1887

n South African Journal of Business Management - Communicating with illiterate consumers

Volume 17 Number 4
  • ISSN : 2078-5585

Abstract

Communicating effectively with consumers is a major problem facing marketers world-wide. In South Africa a substantial proportion of adult consumers are illiterate. Considerable potential could be unlocked if marketers were to differentiate or expand their communication strategy to specifically address illiterate consumers. It is estimated that between 40% and 50% of adult blacks in South Africa are illiterate. Exploratory research was undertaken to establish how a sample of illiterate and semi-literate blacks perceived, recognized and understood a selection of printed advertisements of consumer products. Results indicate that respondents have a high recognition of product application, and a fairly high recognition of brand names. In some cases message distortion and misinterpretation occurred, indicating that advertisers must ensure that communication with this market segment is clear, possibly by portraying a functional or product application setting. Certain brand names have become 'elevated' to generic names, and respondents tend to have fairly strong brand preferences for certain grocery products. Female respondents appear to be an important target group for advertisers of domestic consumables and grocery items because many of them influence product choice both in their own, and in their employers' homes. Marketers should establish to what extent illiterates constitute an important market segment for them, and devise specific ways to communicate with this large group of 'unnoticed' consumers.

Effektiewe kommunikasie met verbruikers is 'n belangrike probleem wat bemarkers wereldwyd ondervind. In Suid-Afrika is 'n aansienllke gedeelte van volwasse verbruikers ongeletterd. 'n Aanmerklike potensiaal kan ontsluit word indien bemarkers hulle kommunikasiestrategie sou differensieer en uitbrei sodat dit ook op ongeletterde verbruikers gerig word. 'n Geskatte 40% tot 50% van volwasse swart mense in Suid-Afrika is ongeletterd. Verkennende navorsing is ondemeem om vas te stel hoe 'n steekproef von ongeletterde en semi-geletterde swart volwassenes 'n verskeidenheid advertensies van verbruikersprodukte wat in gedrukte media verskyn, sou waameem, harken en verstaan. Resultate dui daarop dat respondente 'n hoe herkenning van produkaanwending getoon het en 'n redelik hoe herkenning van handelsname. In sommige gevalle het daar boodskapverwringing en waninterpretasie plaasgevind. Dit toon aan dat adverteerders moet verseker dat kommunikasie met hlerdie marksegment duidelik is; waar moontlik, moet die produk in 'n funksionele of produkaanwendingsituasie geadverteer word. Sekere handelsmerke is tot generiese name 'verhef' en respondente het geneig om redellke sterk handelsmerkvoorkeure vir sekere kruideniersware te toon. Vroulike respondente kan 'n belangrike teikengroep vir adverteerders van huishoudelike verbruiksitems asook ander kruideniersprodukte wees. Bale van hulle beinvloed produkkeuse in hulle eie sowel as hul werkgewer se huishoudings. Bemarkers behoort vas te stel In watter mate ongeletterde verbrulkers 'n belangrike marksegment vir hulle verteenwoordig; en bemarkers hoort bepaalde tegnleke te ontwikkel om met hierdie groot 'ongemerkte' groep verbruikers te kommunikeer.

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/content/journal/10520/EJC-63edda5fd
1986-12-01
2019-04-21

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