Every year, Mictert Marketing Research publishes its annual Black Emerging Market Perceptions (BEMP) study, a multibus quantitative study which seeks to provide marketers with a glimpse into the beliefs, values and attitudes towards economic, social and political issues of South African 'buppies' - black, upwardly-mobile professionals.

"There is a wealth of quantitative demographic data on the black market, but precious little research information on how this market thinks. BEMP's aim is to provide such information to help fill in this knowledge gap," says Mictert CEO, Vusi Makhathini, explaining BEMP's raison d'etre. "If marketers have a better understanding of how upcoming black people see the world around them, they can better meet their needs in terms of product and service offerings, and can better communicate with them."

The study covers this market's views on the workplace, consumerism, technology, social and cultural issues, banking and insurance, leisure, advertising and HIV/Aids.

The sample consists of 100 'buppies' from Gauteng, a sample which is representative of this elite niche market in the province. Respondents earn a monthly salary of R8 000 plus, with a number earning as much as R20 000. They must own their own car, and have moved out of the townships (most live in townhouses, a symbol of 'making it' for the entry level emerging black person). Respondents are employed in white collar occupations, in positions such as general manager, sales manager, regional manager, technical manager, and senior analyst, to name a few - "positions which in the past would not have typically been occupied by black people, so this is a very elite group," adds Makhathini. "People interviewed for BEMP are the kind of people to which, due to their lifestyles, the bulk of the entry level emerging black market aspires," he says.

Here is a sample of some of the data which was released for BEMP 2004.

Consumerism/spending habits

As far as the black emerging market's general spending habits are concerned, just over half of respondent 'buppies' categorised themselves as "quality conscious". Nine out of ten said they felt strongly that it was more important to spend extra on quality items than to save money buying cheaper items.

Nine percent labelled themselves as "brand conscious". In a following question, almost 60% of respondents said that the way they present themselves to their friends and colleagues - i.e. a good car, good clothes, and being seen at the right places - is not very important to them.

Just over 12% felt they were best described as "price conscious", while just under a quarter felt that they were quality, brand and price conscious, rolled into one.

Social and cultural values

BEMP respondents were very clear on where culture, traditions and family values fit into their lives - a full 100% said they "agreed strongly" with the statement "I believe in family values".

It was also a full house when it came to agreeing that they respect people who have stayed with their traditional beliefs and customs, and that it is important to respect traditional customs. Almost 50% of this market felt that social values have changed for the worse.

There is an ambivalence however, within this market, as people cling to tradition, yet simultaneously acknowledge that their culture needs to be transformed and brought up to date - 56.2% agreed with this latter statement.

Advertising

When asked how they felt about advertising, 82% agreed "strongly" that advertising gives them important information needed to choose the right product. Just under a third however, felt that advertising can also be misleading.

Other criticisms levelled at South Africa's advertising were that black people are often misrepresented in local advertising (27% agreed with this statement), that advertising projects the incorrect picture as far as being a multi-racial society is concerned (28% agreed), and that there is too much advertising in the media (65% agreed).

"What kind of advertising do you most enjoy?"

• Funny/humorous - 51.7%
• Clever - 39.3%
• In my language - 3.4%
• Informative - 36.0%
• Multi-racial - 10.1%
• Real life - 18.0%
• With music - 20.2%
• With children - 22.5%
• With animals - 11.2%
• With families - 7.9%
• Testimonials - 12.4%
• International - 9.0%
• Local - 10.1%

The workplace

As South Africa celebrates 10 years of democracy, the majority of black up and coming professionals still perceive that the winds of change have yet to truly blow through the workplace.

Almost 54% of black professionals feel strongly that black people are employed in certain positions as window dressing and nothing more. Two out of five feel that black people are often made managers without the necessary training and skills just to fulfil affirmative action quotas. And over 72% feel that black people in industry are constantly underestimated in terms of what they are able to contribute.

BEMP also revealed that over three quarters of respondents felt strongly that positions should be awarded on merit only, and not just because the person has a black skin. Similarly, promotions and increases should be based on merit only, according to 53% of respondents.

Other views on the workplace to emerge from BEMP include:

• 38.2% of respondents felt that black people in senior positions have to adapt their standards to fit in with those prevailing in industry, for instance, having to play golf, drink, and enjoy rugby.
• 71.9% felt strongly that as far as jobs are concerned, preference is given to friends, comrades, and those who have been in exile. Almost 50% of respondents felt strongly that once a black person becomes successful, he or she is no longer on the side of the previously disadvantaged.
• 44.9% felt that the discrepancy between what an unskilled worker earns versus someone in senior management is grossly unfair.