A survey was undertaken for a contract cleaning company in Durban. In order to preserve the confidentiality of the information contained in this dissertation, a fictitious name, Kleen Co, has been used. The aim of the survey was to find further similarities within the existing segments. At present, the traditional geographic and industry-type bases of segmentation (namely healthcare, hospitality, offices and shopping centres in various regions) are used. Recent literature suggests that similarities can be sought in three areas: 1. expectations of service; 2. perceptions of service; 3. unique benefits of the service. In the survey, clients were asked to rate their expectations and perceptions for six attributes (price of the cleaning service, customer service, quality of cleaning, innovativeness of cleaning methods, assessment of cleaning requirements, and consistency of the cleaning service) . They were also asked to rate the relevance of four reasons for outsourcing (cheaper to outsource, need for specialised cleaning, company policy to outsource, and labour problems). The results indicate that price and innovation can be used as further bases for segmentation for the following segments: • offices and healthcare have the same high expectation for price; healthcare and hospitality have the same high expectation for innovation; • shopping centres and hospitality have the same low expectation for price; • offices and shopping centres have the same low expectation for innovativeness; • healthcare and hospitality have the same high perceptions for price and innovation; • offices and shopping centres have the same low perceptions for price and innovation. For outsourcing are concerned, the following reasons were found: • offices: all reasons are relevant except for price of service. • healthcare: need for specialised cleaning and labour problems are relevant; price of service and company policy are irrelevant; • shopping centres: price of service and company policy are relevant; need for specialised cleaning and labour problems are irrelevant. • hospitals: all reasons are relevant except company policy to outsource. Although the main aim of the survey was to identify new segments, client satisfaction was also measured. Clients were asked whether they had raised a complaint with the company and, if so, how satisfied they were with the outcome. This was done in order to test the loyalty of clients, the hypothesis being that the longer the client had been with Kleen Co, the more satisfied they would be with the outcome of their complaints - and more loyal. However, the data reflect that clients who have been with the company for more than four years are no more satisfied in this regard than clients who have been with the company for shorter periods of time. / Thesis (MBA)-University of Natal, Durban, 2001.

The Netherlands is South Africa's fifth most important market and therefore South Africa has to maintain this market potential. If South Africa can maintain a steady growth rate of between 3- 5% it would be a very sustainable growth rate for South Africa's economy. This leads to the main aim of the study, namely to develop a sustainable marketing strategy for Dutch tourists to South Africa. Only 0.64% of a Dutch population of 15 million visited South Africa in 2002 which is an indication that the market still has some growth potential. This study is important to gain a better understanding of the Dutch tourist market in order to develop an effective marketing strategy. In order to achieve the above-mentioned aim, 400 questionnaires were distributed randomly on different train routes in the Netherlands. The study indicated that: The main finding of the study is that South Africa should follow a Differentiated strategy to target the market segments. A differentiated marketing strategy is when a destination identifies more than one viable target market segment and prepares marketing mixes (product, price, place and promotion) for each segment. This study identified three different market segments for the purpose of maintaining the current market and to exploit a new market. The market was extended to market segment 1 and 2. Market segment 1: Young explorers- Age group 20-24 years (students) Market segment 2: Knowledge seekers- Age group 35-49 years (Non-profit workers) For maintaining the current market, segment 3 was identified Market segment 3: Ambitious travellers-Age group 25-34 years (Sales Personnel) 9 A sustainable marketing strategy is an ongoing strategy for the future and not one big campaign. It should consist of a series of actions or small marketing efforts that can maintain and extend the market for sustainability. 9 For sustainability always monitor the Dutch tourism demand (Dutch tourists' needs) and the supply (how many tourists South Africa can accommodate) on regular bases. A successful marketing strategy should indicate the direction in which all the marketing efforts are made, for instance to increase arrival figures and maintaining a sustainable growth rate of between 3-5% per year. / Thesis (M.Com. (Tourism Management))--North-West University, Potchefstroom Campus, 2004.

Businesses have realised that they cannot appeal to all consumers in the marketplace. Consumers are too numerous, geographically wide-spread, and too varied in their needs and buying practices. Furthermore, the business& themselves vary widely in their abilities to serve different segments of the market. Businesses consequently conduct market segmentation to identify the parts of the market that it can best serve and most profitably. Therefore, the goal of this study was to determine the actual target markets of selected retailers by means of the Living Standards Measure (LSM) tool, and to recommend improved marketing strategies based on the Media Groups Measure (MGM) tool. The objectives of the study were to describe market segmentation by emphasising its importance and discussing the market segmentation process. Further objectives include explaining the application of the LSM- and MGM-tools in identifying target markets and selecting media to reach these target markets, and to conduct an empirical investigation on the application of the LSM tool for the selected retailers. A market segmentation strategy concentrates the business' marketing efforts on consumers who have a similar interest in the business' values. Therefore, market segmentation enables the business to identify consumer needs more accurately. The aforementioned assists the business in creating a basis for developing products to satisfy consumer needs. The basis is developed by the identification of the attributes that are of value to consumers. Market segmentation furthermore assists in the development of an effective marketing mix, tailored to the business' strategy and objectives. A proper marketing mix can determine the promotional appeal, media choices, and the prices consumers are willing to pay. The LSM and MGM are only two of the variety of segmentation tools that can be used to segment a heterogeneous market. The LSM is a relatively new and unknown instrument - in comparison with other segmentation tools - and was specifically developed for the South African market. It is furthermore a multivariate segmentation tool, consisting of 29 household variables, which excludes discriminators such as race and income. The MGM-tool is used to obtain media consumption information on market segments. Its primary function is to assist businesses in selecting media that are most effective in reaching their target markets. The most important conclusions of this study are that the current target markets of Shoprite Checkers and Pick 'n Pay in Potchefstroom differs from their actual target markets. Gender and age do not differentiate shoppers significantly, and although race and income are not included as differentiators in the LSM index, these two variables correlate strongly with the various LSM-groups. Some of the most important recommendations include: The headquarters of both retailers should consider developing differentiated marketing strategies for stores in different locations. Shoprite Checkers and Pick 'n Pay (in Potchefstroom) should both target SU-LSM groups 6 to 10. Both retailers should adapt their marketing efforts in order to provide for the local market in Potchefstroom. The recommendations will enable the retailers to enhance their business and marketing efforts, and accordingly satisfy the needs of their customers. / Thesis (M.Com. (Marketing))--North-West University, Potchefstroom Campus, 2005.

The purpose of this study was to identify tourist profiles as a segmentation variable for three festivals (Innibos, Oppikoppi and Volksblad). Numerous segmentation studies have been done in the past; however, few were done where profiles were used as variables for segmentation of arts festivals. Market segmentation is the way in which tourism companies divide a market into smaller, more clearly defined groups that share similar needs, wants, and characteristics. Segmentation is important in order for a destination to target the right kind of visitor. Other reasons for doing this type of research is to increase the number of new tourist arrivals; to increase the length of stay of tourists; the amount of tourist expenditure per visitor stay and to broaden the activities and shows that are offered. Research for this study was undertaken at three festivals. These festivals are Innibos, Volksblad and Oppikoppi respectively. Questionnaires were distributed randomly during the course of the festivals. Data collection was done by field workers who distributed questionnaires to the attendants of the festivals. At each of the three festivals questionnaires were interviewer administered and the "recall method" was used, where respondents had lo recall their spending. It was also a destination-based survey, where interviews were held on-site during the event. Different sites were chosen to limit response bias towards a certain group of festival attendants. The questionnaires were distributed throughout the course of the three festivals respectively. The data was used to compile graphs and tables so that a profile of each festival can be designed. Correlations between the three festivals and their profiles were made. In this case the effect size is given by w= √(x2/n), where x2 is the usual Chi-square statistic for the contingency table and n is the sample size. In the special case of a 2x2 table, the effect size (w) is given by phi (Φ) coefficient. Note that the effect size is again independent of sample size. Oppikoppi has an average of 10 000 attendants, lnnibos and Volksblad have an average of approximately 30 000 attendants per year. The sample size of 400 questionnaires for Volksblad and 400 questionnaires for lnnibos was anticipated and 200 for Oppikoppi. The variables that were the focus point of this study were gender, occupation, language, province where the attendants reside, travel group size and number of days at festival. This information can contribute to better marketing and more targeted markets for a larger number of attendants. The organiser can determine what type of entertainment, music, song and dance can be packaged and marketed as a unique product. The research indicated that organisers from Volksblad and lnnibos can focus more on family entertainment that is suitable for the whole family. Oppikoppi is a rock festival and therefore the organisers can get more rock bands, especially Afrikaans rock. All three festivals are for Afrikaans speaking people so they can use Afrikaans magazines and newspapers as well as Afrikaans radio stations to market these festivals in the province of deliverance as well as bordering provinces. The study contributes to the information of the larger festivals that already exists like Aardklop, Grahamstown and KKNK. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2007.

