Gathering perceptions of Soweto small business owners on advertising in black townships in South Africa

Abstract

As more money is invested in the redevelopment of Soweto, a black urban residential area in South Africa there has been a growth in the number of small businesses starting up in the area. This increase in small businesses has seen an increase in competition amongst businesses. Advertising has been seen as a means to aid these small businesses to differentiate them from the competition. Results from this investigation revealed new ways in which small businesses operating in changing the Soweto business environment can advertise and which advertising mediums are most effective.