An identification of South African Indian cultural typologies : considerations for market segmentation.

An identification of South African Indian cultural typologies : considerations for market segmentation.

This study is focused on identifying cultural typologies of the Indian population group. These typologies or dimensions are analysed from a consumer behaviour perspective with strong implications for marketers who need to take cognisance of these typologies when developing new product offerings a...

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Bibliographic Details
Main Author: Govender, Devi Sankaree.
Other Authors: Pillay, Devika.
Language:en
Published: 2011
Subjects:
Theses > Business administration.
Consumer behaviour > South Africa.
Marketing > South Africa.
Consumers > South Africa.
Consumption (Economics)
Indians > South Africa > Social life and customs.
Consumers' preferences.
Online Access:http://hdl.handle.net/10413/3792

Internet

http://hdl.handle.net/10413/3792

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