INCREASING DOMESTIC CONSUMPTION OF SOUTH AFRICAN WINES: IDENTIFYING THE KEY MARKET SEGMENTS OF THE “BLACK DIAMONDS”

Leah Z.B. Ndanga, Andre Louw and Johan van Rooyen

No 53884, Working Papers from American Association of Wine Economists

Abstract: Although South Africans are not predominantly wine drinkers, the industry is looking for ways to develop the local market to balance exports. The black middle class, increasingly referred to as the Black Diamonds are the most powerful marketing trend in the last 10 years as they have emerged as the strongest buying influence in the economy and making inroads in understanding this market presents a good opportunity. The study asserts that the key factors influencing the South African consumers’ behavior are age, gender, income, race and wine drinking history. The study also asserts that not only are the black middle class are different from the white middle class but within the Black Diamonds different segments exist. The industry should particularly focus on marketing to the women and the “Start me up” age group in the group as there is limited consumer knowledge about wines, but a high willingness to experiment. The study also suggests various new brand communication platforms that can be explored to reach this market as well as co-opetition between industry stakeholders.

Keywords: Agribusiness; Demand and Price Analysis (search for similar items in EconPapers)
Pages: 21
Date: 2009-07
New Economics Papers: this item is included in nep-afr and nep-mkt
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://ageconsearch.umn.edu/record/53884/files/AAWE_WP41.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:aawewp:53884

DOI: 10.22004/ag.econ.53884

Access Statistics for this paper

More papers in Working Papers from American Association of Wine Economists Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().