Citizen band radio in South Africa

Abstract

This study describes CB (Citizen Band) radio as a communications medium, with reference to the different types of set marketed in South Africa and the accompanying accessories market; investigates the theory of the diffusion of new products into society; applies aspects of human communications theory to the use of CB; describes, within the framework of marketing research theory, the formulation, execution and analysis of two mail surveys of distributor and user profiles undertaken; and makes predictions regarding the shape and dimensions of the CB Cox product life-cycle curve with recommendations for a marketing strategy for the distributors of CB equipment.