Tracking the South African marketing index
This study analyses marketing and marketing activities from a consumer's point-of-view. It measures consumer attitudes towards the so-called 4 Ps (product, price, promotion and retailing) and converts these scores to an overall 'attitude towards marketing' index. It also compares the...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
1997-09-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/792 |
| _version_ | 1817983316475772928 |
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| author | Alwyn P. Du Plessis Christo Boshoff |
| author_facet | Alwyn P. Du Plessis Christo Boshoff |
| author_sort | Alwyn P. Du Plessis |
| collection | DOAJ |
| description | This study analyses marketing and marketing activities from a consumer's point-of-view. It measures consumer attitudes towards the so-called 4 Ps (product, price, promotion and retailing) and converts these scores to an overall 'attitude towards marketing' index. It also compares the results of similar studies conducted in previous years. A survey of randomly selected South African consumers reveals that the South African Marketing Index is +22.28 (in the range -200 to +200) suggesting reasonably favourable perceptions of marketing and marketing practices. This is the first time since the commencement of this longitudinal study that the overall marketing index has been positive. The most favourable individual index is the retailing index (+22.91), followed by the price index (+13.11). Both the product and the advertising indices are, however, negative (-5.49 and -1.33 respectively). |
| first_indexed | 2024-04-13T23:31:49Z |
| format | Article |
| id | doaj.art-90e4deee74564f428e0567e3f895ea1a |
| institution | Directory Open Access Journal |
| issn | 2078-5585 2078-5976 |
| language | English |
| last_indexed | 2024-04-13T23:31:49Z |
| publishDate | 1997-09-01 |
| publisher | AOSIS |
| record_format | Article |
| series | South African Journal of Business Management |
| spelling | doaj.art-90e4deee74564f428e0567e3f895ea1a2022-12-22T02:24:53ZengAOSISSouth African Journal of Business Management2078-55852078-59761997-09-01283828710.4102/sajbm.v28i3.792511Tracking the South African marketing indexAlwyn P. Du Plessis0Christo Boshoff1Department of Business Management, University of Port ElizabethDepartment of Business Management, University of Port ElizabethThis study analyses marketing and marketing activities from a consumer's point-of-view. It measures consumer attitudes towards the so-called 4 Ps (product, price, promotion and retailing) and converts these scores to an overall 'attitude towards marketing' index. It also compares the results of similar studies conducted in previous years. A survey of randomly selected South African consumers reveals that the South African Marketing Index is +22.28 (in the range -200 to +200) suggesting reasonably favourable perceptions of marketing and marketing practices. This is the first time since the commencement of this longitudinal study that the overall marketing index has been positive. The most favourable individual index is the retailing index (+22.91), followed by the price index (+13.11). Both the product and the advertising indices are, however, negative (-5.49 and -1.33 respectively).https://sajbm.org/index.php/sajbm/article/view/792 |
| spellingShingle | Alwyn P. Du Plessis Christo Boshoff Tracking the South African marketing index South African Journal of Business Management |
| title | Tracking the South African marketing index |
| title_full | Tracking the South African marketing index |
| title_fullStr | Tracking the South African marketing index |
| title_full_unstemmed | Tracking the South African marketing index |
| title_short | Tracking the South African marketing index |
| title_sort | tracking the south african marketing index |
| url | https://sajbm.org/index.php/sajbm/article/view/792 |
| work_keys_str_mv | AT alwynpduplessis trackingthesouthafricanmarketingindex AT christoboshoff trackingthesouthafricanmarketingindex |