A multi-dimensional consumer market segmentation model for South Africa by C.J. van Aardt


This report applies the BMR’s Consumer Market Segmentation model, to segment the South African consumer market according to a selection of products and services.  The analyses serve as baseline to illustrate the value of market segmentation analyses based on the consumption capacity and potential of adult consumers in South Africa.  Marketers and market researchers are anticipated to benefit from the newly developed model which is well-suited to guide future innovative market segmentation and above-, below- and through-the-line marketing communication strategies.

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