Census2

Enhanced South African demographic information

 

Census2 (supplied and maintained by Market Decisions) utilises the the latest available Census data from StatsSA, along with up-to-date primary research from Market Decisions and is maintained and released year on year.

Verification and additional data is provided using an expert panel from an amalgamation of sources such as Wits University, Chief Directorate Surveys & Mapping, Council on Total Dwellings, Property 24; and statisticians at the major metro councils, ASSA, CARE, Avert and Stats SA. The result is a set of valuable demographic indicators and variables at subplace level.

Market decisions opted for a combination of segmentation techniques, of which geographic segmentation was an important first component since people who live in the same area share some similar needs and wants. Some regional consumption differences can be accounted for by climate, but we do not have widely differing time zones or climate changes. There is also a difference between rural and urban consumers.

Secondly Market Decisions used, as part of demography, age, income and occupation. So far, all of these were readily available over the last three census, i.e. 1991, 1996 and 2001.

In order to understanding class and culture, Market Decisions used a combination of segments including demography and geographic, and overlaid this with their shopping centre use-situation segmentation.

For users of credit for example, the bulk of the consumers live in certain areas, are low-middle class, and income is a strong factor in that the hp facility allows them to purchase what they desire on credit.

For grocery purchasing, young upwardly mobile households, working in upper white collar categories rely on purchasing convenience foods, and this would make supermarkets within these concentrations to focus on a wider band of convenience goods.

It has become apparent over the last few years that traditional demographic characterisations, based firstly on race and subsequently on income, have blurred to the extent that a new classification is necessary.

Whilst this is a continuous refinement until the transforming society of our country stabilises, the following segments are a guide for marketing executives:-

  • Elite, lives in expensive free standing or cluster homes, holidays overseas, owns a holiday home locally, purchases groceries at a convenience outlets such as Woolworths Foods or use caterers. Strong focus on the latest fashions, 2 or more servants, shops at places to be seen, interior designers, delivered groceries, luxury brand purchasers, or private labels, purchased overseas. Merc or BMW driver or Daimler Chrysler. Are either directors or senior executives. Travel often
  • Upper Middles are aspirational, growing families, private school educated kids, servants, though not always full time, shops at different malls, have a lot of credit, two car households, flashy models, country type activities, time share, BMW driver or Audi, 4 x 4 or lower end Merc, and also invest in many different types of accounts.
  • Young Professional, the growing upwardly mobile professionals, flashy cars, overused credit card, fast casual eating places, shop at designer brand stores, such as Levis, Guess, Mango, Drives BMW 3 tdi, Audi A3, Renault, Peugeot, Audi TT, cars to be seen in. Spend a lot of money on maintaining their looks and are going regularly to the gym. Changes jobs often. Have dual jobs.
  • Middle Class work as white collar employees, Model C schools, or some at private schools, have a maid three days a week, loyal to one centre/store, high usage of credit because of trying to keep up with the Jones', Volkswagen, Audi 1800, Toyota Camry, Honda. Looks for careers which offer benefits
  • Traditionals: Religious, trying to find some meaning in society and religion, employed in lower white collar or blue collar jobs, church or family gatherings on a Sunday, buy on credit, live on outer edges of cities, high consumers of alcohol. Shops at Shoprite, Ackermans, or for shoes very brand conscious. Public transport users, or second hand old car. However, education of their children is extremely important, and many would go to take micro loans to keep their children in out of township schools.
  • Strugglers: live in crime ridden communities, mostly informal settlements or RDP houses, single mothers, no regular employment, at second hand stores, or cash and carry, local cafes small superettes, small regular purchases. Cannot afford to be brand conscious. Social Problems.

 

Census2 is instrumental in supporting customers with activities pertaining to site location, target marketing, effectively forecasting market potential, customer profiling and segmentation and much more! Detailed information including population totals, race, age group profiles, gender, language, education, dwellings, income profiles, market segmentation, access to amenities, and profession etc is available.

 

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