Measuring the attitude and intention to purchase different cohorts towards a fast food retailer
- Madiba, Glen, Roberts-Lombard, Mornay
- Authors: Madiba, Glen , Roberts-Lombard, Mornay
- Date: 2011
- Subjects: Fast food retail outlets - South Africa - Johannesburg - Marketing , Extended marketing mix , Market surveys , Customers attitudes
- Type: Article
- Identifier: uj:5867 , ISSN 1993-8233 , http://hdl.handle.net/10210/7964
- Description: 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.
- Full Text:
- Authors: Madiba, Glen , Roberts-Lombard, Mornay
- Date: 2011
- Subjects: Fast food retail outlets - South Africa - Johannesburg - Marketing , Extended marketing mix , Market surveys , Customers attitudes
- Type: Article
- Identifier: uj:5867 , ISSN 1993-8233 , http://hdl.handle.net/10210/7964
- Description: 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.
- Full Text:
The influence of the elements of the extended marketing mix on consumers' intention to purchase at a fast-food retail chain in Johannesburg
- Authors: Madiba, Glen
- Date: 2012-06-08
- Subjects: Fast food marketing , Consumer behaviour , Target marketing , Kentucky Fried Chicken (Firm) , Consumers' preferences , Franchises (Retail trade)
- Type: Mini-Dissertation
- Identifier: uj:8747 , http://hdl.handle.net/10210/5099
- Description: M.Comm. , The research study specifically aimed to establish the influence that product quality and product variety has on consumers‟ intention to purchase at KFC outlets in Johannesburg. It furthermore aimed to determine the influence of pricing, place, promotion, personnel, physical evidence and organisational processes on consumers‟ intention to purchase at KFC outlets in Johannesburg.
- Full Text:
- Authors: Madiba, Glen
- Date: 2012-06-08
- Subjects: Fast food marketing , Consumer behaviour , Target marketing , Kentucky Fried Chicken (Firm) , Consumers' preferences , Franchises (Retail trade)
- Type: Mini-Dissertation
- Identifier: uj:8747 , http://hdl.handle.net/10210/5099
- Description: M.Comm. , The research study specifically aimed to establish the influence that product quality and product variety has on consumers‟ intention to purchase at KFC outlets in Johannesburg. It furthermore aimed to determine the influence of pricing, place, promotion, personnel, physical evidence and organisational processes on consumers‟ intention to purchase at KFC outlets in Johannesburg.
- Full Text:
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