The importance of contextualisation in interpreting consumer needs. A case study of South African black youth
Refiloe Mataboge and Cliff van Wyk
The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns.
The Importance of Contextualisation in Interpreting Consumer Needs
A Case Study of South African Black Youth
Refiloe MatabogeIdeas Zone, South Africa.
Cliff van WykBrandSmart, South Africa.
BACKGROUND INFORMATION ABOUT THE CASE STUDY
We set out to conduct...