The top personal value that motivates consumer behaviour in South Africa's townships is a strong sense of social duty rather than the search for personal opportunity that drives consumers in other segments of the market. That's according to GFK Consumer Life, a longitudinal survey GfK conducts in 25 countries, including South Africa, each year.
The research - drawn from face-to-face interviews with a representative sample of 1,000 South Africans - reveals that township consumers attach a high importance to social responsibility. They aim to help themselves in a way that will help their neighbours and peers at the same time.
Furthermore, they have a deep pride in their culture and value their roots even more intensely than South Africans in other segments of the market.
Other key findings from the study include: