Although South Africans are not predominantly wine drinkers, the industry is looking for ways to develop the local market to balance exports. The black middle class, increasingly referred to as the Black Diamonds are the most powerful marketing trend in the last 10 years as they have emerged as...

This paper uses a choice based conjoint analysis in an attempt to develop a consumer profile for the new market for black consumers. Although the different statistical packages used variants of the MNL model, the results were significantly similar with no contradictions in their results and the...