Thesis (MBA)--University of Stellenbosch, 2011. / Wine is not the alcoholic beverage of choice for the average South African. South Africa‟s wine consumption per capita is much lower than in other wine producing countries. It would be hugely beneficial to the South African wine industry if our domestic market were beter developed. This study aims to improve our understanding and knowledge of the South African wine market by exploring the purchasing behaviour and preferences of the South African wine consumer. This objective is attained by identifying whether a correlation exists between demographic variables and wine purchasing behaviour in the South African market. A literature review of international research indicated that various demographical, behavioural and other determinants significantly influence a consumer's decision to buy wine. This information was used to formulate a data collection strategy. A quota sampling strategy was used and the data was collected with the help of an online questionnaire. This study used the chi-squared test of a contingency table to determine if a relationship exists between any of the variables and the Cramer‟s V test was used to measure the strength of the association. This study produced similar results as other international studies conducted on the factors influencing wine purchasing behaviour. The male survey respondents tended to spend more on average on a bottle of wine and had on average a higher wine knowledge when compared to the female survey respondents. The older survey participants consumed more wine and tended to spend more per month on wine compared to their younger counterparts. The respondents in the higher income groups tended to spend more per month on wine and purchased wine that is more expensive when compared to their counterparts in the lower income groups. This study found significant relationships between wine knowledge and wine purchasing variables. Higher levels of wine knowledge often lead to higher wine consumption levels. Furthermore, the respondents in the higher wine expenditure groups generally possessed a higher wine knowledge compared to the respondents in the lower expenditure groups. This study found a number of significant relationships between the purchasing behaviour and the preferences of the survey respondents. The respondents in the higher consumption groups preferred red or white wine and had an adverse preference for wine in the “other” category. Furthermore, most red and sparkling wine consumers preferred a natural cork while most dry white wine consumers preferred a screwcap as closure method. The respondents displayed a possible willingness to pay more for a bottle of red wine than for a bottle of white wine. Furthermore, the respondents favoured screwcap in the lower average price category and preferred a natural cork in the higher average price categories. The survey participants tended to purchase wine at different price points and did not only buy wine in one price bracket.

Thesis (MBA (Business Management))--University of Stellenbosch, 2009. / ENGLISH ABSTRACT: This research study presents an empirical quantitative research aimed primarily at establishing whether there is a need for a weekly professional and business women's newspaper. Due to the scope and costs of doing a national research, this research was narrowed to the Western Cape's Cape metropolitan region. This research is therefore a pilot study which is to provide foundations for a representative research project. A structured questionnaire-based survey was designed and used to gather data that would answer the research question. This survey was distributed amongst 200 professional women, business women and women aspiring to these positions and who are currently reading newspapers within the Cape Metropole. The questionnaire was divided into three sections. The first section was the screening section which was to ensure that all respondents are within the target group. This was followed by the demographic section which was to establish the backgrounds of respondents and the newspaper readership patterns section which aimed to understand women's readership patterns and also to answer the research questions. Findings from the survey revealed that there is a potential market for a weekly professional and business women's newspaper, as 82 percent of the 200 respondents indicated that they would be willing to buy a newspaper targeted at women. Results also revealed that these women mainly read newspapers on a Sunday. In addition the majority (65%) of the respondents indicated that they would prefer a