The UCT Unilever Institute’s latest research shatters longstanding misconceptions about the 21 million South African adults living on less than R5,000 per month.
The Majority Report is a comprehensive cross-disciplinary study which takes an in depth look at the drivers that influence the majority market, showing that marketers are generally failing to connect with this vitally important segment.
The report will help you steer your brand towards its optimal potential by:
illustrating how many marketers continue to employ out-dated strategies
demonstrating that this market presents vast potential for marketers who are willing to rethink their marketing strategies
explaining how households manage to survive despite huge income constraints
bringing you up-to-speed with the complex dynamics that are shaping this market
shedding light on the socio-economic forces that make these consumers so different to their counterparts in the developing world
providing fresh insight into the daily lives and consumption patterns of this segment
addressing waning brand loyalty and suggesting ways of turning it around
introducing new approaches to improving brand penetration and regaining brand ownership
offering valuable guidelines on how best to connect with this segment.
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'Most of the UCT Unilever Institute research projects are available to members free of charge.
New projects are released to the public via presentations and roadshows countrywide. Members are the first to hear about these events and receive a discount on tickets. Research is not available for sale on an individual project basis. On joining the UCT Unilever Institute members receive a library of all past research projects.