- Tytuł:
- Gender and socio-economic differences in South African consumers’ sentiments toward marketing practices
- Autorzy:
- Roux, Thérèse
- Powiązania:
- https://bibliotekanauki.pl/articles/41189025.pdf
- Data publikacji:
- 2023-06-07
- Wydawca:
- Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
- Tematy:
-
consumer attitudes
demographics
marketing practices
consumers’ sentiment toward
marketing
CSM - Opis:
- Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic differences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The findings revealed that South African males are significantly less satisfied with marketing communication practices compared to females. Consumers earning lower income were signifi cantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The finding can guide the marketing industry to advance its image by adjusting its practices and coordinating with the government and other stakeholders to collaborate.
- Źródło:
-
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2023, 2(17); 1-16
2449-6634 - Pojawia się w:
- Journal of Marketing and Consumer Behaviour in Emerging Markets
- Dostawca treści:
- Biblioteka Nauki
Artykuł