Acta Universitatis Danubius. Administratio, Vol 6, No 2 (2014)

Abstract

The South African urban townships play a significant role in the South African economy. They contribute 41 percent in total consumer spending. This segment is characterised by a large spending power withunderserviced community needs that marketers are paying less attention to. Such spending is often a way of displaying status within the community and society. Generally, this pattern of consumption is observed among the youth, particularly among young urban township youth. The purpose of this study is to examine social determinants of conspicuous consumption behaviour among the South African urban township youth. Data were collected among the township youth of Sebokeng, located in Vanderbijlpark, South Africa. A total of 300 questionnaires were distributed, of which 238 were usable. The results showed that the township youth seems to buy prestigious brands to showoff to others, to display wealth, and to enhance their public image. The social and lifestyle implications of the study are also provided.