AFRIKAANS: Afrikaans, as een van 11 amptelike landstale, bevind homself in ’n unieke posisie as ’n belangrike bemarkingskommunikasietaal. Die assosiasie tussen Afrikaans en die apartheidsregering het die beeld van Afrikaans, oor jare, groot skade berokken. Afrikaanssprekendes is egter vir baie jare reeds die taalgroep met die grootste besteebare inkomste en ʼn teikengroep wat maklik bereikbaar is. Tog word Afrikaans dikwels nie ernstig deur die reklame-industrie opgeneem nie. Weinig is egter bekend oor wat Afrikaanssprekende verbruikers se houding teenoor bemarkingskommunikasie in Afrikaans is, of hulle dit hoegenaamd verkies en of hulle bereid is om daarvoor te vra. Die primêre navorsingsdoel van die studie was om stedelike Afrikaanssprekende verbruikers se houding, voorkeur en selfgelding ten opsigte van Afrikaanse bemarkingskommunikasie te bepaal en verder te ondersoek. Primêre data is met behulp van rekenaargesteunde telefoononderhoude ingesamel. Die teikenpopulasie was stedelike Afrikaanssprekende verbruikers in Suid-Afrika van 19 jaar en ouer. ’n Verteenwoordigende steekproef van 306 voltooide onderhoude is op ’n nie-ewekansige wyse met behulp van ʼn kwotasteekproef verkry. Die studie het bevind dat stedelike Afrikaanssprekende verbruikers ’n positiewe houding ten opsigte van Afrikaanse bemarkingskommunikasie het; dat hulle tot ’n baie groot mate ’n voorkeur vir Afrikaanse bemarkingskommunikasie bo Engelse bemarkingskommunikasie het, maar dat hulle tot ’n mindere mate bereid is om waarskynlik selfgeldend ten opsigte van Afrikaanse bemarkings-kommunikasie op te tree. Die resultate dui ook aan dat daar, met die uitsondering van verskillende ouderdomsgroepe, verskeie beduidende verskille in stedelike Afrikaanssprekende verbruikers se houding, voorkeur en selfgelding ten opsigte van Afrikaanse bemarkingskommunikasie voorkom, wat betref: demografiese profiel (inkomste, ras en geslag); Engelse taalvaardigheid; taalgroepidentiteit; die bemarkingskommunikasiemedium (kontakpersoneel, tasbare kommunikasie, reklame en verpakking); produkbetrokkenheid (ooreenkomstig die FCB-matriks); en produkte se posisie op die goedere-dienstekontinuum (suiwer diens, goedere-dienstekruising en suiwer produk). Onder meer toon die resultate dat vroulike respondente ’n positiewer houding het, ’n groter voorkeur het en meer waarskynlik selfgeldend sal optree ten opsigte van Afrikaanse bemarkingskommunikasie as manlike respondente. Die resultate toon ook dat, waar dienste en kontakpersoneel ter sprake is, stedelike Afrikaanssprekende verbruikers by uitstek Afrikaanse bemarkingskommunikasie verkies. Aspekte soos hierdie behoort in ag geneem te word wanneer ’n bemarkingskommunikasieplan, wat hierdie teikengroep insluit, ontwikkel word. Bemarkers en maatskappye wat daarin belangstel om met stedelike Afrikaanssprekende verbruikers ’n verhouding te bou, behoort ongetwyfeld die moeite te doen om met hierdie teikengroep in Afrikaans te kommunikeer. ENGLISH: Afrikaans, as one of the country’s 11 official languages, finds itself in a unique position as an important marketing communication language. The association between Afrikaans and the apartheid government, over years caused much damage to the image of Afrikaans. Afrikaans speakers, however, have for many years been the language group with the largest disposable income and are a target group that is easily reached. In spite of this, Afrikaans is frequently not being taken seriously by the advertising industry. Little is however known about the attitude of Afrikaans-speaking consumers towards marketing communication in Afrikaans, whether it is at all preferred by them and if they are prepared to ask for it. The primary research goal of the study was to determine and further investigate the attitude, preference and assertiveness of urban Afrikaans-speaking consumers in terms of Afrikaans marketing communication. Primary data was collected by means of computer-assisted telephone interviews. The target population was urban Afrikaans-speaking consumers in South Africa aged 19 years and older. A representative test sample of 306 completed interviews was obtained by means of a nonprobability quota sample. The study found that urban Afrikaans-speaking consumers have a positive attitude towards Afrikaans marketing communication; that they, to a very large extent, prefer Afrikaans marketing communication to English marketing communication, but that they are to a lesser extent prepared to likely act assertively with regards to Afrikaans marketing communication. The results further show that, with the exception of different age groups, various significant differences exist in urban Afrikaans-speaking consumers’ attitudes, preferences and assertiveness with regards to Afrikaans marketing communication concerning: demographic profile (income, race and gender); English language proficiency; language group identity; the marketing communication medium (contact personnel, tangible communication, advertising and packaging); product involvement (according to the FCB grid); and products’ position on the goods-services continuum (pure service, goods-services hybrid; pure tangible goods). Amongst other things, the results show that female respondents have a more positive attitude, a greater preference and are more likely to act assertively with regards to Afrikaans marketing communication than male respondents. The results also show that, especially where services and contact personnel are concerned, urban Afrikaans-speaking consumers prefer Afrikaans marketing communication. Aspects like these should be taken into consideration when a marketing communication plan, which includes this target group, is developed. Marketers and companies, who are interested in building a long-term relationship with urban Afrikaans-speaking consumers, should undoubtedly make the effort to communicate with this target group in Afrikaans. / Thesis (PhD)--University of Pretoria, 2009. / Communication Management / PhD / Unrestricted
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:up/oai:repository.up.ac.za:2263/29295 |
| Date | 07 November 2008 |
| Creators | Slippers, Johanna Yvonne |
| Contributors | Van Heerden, Cornelius Hendrik, 1957-, jana.slippers@up.ac.za, Grobler, Anske F. |
| Source Sets | South African National ETD Portal |
| Detected Language | Unknown |
| Type | Thesis |
| Rights | © 2008 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
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