M.Comm. / Many variables exist that influence buyer behaviour in the narrow reef gold mining market. Since some variables are real but subjective in nature, such as the opinion and charisma of mine managers or influential individuals, it is difficult to quantify and analyse them. The question is ? Which variables, 8 quantifiable or not, are more dominant in shaping buyer behaviour and how should they be prioritised? What is needed is a logical segmentation model which reflects true buyer behaviour in order to shape future strategies in AEL so that the overall company objectives can be met. Each segment should then be analysed and considered regarding attractiveness in satisfying needs and the ability to add value both to the customer and to AEL. It is also required to target market segments and develop a marketing mix for them so that AEL is correctly positioned to retain the markets it choose to compete in. The problem is the failure to identify market areas of similar response which are relatively stable and can be used to select areas where maximum value can be added to the customer and to the company and can be used to shape and define future direction. The following objectives have been set for this study:The establishment of a market segmentation model which will identify and explain the basis of similarities and differences in buyer behaviour groups which is sufficiently large and stable in order to focus future strategies. - The interpretation of the segmentation model in the light of the strengths, weaknesses, opportunities and threats of the company in order to target markets best suited to the potential of the company. - Development of strategies and positioning in the target markets to strengthen the chance of success.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:2629 |
| Date | 17 August 2012 |
| Creators | Landman, G. V. R. |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
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