The Klein Karoo National Arts Festival (KKNK) is one of the most popular arts festivals in South Africa, but ticket sales have alarmingly declined since 2005 resulting in the Festival already being in a decline phase of its product life cycle. This has a negative impact on the Festival's economic impact and future sustainability. It is therefore vital to increase the ticket sales in order for the Festival to maintain a steady growth rate. Market segmentation can assist the Festival's marketers/organisers to address this problem by identifying the high spending segment at the Festival since they stay longer and are keener to buy tickets supporting the Festivals shows/productions. Market segmentation is the process of dividing the festival market into smaller, more clearly defined groups that share similar, needs, wants and characteristics. The more detailed the knowledge of the needs and motives of potential visitors, the closer the Festival can get to a customised festival program creating greater satisfaction, long-term relationships, repeat visits and an increase in tickets supporting the shows/productions. The main purpose of this study was therefore to determine the spending behaviour of visitors the KKNK by means of establishing the determinants which influence visitor's expenditure and by applying expenditure-based segmentation in order to determine the high spending segment at the Festival. To determine the above goal, the study is divided into 2 articles. Research for both the articles was undertaken at the Festival and data obtained from 2005 to 2008 were used. Questionnaires were interview-administered and distributed randomly during the course of the Festival. In total 1940 questionnaires have been completed in the visitor survey since 2005. Article 1 is titled: "Socio-demographic and behavioural determinants of visitor spending at the Klein Karoo National Arts Festival." The main purpose of this article was to identify the various socio-demographic and behavioural determinants that influence visitor spending at the KKNK. This was done in order to determine which visitors spend most at the Festival and which determinants are most significant in determining their expenditure levels. A regression analysis was used as an instrument to achieve the mentioned goal. Results indicated that occupation, distance travelled, length of stay, the reason for attending the Festival and preferred type of shows/productions were significant determinants that influence the amount of money visitors spent at the Festival. These results generated strategic insights on marketing for the festival in order to increase visitor spending especially on purchasing more tickets for shows/productions. Article 2 is titled: "Expenditure-based segmentation of visitors at the Klein Karoo National Arts festival." The main purpose of this article was to apply expenditure-based segmentation to visitors at the KKNK in order to identify the high spending segment at the festival. An analysis of variance (ANOVA) was used to determine whether there were significant differences between the different expenditure groups. The Festival's market was divided into high, medium and low expenditure groups. Results revealed that the high spenders at the Festival were distinguishable from the low spenders based on their longer length of stay, older age, higher income, main reason to attend the Festival and preferred type of shows/productions. These results were used to compile a complete profile of the high spenders and how the Festival's appeal can be maximised in order to attract more high spenders. This research therefore revealed that certain socio-demographic determinants influence visitor's spending behaviour at the Klein Karoo National Arts Festival. There are further two distinct expenditure groups at the Festival, namely a high and low expenditure group. Knowledge of the determinants which influence visitor spending can be used in combination with the profile of the high spenders to maximise the Festival's appeal in order to attract more high spenders who buy tickets supporting the Festivals shows/productions. This will lead to an increase in ticket sales, a greater economic impact and ultimately to the continuous sustainability of the Klein Karoo National Arts Festival. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2009.

Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2009.

