INVESTIGATION INTO CONSUMERS’ PERCEPTIONS OF ADVERTISED RETAIL BRANDS WITHIN BLACK URBAN AREAS OF SOUTH AFRICA

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Abstract

The main aim of this study was to investigate the perceptions consumers’ of Black urban areas of Tshwane, South Africa hold in relation to advertised retail brands and branding. The importance of Black urban area consumers’ perceptions in relation to advertised retail brands is that in the era before independence these communities were generally regarded as being lower income and not brand loyal due to financial constraints. The number of shopping malls and branded stores were limited in these areas but since 1994, when South Africa became a democracy, things have changed. The income in these communities has steadily risen thereby attracting the attention of retail developers (Ligthelm, 2008:37; Tustin & Strydom, 2006:48-49). With the increased retail development in these communities, consumers residing in these areas have become more exposed to branded merchandise and the advertising thereof. This has led to new perceptions towards brands being formed and in the process opening possible new opportunities for retailers. In order to satisfy the 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: Consumer Perceptions, Brands, Small Businesses, Black Urban Areas, Tshwane, South Africa

How to cite this paper: Cant, M. C., & Spolander, L. L. (2012). Investigation into consumers’ perceptions of advertised retail brands within black urban areas of South Africa. Corporate Ownership & Control, 10(1-1), 162-169. https://doi.org/10.22495/cocv10i1c1art1