- Title
- Measuring the industry maturity of the South African export table grape industry
- Creator
- De Bruyn, Corean
- Subject
- Exports -- South Africa
- Subject
- Fruit trade -- South Africa Agriculture -- Economic aspects -- South Africa
- Date Issued
- 2019
- Date
- 2019
- Type
- Thesis
- Type
- Masters
- Type
- MCom
- Identifier
- http://hdl.handle.net/10948/39403
- Identifier
- vital:35243
- Description
- Despite the fact that the South African export table grape industry is more than a century old, studies which focus on the development of the industry have not previously been conducted. The main aim of this study was to measure the phase of maturity of the South African export table grape industry. The industry life cycle model was a main focus point to measure the maturity of the South African export table grape industry and as such has been used to analyse the dynamics of the South African export table grape industry. An expansive literature study was conducted to identify as many variables as possible that serve as indicators of the phase of maturity. A measuring instrument, in the form of a questionnaire, was developed, based on these identified variables. A randomly selected sample of 214 export table grape producers completed the questionnaire. Five main export table grape regions are present in South Africa, namely, the Hex River Valley region, the Berg River region, the Olifants River region, the Orange River region and the Northern Province region. An exploratory factor analysis was used to disentangle and reduce the large number of variables. From the factor analysis, four distinct factors emerged, namely: Manufacturing and Distribution, Demand, Research and Development, and Buyer Segments. Cronbach’s coefficient alpha was employed to confirm the reliability and internal consistency of the measuring instrument. The mean scores and standard deviations were used to determine the strength of direction of each of the four variables, followed by a t-test to determine the differences in development between the five regions. Finally, the Pearson’s Product Moment Correlations were calculated for investigating the correlations between the variables used. The findings indicated that, among the five-export table grape regions in South Africa, Manufacturing and Distribution have evolved beyond the introductory phase, but that there is still considerable scope for growth in all the regions. Additionally, there are significant differences between the five regions, thereby indicating that the industry exhibits uneven development with some of the regions being further along the path of development. Demand delivered the second highest mean score and the smallest variation among the five regions. This indicates that export table grapes from South African producers have a loyal customer base. The mean score, however, still indicated that the industry as a whole is in the growth phase of development. Research and Development delivered the highest mean score, thereby signifying the industry’s commitment to research and development. This once again points to an industry being in the growth phase of development. The average mean score delivered by Buyer Segments indicates that the market has begun to fragment. This provides opportunities to create and exploit niche marks. This too conforms to the characteristics of the growth phase in the industry life cycle model. In essence, the current study provided useful information regarding the evolution of the South African export table grape industry. Moreover, a foundation has been laid for further research to be conducted in the industry life cycle of the South African export table grape industry.
- Format
- xiii, 127 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Corean de Bruyn.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |