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AN EXPLORATION INTO THE BRANDING CONSUMPTION PATTERNS OF CONSUMERS RESIDING IN TOWNSHIPS OF TSHWANE: A SOUTH AFRICAN CASE
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Michael Colin Cant 
, Jan Wiid, Catherine Mpolokeng Sephapo
Abstract
The primary aim of this research paper is to investigate the branding patterns of consumers residing in townships (also referred to as underdeveloped areas/black urban areas) within the Tshwane area of South Africa. Households in black urban areas are already by far the largest group in the middle-income (LSM 5 to 8) market, where their figures continue to grow gradually (Chase, Legoete & van Wamelen, 2010:2). A quantitative approach was used for this study where a survey questionnaire was the method for collecting data. In order to satisfy research objectives of the study, a self-administered location based survey was distributed to the residents of Shoshanguve, Mamelodi and Attridgeville; black urban areas within the Tshwane region of South Africa.
Keywords: Branding, Purchase Patterns, Townships, Consumers, Tshwane, South Africa
How to cite this paper: Cant, M. C., Wiid, J., & Sephapo, C. M.(2013). An exploration into the branding consumption patterns of consumers residing in townships of Tshwane: a South African case. Corporate Ownership & Control, 11(1-3), 332-341. https://doi.org/10.22495/cocv11i1c3art4
