investigating shopper attitudes in place of shopper behaviour alone, were similar to well-establish shopper typologies. Each segment was profiled according to demographic variables, attitudes as well as shopping patterns. Results therefore suggest that retailers and developers need to consider the unique needs and differences among Black middle class consumers when developing retail strategies as they reveal unique characteristics from typical shopper typologies. Given similarities in some emerging countries such as India, the findings of this study could be generalized to other middle class consumers from emerging markets. Similar shopper segments may arise, which may be consistent with previous shopper typology studies and new segments unique to emerging market middle class consumer may be unveiled. en_ZA
dc.description.department Marketing Management en_ZA
dc.description.embargo 2017-06-30
dc.description.librarian hb2016 en_ZA
dc.description.uri en_ZA
dc.identifier.citation Nontuthuzelo Mashaba & Melanie Wiese (2016) Black middle class township shoppers: a shopper typology, The International Review of Retail, Distribution and Consumer Research, 26:1, 35-54, DOI:10.1080/09593969.2015.1068827. en_ZA
dc.identifier.issn 0959-3969 (print)
dc.identifier.issn 1466-4402 (online)
dc.identifier.other 10.1080/09593969.2015.1068827
dc.language.iso en en_ZA
dc.publisher Routledge en_ZA
dc.rights © 2015 Taylor & Francis. This is an electronic version of an article published in International Review of Retail, Distribution and Consumer Research , vol. 26, no.1, 35-54, 2016. doi :10.1080/09593969.2015.1068827. International Review of Retail, Distribution and Consumer Research is available online at : en_ZA
dc.subject Black middle class en_ZA
dc.subject Attitudes en_ZA
dc.subject Shopping malls en_ZA
dc.subject Townships en_ZA
dc.subject Segmentation en_ZA
dc.subject South Africa (SA) en_ZA
dc.title Black middle class township shoppers : a shopper typology en_ZA
dc.type Postprint Article en_ZA

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