What´s drawing South African consumers to premium products?

For South Africans, sentiment is not necessarily income-dependent. With only 45% of respondents reporting they’re able to spend freely or comfortably purchase items that they want, 54% cite premium products worth the money and 50% because these products make them feel good. Although, brand trust remains integral to a purchase, 59% believe that premium claims are a way for a brand to just charge more money. Read more…

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