The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns. In essence the authors argue that it is not sufficient to understand consumer needs in isolation, they have to be placed in the relevant context in order for them to be meaningful and practical for marketers and advertisers.
There is an increasing demand for companies to be held as accountable towards multiple stakeholders in society as they are towards customers and shareholders. Despite the high awareness of good corporate governance and the mounting reporting on the 'triple bottom line' of financial, societal, and the environmental accountability, little has been done to measure the levels of trust that a company enjoys among its various stakeholder groups. This paper describes the conceptual and exploratory phases of developing a cross-industry Trust Barometer that will be used as a longitudinal measurement of stakeholders' perceptions of the trustworthiness of top South African companies.
The paper throws light onto the attitudes held by women, across ages and cultures, in the reality of the 'new' South Africa.It is based on a four month syndicated qualitative study undertaken in the middle of 2001, using a variety of elicitation methodologies and making extensive use of digital video and still photography in the ongoing presentation of results.The attitudes of men to the Woman of Today and of Tomorrow, and how men see their own roles changing, is also briefly examined.
This paper describes and explains ethnic diversity within South Africa, and how this translates in terms of cultural adaptation, differences and change pre and post apartheid, and potentially in the future. The hypothesis presented is that ethnicity plays a significant role in a consumers' definition of self. This appears to become overshadowed by a need for individual expression, status, progression and recognition as a person moves up a typical needs hierarchy. Furthermore ethnicity may again emerge as a key definer of self at the point of self-actualisation, although this is an active choice rather than a predetermined default.
Internet based research is very experimental in nature due to the rapid development of the Internet. Because of this rapid growth, theory has been slow to catch up. As Harris (1997) points out, marketing activities on the Internet can largely be regarded as practice without theory. This paper will attempt to propose some practical solutions for Internet based research. It represents the view of the commercial research buyer/ user, and has both a South African and global focus.
This paper addresses the important role that the Internet plays in a changing market research environment. It uses case histories as a backdrop to analysing the problems and advantages associated with Internet-based research. It also identifies possible means of overcoming problems and utilising advantages.
Because of the increasing number of channels available to subscribers in the pay TV environment in South Africa, including niche channels, information on viewing habits with regard to cross channel-viewing becomes important. This paper focuses on channel repertoires in a multi-channel TV environment, specifically digital satellite television (pay TV) in South Africa. It addresses the issue that, although faced with a plethora of channel choices, viewers typically watch a set number of channels which form their own personal repertoire. It explores different sets of data to determine which common repertoires may exist, and among which market segments.
This paper gives an overview of the complexity of South African society, with special reference to cultural, language and geographical differences. It clearly illustrates that South Africa has a variety of cultures similar to the United Europe - but in one country. It discusses the difficulties being experienced with multicultural research in respect of habits, traditions, body language and the application of Westernised methodology to a non-Westemised community. These difficulties have lead to the development of a research method which gives consideration to the realities and challenges of a multicultural society. Furthermore, it has not cost an exorbitant amount to create an infrastructure. The expertise and existing infrastructure of the in-house research department of Nasionale Tydskrifte is the foundation of the Hen-and-Chicken (H-a-C) method. People living in the various societies are recruited, and are then the contact persons (Hens) in that specific community. Questionnaires are sent to them by mail and they are requested to distribute them to respondents (the Chickens) according to specific instructions. Control over the Hens and sample control were two of the major pitfalls identified during exploratory work. Some of the major advantages are that this method addresses the multicultural issues satisfactorily and utilises an existing infrastructure, therefore making it a cost effective method.
The release of ANC leader Nelson Mandela and unbanning of the ANC in 1990 the eradication of all apartheid legislation from the statute books in 1993 and the first democratic multiracial general election in April this year have introduced dramatic changes to South African society and business. The South African marketing industry generally, and the marketing research industry specifically, have been slow in recognising these changes and adapting to them. In the past four years only two major industries studies, the All Media and Product Study and Socio Monitor, have attempted to integrate their sample bases to present results not based on race group separation but rather on lifestyle and value group similarities. Results of a postal study conducted amongst members of the Southern African Marketing Research Association and the Association of Marketers supports the hypothesis of this paper, namely that South African marketing research practices have not remained relevant to the brand new South Africa. The paper is concluded with recommendations as to how the South African marketing research industry needs to adapt to the political changes that have taken place to remain relevant to the marketing industry.
Concern regarding the effects of violence on television, especially on children, is one of the most important areas researched by academics. In contrast, relatively little attention has been given to this problem by commercial researchers. In addition to the theoretical background, the practical situation in South Africa and how the SABC approach the problem is discussed. The results of five extensive studies on the effects of television violence in South Africa are discussed. Comparisons between black and white children's reactions to violence on television are also dealt with. Some of the results indicate slightly negative effects of television violence on children; children's surprising robustness in watching scenes from rented videos; particular scenes that cause anxiety and the positive role of social interaction in relationships between children and television. Specific recommendations for broadcasters are made.
Providing superior customer service requires an accurate understanding of customer needs and perceptions. This paper looks at some of the problems of customer service measurement in the multi-cultural South African environment. Taking cognisance of local conditions, the authors used the service quality model developed by Parasuraman, Zeithaml and Berry as a theoretical framework. The nature of cultural differences has to be understood and measures have to be selected, taking variations in respondent understanding into account. The paper proposes an integrated research programme, the components of which are evaluated for their relative utilities. For customer care research to be effective, the views and perceptions of both management and front-line staff must not be ignored. Qualitative research, mystery shopper surveys, customer surveys and staff surveys are each reviewed and their integration is recommended as a solution to the problems of service quality measurement in a complex social environment.