n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Urban Afrikaans-speaking consumers' attitudes, preferences and assertiveness regarding mother-tongue marketing communication

Volume 22, Issue 3
  • ISSN : 1019-567X



For many years Afrikaans-speaking consumers have been the group with the largest disposable income in South Africa. Yet little is known about their attitudes, preferences, and assertiveness regarding marketing communication directed to them in their mother tongue. As Afrikaans-speaking South Africans are by no means a homogeneous group, the purpose of this study was to assess whether differences exist among various demographic groups' attitudes, preferences, and assertiveness about the use of Afrikaans in marketing communication. Data were collected using computer-assisted telephone interviews from a non-probability sample of 306 representative urban Afrikaans-speaking consumers over the age of 19. The results suggest that, with the exception of age as a demographic variable, there are significant differences in urban Afrikaans-speaking consumers' attitudes, preferences, and assertiveness regarding Afrikaans marketing communication for other demographic characteristics. Indications are that female respondents have a more positive attitude, a greater preference, and are more likely to act assertively in respect of mother-tongue marketing communication than their male counterparts. Results emanating from the study could guide companies in directing marketing communication to urban Afrikaans-speaking consumers.

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