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SA consumer behaviour in hard times

This project trains the spotlight on current consumer behaviour of the research groupings that formed part of our previous research: specifically the SA youth market, The pre family market, young families, the older Black middle class and Prime Timers.

The study examined the Size and spending power of these groups, their financial flexibility and financial and personal confidence. It also explored the effects of the recession on money, lifestyle and shopping.

As the shockwaves from the meltdown of the world’s financial markets in 2009 and 2010 are making their presence felt in SA, Project Reboot explores some valuable lessons to be learnt about consumer behaviour in hard times and helps marketers adapt their existing marketing strategies to take these lessons into account.

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