Relationships between ethnocentrism and lifestyle dimensions among a targeted consumer segment in Sandton

Abstract

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, and that they are often misrepresented. Very little research has focused on the buying behaviour of these consumers. The objectives of this study were to determine the level of consumer ethnocentrism and lifestyle among the emerging black middle class in Sandton, and to establish whether demographics influence perceptions of consumers’ ethnocentrism and lifestyle dimensions. Non-probability convenience and judgement sampling were used. Results indicate that a moderately high level of consumer ethnocentrism exists among respondents. It was found that a moderately high level of fashion consciousness exists among respondents. It was found that moderately high levels of self-consciousness and health consciousness exist among respondents. Age was the only demographic characteristic that showed an association with two lifestyle dimensions, namely, fashion consciousness and homemaking. Male and female respondents do not differ in terms of their involvement with homemaking activities. No linear relationship between the consumer ethnocentrism and the various lifestyle dimensions of the emerging black middle class in Sandton were found.