Browsing by Subject "CETSCALE"
Now showing items 1-2 of 2
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Determining consumer ethnocentrism and lifestyle among Black Diamonds in Sandton
(North-West University, 2011)The combined study of consumer ethnocentrism and lifestyle is a unique approach that marketers can use to determine consumer buying behaviour and to refine market segmentation. In particular, marketers need to study consumer ... -
Relationships between ethnocentrism and lifestyle dimensions among a targeted consumer segment in Sandton
(Sabinet, 2013)The new political dispensation in South Africa in 1994 created opportunities for Black consumer segments. Research indicates that the emerging black middle class segment perceives that their true identity is not understood, ...