Sabinet | Volume 17 Number 4
Volume 17 Number 4, 1986
South African Journal of Business Management - Volume 17 Number 4, December 1986
Volume 17 Number 4, December 1986
Communicating with illiterate consumers
Authors: P.J. du Plessis and Truida Prekel
Source: South African Journal of Business Management 17, pp 175 –181 (1986)
Communicating effectively with consumers is a major problem facing marketers world-wide. In South Africa a substantial proportion of adult consumers are illiterate. Considerable potential could be unlocked if marketers were to differentiate or expand their communication strategy to specifically address illiterate consumers. It is estimated that between 40% and 50% of adult blacks in South Africa are illiterate. Exploratory research was undertaken to establish how a sample of illiterate and semi-literate blacks perceived, recognized and understood a selection of printed advertisements of consumer products. Results indicate that respondents have a high recognition of product application, and a fairly high recognition of brand names. In some cases message distortion and misinterpretation occurred, indicating that advertisers must ensure that communication with this market segment is clear, possibly by portraying a functional or product application setting. Certain brand names have become 'elevated' to generic names, and respondents tend to have fairly strong brand preferences for certain grocery products. Female respondents appear to be an important target group for advertisers of domestic consumables and grocery items because many of them influence product choice both in their own, and in their employers' homes. Marketers should establish to what extent illiterates constitute an important market segment for them, and devise specific ways to communicate with this large group of 'unnoticed' consumers.
Effektiewe kommunikasie met verbruikers is 'n belangrike probleem wat bemarkers wereldwyd ondervind. In Suid-Afrika is 'n aansienllke gedeelte van volwasse verbruikers ongeletterd. 'n Aanmerklike potensiaal kan ontsluit word indien bemarkers hulle kommunikasiestrategie sou differensieer en uitbrei sodat dit ook op ongeletterde verbruikers gerig word. 'n Geskatte 40% tot 50% van volwasse swart mense in Suid-Afrika is ongeletterd. Verkennende navorsing is ondemeem om vas te stel hoe 'n steekproef von ongeletterde en semi-geletterde swart volwassenes 'n verskeidenheid advertensies van verbruikersprodukte wat in gedrukte media verskyn, sou waameem, harken en verstaan. Resultate dui daarop dat respondente 'n hoe herkenning van produkaanwending getoon het en 'n redelik hoe herkenning van handelsname. In sommige gevalle het daar boodskapverwringing en waninterpretasie plaasgevind. Dit toon aan dat adverteerders moet verseker dat kommunikasie met hlerdie marksegment duidelik is; waar moontlik, moet die produk in 'n funksionele of produkaanwendingsituasie geadverteer word. Sekere handelsmerke is tot generiese name 'verhef' en respondente het geneig om redellke sterk handelsmerkvoorkeure vir sekere kruideniersware te toon. Vroulike respondente kan 'n belangrike teikengroep vir adverteerders van huishoudelike verbruiksitems asook ander kruideniersprodukte wees. Bale van hulle beinvloed produkkeuse in hulle eie sowel as hul werkgewer se huishoudings. Bemarkers behoort vas te stel In watter mate ongeletterde verbrulkers 'n belangrike marksegment vir hulle verteenwoordig; en bemarkers hoort bepaalde tegnleke te ontwikkel om met hierdie groot 'ongemerkte' groep verbruikers te kommunikeer.
The moral minefield : legal and social issues of tobacco and liquor marketing
Authors: Diane Sacks and A. Abratt
Source: South African Journal of Business Management 17, pp 182 –190 (1986)
This article focuses on the liquor and tobacco industries. These two industries were chosen because they have been catapulted into the foreground of the societal marketing polemic as a result of the widespread agreement that the consumption of their products can cause serious damage to personal and social welfare. The legal and social context In which tobacco and liquor products are marketed Internationally and In South Africa are discussed. Some general conclusions are drawn from this review which will have implications not only for the two Industries Involved, but society as a whole.
