The importance of contextualisation in interpreting consumer needs. A case study of South African black youth

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...