Consumer behaviour of the Black middle class when purchasing destinations of leisure or entertainment.
Mthiyane, Bongani Heilbron.
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The growth of the South African black middle class has attracted the attention of business decision makers and marketers since the income growth of this group overtook that of the white middle class. This growth has meant that many industries in South Africa, including the tourism sector, should start focusing on and understanding the consumption behaviour of the black middle class as the growth market of the future. In the tourism sector however, due to limited empirical studies having been made on tracking consumer behaviour and buying patterns of the black middle class, their preferences are unclear. The aim of this study is to establish the consumer behaviour of the black middle class within the leisure and entertainment sector; a significant part of the tourism sector in South Africa. The study was based at uShaka Marine World in Durban. A sample of uShaka Marine World guests was selected from a database of guests who elected to receive email communication. The study was based on a purposive, nonprobability sampling method. Four hundred and thirty two respondents completed a web-based questionnaire, a sample of sufficient size to generalise the findings. The findings were analysed against each other, and were studied using the Schiffman & Kanuk (2004) consumer buying model. The salient findings from this study revealed that guests who chose uShaka Marine World as a place of leisure did so as a place of fun for the entire family. The price of uShaka Marine World tickets was a shared concern and respondents revealed that they were more motivated to go to Marine World when a discount voucher was offered. Respondents who visited felt very welcome at the destination and confirmed that they would return and would recommend the destination to others from their cultural background. The empirical findings provided a useful starting point for understanding consumer behaviour of the black middle class when choosing destinations of entertainment and leisure.