The South African spa market is booming and strong growth rates have been recorded for both revenue and visits between 2002 and 2008. As a result of these growth rates, competition among spas is increasing; spa managers and spa marketers therefore have to ensure that their businesses have marketing plans that have sufficiently detailed consumer information in order to allow these businesses to remain competitive in the growing spa industry. Satisfied consumers are probably one of the most important aspects to consider when planning strategies aimed at achieving a competitive advantage in an industry. When consumers are satisfied, they will return and also recommend services to friends and family. In order to ensure consumer satisfaction in the spa industry, spa managers and their marketers should ensure they have sufficient knowledge regarding the descriptive characteristics of their consumers in terms of their demographic and geographic backgrounds, as well as their specific needs regarding spas and spa visits. The method used by businesses to collect the sufficient information regarding their consumers is known as market segmentation. The study followed a descriptive research design, which was supported by a quantitative method of collecting data. The data collection instrument used was a structured self-administered questionnaire. For the purpose of selecting respondents a non-probability sampling procedure was followed and 98 respondents participated in the study. The main aim of this study was to obtain the information necessary for developing personas as basis for market segmentation in Pretoria spas. Quantitative information was therefore collected, which was used to compile the following profile of a typical study population respondent: * The typical study population respondent can be described as a White Generation Y female who is either single or married/living together without any children. She speaks Afrikaans or English and is a full-time employed professional living with between 1 and three family members. She leads a healthy lifestyle, has a high living standard and is willing to travel up to 30km to a spa. Her actual spa visits are less than twice a year, twice a year or once every three months. However, she would like to visit a spa more frequently, such as monthly or weekly. The reason she cannot visit more often is because spa visits are expensive and she does not have time to visit more often. Her major reasons for visiting a spa are to relief/reduce stress, to feel better about herself, for overall wellness or for special occasions such as birthdays, holidays or when she receives a gift card. When visiting a spa she would prefer to go alone, with one or two good friends or with her husband/life partner. Her perception of spa visits is positive for the relieving of stress and the soothing of sore joints and muscles. The buying behaviour of the typical study population respondent will be affected by aspects such as recession or financial difficulty, the reference of a good friend, the recommendation of a family member and friend, information on a website, the professionalism and friendliness of the spa therapists and the types of services a spa offer. The recommendations that can be made to marketers regarding the results of this study are the following: * Spa managers and marketers can use the profile as starting point for the qualitative research that has to follow the quantitative research when developing personas. * The current profile may be used to for developing marketing strategies until personas have been developed. * The collected data may be used to compile profiles to be used as input for further research on other potential markets such as male spa users. / Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2011.

Sport tourism, as a segment of tourism, is one of the fastest growing industries. Sport events have grown enormously over the last two decades and, as a part of sport tourism, they are a very powerful tool that is used to market a country. Sport tourism also creates an internationally recognised image and attracts tourists from all over the world. One of the internationally recognised sport events held annually in Cape Town is the Pick In Pay Cape Argus Cycle Tour (ACT). Originally started in 1977, it has grown to attract 32 000 cyclists by 2008. However, as with any event, the ACT's life cycle reached a climax and is currently on a downward slope, in terms of participation figures. This decline was the motivation for starting this study. As such, it was determined that the goal of this study would be to profile the participants in the ACT as this information could provide some of the reasons for the decline in numbers. In order for the researcher to successfully profile the participants, three objectives were formulated. Firstly, the reasons why cyclists participated in the ACT, in other words their travel motives, were examined. Secondly, it was determined which variables had a significant influence on cyclists' spending behaviour while visiting Cape Town. Finally, conclusions and recommendations were presented, and a profile of the participants was compiled. The research was done by means of using a questionnaire with three sections. The first section sought demographic information while section B measured the spending behaviour of the respondents. The last section established what motivated the cyclist to participate in the ACT. The survey took place from 5 - 8 March 2008 during the registration period at the Good Hope Centre of the city of Cape Town. A total of 583 completed questionnaires were received by the fieldworkers. The data analyses were then performed by firstly capturing the data into a Microsoft Excel spreadsheet. The statistical program, SPSS, was then used for the further analyses. A factor analysis was performed in order to achieve the first objective of determining what motivated cyclists to participate in the ACT. Then a regression analysis helped to establish which variables influenced cyclists' spending. After all the analytical procedures were completed, the results of the factor analyses indicated the cyclists were motivated by the attractiveness of the event, by personal motivation and by a desire to escape from the daily routines and so to relax. The regression analyses lead to the results that the following variables determine how much money cyclists spend; marital status; province of residence; the number of nights stayed in Cape Town and which accommodation cyclists used. These results both confirmed and contradicted the results of previous research, even though this was the first time this type of research had been applied to a sport event in South Africa. This research can be used by event organisers to apply more effective target marketing and to develop new strategies to encourage an increase in participation figures. This research can also be used to improve business relationships between the different role players in an event. Further, product improvements can be made from certain recommendations. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2010.

