Consumer decision making styles: a comparative study among Motswana, Chinese and South African students
- Authors: Li, Yuejin
- Date: 2004
- Subjects: Consumer behavior -- China , Consumer behavior -- Botswana , Consumer behavior -- South Africa , Young consumers , Caucasian race
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10771 , http://hdl.handle.net/10948/154 , Consumer behavior -- China , Consumer behavior -- Botswana , Consumer behavior -- South Africa , Young consumers , Caucasian race
- Description: As the global marketplace becomes more integrated and consumer specialists develop an international focus, developing useful scales to profile consumer decision-making styles in other cultures becomes important. Comparing the decision-making styles of consumers from different countries would thus contribute to the understanding of the effect of the marketing environment as well as of the cultural factors on consumer decision-making styles. It would also be significant to determine if the decision-making styles of foreign consumers differ from those of local ones. The influx of foreign students enrolled at South African Universities and Technikons has resulted in an increase in the number of consumers who have to make purchases connected to their daily lives within a different cultural environment. An understanding of students as consumers and their decisionmaking processes is important to marketers, particularly as students are recognised as a specialised market segment for a variety of goods and services. It would thus be significant to determine if the decision-making styles of foreign students differ from those of local students. This exploratory study investigates the decision-making styles among Chinese, Motswana and South African Caucasian students in a South African context, with a view of verifying the international applicability of the Consumer Styles Inventory (CSI) developed by Sproles and Kendall (1986). Only students with a Caucasian background were included in an attempt to avoid the influence of the different subcultures amongst South African students. It was found that Sproles and Kendall’s (1986) model did not fit the South African samples. It was furthermore found that differences exist among Motswana, Chinese and Caucasian students in consumer decision-making styles. The mean value for the “Novelty-fashion conscious” style was number one in the list of factors for Chinese and Motswana students and second for the Caucasian sample. “Price conscious” style, however, was number one for the Caucasian students.
- Full Text:
- Date Issued: 2004
- Authors: Li, Yuejin
- Date: 2004
- Subjects: Consumer behavior -- China , Consumer behavior -- Botswana , Consumer behavior -- South Africa , Young consumers , Caucasian race
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10771 , http://hdl.handle.net/10948/154 , Consumer behavior -- China , Consumer behavior -- Botswana , Consumer behavior -- South Africa , Young consumers , Caucasian race
- Description: As the global marketplace becomes more integrated and consumer specialists develop an international focus, developing useful scales to profile consumer decision-making styles in other cultures becomes important. Comparing the decision-making styles of consumers from different countries would thus contribute to the understanding of the effect of the marketing environment as well as of the cultural factors on consumer decision-making styles. It would also be significant to determine if the decision-making styles of foreign consumers differ from those of local ones. The influx of foreign students enrolled at South African Universities and Technikons has resulted in an increase in the number of consumers who have to make purchases connected to their daily lives within a different cultural environment. An understanding of students as consumers and their decisionmaking processes is important to marketers, particularly as students are recognised as a specialised market segment for a variety of goods and services. It would thus be significant to determine if the decision-making styles of foreign students differ from those of local students. This exploratory study investigates the decision-making styles among Chinese, Motswana and South African Caucasian students in a South African context, with a view of verifying the international applicability of the Consumer Styles Inventory (CSI) developed by Sproles and Kendall (1986). Only students with a Caucasian background were included in an attempt to avoid the influence of the different subcultures amongst South African students. It was found that Sproles and Kendall’s (1986) model did not fit the South African samples. It was furthermore found that differences exist among Motswana, Chinese and Caucasian students in consumer decision-making styles. The mean value for the “Novelty-fashion conscious” style was number one in the list of factors for Chinese and Motswana students and second for the Caucasian sample. “Price conscious” style, however, was number one for the Caucasian students.
