Satisfying the indigenous food needs of sub-Saharan African immigrants
A consumer behaviour model for South Africa's major supermarket chains
(Sprache: Englisch)
To most sub-Saharan African immigrants, South Africa is a safe haven. However, many sub-Saharan African immigrants (especially newcomers) find it hard to choose from the array of different brands on the shelves of South Africa's leading supermarkets. This...
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To most sub-Saharan African immigrants, South Africa is a safe haven. However, many sub-Saharan African immigrants (especially newcomers) find it hard to choose from the array of different brands on the shelves of South Africa's leading supermarkets. This is because, for most sub-Saharan African immigrants in South Africa, the products and brands are new and unfamiliar. In this this book the author has established a consumption behaviour model of the sub-Saharan African immigrant population in South Africa. In other words, the study has established a deeper understanding of the foodways of the sub-Saharan African immigrant market in South Africa in order to enable South Africa's major supermarket chains to develop marketing campaigns, products and services tailored to fulfill the indigenous food needs of sub-Saharan African immigrants in South Africa.
Autoren-Porträt von Louis Mosake Njomo
Njomo, Louis MosakeDr. Louis Mosake Njomo is a Senior Lecturer in the Department of Marketing at the University of Douala in Cameoon. He holds a Ph.D from the Cape Peninsula University of Technology, Cape Town, South Africa. He has authored and Co-authored many scientific publications in the areas of consumer behaviour , subsistence marketplaces and customer service.
Bibliographische Angaben
- Autor: Louis Mosake Njomo
- 2019, 328 Seiten, Maße: 22 cm, Kartoniert (TB), Englisch
- Verlag: LAP Lambert Academic Publishing
- ISBN-10: 6139455715
- ISBN-13: 9786139455713
Sprache:
Englisch
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