An Investigation of the Ethnic Differences in South African Consumers’ Apparel Shopping Orientations

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Unique groups of apparel shoppers who seek different benefits have been labeled with orientations such as “brand conscious”, “fashion conscious”, “price conscious”, “highly involved apparel shopper”, “apathetic apparel shopper”, “convenience-oriented catalog shopper,” and “credit oriented.”

Comparisons have been made between consumer’s apparel shopping orientations and different age groups, occupations, and gender but few studies have examined the impact of ethnicity on consumers’ apparel shopping orientations. Ethnicity has an effect on the foods we eat, where we eat them, the clothes we wear, where we shop, the types of products we buy, the television shows we watch and other consumption behaviours.

Recognizing that South Africa is a multi-ethnic society, this research seeks to investigate the differences in consumers’ apparel shopping orientations among the four main South African ethnic groups (Blacks, Whites, Indians and Coloureds).


Keywords: Ethnicity, Consumers, Apparel Shopping Orientations, South Africa
Stream: Identity and Belonging; the Politics of Diversity; Globalisation
Presentation Type: Paper Presentation in English
Paper: A paper has not yet been submitted.


Helen Inseng Duh

Lecturer, Department of Management
Faculty of Economics and Management Sciences, Univeristy of Western Cape (UWC)

Cape Town, Western Cape, South Africa

Graduating with masters of commerce in 2004, I was immediately employed by the University of Western Cape to lecture marketing and principles of management to second and first year students. Out of my master’s dissertation titled “Profiling Brand Strategy options according to South African Consumers’ Shopping Orientations,” I wrote an article which was peer-reviewed and published in 2006 in the International Journal of Diversity in Organizations, Communities and Nations. I am currently doing my PhD and my research interests are brand management, and consumer behaviour.

Ref: D08P0238