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One of the greatest challenges to developing successful marketing strategies in the food sector is gaining a better understanding of the diversity of consumer needs (Onwezen et al., 2012). It is important to understand consumer perceptions of beef, pork, lamb, chicken, and fish regarding consumption levels, price, nutrition, animal handling, and animal welfare to help the industry educate and market to consumers, as well as understand perceived misconceptions. Moral and ethical beliefs, consisting of concerns for animal welfare, are reported as main reasons to avoid meat (Hoek et al., 2004). Consumers view high animal welfare standards at the production stage as an indicator that the resulting food is safe, healthy and of high quality (Verbeke et al., 2010). To gain a better understanding of consumer perceptions, an online survey was developed utilizing Qualtrics Q University Survey software (Qualtrics Labs, Inc., Provo, UT, United States). A total of 1,602 surveys were completed. Data was analyzed utilizing PROC Mixed procedure of SAS (v9.3, SAS Institute, Cary, NC). Data was also analyzed using PROC Factor to determine factor analysis and Principal Component Analysis (PCA). Three consumer groups were determined: protein eaters, fish-only eaters, and vegetable-only eaters. Econometric analysis was also conducted using the Multinomial Logit (MNL) Model with STATA Statistics/Data Analysis (v12, StataCorp, College Station, TX). This model was designed to explain choice of protein eaters, fish-only, and vegetarian consumers. Varying levels of significance (P > | z | ≤ 0.01, 0.05, and 0.1) were used. Three groups were identified: protein eaters, fish-only, and vegetable protein-only. Consumer groups from both statistical analyses were evaluated for perceptions of beef, pork, lamb, chicken, and fish healthfulness, animal handling and animal welfare. The data indicated that females were less likely to consume animal protein by 4.4% while consumers with a history of family disease were more likely to consume animal protein by 3.3%. As income level increased, likelihood of consuming protein decreased for income levels of $30,000-$59,000 (9.9%), $60,000-$99,000 (9.4%), and $100,000-$199,000 (5.9%), respectively. Thirty-six percent of consumers indicated animal welfare was somewhat important, while another 22% and 11% responded that it was very important and extremely important, respectively. When asked how often they purchased natural/organic, grass-fed, and free-range/cage-free products, 50%, 60%, and 63%, respectively, indicated they purchased these products less than once every 2-3 months. Although consumers were emotionally invested in animal welfare, those emotions did not necessarily reflect purchasing habits.

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Aim: This study presents the relationship between marketing strategy and consumer behavior. We discuss how marketing strategy can influence consumers’ buying decision. Hence, our aim is to understand how consumers choose supermarkets for buying and how the supermarkets’ marketing strategies affect their buying decision.Method: This study was carried out by using a qualitative and quantitative research method. We gathered relevant information by conducting a survey on 120 consumers and 3 in-depth interviews with three managers from ICA, Willys and Coop supermarkets.Findings and Conclusions: Through the analysis of the survey and interview, we discover that price strategy is not the most important effect that can influence consumers’ buying decision. Our findings show that consumers will rather pay more attention on product quality and services of supermarkets. Also new marketing promotional methods such as using smart phone application (APP) has become a popular strategy used by supermarkets to attract and retain more customers.Practical Implications: Given the fact that our sample size of respondents is small, the study results cannot be generalized. In other words, the results may not be applicable to all consumer behaviors and supermarket marketing strategies. In addition, this study was restricted to geographical limitations.Originality/Value: The study results show how marketing strategy influences consumer behavior in supermarket industry and the factors that motivate consumers’ buying decision in a global context. More also, the paper fills the gaps in the related literatures. This thesis is a detailed research on marketing strategy for impacting consumer behavior in supermarkets industry.

Retail carts were recently introduced in the terminals at JHB International Airport and a need was identified by the researcher to gain an understanding on the buying behavior of low cost passengers. This segment is growing in double digits yearly and an opportunity for enhancing Airports Company's revenue exists by offering a tailor-made product to this segment. A profile was established on the low cost passenger in this study, enabling the development of a customized product for this segment. The current product offering was matched to preferences and expectations of the low cost passenger, with recommendations on enhancing retail opportunities and revenue streams within the terminal building contained in this study. / Thesis (MBA)-University of KwaZulu-Natal, 2005.

Abstract not available. / Thesis (M.Com.)-University of KwaZulu-Natal, 2005

Using a sociocultural approach, we explore an illicit consumption community online. There are several thriving consumption communities that exist online that exchange illicit commodities without scrutiny from regulatory structures. Despite the large sums of money spent on this practice and the potential problems associated with illicit commoditizing, the online environment remains loosely regulated. A netnography of one such community, online poker players, is the central focus of this research. We propose a dramaturgical model that explains the macro-environmental factors of illicit consumption communities and the individual motives of online poker players. The online poker forum selected for this study is vibrant, rich with data and frequented often by online poker community members. By examining discussions held within this online community, we uncover insights on the illicit consumption of online poker players and their motives. We explore these varying factors and motives and discuss the public policy implications of our findings.

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