An online model for an agriculture retailer
- Authors: Jordaan, Jeandre
- Date: 2024-04
- Subjects: Electronic commerce , Produce trade -- South Africa , Food industry and trade -- South Africa , Agricultural industries -- South Africa Agriculture -- Economic aspects -- South Africa
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/65061 , vital:74013
- Description: The advent of the digital age provided businesses with new opportunities and ways of doing business digitally. Digital commerce encompasses many aspects, one of which is electronic commerce (e-commerce). Due to the rise of e-commerce, the retail industry specifically has undergone a significant transformation, with e-commerce offering new business models to companies. E-commerce retailers like Amazon, TakeAlot, eBay, and Alibaba have successfully developed online stores and disrupted the traditional face-to-face retail trade. Brick-and-mortar retailers, once the dominant force, now find themselves in an increasingly competitive environment. The agriculture retail sector is no different and new disruptions and opportunities caused by e-commerce necessitated the agriculture retail sector to also consider e-commerce’s impact and implement changes where necessary. The COVID-19 pandemic further disrupted the traditional methods of doing business due to lockdowns and social distancing measures implemented by governments globally. COVID-19’s impact along with a changing business environment, inclined an agriculture retailer in South Africa, the Humansdorpse Landbou Koöperasie, trading as The Co-Op, to explore e-commerce as a new business model to support and enhance their customers purchasing experience. The aim of this study is to determine the factors that influence the adoption of an online model for an agriculture retailer in South Africa. A literature review on e-commerce and the agriculture retail sector was conducted, and from the literature a conceptual model was proposed, which identified the main factors that influence the adoption of an online model for an agriculture retailer. A questionnaire was developed and translated into three languages - Afrikaans, English and IsiXhosa - and distributed to customers of The Co-Op. The results obtained from the questionnaire were statistically analysed. After conducting correlation and Chi-Square tests the relationship between the identified independent factors and the dependent factor was determined. The study identified that the independent factors of: Acceptance of Internet Technology, Online Shopping, Delivery, Methods of Payment, and Product Range positively influence the dependent factor, the Co-Op Online Shopping and thus the adoption thereof. The study thus confirmed the need for an online model for The Co-Op. The study contributes theoretically by discussing agriculture retail and technology acceptance within the realm of the Technology Acceptance Model and the Theory of Planned Behaviour. The study’s practical contribution includes a tested hypothesised model that can be used for future research by other agriculture retailers. Additionally, research on this topic can be expanded to other agricultural retailers in South Africa and Africa. , Thesis (MBA) -- Faculty of Business and Economic Sciences, Business School, 2024
- Full Text:
- Date Issued: 2024-04
- Authors: Jordaan, Jeandre
- Date: 2024-04
- Subjects: Electronic commerce , Produce trade -- South Africa , Food industry and trade -- South Africa , Agricultural industries -- South Africa Agriculture -- Economic aspects -- South Africa
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/65061 , vital:74013
- Description: The advent of the digital age provided businesses with new opportunities and ways of doing business digitally. Digital commerce encompasses many aspects, one of which is electronic commerce (e-commerce). Due to the rise of e-commerce, the retail industry specifically has undergone a significant transformation, with e-commerce offering new business models to companies. E-commerce retailers like Amazon, TakeAlot, eBay, and Alibaba have successfully developed online stores and disrupted the traditional face-to-face retail trade. Brick-and-mortar retailers, once the dominant force, now find themselves in an increasingly competitive environment. The agriculture retail sector is no different and new disruptions and opportunities caused by e-commerce necessitated the agriculture retail sector to also consider e-commerce’s impact and implement changes where necessary. The COVID-19 pandemic further disrupted the traditional methods of doing business due to lockdowns and social distancing measures implemented by governments globally. COVID-19’s impact along with a changing business environment, inclined an agriculture retailer in South Africa, the Humansdorpse Landbou Koöperasie, trading as The Co-Op, to explore e-commerce as a new business model to support and enhance their customers purchasing experience. The aim of this study is to determine the factors that influence the adoption of an online model for an agriculture retailer in South Africa. A literature review on e-commerce and the agriculture retail sector was conducted, and from the literature a conceptual model was proposed, which identified the main factors that influence the adoption of an online model for an agriculture retailer. A questionnaire was developed and translated into three languages - Afrikaans, English and IsiXhosa - and distributed to customers of The Co-Op. The results obtained from the questionnaire were statistically analysed. After conducting correlation and Chi-Square tests the relationship between the identified independent factors and the dependent factor was determined. The study identified that the independent factors of: Acceptance of Internet Technology, Online Shopping, Delivery, Methods of Payment, and Product Range positively influence the dependent factor, the Co-Op Online Shopping and thus the adoption thereof. The study thus confirmed the need for an online model for The Co-Op. The study contributes theoretically by discussing agriculture retail and technology acceptance within the realm of the Technology Acceptance Model and the Theory of Planned Behaviour. The study’s practical contribution includes a tested hypothesised model that can be used for future research by other agriculture retailers. Additionally, research on this topic can be expanded to other agricultural retailers in South Africa and Africa. , Thesis (MBA) -- Faculty of Business and Economic Sciences, Business School, 2024