The Klein Karoo National Arts Festival (KKNK) is one of the most popular arts festivals in South Africa, but ticket sales have alarmingly declined since 2005 resulting in the Festival already being in a decline phase of its product life cycle. This has a negative impact on the Festival's economic impact and future sustainability. It is therefore vital to increase the ticket sales in order for the Festival to maintain a steady growth rate. Market segmentation can assist the Festival's marketers/organisers to address this problem by identifying the high spending segment at the Festival since they stay longer and are keener to buy tickets supporting the Festivals shows/productions. Market segmentation is the process of dividing the festival market into smaller, more clearly defined groups that share similar, needs, wants and characteristics. The more detailed the knowledge of the needs and motives of potential visitors, the closer the Festival can get to a customised festival program creating greater satisfaction, long-term relationships, repeat visits and an increase in tickets supporting the shows/productions. The main purpose of this study was therefore to determine the spending behaviour of visitors the KKNK by means of establishing the determinants which influence visitor's expenditure and by applying expenditure-based segmentation in order to determine the high spending segment at the Festival. To determine the above goal, the study is divided into 2 articles. Research for both the articles was undertaken at the Festival and data obtained from 2005 to 2008 were used. Questionnaires were interview-administered and distributed randomly during the course of the Festival. In total 1940 questionnaires have been completed in the visitor survey since 2005. Article 1 is titled: "Socio-demographic and behavioural determinants of visitor spending at the Klein Karoo National Arts Festival." The main purpose of this article was to identify the various socio-demographic and behavioural determinants that influence visitor spending at the KKNK. This was done in order to determine which visitors spend most at the Festival and which determinants are most significant in determining their expenditure levels. A regression analysis was used as an instrument to achieve the mentioned goal. Results indicated that occupation, distance travelled, length of stay, the reason for attending the Festival and preferred type of shows/productions were significant determinants that influence the amount of money visitors spent at the Festival. These results generated strategic insights on marketing for the festival in order to increase visitor spending especially on purchasing more tickets for shows/productions. Article 2 is titled: "Expenditure-based segmentation of visitors at the Klein Karoo National Arts festival." The main purpose of this article was to apply expenditure-based segmentation to visitors at the KKNK in order to identify the high spending segment at the festival. An analysis of variance (ANOVA) was used to determine whether there were significant differences between the different expenditure groups. The Festival's market was divided into high, medium and low expenditure groups. Results revealed that the high spenders at the Festival were distinguishable from the low spenders based on their longer length of stay, older age, higher income, main reason to attend the Festival and preferred type of shows/productions. These results were used to compile a complete profile of the high spenders and how the Festival's appeal can be maximised in order to attract more high spenders. This research therefore revealed that certain socio-demographic determinants influence visitor's spending behaviour at the Klein Karoo National Arts Festival. There are further two distinct expenditure groups at the Festival, namely a high and low expenditure group. Knowledge of the determinants which influence visitor spending can be used in combination with the profile of the high spenders to maximise the Festival's appeal in order to attract more high spenders who buy tickets supporting the Festivals shows/productions. This will lead to an increase in ticket sales, a greater economic impact and ultimately to the continuous sustainability of the Klein Karoo National Arts Festival. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2009.

Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2009.