103 Table 5.1: Age of Indian respondents in KZN by gender 111 Table 5.2: Household income groups of Indian respondents in KZN by gender 112 Table 5.3: Occupational groups of Indian respondents in KZN by gender 113 Table 5.4: respondent income level in Indian earners: KZN by. A detailed analysis of the annual cash spend by Indians on the major expenditure items by outlet, compared to Blacks and Whites, was also provided.
OBJECTIVES OF THE STUDY
An analysis of Indian food expenditure by major food groups and type of outlet was conducted and these results were compared with blacks and whites.
METHOD OF THE STUDY
ORIENTATION TO THE STUDY
For Mowen and Minor, the study of consumer behavior is the study of how individuals make money. Second, marketing involves the study of the exchange processes by which two parties transfer resources to each other.
MARKET SEGMENTATION
DEMOGRAPIDC SEGMENTATION
Because product needs and interests often vary with consumer age, marketers have found age to be a particularly useful demographic variable for distinguishing between segments. Many marketers have carved a niche for themselves in the market by concentrating on a particular age segment.
SOCIO-CULTURAL SEGMENTATION
The concept of social class implies a hierarchy in which individuals in the same class generally have the same degree of status, while members of other classes have either higher or lower status. Some marketers have found it useful to segment their domestic and international markets based on cultural heritage, because members of the same culture tend to share the same values, beliefs, and customs.
THE MARKETING MIX
THE CONSUMER DECISION-MAKING PROCESS
INDIVIDUAL INFLUENCING VARIABLES
Schiffinan and Kanuck say that attitudes are "the categorization of an object on an evaluative continuum." Hoyer and Macinnis draw attention to the fact that attitudes are important to marketers because they serve several functions.
ENVIRONMENTAL INFLUENCES
FAMILY
- ROLE STRUCTURE
- POWER STRUCTURE
- FAMILY-SPECIFIC CHARACTERISTICS
- CHANGE IN MEN AND WOMEN'S ROLE
- MARKETING AND ADVERTISING IMPLICATIONS
- THE FAMILY LIFE CYCLE
Traditionally, the husband played the instrumental role in the family and the wife the expressive role. Markets can be segmented and products differentiated on the basis of the family life cycle.
CULTURE
IMPLICATIONS OF CULTURAL CHANGE FOR THE MARKETER
By assessing the consumer's current and emerging value orientations, marketers can help identify new product opportunities and achieve better product positioning among consumer segments. In terms of distribution channels, changing consumer value systems may lead to different purchasing patterns and new outlets may be necessary to reach consumers.Links with advertising, new approaches are required to communicate memorably and persuasively with changing consumers. Knowledge of consumer value orientations provides a measurable set of variables, related to needs, that give the marketer insight beyond mere demographic and.
SUBCULTURES
- AGE GROUPS
- ETHNIC SUBCULTURES
They especially want to be recognized as their own group and not as mini-baby boomers. They want to be recognized by marketers as a group in their own right and not as mini-baby boomers. Because baby boomers are currently the segment with the greatest economic impact, they are the target for many products and services, including automobiles, housing, foreign travel, entertainment and recreational equipment.
THE INFLUENCE OF SUBCULTURE ON CONSUMER BEHAVIOUR
SOCIAL CLASS
OBJECTIVE MEASURES OF SOCIAL CLASS
Mowen and Minor maintain that the level of a person's formal education is another widely accepted proxy for social class standing. Alternatively, some have argued that income may actually be a better predictor of consumer behavior than social class. Although income cannot explain social class, social class can often explain how income is used.
SOCIAL CLASS AND LIFESTYLES
The relative importance of these determinants of social class often interact with each other, and this also helps identify social status. Hoyer and MacInnis argue that social class is often seen as a cause or motivation for acquisition, consumption, and disposition. In other words, people often use status symbols to indicate who they are in the social hierarchy.
MARKETING IMPLICATIONS
According to Hoyer and MacInnis, advertisements and personalized messages can be designed to appeal to different social classes. For example, messages aimed at the upper classes can focus on the themes of ') just a reward for hard work you've made it, or "treat yourself because you deserve it". Mass merchandisers and discount stores, on the other hand, have been successful in targeting working-class consumers by offering quality goods at a good price. Products can be developed, promoted and positioned to appeal to members of a particular class.
SUMMARY
Because choice and consumption patterns are influenced by the prevailing conditions in the physical environment, the South African marketer must face many challenges due to the heterogeneous nature of the market and must identify demand and purchasing patterns among different racial groups.
INTRODUCTION
The advent of the indentured Indian was therefore closely followed by the advent of the Indian trader. In Natal, the arrival of the Indentured Indian in 1860 marked the beginnings of an organized scheme where some 152,184 Indians arrived to seek gainful employment in a nascent sugar industry. This pattern is evident wherever the indentured Indian sets foot, be it Mauritius, Trinidad, British Guiana or any of the British colonies.
THE INDIAN FAMILY
But perhaps the most pronounced change has occurred in the structural composition of the family, where there has been a noticeable change from the traditional joint and extended systems. Nine independent variables were then related to each of the independent variables through working hypotheses. This tests whether each independent variable has effects on the attitudes of the South African Indian community towards traditional forms and processes.