Hierdie artikel werp lig op die drank- en tabaknywerhede. Hierdie twee nywerhede is gekies vanwee die bemarkingspolemiek wat daar vanuit die oogpunt van die gemeenskap rondom hierdie nywerhede bestaan. Die polemiek spruit voort uit die wydverspreide aanvaarding dat die produkte van hierdie nywerhede ernstige skade aan persoonlike en sosiale welsyn kan aanrig. Die wetlike en die sosiale raamwerk waarbinne tabak- en drankprodukte internasionaal, sowel as in Suid-Afrika bemark word, word bespreek. Enkele algemene gevolgtrekkings word uit hierdie oorsig gemaak, wat nie net implikasies vir beide nywerhede inhou nie, maar vir die gemeenskap as 'n geheel.
An investigation into the small firm effect on the Johannesburg Stock Exchange
Authors: P. de Villiers, A.J. Lowings, T. Pettit and J. Affleck-Graves
Source: South African Journal of Business Management 17, pp 191 –195 (1986)
Recent studies on the New York Stock Exchange have provided empirical evidence which suggests that small market capitalization firms outperform large market capitalization firms in terms of share price performance. This appears valid even after adjusting for the additional risk borne by the small firms. This has become known as the 'small firm effect' and questions the validity of many traditional pricing models such as the Capital Asset Pricing Model. In this paper, the small firm effect is examined on the Johannesburg Stock Exchange. The risk-adjusted performance of portfolios comprising large firms is contrasted with that of small firms. Three measures of size are used, namely market capitalization, asset base and traded volume. In all three cases, no evidence of a small firm effect is apparent. Indeed, if anything, the large firms appear to provide superior investment performance on the JSE.
Onlangse navorsing van die New Yorkse Effektebeurs het empiriese gegewens verskaf wat toon dat klein markkapitaliseringsfirmas beter vaar as die groter firmas in terme van die prestasie van aandeelpryse. Dit skyn geldig te wees selfs nadat aanpassings gemaak is vir die addisionele risiko wat deur die klein firmas gedra word. Dit het bekend geraak as die 'kleinfirma-effek' en bevraagteken tradisionele prysvasstellingsmodelle soos die 'Capital Asset Pricing'model. In hierdie artikel word die 'kleinfirma-effek' ondersoek op die Johannesburgse Effektebeurs. Die saamgestelde portfolio's, aangepas vir risiko, word vergelyk met die van klein firmas. Drie meetinstrumente vir grootte is gebruik, naamlik markkapitalisering, batebasis, en handelsvolume. In al drie gevalle is geen 'kleinfirma-effek' bespeur nie. Eintlik lewer die groot firmas 'n beter investeringsprestasie op die Johannesburgse Effektebeurs.
Importance-performance analysis : a comparative study of motor repair service customers
Source: South African Journal of Business Management 17, pp 196 –201 (1986)
At least two American studies have found that a high percentage of new car owners do not return to the dealership they purchased their vehicle from for servicing/ repairs after the initial warranty had expired. Patronage seems to have shifted to the so-called independent workshops. It appears as if the same trend prevails in South Africa and should be a source of concern to vehicle manufacturers. The study described in this article attempted to identify possible reasons for this shift in patronage and also to establish whether market requirements in general are being satisfied by these institutions. The results obtained indicate that independent workshops perform certain attributes of a motor repair service that are important to consumers markedly better than franchised dealerships do. It was further established that neither institution currently fully satisfies market requirements.
Ten minste twee Amerikaanse studies het bevind dat 'n hoe persentasie van nuwe voertuigeienaars nie na die agentskap waar hulle hul voertuig aanvanklik gekoop het terugkeer vir herstel· en versieningsdienste nadat die waarborgperiode op die voertuig verstryk het nie. Ondersteuning verskuif skynbaar na die sogenaamde onafhanklike diensstasie. Die verrnoede bestaan dat dieselfde neiging ook in Suid-Afrika voorkom en behoort 'n bron van kommer vir motorvervaardigers te wees. Die ondersoek waarvan hierdie artlkel verslag lewer was gemik daarop om moontlike redes vir die verskuiwing te identifiseer en ook om te bepaal of beide instellings tans daarin slaag om markbehoeftes te bevredlg. Die verkree resultate dui daarop dat onafhanklike diensstasies sekere aspekte van 'n motorhersteldiens wat vir verbruikers belangrik is merkbaar beter verrig as agentskaphouers. Verder is bevind dat nie een van die instellings tans werklik daarin slaag om markbehoeftes te bevredig nie.
