Insight into biases when measuring socioeconomics and demographics of consumers patronizing retailing fashion design entrepreneurs: Germany’s perspective vs. South African requirements

With an increasingly globalised market, it has become more pivotal to provide cross-cultural analytics of the different markets conducting international business. Thus, this paper aims to study demographic and socioeconomic variables inherent when conducting a cross-cultural analysis of consumer needs when patronising retailing fashion design entrepreneurs in Germany and South Africa. The primary problem was identified when the research team tried to match German and South African demographics and socioeconomic variables. A discrepancy in variables was recognised, delaying an appropriate cross-cultural analysis. Currently, fashion design entrepreneurs are becoming increasingly interested in the global market. Consequently, this research intends to provide information about consumer differences between one of the Southern African economies and one of the central European economies. Hence, this paper recognises that it does not need to compare „apples with apples” but instead acknowledges that cross-cultural analytics are still possible in different societies if similarities are not forced but rather acknowledged and appropriately managed. As a result, the diverse demographic and socioeconomic variables identified when conducting a cross-cultural analysis between German and South African consumers patronising fashion design entrepreneurs were scrutinised, and necessary recommendations were provided. Accordingly, the main question interrogated in this paper is that of demographic and socioeconomic differences between Germany and South Africa. Secondly, the question related to how bias can be avoided when comparing demographic and socioeconomic variables between Germany and South Africa is studied. Finally, the question connected to German consumers' characteristics and levels of patronage towards retailing fashion design entrepreneurs was addressed. The empirical data was collected through quantitative measures, through a survey and from 469 respondents in Germany. The findings indicated that construct, method and item biases all needed to be carefully considered for a cross-cultural analysis between Germany and South Africa. Secondly, the results revealed that the profile of consumers patronising retailing fashion design entrepreneurs in Germany as highly educated millennial females with an upper-middle-income living in metropolitan areas with no children. Finally, it was found that just over 10% of the population patronised retailing fashion design entrepreneurs in Germany.