HINDUISM
God is identified with himself and salvation comes through knowing God through knowing himself. Therefore salvation or God realization is self-realization, achieved through concentration and meditation. But moksha, or liberation from rebirth is possible, and Hinduism is a coalition of ways in which it can be achieved. Many have not even read parts of the Gita, the most accessible Hindu scriptures.
ISLAM
South African Muslims are quite pious in the sense that they adhere to the rituals prescribed by orthodoxy and adhere to the fundamentals required by the creed. Arkin indicates that Islam in South Africa, as in many parts of the world, constantly faces the forces of secularization that follow in the wake of Westernization. As a result, there is constant tension, especially among the youth, between modernism and traditionalism. In general, South African Muslims have adapted Western influences in dress and lifestyle only to the extent that they do not affect religious principles.
SOCIAL CLASS
They have accepted the western education system and in the last few decades higher education for Indian girls has also been encouraged. She can be expected to play an important role in the decision-making process regarding any family expenses. Perumal (1988:98) substantiates Brijball's view that recent consumer trends in Indian society have been greatly influenced by westernization.
ASIAN CULTURE AND THE CONSUMER
- BELONGING
- GROUP CONFORMITY
- STATUS
- PRODUCT DIFFUSION
- CONSPICUOUS CONSUMPTION
Very few Asian consumers are willing to take the risk of being an innovator by trying a new product first. The discomfort of being left behind prompts them to follow suit if they think others have tried. Status-conscious Asians will not hesitate to spend freely on premium brands such as BMW, Mercedes Benz and the finest Scotch.
CONCLUSION
Also, a personal interview was conducted with Dr TP Naidoo of the Indian Academy of South Africa to gain an insight into Indian culture. The results in the report were obtained from a survey that was conducted by the Market Research Bureau in. Below is an overview of the research methodology used for the Market Research Bureau survey.
SCOPE OF THE SURVEY .1 STUDY UNIT
- SURVEY AREA
- SAMPLE SIZE
- PRESENTATIONOFTHEDATA
- SAMPLING
- ORGANISATION OF THE FIELDWORK
- PROCESSING OF THE DATA
- RELIABILITY OF THE RESULTS
- SAMPLE ERROR
- REPORTING ERRORS
- ESTIMATION ERRORS
- PROCESSING ERRORS
- NONRESPONSE
Various methods of sampling were applied in the absence of complete sampling frames for all segments of the. Interviewers received letters assuring the respondents of the importance and confidentiality of the information collected in the survey. In the first phase, interviewees were informed about the purpose and importance of the survey.
ANALYSIS AND FINDINGS OF DEMOGRAPIDC DATA
BUREAU OF MARKET RESEARCH SURVEY
As discussed earlier, the aim of the Bureau of Market Research Survey was to calculate the total expenditure of Asian, Black and White households living in the Durban metropolitan area by type of outlet in 1998. The demographic characteristics of the 550 households in the Durban metropolitan area are summarized in Table 5.11. One of the results of this survey was that an analysis of all men over the age of 15 included in the sample showed that 60.2% of Asian men were employed.
AMPS 2000: SUMMARY AND ANALYSIS OF DEMOGRAPIDCS
The reason for the majority of respondents among the LSM groups could be attributed to the greater number of women entering the workforce. The main objective of this particular analysis is to determine whether there is any relationship between education and occupation in LSM groups. According to Perumal, to be effective, marketers need to be aware of the growing number of women in the workforce.
INTERVIEW
In addition, Hindus' weekly visits to temples have become less frequent, while the majority of Muslim men take time off from work, school and home to pray at the mosque on Friday afternoons. During this period there is a boom in the sale of fireworks and wax and oil lamps. Isolation from the motherland and increasing westernization have brought Indian South Africans to the situation they currently face.
TOTAL EXPENDITURE BY MAIN EXPENDITURE AND POPULATION GROUP
EXPENDITURE BY MAIN EXPENDITURE GROUP AND TYPE OF OUTLET
TABLE 5.17: TOTAL ANNUAL CASH EXPENDITURES OF BLACK HOUSEHOLDS BY MAJOR EXPENDITURE GROUP AND TYPE OF POINT OF SALE, 1998 In terms of major expenditures purchased by Asians in the retail sector, a total of 11% were purchased in the informal sector, which was relatively higher than 9.7% for blacks and 1.8% for whites. Of the total major items of expenditure purchased by Asians in the retail sector, 4.9% were from hawkers or street markets, relatively higher than 2.9% for blacks and 0.4% for whites.
TOTAL EXPENDITURE BY MAIN FOOD AND POPULATION GROUP
Referring to purchases among Asians in the informal sector on the main expenditure items, it was significant that the total purchases for food (13.7%), cigarettes and tobacco (47.9%) and personal care (9.2%) were relatively higher than other racial groups. Usually abhishekam, or bathing the idol, is done for the deities (in the form of idols) with Paanchaamrita. It is said that paanchamrita, which is the mixture of various milk products, has medicinal values and will bring health and nourishment to the body.
COLOUREDS
SUMMARY AND CONCLUSION
Consumer trends, especially those arising largely from the process of westernization in the Indian community, need to be closely monitored. Breakdown of joint family system among Indian community to create nuclear family system. Currently, is there a strong western influence among the Indian community? Yes, what an effect it exerts on Indian culture and lifestyle.
