Sud-àfrica flag Sud-àfrica: Compra i venda

Publicitat i Màrqueting a Sud-àfrica

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Consumer Profile
The population in South Africa is relatively young, with a median age of 27.6 years. The number of inhabitants has increased by 1.28% in 2020. However, the population is gradually ageing. About 44.7% of the population is under 25 years old, 38.18% is 25 to 50 years old, and 17.12% is over 50 years old. The number of people per household is 3.3 and on a downward trend. There are more women (50.5%) than men in South Africa. The South African government estimates that 80.7% of the population is black, 8.8% mestizo, 7.9% white and 2.6% Asian. The inhabitants are 66.8% in urban areas. The provinces of Gauteng and KwaZulu-Natal respectively account for 26% and 19.3% of the population, and the major cities in terms of density are the cities of Johannesburg, Cape Town and Durban. The level of education in the country has been judged to be among the lowest in the world by the OECD. About 43% of 25-64 adults have a high school education and only 15% are university graduates. According to latest Stats SA data, about 68% of the population have a high school education and only 12% are university graduates. Moreover, the level of education varies according to ethnic origin. At the examinations, the diploma (the post-secondary education) of the white population is estimated at 38%, of the Asian population at 21%, the Black at 9% and Metis population at 8%. Basic occupations account for 23.3% of the labour force, sales and service occupations 16.2%, crafts tradesmen 12.3%, office workers 10.5%, technicians 8.9%, managers 8.7%, workers 8.3%, workers 6.1%, professionals 5.4% and farmers represent 0.4%.
Purchasing Power
According to the World Bank, the PPP per capita GDP in South Africa amounts to $ 12,999 in 2019. South African households had an average disposable income of about 34,037 South African Rand in 2019. The purchasing power is very limited for many inhabitants, since more than half of the population lives below the national poverty line and the unemployment rate is very high (23.3%). Social and income inequalities are high in South Africa and the Gini index stands at 0.65 (0 being the minimum level of inequality, 1 the maximum). The IMF estimates that South Africa suffers among the highest levels of inequality in the world, with high unemployment, especially among young people (over 50%), being one of the main causes of inequality. The latest report by Stats SA has confirmed this trend, in 2019 the country is still one of the most unequal worldwide. The study revealed that women earned about 30% less on average than men, in particular women with high-school education earned 68% of the male equivalents. In addition, the white population represents slightly more than 10% of the labour force (compared to 73% of black African workers), but earns almost 3 times the average salary of the black population, constituting nearly three quarters of the total labour force. To conclude, black people represent the majority of the country's jobless at more than 46%, with just fewer than 10% of whites unemployed.
Consumer Behaviour
Due to minimal increases in wages and rising prices, consumers sometimes have tight budgets. Consumption is not as massive as in Western countries and South Africans tend to watch their finances and curb spending. The perception of the price / quality ratio is generally the main purchase factor for a South African consumer. To increase their savings, some purchases are sometimes pushed back, prices are compared and consumers are ready to move away to do better business. Purchases are increasingly made at discounters or using different channels. Modern retailers are no longer preferred to small traders and informal traders. The level of consumer confidence is low. Internet penetration has been rising in recent years and this is reflected in the evolution of online sales. The increase in online retailing has influenced the way in which South African consumers buy their goods in-store. Since social media has been recognized as a major source of influence, retailers are increasingly using such platforms to build their reputation. Consumers are encouraged to buy on the internet because of lower prices and free. Data protection is often a topic of interest to consumers. Also, 70% of South Africans worry that they will not be able to protect their personal and financial data while many fear cyber-attacks. Consumers tend to favour national companies, especially in the fashion sector. However, they are relatively open to international companies, especially Western ones. Consumers tend to be loyal to brands, only if the price charged by the company is right.

Some trends have emerged recently in South Africa driven by consumers wanting to reduce their spending. First, cocooning is developing, entertainment is increasingly at home rather than in shopping malls, clubs and other establishments. This is also the consequence of rising fears for personal safety. Inexpensive Experiences like going to the beach are increasingly preferred to material goods as are listening to music or watching sports events on TV. The adoption of a more responsible mode of consumption is under development. Indeed, transparency and authenticity are two factors that can push a consumer to make a purchase. In a country characterized by extreme economic inequality between rich and poor, consumers are becoming socially aware and tech-savvy, they are attracted to companies that act as a force for positive change. In South Africa, industry pioneers such as Discovery, Unilever and Woolworths are driving this trend. The young population is more concerned than the rest of the population by the issues of eco-citizenship and the preservation of the planet. The second-hand market is growing in the country, and it is estimated that 15% of the South African population sells used online products (fashion items, phones, DVDs, CDs, books and electronics), and this figure is increasing. Collaborative platforms such as Airbnb and Uber are expanding in the country.
Consumers Associations
Parliamentary Oversight Group , in English
Narional Consumer Commission , in English
Association of Credit Bureaux , in English
Main Advertising Agencies
Association for Communication and Advertising (ACA)
National Association of Broadcasters (NAB)
Out of Home Media South Africa
Advertising and Media Association of South Africa

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Actualitzacions: May 2022

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