- Full Text:
- Date Issued: 2004
An investigation into the relationship marketing strategies applied by Eastern Cape based travel agents
- Authors: Fisher, Gary
- Date: 2003
- Subjects: Relationship marketing -- South Africa -- Eastern Cape , Travel agents -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10766 , http://hdl.handle.net/10948/251 , Relationship marketing -- South Africa -- Eastern Cape , Travel agents -- South Africa -- Eastern Cape
- Description: Relationship marketing has grown in importance. This growth affects all industries, including the tourism, hospitality and travel industry. Of particular importance is the bond of relationship marketing between suppliers (principals) and retailers (travel agents) in the distribution channel. The research was undertaken to: determine whether Eastern Cape travel agents perceive relationship marketing as important; establish, what the key elements of relationship marketing strategies are,according to literature; determine what marketing strategies are currently applied by Eastern Cape travel agents; provide guidelines to Eastern Cape travel agents to implement or improve their relationship marketing strategies. Fifty self-administered questionnaires were distributed to the entire population of travel agents in the Eastern Cape. A total of 30 travel agents responded. The empirical findings showed that: Most Eastern Cape travel agents perceived relationship marketing as important; Travel agents realized the importance of the management of such relationship marketing strategies; Most travel agents were aware of or used retention strategies to enhance relationship marketing strategies; Travel agents realized that to survive relationship marketing should be part of their future planning; All respondents believed that to successfully implement relationship marketing, all staff, from front-line to top-management, need to be committed to the programme. In conclusion, relationship marketing is growing in importance and all role players need to acknowledge and manage this trend. However, this research has shown that there is a paradigm shift as more travel agents are moving away from the traditional marketing to relationship marketing.
- Full Text:
- Date Issued: 2003
- Authors: Fisher, Gary
- Date: 2003
- Subjects: Relationship marketing -- South Africa -- Eastern Cape , Travel agents -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10766 , http://hdl.handle.net/10948/251 , Relationship marketing -- South Africa -- Eastern Cape , Travel agents -- South Africa -- Eastern Cape
- Description: Relationship marketing has grown in importance. This growth affects all industries, including the tourism, hospitality and travel industry. Of particular importance is the bond of relationship marketing between suppliers (principals) and retailers (travel agents) in the distribution channel. The research was undertaken to: determine whether Eastern Cape travel agents perceive relationship marketing as important; establish, what the key elements of relationship marketing strategies are,according to literature; determine what marketing strategies are currently applied by Eastern Cape travel agents; provide guidelines to Eastern Cape travel agents to implement or improve their relationship marketing strategies. Fifty self-administered questionnaires were distributed to the entire population of travel agents in the Eastern Cape. A total of 30 travel agents responded. The empirical findings showed that: Most Eastern Cape travel agents perceived relationship marketing as important; Travel agents realized the importance of the management of such relationship marketing strategies; Most travel agents were aware of or used retention strategies to enhance relationship marketing strategies; Travel agents realized that to survive relationship marketing should be part of their future planning; All respondents believed that to successfully implement relationship marketing, all staff, from front-line to top-management, need to be committed to the programme. In conclusion, relationship marketing is growing in importance and all role players need to acknowledge and manage this trend. However, this research has shown that there is a paradigm shift as more travel agents are moving away from the traditional marketing to relationship marketing.