women's newspaper to be a weekly publication. This implies that a weekly professional and business women's newspaper is a potentially viable business proposition. Although the results and literature supports the view that professional and business women are a growing market and that they are generally not satisfied with the current newspaper offerings in the market, this research is a pilot research study and should be followed by a larger scale research project to investigate this topic and better understand the needs of women. Moreover, future studies will establish more precisely the size of this market and establish whether it makes business sense to pursue this proposition. / AFRIKAANSE OPSOMMING: Hierdie navorsingstudie verteenwoordig 'n empiriese kwantitatiewe navorsingstuk primêr daarop gerig om te bepaal of daar 'n behoefte bestaan vir 'n weeklikse koerant vir professionele en sakevroue. As gevolg van die omvang en koste van 'n nasionale navorsingstudie, is hierdie navorsing net gerig op die Wes-Kaapse Kaapstadse metropolitaanse streek. Hierdie navorsing is daarom 'n proefstudie wat die grondslag bied vir 'n meer verteenwoordigende navorsingsprojek. 'n Gestruktureerde vraelys-gebaseerde opname is ontwerp en gebruik om data in te samel wat die navorsingsvraag sou beantwoord. Die vraelys is onder 200 professionele vroue, sakevroue en vroue wat tot hierdie posisies aspireer versprei wat tans lesers is van koerante binne die Kaapse Metropool. Die vraelys is in drie dele verdeel. Die eerste afdeling het siftingsvrae bevat om seker te maak dat die respondente deel uitgemaak het van die teikengroep. Dit is gevolg deur ‟n demografiese afdeling wat moes bepaal wat die agtergronde van respondente was en 'n afdeling oor koerantleespatrone wat daarop gemik was om vroue se leespatrone te verstaan en ook die navorsingsvrae te beantwoord. Bevindings van die opname het getoon dat daar 'n potensiële mark is vir 'n weeklikse koerant vir professionele en sakevroue aangesien 82 persent van die 200 respondente aangedui het dat hulle bereid sou wees om 'n koerant gerig op vroue te koop. Die resultate het ook getoon dat hierdie vroue hoofsaaklik op 'n Sondag koerant lees. Verder het die meerderheid (65%) van die respondente aangedui dat hulle sou verkies dat 'n vrouekoerant 'n weeklikse publikasie is. Dit impliseer dat 'n weeklikse koerant gerig op professionele en sakevroue 'n potensieel lewensvatbare besigheidsproposisie is. Alhoewel die resultate en die literatuur die standpunt ondersteun dat professionele en sakevroue 'n groeiende mark is en dat hulle oor die algemeen nie tevrede is met die huidige koerantaanbiedinge in die mark nie, is hierdie navorsing slegs 'n proefstudie en behoort dit opgevolg te word deur 'n veel groter navorsingsprojek om hierdie onderwerp te ondersoek en die behoeftes van vroue beter te verstaan. Verdere studies sal ook meer presies kan bepaal wat die grootte van hierdie mark is en bepaal of dit besigheidsin maak om hierdie proposisie verder te voer.

Thesis (MBA)--Stellenbosch University, 2007. / ENGLISH ABSTRACT: Green consumerism is on the increase, especially in developed countries. Green labels plays a key role in informing and assuring consumers about the environmental credibility of the products that they purchase. Within the global forestry industry green label certification schemes have also had a large impact. More than 80% of the 1.3 million hectares of plantations in South Africa are certified under the Forestry Stewardship Council (FSC) green label standard. A research survey was undertaken amongst growers, processors and retailers of timber products in South Africa to assess the current FSC domestic market situation. The survey indicated that although growers and processors support FSC certification, as a way of improving the quality of forestry in South Africa, they receive very limited market benefits for FSC certified products and do not market FSC products actively. Hardware retailers were found to be unaware of FSC certification. Reports from other developing countries indicate similar trends. This raises the question if it is worth marketing FSC products to domestic consumers? The marketing of FSC certified products might not yield direct financial gains but it can help to improve the image of forestry companies and the forestry industry in general. FSC certification can be used as a way of showing corporate social responsibility towards consumers and in raising the profile of the South African forestry industry. Based on the results from the research survey a number of recommendations can be made regarding the