n Red Meat / Rooivleis - Perception is reality : research & training

Volume 6, Issue 5
  • ISSN : 2078-7936


The approach of the South African Audience Research Foundation (SAARF) LSM (living standards measure) towards segmenting South African consumers, is based on the socio-economic status of adult consumers (15 years and older). In general, the SAARF LSM segments are not directly based on the income levels of consumers, but are built upon consumers' access to various amenities, such as durables, household location, and dwelling type (www.saarf.co.za). The socio-economic status of consumers generally increases towards LSM 10.

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