COLOUREDS
5.4 SUMMARY AND CONCLUSION
Perumal (1988 :216) states that the Indian family is a distinct cultural group that exists as an identifiable segment within a larger and more complex society.Itis imperative that marketers understand the needs and wants ofthe Indian community in order to design effective marketing strategies to fulfil those needs and wants. Consumer trends, especially those arising largely from the process of westernisation in the Indian community, need to be closely monitored.
From the analysis of expenditure of households in the Durban metropolitan area by expenditure item and type of outlet, with particular emphasis on the significant differences between Indians and other race groups, several conclusions can be drawn. Many demographic and cultural factors influenced consumption patterns ofIndians. In those outlets where there is a greater volume of purchasing by Indians in relation to other race groups, marketers can design tailor made
marketing plans for Indians in order to penetrate this market further and boost sales.
Manufacturers and marketers of products can apply the information contained in this report to good use in planning a distribution channel. In addition, the information is equally useful for advertising planning, particularly as far as outdoor and below-the-line advertising is concerned.
Information on total household expenditure by product and type ofoutlet constitutes an important input in planning the establishment ofa business since a minimum turnover is required to sustain a business. However, household expenditure data is not only important to entrepreneurs but also to property developers embarking on development projects. The results ofthis study indicated some buying patterns of Indians that have important implications for marketers.
Determining the total annual cash expenditure of Asian households by main expenditure group and type of outlet and comparing ittothose of other race groups, will enable marketers to identifY those factors that are unique to the Asian population. Also distinguishing the type of outlets from which more purchases are made amongst Asians than other race groups will enable marketers to tailor marketing plans for these outlets in order to gain a greater market share for Asians.
More ofthe main food group items were purchased amongst the Asians in the informal sector in comparison to the other race groups. A comparison of the expenditure patterns on main food groups of the other three population groups shows that Asians spent relatively more than Blacks and Whites on fish products (3,7%), fats and oils (4,1 %) and fruit and nuts (5,6%). Those
marketing these products should therefore start targeting Asian consumers aggressively for these products in the informal sector.
There were many cultural differences between Asian consumers and other race groups that affected their consumption of certain food items as well as their choice of outlet. The following demographic factors have serious implications for marketers who have to take serious
consideration ofthese in order to successfully design and implement appropriate marketing plans and strategies that will meet the need and wants of the Indian community:
• Increasing trends of westernisation amongst the Indian community.
• More Indian females entering the labour force.
• Higher levels of education being achieved by Indian males and females.
• The breakdown of the joint family system amongst the Indian community to give rise to the nuclear family system.
• The biggest market for Indians falling under the baby boomer category.
• The greater amount of salary/wage earners per household in comparison to other race groups.
Itis hoped that by identifying all the significant demographic variables and other factors discussed in the study and applying their influence on the consumption patterns ofIndians, marketers will gain a greater insight into the consumption habits ofIndians and would be able to more effectively segment markets.Itis also hoped that marketers may be able to design
appropriate distribution channels for Indians. By identifying those outlets where Indians spend more on certain products in relation to other race groups, would enable them to design effective strategies to increase the market share and turnover for those items per outlet and entice more Indians to frequent those outlets.
The results of this study suggest that there are several related areas for future research, which might examine the decision-making patterns among the Indian families. In addition, a more detailed study of the lifestyle patterns (with special reference to the different religions among the Indian community) could be investigated. Anexhaustive study with regard to occupational patterns and the projected purchasing power ofIndians in the Durban area might also be undertaken. Since e-commerce is gaining popularity worldwide, the consumption patterns of Indians in regard to e-commerce might also be investigated.
APPENDIX
INTERVIEW QUESTIONS
• Presently, is there a strong western influence amongst the Indian community?Ifyes, what effect does it exert on Indian culture and lifestyle?
• Has there been any breakdown of the traditional Indian joint family system? Ifso what implications do you think it has on the Indian consumer?
• Are there any unique differences between Hindu and Muslim cultures that would impact on their consumption patterns?
• Do you think the Indian family influences consumer behaviour?
• Have there been any recent trends that have revived Indian culture?
• Do you think it is possible that there could be resurgence ofIndian culture in South Africa?
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