oa Africa Insight - Transcultural marketing: Problems and principles

Volume 17, Issue 3
  • ISSN : 0256-2804



The past thirty years have seen a steady growth of interest in research devoted to the increasingly important black segment of the South African market. Much of the first-class work in this field has been done by the Bureau for Market Research at the University of South Africa, where the name of Pat van der Reis has justifiably gained prominence. In a study of interpretations given to pictorial advertisements, Mrs van der Reis1 examined the perceptual and other difficulties experienced by some blacks in understanding the attempts of culturally alien suppliers of goods and services to communicate with them in the marketplace. This article attempts to explore, from a somewhat different perspective, the problems facing producers and distributors of commodities in communicating with culturally diverse consumers in the common market-place.

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