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published_or_final_version / Business Administration / Master / Master of Business Administration

by Sum Kwok-fong, Louisa [and] Wong Wai-ling, Jacqueune. / Bibliography: leaf 63 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1985

by Leung Koon-keung Jack. / Bibliography: leaf 54 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1982

Summary in Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong. / Bibliography: leaves 154-156.

Thesis (M.B.A.)--University of Hong Kong, 1995. / Includes bibliographical references.

Thesis (Ph. D.)--University of Washington, 2005. / Vita. Includes bibliographical references (leaves 113-120).

Thesis (Msc Food Sc (Food Science))--University of Stellenbosch, 2009. / The aim of this research project was to determine the preference of pear appearance and taste among South African pear consumers using descriptive sensory analysis, consumer preference and physical maturity measurements. The preference of external pear appearance among European consumers was also established. The Agricultural Research Council (ARC) Infruitec-Nietvoorbij, South Africa, aims to breed new cultivars with a local as well as export market potential. They are focused on a range of blushed cultivars from early to late season which do not loose their skin colour. Important eating quality characteristics they are focused on are high sugar content (sweet taste) and a strong pear flavour. Both research studies performed on local South African consumers showed that these objectives align very well with consumer preference. Lightly coloured blushed pears were preferred and important sensory attributes were pear flavour, sweet taste, melt character, juiciness and a soft texture. Sour taste, astringency, mealiness and grittiness were negative attributes. The appearance preference conducted on European consumers determined that these consumers prefer a bright yellow or green colour with a light red or pink blush. Shape played a role and a typical pear shape was preferred. The outcomes of the research performed on local South African consumers were compared to results found internationally. The findings were consistent with important sensory attributes being pear flavour, sweetness and juiciness and yellow or green colours preferred or a light blush was also acceptable. Age and gender did not seem to play a role in the preference analyses. Therefore, preference studies can be conducted locally on new cultivars for the export market. Blushed cultivars are prone to red colour loss in high temperature conditions. Breeding of selections (e.g. ‘Cheeky’) that accumulate more red pigment and are therefore less prone to colour loss has been done to try to overcome this problem. However, these selections are redder and darker in colour and have a lower preference among consumers. A possible solution to this could be to breed light blushed pears (e.g. Rosemarie) but to market the cultivar, as is the case with Cripp’s Pink apples, with separate trademark names for fruit with adequate and inadequate blush development. Thereby, the producers will still receive compensation for their produce if the colour is lost but if not, a higher premium will be received.

The main purpose of the study is to determine strategies for retaining valuable current customers and acquiring attractive new customers for Corobrik; therefore, the problem to be investigated is the reason for Corobrik’s inability to gain significant market share in the brick market over the last five years. Although there has been tremendous growth in the building industry, Corobrik has not been able to fully capitalise on the situation despite increasing its own capacity. A competitive-strength evaluation will form the basis of this study in order to determine customer preferences, as well as competitor performance relating to these preferences. The study will be limited to the Gauteng Province owing to the enormous number of customers in South Africa as well as to time constraints. The market in Gauteng is substantial enough to yield a fair representation of what is to be achieved with the study. A questionnaire will be distributed to Architects, Contractors and Distributors, which represent the different market segments, and the data will be collected by means of telephonic interviews. McDonald & Dunbar (2004) expounded on a method of competitive-strength evaluation, entailing a method of understanding the customers’ preferences and understanding their views of competitor performance in relation to the customers' own preferences. Based on this method, a questionnaire was drafted which will be distributed to role players in the market in order to collect the required data. This research study can be seen as exploratory, since future research tasks could be discovered during the study. This study will be a ‘snapshot in time’ because of time constraints, and could possibly yield different results if repeated at any other time. The questionnaire is such that the data could be analysed and certain propositions could be compared with the ratings. Therefore, a semi-quantitative study is possible, i.e. people’s perceptions can be measured. It is important that the study be done in a ‘field setting’ to reflect what would occur under actual conditions. In addition, exactly the same questionnaire was used for all respondents, minimising the possibility of the respondents or the researcher manipulating the ratings reflected in the survey. The main findings revealed that sales to Distributors and Contractors constitute approximately 85 per cent of the total product sales of Corobrik and that Distributors and Contractors perceived Corobrik as expensive, Price being rated as their most important DBC. Architects rated Quality and Aesthetics as the most important DBCs and they rated Corobrik the best performer in these categories. This finding implies that Corobrik manages to satisfy Architects’ most important needs; however, Price was also Corobrik’s worst performing DBC in terms of the Architect ratings. Corobrik does satisfy the needs of Architects fairly well; however, this study was limited to the brick industry and did not attempt to compare face bricks with rival materials such as glass, aluminium, wood, plaster and paint and others. Consequently, Corobrik’s performance was not compared with that of the manufacturers of these rival products with regard to the relevant DBCs. It is, therefore, recommended that such a study be conducted in order to determine how well Corobrik performs in comparison with the rival companies. In addition, Corobrik should consider a marketing objective of developing new products for existing market segments (Architects), i.e. products that are able to compete with glass, aluminium and other rival materials, or that could even be used to compliment one another. This initiative could lead to increased market share, not only in the brick market but also in the bigger construction market. It appears that Corobrik has to date followed the marketing strategy of supplying existing products to new segments such as the residential market, and the researcher’s impression is that this new segment does not really want the product because of its affordability. Therefore, Corobrik needs to consider developing new products for the relatively new residential market, but with the emphasis on affordability. / Graduate School of Business Leadership / M.B.L.