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The primary aim of this research paper is to investigate the branding patterns of consumers residing in townships (also referred to as underdeveloped areas/black urban areas) within the Tshwane area of South Africa. Households in black urban areas are already by far the largest group in the middleincome (LSM 5 to 8) market, where their figures continue to grow gradually (Chase, Legoete & van Wamelen, 2010:2). A quantitative approach was used for this study where a survey questionnaire was the method for collecting data. In order to satisfy research objectives of the study, a self-administered location based survey was distributed to the residents of Shoshanguve, Mamelodi and Attridgeville; black urban areas within the Tshwane region of South Africa.

An exploration into the branding consumption patterns of consumers residing in townships of Tshwane: a South African case