n International Retail and Marketing Review - Township consumer perceptions of advertised retail brands in Tshwane : South Africa

Abstract

Black urban areas consumers in the period before independence were communities that were generally regarded as being lower in income. Since democracy however in 1994, these communities have seen a steady rise in income, which has heightened attention to the development of retail outlets which in the past was very limited (Ligthelm, 2008: 37; Tustin & Strydom, 2006: 48-49). With new developments within the black urban areas, consumers are becoming more exposed to branded merchandise and the advertising thereof, therefore new perceptions as to such merchandise will have been formed. Therefore the aim of this study is to explore the perceptions that black urban area consumers have with regards to retail brands and the advertising thereof. In order to satisfy research objectives, the study took the form of a self-administered location based survey, which was distributed to the residents of Attridgeville, Mamelodi and Shoshanguve.