marketing of FSC as a green label certification system in South Africa. A marketing campaign for FSC certified timber products should ideally focus on the social benefits of buying high quality timber products. This marketing message should be targeted at individual and corporate consumers. Individual consumers could be educated about the benefits of buying green label products while corporate consumers could be encouraged to use and sell FSC certified products as part of their corporate social responsibility. The promotion of FSC certification could also be boosted if it can be included in activities related to the 2010 Soccer World Cup. The different role players in the domestic timber value chain can each playa role in marketing FSC certified products. These roles differ from creating a promotional push in the timber value chain by growers, processors and retailers to a promotional pull amongst consumers by the FSC, NGO's, certification bodies, industry representatives and government. A marketing campaign for FSC products should ideally be coordinated and driven by the South African FSC National Initiative / AFRIKAANSE OPSOMMING: Groen verbruikersdruk is aan die toeneem, veral in ontwikkelde lande. Groen etikette speel 'n sleutelrol in die verskaffing van inligting en 'n versekering aan verbruikers oor die omgewingsgeloofwaardigheid van die produkte wat hulle koop. Groen sertifiseringskemas het ook 'n groot impak op die globale bosbou-industrie gehad. Meer as 80% van die 1.3 miljoen hektaar plantasies in Suid Afrika is gesertifiseer volgens die "Forestry Stewardship Council" (FSC) groen etiket standaard. 'n Navorsingsopname is onderneem onder kwekers, verwerkers en kleinhandelaars van houtprodukte in Suid Afrika. Die doel was om die huidige binnelandse marksituasie van FSC gesertifiseerde houtprodukte te ontleed. Die opname het getoon dat, alhoewel kwekers en verwerkers FSC sertifisering ondersteun as 'n manier om bosbou se kwaliteit in Suid Afrika te verbeter, hulle baie min markvoordeel uit FSC gesertifiseerde produkte kry en dat hulle nie FSC produkte aktief bemark nie. Daar is bevind dat hardeware kleinhandelaars onbewus is van FSC sertifisering. Verslae vanaf ander ontwikkelende lande dui op soortgelyke tendense. Dit laat ontstaan die vraag of dit die moeite werd is om FSC produkte aan binnelandse verbruikers te bemark? Die bemarking van FSC gesertifiseerde produkte mag dalk nie direkte finansieHe voordele inhou nie, maar kan help om die beeld van bosboumaatskappye en die bosboubedryf in die algemeen te verbeter. FSC sertifisering kan gebruik word om korporatiewe sosiale verantwoordelikheid aan verbuikers te demonstreer en om die profiel van die Suid-Afrikaanse bosbou industrie te verbeter. 'n Aantal aanbevelings, gebaseer op die resultate van die navorsingsopname, kan gemaak word oor die bemarking van FSC as 'n groen etiket sertifiseringstelsel in Suid Afrika. 'n Bemarkingsveldtog vir FSC gesertifiseerde houtprodukte behoort te fokus op die sosiale voordele van die koop van hoe kwaliteit houtprodukte. Individuele en korporatiewe verbruikers behoort geteiken te word met die bemarkingsboodskap. Individuele verbruikers kan opgelei word in die voordele van die koop van groen etiket produkte, terwyl korporatiewe verbruikers aangemoedig kan word om FSC produkte te gebruik en te verkoop as deel van hulle korporatiewe sosiale verantwoordelikheid. Die promosie van FSC sertifisering kan ook aangehelp word deur dit in te sluit by aktiwiteite wat betrekking het op die 2010 Sokker Wereldbeker. Die verskillende rolspelers in die binnelandse hout waardeketting kan elk 'n rol speel in die bemarking van FSC gesertifiseerde produkte. Hierdie rolle kan wissel vanaf die skepping van 'n promosie stootkrag in die hout waardeketting deur kwekers, verwerkers en kleinhandelaars tot die skepping van 'n promosie trekkrag onder verbruikers deur die FSC, nie-regeringsorganisasies, industriele verteenwoordigers en die regering. 'n Bemarkinsgveldtog behoort deur die Suid-Afrikaanse FSC Nasionale Inisiatief gedryf en geko6rdineer te word

Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: The aim of this study is to define export performance and to identify factors which influence or improve export performance. There is a considerable lack of coherence among scholars on what export performance is; from whose viewpoint to measure it, namely the government, the company, the product or the specific market exported to and the time frame. A variety of factors was found to influence export performance positively and these are tested on a Cape Town based pumpkin exporter. It was concluded that net profit is the only consistently valid measure of export performance .. To achieve success in exports require the expertise of overseas distributors and agents as well as a world-oriented approach where delivery and services is important. When exporting a perishable agricultural product it is important to compete on superior quality and to concentrate on a few major markets. Success in any export venture depends primarily on top-management commitment, management being prepared to endure setbacks in order to become successful and channelling its attitude towards risk-taking into positively influencing export performarice. / AFRIKAANSE OPSOMMING: Die doel van hierdie studie is om uitvoerprestasie te meet en die faktore wat uitvoerprestasie bepaal, te identifiseer. Daar is teenstrydigheid tussen navorsers oor presies wat uitvoerprestasie is, asook die uitgangspunt vanwaar dit gemeet word, naamlik die regering, die maatskappy, die produk, die spesifieke mark waarheen uitgevoer word en die tydraam. 'n Verskeidenheid faktore is geïdentifiseer wat uitvoerprestasie positief beïnvloed en dit word getoets op 'n Kaapstadse pampoenuitvoerder. Daar is gevind dat nettowins die enigste betroubare en geldige maatstaf is om uitvoerprestasie te meet. Die gebruik van oorsese verspreiders en agente, asook 'n wêreld-georiënteerde benadering van lewering en diens is belangrik vir suksesvolle uitvoere. Wanneer 'n bederfbare landbouproduk uitgevoer word, is dit belangrik om mee te ding op grond van voortreflike diens en deur te konsentreer op 'n paar hoofmarkte. Sukses in enige uitvoerprojek hang hoofsaaklik af van die toewyding van topbestuur, of bestuur bereid is om terugslae te verduur ten einde suksesvol te raak en deurdat bestuur sy benadering jeens risiko in die regte rigting kanaliseer ten einde uitvoere positief te beïnvloed.

Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: South African exports increased substantially during recent years and were assisted by the depreciation of the Rand. During this time exports to the European Union and the United States blossomed, but proportionally exports to the growing region of South East Asia still remained at a low level. The major global players consider the Association of South East Asian Nations (ASEAN) as an important trading partner in global trade, but the South African market share is minimal in the ASEAN market. The question that now has to be answered is: do opportunities exist for South African exporters in ASEAN or is it due to a lack of opportunities that exports are at the current level? In investigating the opportunities for South African exporters in ASEAN, it is important to know what approach should be followed to select an attractive country for a product or a product group. Therefore this study is aimed at proving an insight into the concept of international market selection and to highlight the approaches in international market selection that could benefit South African exporters. This study also investigates the influence of ASEAN as a regional organisation in global trade and its relationship with South Africa. An overview is given of the regionalism trend and the major regional organisations important in this regard. The political approaches that ASEAN's major trading partners followed to enhance trade are also investigated in order to re-evaluate the South Africa's current relationship with ASEAN. In order to enhance trade, the advantages ASEAN has to offer are also highlighted. Based on previous research literature on international market selection and against the background of the regionalism trend in global trade, a new international market selection model will be developed in this study for South African and international use. This will provide SA exporters with a systematic approach that will enable them to select the most attractive countries for their products or product groups in the global arena. In order to understand the practical application of the model, South Africa as the exporting country and ASEAN as the importing region will be used as a case study. The model will identify the most attractive countries for each of South Africa's product groups according to the 96 chapters of the Harmonised Commodity Description System (HS) linked to product groups and industries based on actual trade data. Based on South Africa's competitive export advantage in the 96 chapters of the HS linked to product groups and industries, opportunities will be identified in the most attractive countries in ASEAN selected by the international market selection model. / AFRIKAANSE