- Full Text:
- Date Issued: 2003
Building blocks of marketing strategy for targeting local biltong hunters: an evaluation
- Authors: Van Eyk, Marlé
- Date: 2003
- Subjects: Marketing , Big game hunting -- South Africa -- Eastern Cape -- Marketing , Dried meat -- South Africa -- Eastern Cape , Hunters -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10770 , http://hdl.handle.net/10948/207 , Marketing , Big game hunting -- South Africa -- Eastern Cape -- Marketing , Dried meat -- South Africa -- Eastern Cape , Hunters -- South Africa -- Eastern Cape
- Description: Game ranch owners are spoilt by the high prices overseas hunters are prepared to pay, and tend to forget that in the long term it is the local market that may ensure the survival of the game industry. More effort should therefore be put into marketing hunting opportunities for the local hunter. This research focused on analysing the typical building blocks of marketing strategy applicable to service organizations. This was done to determine and evaluate the building blocks of marketing strategy applicable to game ranches in the Eastern Cape Province who are targeting local biltong hunters. A literature review was conducted to determine the ideal building blocks of marketing strategy for service organizations such as game ranches. Thereafter, a survey was conducted by means of a questionnaire to determine the ranchers' perceptions of marketing and evaluate their marketing strategies. Most of the respondents: had a fair idea of what marketing entails; were unaware of the thread that links customer expectations, satisfaction and loyalty; realized the importance of relationship marketing with external markets, but not with internal markets; perceived direct competition as their biggest threat, while other travel opportunities were seen as the most important substitute for hunting; mainly positioned themselves based on the features the ranch offered, and believed that the standard of service delivery and physical features of the ranch (the nature of the offering) were their important competitive advantages. The study proposes that the framework of building blocks of marketing strategy, designed by the researcher be used as a tool with which marketing strategies for game ranches in the Eastern Cape Province targeting local biltong hunters could be developed. Additional research on topics such as advertising and the various market opportunity strategies of diversification and product development, could lead to improvement and modification of this framework, making it an even more powerful tool in developing marketing strategies.
- Full Text:
- Date Issued: 2003
- Authors: Van Eyk, Marlé
- Date: 2003
- Subjects: Marketing , Big game hunting -- South Africa -- Eastern Cape -- Marketing , Dried meat -- South Africa -- Eastern Cape , Hunters -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10770 , http://hdl.handle.net/10948/207 , Marketing , Big game hunting -- South Africa -- Eastern Cape -- Marketing , Dried meat -- South Africa -- Eastern Cape , Hunters -- South Africa -- Eastern Cape
- Description: Game ranch owners are spoilt by the high prices overseas hunters are prepared to pay, and tend to forget that in the long term it is the local market that may ensure the survival of the game industry. More effort should therefore be put into marketing hunting opportunities for the local hunter. This research focused on analysing the typical building blocks of marketing strategy applicable to service organizations. This was done to determine and evaluate the building blocks of marketing strategy applicable to game ranches in the Eastern Cape Province who are targeting local biltong hunters. A literature review was conducted to determine the ideal building blocks of marketing strategy for service organizations such as game ranches. Thereafter, a survey was conducted by means of a questionnaire to determine the ranchers' perceptions of marketing and evaluate their marketing strategies. Most of the respondents: had a fair idea of what marketing entails; were unaware of the thread that links customer expectations, satisfaction and loyalty; realized the importance of relationship marketing with external markets, but not with internal markets; perceived direct competition as their biggest threat, while other travel opportunities were seen as the most important substitute for hunting; mainly positioned themselves based on the features the ranch offered, and believed that the standard of service delivery and physical features of the ranch (the nature of the offering) were their important competitive advantages. The study proposes that the framework of building blocks of marketing strategy, designed by the researcher be used as a tool with which marketing strategies for game ranches in the Eastern Cape Province targeting local biltong hunters could be developed. Additional research on topics such as advertising and the various market opportunity strategies of diversification and product development, could lead to improvement and modification of this framework, making it an even more powerful tool in developing marketing strategies.
