Seminars on super-rich

The findings from in-depth detailed research on the 10% of the population responsible for half the country's taxable income will be made known at seminars to be held in Durban, Johannesburg and Cape Town on 11, 13 and 14 October 2011 respectively. This group of income earners is responsible for spending R350 billion each year.

A partnership between the UCT Unilever Institute of Strategic Marketing and RamsayMedia Research Solutions ran the TopEnd Survey, which elicited 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 earn 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 seminars 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 include MD of Berry Bush BBDO and director of marketing and financial services at the Ackermans Group.

For more, go to www.unileverinstitute.co.za.