OPSOMMING: Suid-Afrikaanse uitvoere het aansienlik gestyg die afgelope paar jaar en was veral bygestaan deur die depresiasie van die Rand. Gedurende hierdie tydperk het uitvoere na die Europese Unie en die Verenigde State van Amerika die hoogty gevier, maar proporsioneel het uitvoere na die groeiende streek van Suidoos-Asië nog steeds op 'n lae vlak gebly. Die vernaamste globale spelers beskou die Assosiasie van Suidoos-Asiese Nasies (ASEAN) as 'n belangrike handelsvennoot in globale handel, maar Suid-Afrika se markaandeel in die ASEAN mark is minimaal. Die vraag wat nou beantwoord moet word is as volg: Bestaan daar geleenthede vir Suid-Afrikaanse uitvoerders in ASEAN of is dit as gevolg van 'n tekort aan geleenthede dat uitvoere huidiglik op hierdie vlak is? In die ondersoek na geleenthede vir Suid-Afrikaanse uitvoerders in ASEAN, is dit belangrik om te weet watter benadering gevolg moet word om die mees aantreklike land te selekteer vir 'n produk of produkgroep. Daarom is die studie daarop gerig om insigte te verskaf oor die konsep van internasionale markseleksie en om die benaderings uit te lig in internasionale markseleksie wat Suid-Afikaanse uitvoerders kan bevoordeel. Die studie ondersoek ook die invloed van ASEAN as 'n regionale organisasie in globale handel en hul verhouding met Suid-Afrika. 'n Oorsig word gegee oor die regionale tendens in internasionale handel en die vernaamste regionale organisasies wat belangrik is in hierdie verband. Die politieke benaderings van ASEAN se vernaamste handelsvennote om hul handel te bevorder word ook ondersoek om Suid-Afrika se huidige verhouding met ASEAN te herevauleer. Om handel te bevorder word die voordele wat ASEAN kan bied ook uitgelig. 'n Nuwe internasionale markseleksie model word ontwikkel in hierdie studie vir Suid- Afrikaanse en internasional verbruik teen die agtergrond van regionalisme en wat gebaseer is op vorige navorsings literatuur oor internasionale markseleksie. Dit sal Suid-Afrikaanse uitvoerders 'n sistematiese benadering verskaf wat hulle in staat sal stel om die mees aantreklike lande vir hulle produkte en produkgroepe globaal te selekteer. Om die praktiese toepassing van die model te verstaan, sal Suid-Afrika as die uitvoerland en ASEAN as die invoerstreek gebruik word as 'n gevallestudie. Die model sal die mees aantreklike lande identifiseer vir elk van Suid-Afrika se produkgroepe volgens die 96 Hoofstukke van die "Harmonised Commodity Description System" (HS) wat verbind kan word met produkgroepe gebaseer op bestaande handelsdata. Geleenthede in die mees aantreklike lande in ASEAN wat deur die internationale markseleksie model selekteer is, word identifiseer gebaseer op SUid-Afrika se kompeterende uitvoervoordeel in die 96 Hoofstukke van die HS wat verbind kan word aan produkgroepe.

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: The emerging black middle class in South Africa provides immense opportunity for marketers who wish to capture this segment of the market. However, in order to be relevant, a deep understanding of this ever-evolving segment is absolutely necessary. Characterised by complexity, the black middle class is heterogeneous and evolves at rapid speed. Studies by the Unilever Institute of Strategic Marketing highlighted the immense value of black middle class women, coined Black Diamond™ women. The primary objective of this research was to gain insights into the life of young black professional women and, secondly, to understand the driving forces behind their decision-making. This was achieved through an in-depth exploratory study. The first step in this study was to conduct a literature review on the black middle class in various African countries and the black middle class in South Africa. A review of literature on marketing communication provided the basis for reasoning on the appropriateness of different marketing communication tools. Literature also revealed the emergence of a possible new consumer type, the hybrid consumer. The literature review provided the framework for designing the interview schedules used in the expert interviews and interviews with the Black Diamond™ women. The findings of this research assignment were that the modern black middle class women face many complexities in their daily lives. Brands can, therefore, be significant to them by supporting them in their lives. Brands should customise their offerings, meet the black middle class women in innovative ways at different touch points, and bring meaning in their lives. Brands should also know that culture is prominent in all areas of their lives, which presents unique challenges.