- Full Text:
- Date Issued: 2003
Marketing fresh venison in the Eastern Cape Province using a niche marketing strategy
- Authors: Bull, Gregory Simon
- Date: 2003
- Subjects: Market segmentation , Venison -- Marketing , Meat industry and trade -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10765 , http://hdl.handle.net/10948/136 , Market segmentation , Venison -- Marketing , Meat industry and trade -- South Africa -- Eastern Cape
- Description: There is a need in the Eastern Cape Province to expand the market for fresh venison. This need is due in part to fluctuations in the export market and fragmentation of consumption in the food industry, which has led to an increased demand for specialised and customised products. A suitable method for addressing these issues and successfully marketing fresh venison in the Eastern Cape Province was required, and based on the findings of this study, niche marketing was found to be a possible marketing method to explore. This study evaluated how a strategy of niche marketing could be used to market fresh venison within the Eastern Cape Province. By analysing this main problem the research attempted to identify and understand the challenges of marketing fresh venison to the final consumer in the Eastern Cape Province and to determine whether niche marketing would be a viable option when taking into account venison’s unique characteristics. Niche marketing was characterised and discussed in the light of other marketing approaches and the most important elements of a successful niche marketing strategy were highlighted. The information resulting from scrutiny of all of these sub-problems was then used to address the challenge of marketing fresh venison to the final consumer. In-depth interviews were deemed most suitable for this study based on the nature of the topic and the depth of expertise of qualified personnel in the Eastern Cape Province fresh venison industry. Consequently, four interviews were conducted with experts in the field. Using the niche marketing concept and the strategy that drives it, namely differentiation, possible niche markets were identified. A strategy of multiple niching was adopted to address the differentiation opportunities available, based on the relevant specialist roles of fresh venison. These differentiation opportunities in turn lead to competitive advantage. Possible niche target markets identified and analysed included the tourist market, travellers (foreign and local) by air and sea, the organic aware market and the pet food market. Branding was found to be an integral element for the niche marketing of venison and is also discussed. The main problems hindering fresh venison marketing in the Eastern Cape Province were found to be consumers’ lack of knowledge of venison, cultural differences and consumer preferences, lack of a formal infrastructure and control, and a lack of accurate data. These challenges need to be addressed before fresh venison can be successfully marketed in the Eastern Cape Province. Research needs to be conducted on the venison industry and formal supply chains and control channels need to be implemented before a quality product in substantial and consistent quantities can be successfully marketed to the final consumer. Consumers and industry personnel must be educated about venison and its merits, and fresh venison must initially target white tablecloth restaurants and specialised delicatessens, where service is as important as the product itself.
- Full Text:
- Date Issued: 2003
- Authors: Bull, Gregory Simon
- Date: 2003
- Subjects: Market segmentation , Venison -- Marketing , Meat industry and trade -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10765 , http://hdl.handle.net/10948/136 , Market segmentation , Venison -- Marketing , Meat industry and trade -- South Africa -- Eastern Cape
- Description: There is a need in the Eastern Cape Province to expand the market for fresh venison. This need is due in part to fluctuations in the export market and fragmentation of consumption in the food industry, which has led to an increased demand for specialised and customised products. A suitable method for addressing these issues and successfully marketing fresh venison in the Eastern Cape Province was required, and based on the findings of this study, niche marketing was found to be a possible marketing method to explore. This study evaluated how a strategy of niche marketing could be used to market fresh venison within the Eastern Cape Province. By analysing this main problem the research attempted to identify and understand the challenges of marketing fresh venison to the final consumer in the Eastern Cape Province and to determine whether niche marketing would be a viable option when taking into account venison’s unique characteristics. Niche marketing was characterised and discussed in the light of other marketing approaches and the most important elements of a successful niche marketing strategy were highlighted. The information resulting from scrutiny of all of these sub-problems was then used to address the challenge of marketing fresh venison to the final consumer. In-depth interviews were deemed most suitable for this study based on the nature of the topic and the depth of expertise of qualified personnel in the Eastern Cape Province fresh venison industry. Consequently, four interviews were conducted with experts in the field. Using the niche marketing concept and the strategy that drives it, namely differentiation, possible niche markets were identified. A strategy of multiple niching was adopted to address the differentiation opportunities available, based on the relevant specialist roles of fresh venison. These differentiation opportunities in turn lead to competitive advantage. Possible niche target markets identified and analysed included the tourist market, travellers (foreign and local) by air and sea, the organic aware market and the pet food market. Branding was found to be an integral element for the niche marketing of venison and is also discussed. The main problems hindering fresh venison marketing in the Eastern Cape Province were found to be consumers’ lack of knowledge of venison, cultural differences and consumer preferences, lack of a formal infrastructure and control, and a lack of accurate data. These challenges need to be addressed before fresh venison can be successfully marketed in the Eastern Cape Province. Research needs to be conducted on the venison industry and formal supply chains and control channels need to be implemented before a quality product in substantial and consistent quantities can be successfully marketed to the final consumer. Consumers and industry personnel must be educated about venison and its merits, and fresh venison must initially target white tablecloth restaurants and specialised delicatessens, where service is as important as the product itself.
