This study investigates the marketing perception of grocery store retailers
belonging to black business associations in Gauteng. In determining what the
black grocery store retailer should know about marketing in order to be successful,
an extensive literature study was undertaken on the basic components of
marketing, namely the marketing concept, marketing environment and target
market selection, and the retail marketing mix and strategy.
An empirical study was conducted to determine the black grocery store retailer's
present knowledge and practices of the basic components of marketing. In the
study, grocery store retailers who are members of Nafcoc in Gauteng, were
interviewed by using a structured questionnaire which covered the basic
components of marketing.
The research results reveal various prominent gaps in the black grocery store
retailer's marketing perception of the marketing concept, marketing environment
and target market selection, and the retail marketing mix and strategy. The most
significant findings are that successful black grocery store retailers have certain
unique characteristics and perceptions and follow specific marketing practices:
they care what customers think of their stores and they see it as their responsibility
to conduct marketing research on a regular basis; they are more sensitive to the
diverse cultural backgrounds and needs of the customers and infrastructural
problems of the townships in which they live; they do not focus only on providing
the basic necessities but also keep an expanded product range, including shopping
and emergency products; they use the self-service store concept to sell to their
customers; they add value by providing after-sales services such as attending to
defective goods; they have a broader perception of competitors and do not focus
only on intratype competition inside the townships; they use more advanced
accounting and financial management techniques; they accept their role as a
socially responsible retailing business in the township community; they eliminate
the middlemen in the distribution system whenever possible by buying directly from
manufacturers and the fresh produce market; and they use more marketing
communication elements to promote their stores and range of products and
services. / Business Management / DCom (Business Management)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/15957 |
| Date | 11 1900 |
| Creators | Brink, A. (Annekie) |
| Contributors | Strydom, J. W. (Johan Wilhelm), 1952- |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | 1 online resource (xv, 478 leaves) |
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