Gender and socio-economic differences in South African consumers’ sentiments toward marketing practices

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area...

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Bibliographic Details
Published inJournal of Marketing and Consumer Behaviour in Emerging Markets Vol. 17; no. 2; pp. 1 - 16
Main Author Roux, Thérèse
Format Journal Article
LanguageEnglish
Published Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego 2023
University of Warsaw Faculty of Management Press
Subjects
Sociology
marketing practices
consumers’ sentiment toward marketing
CSM
consumer attitudes
demographics
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Summary:Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The fi ndings revealed that South African males are signifi cantly less satisfi ed with marketing communication practices compared to females. Consumers earning lower income were signifi cantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The fi nding can guide the marketing industry to advance its image by adjusting its practices and coordinating with the government and other stakeholders to collaborate.
ISSN:2449-6634
2449-6634