This paper concerns itself with decreasing milk consumption in the Port Elizabeth area and how the marketing mix influences marketing decisions. Personal interviews were conducted in different supermarkets to investigate consumer perceptions of milk, the brand purchased and how consumers use milk. The study indicated that people purchasing milk were very price conscious. Respondents showed almost no brand loyalty. However, respondents indicated that they were aware of the health benefits of drinking milk, although most used milk predominantly to whiten their tea and/or coffee. A comparison of the findings of this study to those of Geils (1981) and Hanekom (1990) indicates that the milk industry has the same problems in 1999 as it did in 1990 and in 1981. Findings reflect the unhealthy perception people have about milk. Many regard it as a child’s drink and others perceive it as fattening. Decreasing consumption figures indicate that there has been little effort or success from the dairy industry to change consumer perceptions of milk. Figures indicate that consumption of milk may be close to zero in 2015, if marketers of dairy companies do not improve the image of milk. However, a considerable amount of investment by overseas companies in Port Elizabeth dairies may increase marketing activities in the future. This paper begins with an overview of the major competitors in the Port Elizabeth area, highlighting their strengths and weaknesses. The importance of selecting the appropriate market mix for milk is discussed by explaining each mix element, namely, product, distribution, promotion and price. Distribution involves the delivery of the perishable product to outlets in the shortest space of time after production. Careful and efficient planning of refrigerated warehousing, transport and delivery services all indirectly contribute to the freshness and quality of milk. Promotion is one of the most important elements that can be used to change consumer perceptions of milk. It is necessary to select the correct message for the specific target group when advertising. Product benefits like milk’s purity, or naturalness, should be focused on rather than its creaminess and richness. Price constitutes the fourth element of the marketing mix. Price in the narrowest sense, is the amount of money charged for milk. The milk industry is intensely price sensitive which often results in price wars among competitors. Most consumers purchase the cheapest brand of milk indicating little brand loyalty, especially among top-end consumers.

Text in Afrikaans, abstract in Afrikaans and English / Die primere doelstellings van die navorsing is om die verband tussen persoonlikheid en toesighouersukses te bepaal. Persoonlikheid is deur die 16-Persoonlikheidsfaktorvraelys ( 16PF) en toesighouersukses deur 'n prestasiebeoordelingstelsel gemeet. 'n Literatuurstudie van persoonlikheidsteoriee en vorige navorsing is gebruik om die verwantskap tussen persoonlikheid en werksukses te verifieer en die navorsingsbehoefte aan te dui. Die steekproef is 74 toesighouers, hoofsaaklik blanke mans, by 'n fabriek van 'n suiwelvervaardigingsmaatskappy. Die verwantskap tussen die 16PF-resultate en toesighouersukses is statisties deur Pearson en Spearman se Produkmomentkorrelasiemetode, Standaard en Stapsgewyse meervoudige regressie en T-toetse vir onafhanklike groepe bepaal. Die resultate toon dat slegs faktore B, C, L, 0, Q4 en die tweedeordefaktor QII van die 16PF 'n beduidende verband met toesighouersukses het. Dit is bevind dat ouderdom, ondervinding en kwalifikasie nie die verwantskap tussen persoonlikheid en toesighouersukses be'invloed nie. Hoewel hierdie bevindinge nie veralgemeen kan word nie, moet persoonlikheid wel deeglik by die evaluering van personeel, byvoorbeeld in seleksie, oorweeg word. / The aim of the research is to establish the relationship between personality and supervisor success. Personality was measured with the 16-Personality Factor Questionnaire (16PF) and supervisor success through a performance measuring system. A literature study was done to verify the relationship between personality and work success. The sample consisted of 74 supervisors, mainly white males, working at a dairy factory. The relationship between the 16PF results and supervisor success has been statistically established through Pearson and Spearman's Product-moment correlation method, standard and stepwise multiple regression analysis and T-tests for independent groups. The results show that factors B, C, L, 0, Q4 and the second order factor QII of the 16PF has a meaningful relationship with supervisor success. It was found that age, qualifications and experience do not influence the relationship between personality and supervisor success. The findings cannot be generalized but personality can be taken into consideration when evaluating employees, for example in selection. / Industrial & Organisational Psychology / M. Comm. (Bedryfsielkunde)

Text in Afrikaans, abstract in Afrikaans and English / Die primere doelstellings van die navorsing is om die verband tussen persoonlikheid en toesighouersukses te bepaal. Persoonlikheid is deur die 16-Persoonlikheidsfaktorvraelys ( 16PF) en toesighouersukses deur 'n prestasiebeoordelingstelsel gemeet. 'n Literatuurstudie van persoonlikheidsteoriee en vorige navorsing is gebruik om die verwantskap tussen persoonlikheid en werksukses te verifieer en die navorsingsbehoefte aan te dui. Die steekproef is 74 toesighouers, hoofsaaklik blanke mans, by 'n fabriek van 'n suiwelvervaardigingsmaatskappy. Die verwantskap tussen die 16PF-resultate en toesighouersukses is statisties deur Pearson en Spearman se Produkmomentkorrelasiemetode, Standaard en Stapsgewyse meervoudige regressie en T-toetse vir onafhanklike groepe bepaal. Die resultate toon dat slegs faktore B, C, L, 0, Q4 en die tweedeordefaktor QII van die 16PF 'n beduidende verband met toesighouersukses het. Dit is bevind dat ouderdom, ondervinding en kwalifikasie nie die verwantskap tussen persoonlikheid en toesighouersukses be'invloed nie. Hoewel hierdie bevindinge nie veralgemeen kan word nie, moet persoonlikheid wel deeglik by die evaluering van personeel, byvoorbeeld in seleksie, oorweeg word. / The aim of the research is to establish the relationship between personality and supervisor success. Personality was measured with the 16-Personality Factor Questionnaire (16PF) and supervisor success through a performance measuring system. A literature study was done to verify the relationship between personality and work success. The sample consisted of 74 supervisors, mainly white males, working at a dairy factory. The relationship between the 16PF results and supervisor success has been statistically established through Pearson and Spearman's Product-moment correlation method, standard and stepwise multiple regression analysis and T-tests for independent groups. The results show that factors B, C, L, 0, Q4 and the second order factor QII of the 16PF has a meaningful relationship with supervisor success. It was found that age, qualifications and experience do not influence the relationship between personality and supervisor success. The findings cannot be generalized but personality can be taken into consideration when evaluating employees, for example in selection. / Industrial and Organisational Psychology / M. Comm. (Bedryfsielkunde)