Amazing

White Star is the most popular brand of maize meal, with almost 7.1 million adults (15+) reporting it as the brand they purchase most often, followed by Ace (5.7 million) and Iwisa (3 million). Between January to June 2014 the average price of a 10kg pack of White Star maize meal was R69.27, while Ace was R66.72 and Iwisa was R65.89. (AMPS2013B, retailpricewatch.co.za)

This week’s theme: Retail Price Watch

2 responses to “Amazing

  1. Fair

    7 years Ago

    Great Insight. It actually shows that South African don’t just buy a little bit cheaper price brand, but they also opt for a brand that delivers on promise and that it taste much better and cooks faster… White Star brand promise is that it “Cooks in under 2 minutes”.

    1. Jessica

      7 years Ago

      Thanks for your comment Fair. I think this Fact also speaks to what C.K.Prahalad argued for in his book Fortune at the Bottom of the Pyramid. Prahalad argues that it is wrong to assume that low-income consumers are not brand conscious; they are very brand conscious and value-conscious by necessity. Looking at White Star’s popularity in South Africa and especially among low income consumers*, it is evident that the higher price does not deter these consumers from buying the brand that they perceive to be of greater value. And the perception of value in the maize meal market is very much linked to how white the maize meal is, how long it takes to cook and the texture of the maize meal when cooked.

      (*Out of the 7.1 million White Star consumers, 5.3 million live in households with monthly household income of less than R10 000)

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