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An investigation of low-income consumer-buying behaviour in the personal-care industry in South Africa
South African companies are said to be mining the so-called "Black Diamond", the emerging middle-class segment that is driving economic growth within the country (Mahajan, 2009:9). The focus on the emerging Middle Class in South Africa (SA) has left a knowledge gap on Low-Income consumers - even tho...
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| Language: | English |
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School of Management Studies
2018
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