Thesis (MBA)--University of Stellenbosch, 2010. / South Africa is currently not considered a wine-drinking nation. The consumption per capita rate is very low, especially for a wine-producing country. To date, the wine industry has grown due to exports allowed since sanctions were lifted in 1994. With the export market set to decelerate over the next few years, the wine industry will have to develop the domestic market, especially the black consumer market for future growth. The emerging black market of South Africa has materialised as the strongest buying influence in the economy. They have an overwhelming desire to have access to a lifestyle, which in the past was not possible. While they are status and lifestyle orientated, they want products and brands that are aspirational and close to them. Understanding this market and the potential they pose is vital for the wine industry’s future. Wine marketers need to understand this target market’s thoughts and perceptions around wine, as this market is still largely untapped. The emerging black market has had little exposure to wine compared with other alcoholic drinks such as beer, brandy and the ready-to-drink category and the wine industry will have to look at a comprehensive strategy to target them. It is the purpose of this study to provide detailed insights into the emerging black market of South Africa in connection with wine consumption. Initially, a literature review was conducted to investigate this target market and the wine industry’s current situation. Various marketing tools were discussed designed to specifically target the emerging black market. Based on this information, a consumer survey was conducted amongst black MBA students of the University of Stellenbosch Business School (USB). The data was analysed and conclusions were drawn that answered the questions and objectives of this study. The analyses showed that the wine industry should focus on the women segment of the emerging black market, as they are the current group interested in wine. Other main findings included that wine needed to be positioned as an aspirational product; that brand ambassadors in large social networks should be identified; and finally that the wine industry and all its stakeholders should work together to educate the emerging black market and collectively apply the various marketing techniques found to be popular.

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.