Browsing by Author "Pentz, Chris D."

Now showing 1 - 3 of 3
  • Thumbnail Image
    Item
    Demographics and consumer ethnocentrism in a developing context : a South African study
    (University of Pretoria, 2014) Pentz, Chris D.; Terblanche, Nic S.; Boshoff, Christo
    The continued growth in international trade results in the fact that consumers in many countries are exposed to increasing amounts of product offerings from various countries of origin. As the origin of products might have an influence on consumer behavior, many marketers realize that extended knowledge on consumer behavior toward both domestic and imported products can be useful in the formulation of more effective marketing strategies. Past research in the field of international marketing suggest that the concept of consumer ethnocentrism can be an influencing factor in the decision of consumers to purchase locally-produced rather than imported products. While the concept of consumer ethnocentrism has been actively researched in a number of contexts and countries, research on this phenomenon has been limited in developing countries. The present study aims to add to the existing body of knowledge on consumer ethnocentrism in developing markets by investigating the possible relationships between consumer ethnocentrism and a number of demographic variables in South Africa. A unique contribution of this study is that the investigation focused on two different samples in terms of race, namely on a sample of “white” respondents and a sample of “black” respondents to account for the ethnic diversity in South Africa. The results of the study revealed that for both groups of respondents there was a positive relationship between age and consumer ethnocentrism, while a negative relationship was found for both groups in terms of the relationship between consumer ethnocentrism and income. In terms of the relationship between consumer ethnocentrism and gender, the results differed between the two groups of respondents. The findings can be used rewardingly by marketers wishing to operate more successfully in developing markets, such as South Africa.
  • Thumbnail Image
    Item
    Factors influencing restaurateurs' choice of wines and wine lists : a replication study in a South African context
    (AOSIS, 2019-07-29) Terblanché, N. S.; Pentz, Chris D.
    Orientation: The restaurant environment is highly competitive. Restaurants’ wine lists offer value, prestige and positive emotional experiences to customers. Research purpose: The research problem studied here focuses on the factors that restaurateurs consider when they design a wine list for a fine dining restaurant. The objective is to replicate the work of Sirieix et al. (2011) in a South African context. Motivation for the study: The primary motivation for this study is the absence in academic publications about why and how South African restaurateurs select wines for their wine lists. Research design, approach and method: Sixty one restaurants offering fine dining, are not part of a franchise and offered wines from other estates and producers were approached and agreed to participate in the study. Personal interviews were conducted with owners, managers or sommeliers. Restaurateurs’ strategy preferences were analysed with Finn and Louviere’s (1992) Best-Worst methodology. Main findings: The two individual factors selected the most by South African restaurateurs for inclusion on a wine list, that a wine should match well with the food offered and that it must taste good, are similar to those of the Sirieix et al. (2011) study. Practical/managerial implications: The findings may enable wine producers and wine marketers to refine their marketing strategies and tactics to restaurants that offer fine dining. Contribution/value-add: Wine contributes on average 29% to the turnover of restaurants and is therefore by implication of great importance to customer satisfaction and restaurateurs.
  • Thumbnail Image
    Item
    The influence of selected senses on consumer experience : a brandy case
    (The Department of Business, University of Johannesburg, 2013-05) Pentz, Chris D.; Gerber, Charlene
    Orientation: Sensory marketing has become a popular marketing technique to enhance consumer experience. Researchers have suggested that marketers should incorporate as many senses as possible in order for sensory marketing to be effective. Research purpose: To investigate the influence of selected senses – sight, sound and smell – on consumers’ experience, specifically in terms of the tastiness of brandy. Motivation for the study: Even though the use of the senses such as sight, sound and smell is a popular sensory marketing tool in the field of experiential marketing, applying such marketing techniques is a challenging and costly exercise for marketers, and researchers have called for more studies on senses and consumer experience. Research design, approach and method: A full factorial laboratory experiment (2 x 2 x 2) was conducted where 240 spirits consumers indicated the tastiness of a brandy sample under certain conditions. Main findings: Results revealed that, within a laboratory setting, consumers recorded lower levels of tastiness under conditions where more senses were manipulated than in conditions where less senses were manipulated. Practical/managerial implications: The results of the study coincided with previous results, which indicated that, within certain product categories, sensory marketing could actually decrease the consumer’s experience as sensory overload could occur. Contribution/value-add: In the endeavour to reduce possible sensory overload in the alcohol industry, the findings suggest that marketers should not apply sensory marketing indiscriminately to all product categories. For example, on a retail level, where experimental marketing might be too costly or even too complex to apply to some product categories, marketers should rather rethink the use of sensory marketing strategies within certain industries and focus on other marketing strategies, such a brand building.