1 CHAPTER 1 SCOPE OF THE STUDY 1.1 INTRODUCTION ...

Munroe (2009) attributes the lack of Ethnic product ranges within these top end retailstores, to the fact that there are only a handful of Ethnic suppliers able to spend themoney needed to services these outlets. Therefore, only the suppliers with the financialresources to pay for the excessive costs of having their product on shelf in these storeswill be represented.In the literature review, Euromonitor International One (2007) proclaims thatsupermarket chains such as Pick ‘n Pay, stock certain cosmetic brands such asRevlon’s Charlie range, but do not have a wide variety of brands (EuromonitorInternational One, 2007:48).With regard to the sales channel to market, many of the leading brands among blackSouth Africans are not widely available among the mainstream retail channel(Euromonitor International One, 2007: 72). Basic daily maintenance products andrelaxers are said to still occupy a very small proportion of shelf space within formalgrocery retail outlets (Euromonitor International One, 2007: 38).d) With Ethnic consumers having moved from lower income residential andwork areas, to upper income areas, has this caused an increase in demandfor Ethnic cosmetics and toiletries in upmarket shopping complexes,specifically the Greenacres Shopping Complex in Port Elizabeth, or are theseconsumers not entering such malls?According to Carter and Carter (2009) there has been an increase in demand for Ethniccosmetics and toiletries in the Greenacres Shopping Complex, due to the sheerincrease in number of Ethnic consumers entering the complex.Munroe (2009) affirms an increase in Ethnic consumer traffic, as well as demand forEthnic cosmetics and toiletries in the Greenacres Shopping Complex, since thedemographics of this complex has changed from a 99 percent white consumer group toa 60/40 mix favouring the Ethnic consumer.112