Who’s responsible for spending R350 billion each year ?

A partnership between the UCT Unilever Institute of Strategic Marketing and RamsayMedia Research Solutions has revealed exceptional insights into the country’s wealthiest consumers – the elusive upper echelon of income earners who are responsible for spending R350 billion each year – which are to be revealed at seminars next month.

In the most in-depth, detailed research of its kind ever undertaken in South Africa, the TopEnd Survey was able to tap into the 10 percent of the population responsible for half the country’s taxable income.

Eliciting over 20 000 responses, the survey drew on a “super sample” of 6 800 respondents who earn more than R30 000 a month – including a significant number who earning more than R50 000 and R100 000 – to produce the most far-reaching understanding of the country’s primary spenders. By contrast, the Stats SA Income and Expenditure Survey used a sample of just 710 respondents.

The findings from that research will be made known at seminars to be held in Durban, Johannesburg and Cape Town on 11, 13 and 14 October respectively. They will shed light on the interests, habits and views of the super rich and will be invaluable to marketers looking to develop intelligence-driven marketing strategies underpinned by a unique understanding of the affluent landscape.

Speakers will be Professor John Simpson, director of the Unilever Institute and head of UCT’s School of Management Studies, Neo Makhele, strategic planning director at Ogilvy Johannesburg, and marketer Martin Neethling, whose recent positions in a long list of achievements include managing director of Berry Bush BBDO and director of marketing and financial services at the Ackermans Group.

The Unilever Institute has produced more than 15 major projects since its inception in 1998, among which was the Black Diamonds study into the emerging black middle class that significantly shifted perceptions about this market when it was released three years ago.

The TopEnd Survey, in association with Clicks, Edcon, Glacier and Growthpoint. is the second major undertaking by RamsayMedia Research Solutions (RMRS) this year. It comes hot on the heels of the 2011 SA Autobrand Survey, which measured car buyers’ requirements and experiences in purchasing a vehicle.

RMRS came to the attention of the Unilever Institute following the success of the company’s CREAM research into the affluent consumers of RamsayMedia’s brands last year.

Entry to the TopEnd seminars is R2 137,50 for Institute members and R2 850 for non-members, with an early bird discount for bookings before 24 September. For more information and to book, contact Kulsoem Roode at 021 650 4310/4715 or email [email protected], or go to www.unileverinstitute.co.za.