Cognitive socialization : a model for cross-cultural education programmes
Author Margaret I. Meyer
Source: South African Journal of Business Management 17, pp 202 –209 (1986)
In recent years many white-dominated organizations have attempted to encourage the development of black potential through special black advancement programmes. The concept of black advancement is contrasted with Africanization, the aim of which would be that blacks should plan and administer education programmes. Often black advancement programmes are based on a systems approach in which needs are identified, objectives set and regular tests administered. It Is assumed that when objectives have been met, the participant is in a position to compete equally with his white counterpart. Often, however, subsequent performance has been disappointing, particularly to sponsors. In this article an approach of cognitive socialization is proposed which takes the student beyond the objectives set and encourages an outcome of quality. The research on which this article is based was undertaken at the University of the Witwatersrand with students in the Undergraduate Cadet Scheme who planned a career in commerce.
Die afgelope jare het bale blankgedomineerde organlsasies 'n poging aangewend om die ontwikkeling van swart potensiaal deur middel van spesiale programme ter bevordering van swartes aan te moedlg. Die konsep van swart vooruitgang word gekontrasteer met afrikanlsering waarvan die doel is dat opvoedkundige programme deur swartes beplan en geadministreer word. Bevorderingsprogramme vir swartes word dikwels op 'n sisteembenadering gebaseer waarin behoeftes geidentifiseer, doelwitte gestel en gereelde toetse gedoen word. Daar word aanvaar dat wanneer die doelwitte bereik is, die deelnemer in 'n posisie is om op 'n gelyke grondslag met sy blanke eweknie mee te ding. Die daaropvolgende prestasie is egter dikwels teleurstellend, veral vir die borge. In hierdie artikel word 'n benadering van kognitiewe sosialisasie voorgestel wat die student verder sal laat vorder as die doelwltte wat gestel word en 'n resultaat van gehalte aanmoedlg. Die navorsing waarop hierdie artikel gebaseer Is, is aan die Universiteit van die Witwatersrand ondemeem met studente in die Voorgraadse Kadetskema wat beplan om 'n loopbaan in die Handel te volg.
Authors: J.W. Grobbelaar, J.J. Murphy and S.R. van der Walt
Source: South African Journal of Business Management 17, pp 210 –214 (1986)
In 1976 Louis Gerstner wrote, 'one of the most intriguing management phenomena of the late 1960's has been the rapid spread of the corporate planning concept. Except for the so-called computer revolution, few management techniques have swept through corporate and government enterprise more rapidly or completely'. Yet in spite of this explosion of companies doing corporate planning there are still areas within the process that need to be researched. One such area is the 'evaluation of the action plan'. How do managers decide which portfolio of action plans to select and implement? It has been the authors' experience that these decisions are mostly made on 'gut' feel with a great deal of politicking taking place. In this article a methodology is developed to assist managers in the comparative evaluation of action plans, the final decisions being based on the use of a multivariate model which relates achievement and risk.
Louis Gerstner het in 1976 geskryf dat een van die mees prikkelende bestuursverskynsels van die laat 1960s sekerlik die snelle verspreiding van die korporatiewe beplanningskonsep was. Buiten die sogenaamde rekenaarrevolusie het min ander bestuurstegnieke so vinnig en volledig deur korporatiewe- en staatsondememings geswiep. Ten spyte van die ontploffing van korporatiewe beplanning onder maatskappye is daar steeds gedeeltes binne die proses wat nagevors moet word. Een hiervan is die 'evaluasie van die aksieplan'. Hoe kies bestuurders uit die portfolio van aksieplanne watter om te implementeer? Die skrywers het ondervind dat hierdie besluite meestal op aanvoeling berus en dat heelwat politiekery in die proses plaasvind. In hierdie artikel word 'n metodologie ontwikkel wat bestuurders kan help in die vergelykende evaluasie van aksieplanne. Die finale besluite word gebaseer op die gebruik van 'n multivariantmodel wat prestasie en risiko met mekaar in verband bring.
