Source: US Department of Agriculture Foreign Agricultural Service
The report highlights the Living Standards Measure (LSM) marketing tool used in South Africa. These measures divide the population into 10 LSM groups, where ten is the highest living standard level and one is the lowest level. The tool is used to identify target markets for the distribution of consumer goods products in the country. This tool, which groups people according to their living standards using criteria such as degree of urbanization and ownership of cars and major appliances, can be useful for U.S. exporters interested in the South African market.