Presently in South Africa there exists a rising demand for olive oil. Within the context of increased imports, increased distribution and the introduction of different product lines of olive oil by large retailers this exploratory study investigates the consumer profile of olive oil consumers in Durban, KwaZulu Natal. The demographic variables of age, gender, income and educational level amongst Durban consumers were considered. To properly understand the olive oil purchase decisions, the aspects of consumer psychology that were considered included exposure to olive oil, preferences for types of olive oil, perception and memory recall. These psychological aspects were considered in the context of the afore-mentioned socio-demographic variables. A quantitative approach was used in this study. One hundred respondents were interviewed using the mall intercept method. Respondents answered a self-administered questionnaire which consisted of 18 questions that captured the objectives of the study. The generated data was analysed using statistical software and specifically the statistical techniques of cross tabulation and chi-square test of independence. The data attested to the fact that there was indeed a relationship between age, gender, income and educational levels amongst Durban consumers which answered the first research objective. The second research objective involved investigating the reasons for purchase and non-purchase of olive oil amongst Durban consumers. Sixty eight percent of the non-purchasers were reluctant to purchase the olive oil because of pricing issues with thirteen citing supply or availability issues. The most popular reason for purchasing olive oil was because of its health benefits followed by taste. The study also showed that the KZN market felt that insufficient exposure was given to olive oil. The typical olive oil consumer in Durban is likely to be aged between 45 to 54 years old, a female with a tertiary education and an income level between R7429 - R13 787. The study provided the broad parameters of a Durban olive oil consumer as well as his psychological purchase decision factors to enable olive oil marketers to better solidify the existing market whilst penetrating newer markets both within and beyond KwaZulu-Natal. / Thesis (MBA)-University of Natal, Durban, 2003.

This study focused on the consumption patterns of Indians in Kwazulu-Natal. As a group Indians' consumption patterns differ sufficiently to have strong implications for marketers targeting this sector of the market. Marketers need to take cognisance of their consumption patterns to implement effective marketing strategies. The consumption behaviour of Indians was compared to and contrasted with the other race groups - Whites and Blacks - in terms of their main expenditure items by type of outlet to determine significant differences. The basic unit of study was the household - multiple and single. Demographic and cultural factors were examined closely since the researcher made the assumption that these factors would highlight differences in consumption patterns between and within communities. Several findings which could have a bearing on marketing of products in this segment have emerged from this study: • There are more income earners among the Indian households when compared to Whites and Blacks. • The majority of the respondents belong to the baby-boomer subculture, a group that has tremendous buying and spending power. • This study reinforces the view that there is a clear link between improved education, occupation and higher income as well as LSM groupings. • Another significant trend for marketers to note is that the increasing number of Indian females entering the workforce is changing the traditional roles within the household. They are becoming more active in the decision-making process. • The increasing forces of westernisation and improving education have contributed to the Indian consumer becoming more sophisticated in terms of their consumption habits. • The household unit itself is caught in a process of transition. The traditional large joint family system is giving way to the small nuclear family. All these developments have implications for marketers. Indian consumers' main expenditure was on food, followed by housing and electricity. They spent relatively more than the other race groups on purchases from informal outlets in the retail sector. / Thesis (MBA)-University of Natal, Durban, 2002.

The shopping centre phenomenon in South Africa received more attention as the number of shopping malls increased significantly in the townships in the mid-1990s. The increase in shopping centres led to a change in consumer behaviour. It became important for retailers and developers to understand the effects of consumer behaviour when structuring the retail system. As such this study explores the changes in consumer behaviour in South African townships in relation to the emergence of Mega City shopping centre in Umlazi Township in the city of Durban. The study is based on in-depth interviews with randomly selected customers at Mega City shopping centre and also household surveys conducted in the Umlazi V section to determine the change in consumer behaviour induced by the introduction of shopping centres. These interviews were also conducted with shopkeepers from various service shops within shopping centre and other key informants from Umlazi V section. The study reveals that shopping experiences in South African townships have drastically changed due to the introduction of shopping malls as the consumers can now access a variety of services within their communities. This is due to the possibility of shopping within a short distance as it reduces costs both in time and money. The study highlights that the development of shopping centres in South African townships in the mid-90s changed consumer behaviour both quantitatively and qualitatively. The key factors that were identified by the study as playing a big role in influencing consumer choices and experiences due to the development of shopping centres include location, accessibility, services offered, competition and affordability of products and services.

Nutritional supplements are a combination of complementary medicines and functional foods. While research suggests that the usage of nutritional supplements is increasing worldwide, the growth of the industry is being hampered by a lack of understanding on the part of consumers. The main aim of this study was to determine the usage pattern of nutritional supplements amongst University of KwaZulu-Natal (UKZN), Masters of Business Administration (MBA) students registered in 2011. Research data for this study was obtained by surveying UKZN MBA students. From a population of 250, a probability sample of 152 responses was statistically analysed for the research. Quantitative data obtained from a questionnaire was used and analysed to meet the study’s objectives. A salient finding of the study was that there is an “uptapped” market amongst Black consumers that the nutritional supplement businesses should target. The study revealed that the majority of the respondents did not fully understand the benefits of nutritional supplements. The overall results of the study revealed the usage patterns of nutritional supplements amongst UKZN MBA students. The results also identified which population group and which gender consumed nutritional supplements. This study could assist nutritional supplement businesses to gain market share. The results can be used to formulate marketing strategies and to provide businesses with a competitive advantage. The recommendations of the study were that growth in the nutritional supplement industry could be achieved by targeting the Black market and that additional marketing campaigns were needed to educate and inform consumers about the benefits of nutritional supplements. / Thesis (MBA)-University of KwaZulu-Natal, Durban, 2012