- Full Text:
- Date Issued: 2024-04
Woolworths Holdings Limited's (WHL) strategic business positioning in the South African clothing and food industry
- Authors: Kuhn, Ralph Ulrich
- Date: 2014
- Subjects: Retail trade -- South Africa , Branding (Marketing) -- South Africa , Food industry and trade -- South Africa , Consumer behavior -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/7793 , vital:24286
- Description: The South African food and clothing retail industry is highly sophisticated and dominated by a few large competitors. The market is unique and has been shaped by abnormal political influences that have created a polarised society. The market holds a high potential owing to the burgeoning young middle class that is also attracting global attention. This necessitates an increase in economies of scale through expansion and acquisition strategies. Woolworths Holdings Limited has experienced significant growth in tough trading conditions whilst many competitors have lost ground. The Woolworths’ brand is primarily aimed at the high-income groupings but also appeals to the burgeoning middle class with their private-label products. The clothing and food divisions also provide a unique appeal that concentrates on the strong brand name to cater to the polarised nature of the market. The Woolworths Holding Limited (WHL) business model aims to offer superior quality at a lower cost than competitors which competitors find difficult to imitate. The apparent paradox is solved through tightly-knit supplier relationships and a culture demanding continuous improvement. The company is uniquely positioned to service the Living Standards Measure (LSM) 8-10 niche market whilst improving efficiencies. The company drives its competitive advantage over competitors through the key competencies of a reputable brand name, a strong sustainability programme, a strong operation and supply chain network, all of which are crucially-supported by superior and innovative technology utilisation. The study analysed the strategic brand positioning with a focus on the introduction of the supermarket concept. The study indicated that the supermarket concept was a reaction from WHL to consumer’s requirements for a one-stop shop aimed at increasing existing customers’ basket spend and drawing similar new clients. An increase in spend is potentially lucrative to WHL, and the strategy is a viable option as long as the company remains focussed on the core principles of the business model.
- Full Text:
- Date Issued: 2014
- Authors: Kuhn, Ralph Ulrich
- Date: 2014
- Subjects: Retail trade -- South Africa , Branding (Marketing) -- South Africa , Food industry and trade -- South Africa , Consumer behavior -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/7793 , vital:24286
- Description: The South African food and clothing retail industry is highly sophisticated and dominated by a few large competitors. The market is unique and has been shaped by abnormal political influences that have created a polarised society. The market holds a high potential owing to the burgeoning young middle class that is also attracting global attention. This necessitates an increase in economies of scale through expansion and acquisition strategies. Woolworths Holdings Limited has experienced significant growth in tough trading conditions whilst many competitors have lost ground. The Woolworths’ brand is primarily aimed at the high-income groupings but also appeals to the burgeoning middle class with their private-label products. The clothing and food divisions also provide a unique appeal that concentrates on the strong brand name to cater to the polarised nature of the market. The Woolworths Holding Limited (WHL) business model aims to offer superior quality at a lower cost than competitors which competitors find difficult to imitate. The apparent paradox is solved through tightly-knit supplier relationships and a culture demanding continuous improvement. The company is uniquely positioned to service the Living Standards Measure (LSM) 8-10 niche market whilst improving efficiencies. The company drives its competitive advantage over competitors through the key competencies of a reputable brand name, a strong sustainability programme, a strong operation and supply chain network, all of which are crucially-supported by superior and innovative technology utilisation. The study analysed the strategic brand positioning with a focus on the introduction of the supermarket concept. The study indicated that the supermarket concept was a reaction from WHL to consumer’s requirements for a one-stop shop aimed at increasing existing customers’ basket spend and drawing similar new clients. An increase in spend is potentially lucrative to WHL, and the strategy is a viable option as long as the company remains focussed on the core principles of the business model.
