Marketing to the Youth in South Africa: An International Comparison of the Aspirations of Higher Education Students

Abstract

South Africa is a developing country which is attracting the attention of marketers from around the world. It is critical to the formulation of successful marketing strategy that marketers develop an understanding of the factors that will shape the consumer behaviour of South African youth. This paper offers perspectives on the career aspirations of South African youth, compared to their American counterparts, within the context of how these ambitions would shape their consumer behaviour.