Govender, Devi Sankaree.
Abstract:
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 and devising
marketing campaigns targeted at this population group.
The consumption behaviour of Indians are compared and contrasted with the
other predominant race groups in South Africa (namely Whites, Blacks and
Coloureds), in terms of expenditure and buying power. Further, an analysis of
Indian culture typologies provides marketers with insight into cultural issues that
have a bearing on the development of marketing strategies.
The findings that have emerged from this study are important for various
reasons. Over 75% of the total Indian population live in KwaZulu-Natal (Census
1996). Further, compared to other race groups, the Indian population has a high
rate of urbanisation with 96.8% of the population living in metropolitan areas
(ibid.). Education levels supercedes those of the Black and Coloured population
groups with 30.4% of Indians having completed matric and l0.4% having
furthered their education (South Africa in Transition: StatsSA). In keeping with
this trend, in comparison with the other race groups, Indians have a high
penetration of English spoken as a first language (93.2%).
While 21% of the Indian population are characterised as middle to upper income
earners, occupying LSM's 6 to 10, Indian households in the Durban Metropolitan
area have more earners (33.2%) per household in comparison to the Black and
White population groups (Stats South Africa). In addition, an increasing number
of Indian women are entering the workforce and are becoming more active in
decision-making.
Findings related to Indian culture have unearthed that while Indian culture has
imbibed a global culture as far as dress, entertainment and lifestyle are
concerned, traditional beliefs and values, including that of religion, are steadfastly
held onto. However, this dissertation also finds that the Indian population group
is highly materialistic and great attention is focussed on the accumulation of
possessions. Further, materialism within the Indian population, is seen as a
reflection of status.