- Full Text:
- Date Issued: 2014
Selected marketing communication methods influencing young adults' perceptions and buying intentions of healthy foods in South Africa
- Authors: Galloway, Kelly Lou
- Date: 2013
- Subjects: Restaurants -- Marketing , Food industry and trade -- South Africa , Fast food restaurants -- South Africa
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: http://hdl.handle.net/10948/6312 , vital:21072
- Description: For more than a decade (2001 – 2012) there has been extensive research conducted on the impact of marketing on food consumption, the promotion of healthy lifestyles and the use of media communication channels in the restaurant industry. However, no known research has focused specifically on the healthy fast-casual restaurant segment with a specific focus on media communication channels. This study attempts to address this limitation. The study deals with selected media communication channels and their influence on the healthy lifestyle perceptions and healthy lifestyle purchase intentions of young adult consumers in South Africa. The study considers the impact that a more selective choice of media communication channel can have on restaurants in the healthy fast-casual restaurant segment. Media communication channels are a vital part of a restaurant’s marketing communication program as they transmit messages between the business and its target market. In South Africa’s restaurant industry, there are numerous businesses that are conveying messages to consumers regarding their market offerings. This advertising clutter is aggravated by healthy fast-casual restaurants needing to compete against traditional fast-casual restaurants who are adding healthier items to their menus. The study’s secondary research included a literature review on marketing communication, selected media communication channels (print media, display media, broadcast media and online media) and the South African restaurant industry (with a focus on the healthy fast-casual segment). In addition, perception and purchase intention were discussed with a focus on healthy lifestyles and young adult consumers. In order to establish the influence of the selected media communication channels (print media, display media, broadcast media and online media) on young adults’ healthy lifestyle perceptions and healthy lifestyle purchase intentions an empirical investigation was also conducted. A positivistic research paradigm was used as quantitative methods were performed to identify significant relationships among the selected variables. The sample consisted of students from the Nelson Mandela Metropolitan University. A total of 440 questionnaires were distributed, with 350 usable. Therefore, a response rate of 79.55 per cent was obtained. The empirical investigation revealed that the items in the questionnaire that were used to gather information about healthy lifestyle perception and healthy lifestyle purchase intention loaded together on one factor which was renamed healthy lifestyle buying behaviour. Multiple regression analysis indicated that positive and statistically significant relationships existed between print media and healthy lifestyle buying behaviour and between online media and the healthy lifestyle buying behaviour of young adults. These relationships imply that an increased use of print media will reflect increased buying behaviour that supports healthy lifestyles amongst young adults. Similarly, the more online media is used, the more young adult buying behaviour will reflect healthier choices. This implies that restaurants in the healthy fast-casual restaurant segment can increase the demand for their market offerings and stand out amongst the advertising clutter through a more deliberate use of print media and online media. The study includes strategies that can be used to improve the use of print media and online media in order to influence the healthy lifestyle buying behaviour of young adults. Healthy lifestyle buying behaviours essentially will increase the demand for goods that support healthy lifestyles and therefore increase the demand for healthy fast-casual restaurants. The provision of healthy menu items and a more focused marketing program can be used as a strategy to attract more young adults as consumers, to grow business relationships with this target market, to enhance business performance and to create a healthier South African community.
