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.

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.

Objective: To explore consumer attitudes towards generic medication. Methods: A quantitative method was used in this explorative study to assess consumer attitudes towards generic medication. A survey design was utilized. A questionnaire was devised that comprised four sections which assessed attitudes towards generic medication. A Living Standards Measure (LSM) assessed socio-economic status. Convenience sampling resulted in the recruitment of 266 respondents. Statistical analysis of the data included non-parametric (Chi-square and correlation analysis) and parametric statistics (factor analysis, MANOVA and regression analysis). Results: More than half the respondents (54.8%) report preference for original medication over generic medication. A large percentage believes there is a place for generic medication (88.9%). The majority (95%) indicate they would purchase generic medication if it proves to be just as effective as the original product. More respondents (91.2%) trust physician over pharmacist recommendations to purchase generics. More than half the respondents (57.9%) would purchase generic medication if recommended by friends but they trust their family members more (68.6%). The findings indicate that respondents generally hold favourable attitudes towards the efficacy of generic medication despite the fact that slightly more than half prefer original medication. Respondents indicate that pricing and branding influence their attitudes towards generic medication. Chi-square analyses indicated that more men would choose original medication and more women would choose generic medication. Age differences revealed that the older consumer is more likely to choose generic medication. White respondents indicated a preference for generic medication, while Black respondents indicated that they prefer original medication. Middle-class (LSM 5-8) and middle-upper class (LSM 9) respondents prefer generic medication, while upper class (LSM 10) respondents prefer original medication. The correlation analysis found no significant relationship between medical aid status and original or generic medication choice. A principle component factor analysis produced nine factors based on the items in the questionnaire, with only eight factors being subjected to further testing. These eight factors were subjected to a MANOVA and tested against gender and race with no significant differences found between men and women and between Black and White respondents. These eight factors were also subjected to further testing by means of regression analysis where it was found that three of the eight factors were statistically significant. These three factors can be productively explored in future research. Implications: This explorative study focused on consumer attitudes towards generic medication, however, it was identified that the consumer valued their physician’s recommendation for type of medication. For future studies, it would be beneficial to explore medical personnel (physician and pharmacist) attitudes towards generic medication as these individuals play an important role in product choice. Copyright / Dissertation (MA)--University of Pretoria, 2012. / Psychology / unrestricted

Previous constructivist research was integrated with a field study to investigate the hypothesis that the subjective perceptions of the current social, security and economic situation of the high and low-income groups in South Africa differ to the extent that they could be said to be living in totally different worlds of phenomenological experience. The data demonstrated clear differences when coded in terms of worldviews along an Optimism-Pessimism Continuum. A number of additional processing phenomena and social dynamics able to influence these perceptions were also identified from an interpretative analysis of the data. The results were explained in terms of the cueing and activation of specific schemata constructed from income-related prior experiences associated with each group and led to the conclusion that income and living conditions could well be factors contributing to the ongoing confrontations between government and impoverished communities. A number of recommendations to improve inter-group relations were included. / Psychology / M.A. (Psychology)

Previous constructivist research was integrated with a field study to investigate the hypothesis that the subjective perceptions of the current social, security and economic situation of the high and low-income groups in South Africa differ to the extent that they could be said to be living in totally different worlds of phenomenological experience. The data demonstrated clear differences when coded in terms of worldviews along an Optimism-Pessimism Continuum. A number of additional processing phenomena and social dynamics able to influence these perceptions were also identified from an interpretative analysis of the data. The results were explained in terms of the cueing and activation of specific schemata constructed from income-related prior experiences associated with each group and led to the conclusion that income and living conditions could well be factors contributing to the ongoing confrontations between government and impoverished communities. A number of recommendations to improve inter-group relations were included. / Psychology / M.A. (Psychology)