transparent.gif (49 bytes) top_navi1_on.gif (308 bytes)top_navi2_off.gif (713 bytes)top_navi3_off.gif (608 bytes)top_navi4_off.gif (350 bytes) transparent.gif (49 bytes)
pages_logo1.gif (206 bytes)
pages_logo2.gif (1699 bytes)
ei_illu_verti_navi.gif (3139 bytes)
verti_navi_off.gif (74 bytes)
verti_navi_on.gif (74 bytes)
verti_navi_off.gif (74 bytes)
Volume 1999
verti_navi_on.gif (74 bytes)
Volume 2000
verti_navi_on.gif (74 bytes)
Volume 2001
verti_navi_off.gif (74 bytes)
Volume 2002
verti_navi_off.gif (74 bytes)
Volume 2003
verti_navi_off.gif (74 bytes)
Volume 2004
verti_navi_off.gif (74 bytes)
Volume 2005
verti_navi_off.gif (74 bytes)
Volume 2006/2007
verti_navi_off.gif (74 bytes)
Volume 2008/2009
verti_navi_off.gif (74 bytes)
Thematic Issues
verti_navi_off.gif (74 bytes)






The impetus for this study arose from a preliminary scanning of the literature which revealed that black township retailers in South Africa were at a disadvantage because of their lack of knowledge of operating a retailing business.

In order to determine what these township retailers should know of marketing in order to be successful, an extensive literature review of the basic components of marketing was undertaken. Subsequently, the marketing perception of township retailers belonging to black business associations in the Gauteng province was investigated. This was accomplished by means of a primary research investigation in various traditionally black areas in Gauteng, with the assistance of the Bureau of Market Research, Unisa. Personal interviews were conducted with the aid of a structured questionnaire, covering the basic components of marketing.

The research results reveal various prominent gaps in the black township retailer's perception of marketing. The most significant findings are that successful township retailers have certain unique characteristics and perceptions and follow specific marketing practices. For example, those retailers who are successful, keep an extended product range, train their staff, have self-service store operations and accept their role in society at large. These findings were used to develop a plan for success in black township retailing in South Africa.


South Africa - Retailing - Black Business - Race Relations - Marketing Knowledge - Black Business Associations - Black Retailers - Black Consumers


Michael CANT is a Professor of Marketing in the Department of Business Management, University of South Africa, Pretoria, South Africa. He is the Head of Marketing in the Department of Business Management at Unisa. He has presented papers on small business development and related issues at many international conferences, most recently in Singapore and Seoul, and published articles in various scientific journals. He is the co-editor of three prescribed books and co-author of several prescribed books for marketing students at undergraduate level. He is also a marketing consultant.

Annekie BRINK is an Associate Professor of Marketing in the Department of Business Management, University of South Africa, Pretoria, South Africa. Annekie BRINK is the Deputy Head of Marketing in the Department of Business Management at Unisa. She has presented papers on small business research, in particular the disadvantaged black South African retailers, at local and at international conferences in Sweden and Brazil. She is the co-author of three prescribed books for marketing students at undergraduate level.She is also a marketing consultant.


All work published in The International Scope Review is subject to copyright and may not be reproduced, in whole or in part, in any manner or in any medium - unless written consent  is given by The Social Capital Foundation represented by its President, unless the author's name and the one of The International Scope Review as the first publication medium appear on the work or the excerpt, and unless no charge is made for the copy containing the work or excerpt.

Any demands for obtaining consent for reproduction should be sent to

DOWNLOAD (That will display the Acrobat Reader Plug-in in your browser window. to come back to this page , press the BACK button in the toolbar of your browser.)

get_acrobat_reader.gif (712 bytes)

Attention, this document is an Adobe Acrobat document.
You will need to download the Acrobat Plugin to view it.



 Copyright  The Social Capital Foundation 1998-2006, All Rights Reserved

[ top ]