- Full Text:
- Date Issued: 2003
Building brand loyalty within selected segments of the South African fast moving consumer goods market
- Authors: Terblanche, Etienne
- Date: 2002
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10774 , http://hdl.handle.net/10948/d1002108
- Description: The rapidly increasing competitiveness within the fast-moving consumer goods (FMCG) market compels an organisation within this market to not only entice consumers to purchase the organisation’s brand, but also to keep these consumers purchasing the brand. It is therefore essential that an organisation creates and maintains loyalty among consumers towards its brand. The objective of the research was to find out what strategies an organisation could implement to achieve and sustain loyalty from current and prospective consumers towards its brand in a highly competitive, FMCG market. The main areas of focus were as follows: Establishing the basis on which consumers differentiate between homogenous products. Determining what strategies an organisation could utilise to ensure that consumers will differentiate its brand from those of competitors. Obtaining relevant information to find out what variables motivate consumers to be brand loyal within the FMCG market. Ascertaining how an organisation could build a brand. Determining how an organisation could maintain brand loyalty from its existing consumers. The research included a study of relevant literature and an empirical study. The aim of the literature study was to obtain a solid base of information and opinions regarding the concepts of brands and building brand loyalty. Making use of structured questionnaires and through performing personal interviews, the empirical study consisted of two aspects. The one aspect was a brand loyalty survey conducted among 303 respondents, and the second aspect was a brand loyalty survey conducted with nine owners or marketers of leading brands. The following were the major findings of the research: Relying on being a leader in price and quality is not enough to ensure that a consumer would continue purchasing an organisation’s brand. A brand is an experience and in order for a consumer to become loyal towards a brand, the consumer should have a host of positive thoughts regarding past experience with the brand. It is essential that organisations within the FMCG market proactively develop and implement strategies aimed at creating and maintaining loyalty towards their brands.
- Full Text:
- Date Issued: 2002
- Authors: Terblanche, Etienne
- Date: 2002
- Language: English
- Type: Thesis , Masters , MTech (Marketing)
- Identifier: vital:10774 , http://hdl.handle.net/10948/d1002108
- Description: The rapidly increasing competitiveness within the fast-moving consumer goods (FMCG) market compels an organisation within this market to not only entice consumers to purchase the organisation’s brand, but also to keep these consumers purchasing the brand. It is therefore essential that an organisation creates and maintains loyalty among consumers towards its brand. The objective of the research was to find out what strategies an organisation could implement to achieve and sustain loyalty from current and prospective consumers towards its brand in a highly competitive, FMCG market. The main areas of focus were as follows: Establishing the basis on which consumers differentiate between homogenous products. Determining what strategies an organisation could utilise to ensure that consumers will differentiate its brand from those of competitors. Obtaining relevant information to find out what variables motivate consumers to be brand loyal within the FMCG market. Ascertaining how an organisation could build a brand. Determining how an organisation could maintain brand loyalty from its existing consumers. The research included a study of relevant literature and an empirical study. The aim of the literature study was to obtain a solid base of information and opinions regarding the concepts of brands and building brand loyalty. Making use of structured questionnaires and through performing personal interviews, the empirical study consisted of two aspects. The one aspect was a brand loyalty survey conducted among 303 respondents, and the second aspect was a brand loyalty survey conducted with nine owners or marketers of leading brands. The following were the major findings of the research: Relying on being a leader in price and quality is not enough to ensure that a consumer would continue purchasing an organisation’s brand. A brand is an experience and in order for a consumer to become loyal towards a brand, the consumer should have a host of positive thoughts regarding past experience with the brand. It is essential that organisations within the FMCG market proactively develop and implement strategies aimed at creating and maintaining loyalty towards their brands.
- Full Text:
- Date Issued: 2002
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