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

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.