The document provides an overview of SAARF segmentation tools and market research surveys in South Africa. It describes the SAARF Living Standards Measure (LSM) which segments the population into 10 groups based on ownership of goods and access to services. The LSM aims to create stable segments that differentiate consumer behavior better than demographics alone. It has been regularly updated over time to improve segmentation at the top end and account for changing variables.
52. Mpumalanga Eastern Cape Free State Gauteng KwaZulu-Natal Northern Cape North West Western Cape Limpopo LSM ® By Province SOURCE: SAARF AMPS 2009A 31 to 60 % % of Province that is Rural More than 60 % 11 to 30 % up to 10 % Lsm 1- 4 Lsm 5 Lsm 6 Lsm 7 Lsm 8 Lsm 9 Lsm 10
53. PLEASE NOTE: The descriptions of the 10 SU-LSM ® groups in some of the following slides show those descriptors that are above national average for each SU-LSM ® group. So for example, African Language Stations are above national average for LSM ® 1-6. This however, does not mean that LSM ® 7-10 do not listen to ALS.
1 Issues Needing Follow up: Headcount New Offices Sales Mix Favoring Customized Research Payroll Overhead Y2K is OK GIS Global Sales and Discounts Price Risk P&G Market Research Reduction 20% EU Phare 13 Country Study - Demand for Commodity - Business to Business - Intra Country Exports