Gender and socio-economic differencesin South African consumers’ sentimentstoward marketing practices

Thérèse Roux, Department of Marketing, Supply Chain Management and Sport Management, Tshwane University of TechnologyFollow

ORCID

Thérèse Roux: 0000-0003-0820-1723

Keywords

consumer attitudes, demographics, marketing practices, consumers’ sentiment towardmarketing, CSM

Abstract

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The fi ndings revealed that South African males are signifi cantly less satisfi ed 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 fi nding can guide the marketing industry to advance its image by adjusting its practices and coordinating with the government and other stakeholders to collaborate.

Recommended Citation

Roux, T. (2023). Gender and socio-economic differencesin South African consumers’ sentimentstoward marketing practices. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2023(2), 1-16. https://doi.org/10.7172/2449-6634.jmcbem.2023.2.1

First Page

Last Page

Page Count

Received Date

2023-03-29

Revised Date

2023-04-21

Accepted Date

2023-05-01

Online Available Date

2023-06-07

DOI

10.7172/2449-6634.jmcbem.2023.2.1

JEL Code

M2; M3; M30, M39, M310

Publisher

University of Warsaw

Publication Date