Abstract
The elements of the extended marketing mix play a crucial role in assisting a business to gain a
competitive advantage over competitors. A combination of the elements of the extended marketing mix
is considered by consumers when making a decision to purchase at a fast-food outlet. The article
attempts to emphasise whether race, gender and age groups experience the influence of the extended
marketing mix elements differently on their intention to purchase at a fast-food retailer. The target
population for this study included all visitors to a fast food retail brand in the greater Johannesburg
Metropolitan region in Gauteng from which a convenience sample of 209 was selected. Respondents
participated through personal interviews in the completion of questionnaires. The Independent sample
T-test and the Pearson chi-square test was used to determine whether significant differences exist
between the responses of the different gender and age groups in the study. The study established that
there is a difference in the relationship between the elements of the extended marketing mix and
consumers’ intention to purchase from a KFC fast food retailer based on race, gender and age. These
differences require consideration by KFC fast food retail management to ensure that their marketing
strategy encompasses biographical variables such as race, gender and age. This will ensure that the
needs of the target market are addressed according to these biographical variables, resulting in
increased customer satisfaction and market share growth.