Thesis (M.B.A.)-Business Studies Unit, Durban Institute of Technology, 2005 vii, 108 leaves / The South African nursery industry has faced many challenges over the last ten years. Excess in both demand and supply occur in any given year. The cost of maintaining a plant beyond its ideal ‘sell-by-date’ erodes profit and after time, results in complete wastage. The seedling nursery industry cannot afford to throw away large quantities of surplus seedlings or those that have become root-bound. The size of the wastage problem was unknown. It was believed that a website for trading surplus stock of seedlings might be the answer to the oversupply experienced by individual nurseries. The literature was consulted to establish what had made large companies successful. The advantages and disadvantages of E-business were investigated. / M

A research report submitted to the Faculty of Humanities University of the Witwatersrand, Johannesburg, in partial fulfilment of the requirements for the degree of Master of Arts in Arts, Culture and Heritage Management, 2017 / Arts organisations have found it difficult to survive in an economic climate that offers limited resources towards the arts. Vansa points out that Corporate Social Investment (CSI) funds have become limited thus this has prompted arts organisations to look for funding elsewhere (http://vansa.co.za). This paper explores how arts organisations can benefit from Cause Related Marketing (CRM) as a possible alternative and solution to the problem of funding. Through empirical evidence from a case study of the SHOUT campaign, sponsored by Kia Motors, this research outlines the distinct features of CRM & CSI and also the roles of both arts organisations and corporates in the collaboration. The main findings of this research highlight that there isn’t a clear definition of CRM in a South African context. This poses as a challenge for the development and implementation of the technique in a South African context. Furthermore, some arts administrators were reluctant to implement CRM due to the fear of compromising the integrity of the artistic product. There are vast possibilities for both arts organisations and corporates to benefit from CRM. However it is important for these CRM partnerships to clearly align their products in order to fully benefit from the advantages of CRM. / XL2018

A Research Report submitted in fulfilment with the partial requirements for the Master of Management in the field of Strategic Marketing, in the Faculty of Commerce, Law and Management, in the University of the Witwatersrand, Johannesburg. 2016 / Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this literature is to provide a comprehensive framework intended to guide research efforts focusing on mobile marketing via SMS/MMS as well as to aid practitioners in their quest to achieve mobile marketing success. The literature is built around brand equity and awareness and whether this form of direct marketing enhances the brand. It begins with a brief background to the research situation. Mobile marketing is also defined and the researcher also looks at mobile marketing in South Africa. The researcher also outlines mobile marketing from marketing communications mix perspective and provides a comprehensive overview of the benefit of mobile marketing. The literature concludes with a detailed description of, what’s in it for companies, along with speed and simplicity of this form of direct marketing. / GR2018

Thesis (M.B.A.)-Business Studies Unit, Durban Institute of Technology, 2005 vii, 108 leaves / The South African nursery industry has faced many challenges over the last ten years. Excess in both demand and supply occur in any given year. The cost of maintaining a plant beyond its ideal ‘sell-by-date’ erodes profit and after time, results in complete wastage. The seedling nursery industry cannot afford to throw away large quantities of surplus seedlings or those that have become root-bound. The size of the wastage problem was unknown. It was believed that a website for trading surplus stock of seedlings might be the answer to the oversupply experienced by individual nurseries. The literature was consulted to establish what had made large companies successful. The advantages and disadvantages of E-business were investigated.