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

• Authors: Thérèse Roux

Abstracts

EN

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic differences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The findings revealed that South African males are significantly less satisfied 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 finding can guide the marketing industry to advance its image by adjusting its practices and coordinating with the government and other stakeholders to collaborate.

Keywords

EN

consumer attitudes; demographics; marketing practices; consumers’ sentiment toward; marketing; CSM

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Year: 2023
• Issue: 2(17)
• Pages: 1-16

Dates

published

2023

Contributors

author

Thérèse Roux

• Department of Marketing, Supply Chain Management and Sport Management, Tshwane University of Technology, South Africa

• https://orcid.org/0000000308201723

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Identifiers

DOI

10.7172/2449-6634.jmcbem.2023.2.1

Biblioteka Nauki

41189025