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AN INVESTIGATION INTO CONSUMERS’ APPAREL PURCHASE PATTERNS WITHIN BLACK URBAN AREAS OF TSHWANE, SOUTH AFRICA

Michael Colin Cant, Jan Wiid, Catherine Mpolokeng Sephapo

DOI: 10.22495/cocv10i2c2art7

Abstract

The primary aim of this research paper is to investigate the clothing expenditure patterns of consumers residing in black urban areas in the Tshwane area of South Africa. Housing, food and clothing are generally perceived as the most basic needs that people have throughout their lives. Demand for these items is generally expected to increase over time as consumer income increases and expenditure is expected to increase as income increases (Dyer, Hou & Dyer, 2004). Households in black urban areas are already by far the largest group in the middle-income (LSM 5-8) market, where their figures maintain to growth gradually (Chase, Legoete & van Wamelen, 2010:2). A quantitative approach was used for this study where a survey questionnaire was used as a method for collecting data. In order to satisfy research objectives of the study, a self-administered location based survey was distributed to the residents of Shoshanguve, Mamelodi and Attridgeville; Black urban areas within the Tshwane region of South Africa.

Keywords: Clothing Purchase Patterns, Informal Black Urban Areas, Consumers, Shopping Preferences, South Africa

How to cite this paper: Cant, M. C., Wiid, J., & Sephapo, C. M. (2013). An investigation into consumers’ apparel purchase patterns within black urban areas of Tshwane, South Africa. Corporate Ownership & Control, 10(2-2), 274-281. http://doi.org/10.22495/cocv10i2c2art7

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