The board of directors in South Africa : its role in corporate strategic planning
Author J. Viljoen
Source: South African Journal of Business Management 17, pp 216 –219 (1986)
There is a considerable degree of uncertainty regarding the precise role of the board of directors in corporate strategic planning. With reference to the South African Company Law and practice the objectives of this paper are (i) to isolate and categorize possible alternative relationships between top management and the board of directors in matters of corporate strategy; (ii) to identify the level at which the board should become involved in corporate strategy; (iii) to suggest which elements of strategy should be the legitimate concern of the board; (iv) to propose procedural guidelines which will facilitate optimal board involvement in corporate strategy. The author concludes that the board of directors, in terms of its mandate, should not only become involved in strategy evaluation but also in the formulation and implementation of strategic plans. This is particularly true within the context of the current socio-economic and political environment in South Africa. The implications of this conclusion for the composition of the board and for the conducting of board affairs are discussed.
Aansienlike onsekerheid heers aangaande die presiese funksie van die direksie ten opsigte van strategiese beplanning. Met betrekking tot Suid-Afrikaanse Maatskappyreg en -praktyk, stel hierdie werk dit ten doel om: (i) moontlike alternatiewe verwantskappe tussen bestuur en direksie betreffende maatskappystrategie te identifiseer en te klassifiseer; (ii) die toepaslike vlak waarop direksie in maatskappystrategie betrek behoort te word, te identlfiseer; (iii) voor te stel watter elemente van strategie die belangstelling van die direksie regverdig; (iv) prosedureriglyne aan te bled ten einde optimale betrokkenheid van direksie in maatskappystrategie te bewerkstellig. Die outeur kom tot die slotsom dat die direksie, volgens sy mandaat, nie net in die evaluering van strategie betrokke behoort te raak nle, maar ook In die formulering en implementering van strategiese planne. Die implikasies hiervan vir die samestelling van die dlreksle en vir die uitoefening van direksie-aangeleenthede word daama bespreek.
Pre-purchase information search and consumer satisfaction : replication and extension
Source: South African Journal of Business Management 17, pp 220 –224 (1986)
In this paper the author examines consumer satisfaction with major household appliances and its determining factors. Hypotheses relating to pre-purchase information search and product satisfaction as well as previous satisfactory store experiences and subsequent repurchase behaviour are proposed and empirically tested using data from 55 consumers who patronized a large eastern Cape hypermarket. Results imply that product satisfaction is more related to market place variables than actual search behaviour. Repeat shopping intentions are associated with previous shopping experiences at the particular store which also contributes to product satisfaction. Marketing implications and future research directions are briefly discussed.
In hierdie artikel ondersoek die outeur verbruikerstevredenheid met groter huishoudelike toebehore asook die faktore wat daartoe lei. Hipoteses wat die verband tussen inligtinginwinningsaktiwiteite vooraf en produktevredenheid ondersoek, asook vorige bevredigende ondervindings by 'n spesifieke winkel en gevolglike heraankope, is empiries getoets met 'n steekproef van 55 verbruikers by 'n groot hipermark in die Oos-Kaap. Die resultate impliseer dat produktevredenheid meer verband hou met bemarkingsplekverwante veranderlikes as met inligtinginwinningsgedrag. Herhaling van koopvoomemens is geassosieer met vorige bevredigende koopervarings by die betrokke winkel wat ook bydra tot produktevredenheid. Bemarkingsimplikasies en toekomstige navorsingsriglyne word ook kortliks bespreek.
Using research in the teaching of management
Author C. Orpen
Source: South African Journal of Business Management 17, pp 225 –229 (1986)
It is argued (i) that there is considerable scope for using research in teaching management, and (ii) that this does not require that the teacher be an active and expert researcher. A number of different ways of using research in teaching are discussed and suggestions provided for using them most effectively.
In hierdie artikel word aangevoer dat: (i) daar heelwat ruimte is om navorsing binne bestuurstudies te gebruik, en (ii) dit nie vereis dat die dosent 'n aktiewe en deskundige navorser moet wees nie. 'n Aantal verskillende metodes in die gebruik van navorsing binne bestuurstudies word bespreek en voorstelle word gedoen om dit so effektief moontlik te doen.