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Our research: South Africa

Youth Report 2018

Every time the UCT Marketing Institute has released a consumer segment report, the question has arisen: “but how will this apply to the next generation?” Instead of just using standard ‘go-to’ answers about generational differences (gen x-z-z and even a-b-c) and digital natives, we decided to take 20 months to study the 50% of South Africans under the age of 24.
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South African Consumer

Drawing on two decades of experience and multiple research reports, this overview of the South Africa provides a theoretically sound foundation by which to understand South African consumer behaviour.
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Landscape

A comprehensive look at the South African Consumer landscape combining over a decade of research, Landscape is designed to help keep marketers ahead of the game by identify key shifts in consumer behaviour right across the socio-economic spectrum.
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Aspirations

At the heart of consumer decision-making are the needs, wants and desires that come from a complex range of material and non-material motivations. As society changes, so do consumers’ aspirations, and it is up to us as marketers to understand and interpret these changes.
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SA's Mass market

70% of the South African consumer market lives in households that collectively earn less than R6 000 per month. Since 2012, the Marketing Institute has been researching the many nuances and misconceptions around low-income consumer behaviour.
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The new black middle class

The segment has been vastly transformed in the last decade and has a combined spending power of R400 billion a year. Our workshop sessions are designed to help marketers better understand and connect with this segment.
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Top End

Although small in number, the most affluent segment in the South African consumer landscape has massive household spending power.  At just over a million households, with a monthly income of approximately R50 000 or more, this segment is diverse and influential.
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