The TGI Global Index Comparison revealed that consumers in developing countries are more brand conscious than developed countries. In fact, brand loyalty is declining amongst middle classes in all markets.
South Africans are embracing a wider range of brands in their everyday lives, just as much as brands are identifying the status of being in every South African household. Consumers in emerging economies are gaining power and consumer behaviours are diverging in developed and developing markets. The data shows that China, Brazil, Egypt and South Africa are very receptive to brands.
Source: TGI Global consumer Perspectives 2013A/Ask Africa
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