- Full Text:
- Date Issued: 2013
- Authors: Galloway, Kelly Lou
- Date: 2013
- Subjects: Restaurants -- Marketing , Food industry and trade -- South Africa , Fast food restaurants -- South Africa
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: http://hdl.handle.net/10948/6312 , vital:21072
- Description: For more than a decade (2001 – 2012) there has been extensive research conducted on the impact of marketing on food consumption, the promotion of healthy lifestyles and the use of media communication channels in the restaurant industry. However, no known research has focused specifically on the healthy fast-casual restaurant segment with a specific focus on media communication channels. This study attempts to address this limitation. The study deals with selected media communication channels and their influence on the healthy lifestyle perceptions and healthy lifestyle purchase intentions of young adult consumers in South Africa. The study considers the impact that a more selective choice of media communication channel can have on restaurants in the healthy fast-casual restaurant segment. Media communication channels are a vital part of a restaurant’s marketing communication program as they transmit messages between the business and its target market. In South Africa’s restaurant industry, there are numerous businesses that are conveying messages to consumers regarding their market offerings. This advertising clutter is aggravated by healthy fast-casual restaurants needing to compete against traditional fast-casual restaurants who are adding healthier items to their menus. The study’s secondary research included a literature review on marketing communication, selected media communication channels (print media, display media, broadcast media and online media) and the South African restaurant industry (with a focus on the healthy fast-casual segment). In addition, perception and purchase intention were discussed with a focus on healthy lifestyles and young adult consumers. In order to establish the influence of the selected media communication channels (print media, display media, broadcast media and online media) on young adults’ healthy lifestyle perceptions and healthy lifestyle purchase intentions an empirical investigation was also conducted. A positivistic research paradigm was used as quantitative methods were performed to identify significant relationships among the selected variables. The sample consisted of students from the Nelson Mandela Metropolitan University. A total of 440 questionnaires were distributed, with 350 usable. Therefore, a response rate of 79.55 per cent was obtained. The empirical investigation revealed that the items in the questionnaire that were used to gather information about healthy lifestyle perception and healthy lifestyle purchase intention loaded together on one factor which was renamed healthy lifestyle buying behaviour. Multiple regression analysis indicated that positive and statistically significant relationships existed between print media and healthy lifestyle buying behaviour and between online media and the healthy lifestyle buying behaviour of young adults. These relationships imply that an increased use of print media will reflect increased buying behaviour that supports healthy lifestyles amongst young adults. Similarly, the more online media is used, the more young adult buying behaviour will reflect healthier choices. This implies that restaurants in the healthy fast-casual restaurant segment can increase the demand for their market offerings and stand out amongst the advertising clutter through a more deliberate use of print media and online media. The study includes strategies that can be used to improve the use of print media and online media in order to influence the healthy lifestyle buying behaviour of young adults. Healthy lifestyle buying behaviours essentially will increase the demand for goods that support healthy lifestyles and therefore increase the demand for healthy fast-casual restaurants. The provision of healthy menu items and a more focused marketing program can be used as a strategy to attract more young adults as consumers, to grow business relationships with this target market, to enhance business performance and to create a healthier South African community.
- Full Text:
- Date Issued: 2013
Nelson Mandela Metropolitan University students' perceptions of sexualised advertisements of three South African fast food brands
- Authors: Wignall, Andrea
- Date: 2011
- Subjects: Sex in advertising -- South Africa -- Childhood and youth , Food industry and trade -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8408 , http://hdl.handle.net/10948/d1011443 , Sex in advertising -- South Africa -- Childhood and youth , Food industry and trade -- South Africa
- Description: This research study aimed to provide the South African fast food industry and their advertising representatives with insights into 18-28-year-olds‟ perception of using sexual appeal to elicit their attention, and whether using this advertising technique is gaining positive brand recognition with this target market. This research study aimed to determine the selected sample‟s (NMMU students) perceptions of three South African fast food brands, namely KFC, Nando’s and Steers, in terms of their use of sexualised fast food advertisements. An electronic survey questionnaire was conducted with both closed and open-ended questions relating to the use of sexual appeal in advertising within the three South African fast food brands. The survey questionnaire helped determine what the selected sample‟s perceptions were of each advertisement, and whether the use of sexual appeal captured their attention. A semiotic analysis of each advertisement was conducted to determine if the advertisements do contain the use of sexual appeal, by examining the sign. This includes looking at the three aspects of a sign namely the signifier, the referent and the signified. In terms of this study, the signifier represents the T.V. advertisements; the signified represents the meaning of the advertisements and the referent represents to what the advertisements are initially referring. The results of the study indicated that each of the three fast food advertisements incorporated the use of sexual appeal in varying degrees. Respondents indicated that the sexual appeal in the advertisements was appropriate if they were directed at the right age group. The respondents indicated that these three advertisements were more likely to attract the males, in the target market and they felt that the advertisements leaned towards objectifying the women, which would be offensive to the females in the target market. It was determined that if the advertisements contained humour, they were more effective and memorable.
- Full Text:
- Date Issued: 2011
- Authors: Wignall, Andrea
- Date: 2011
- Subjects: Sex in advertising -- South Africa -- Childhood and youth , Food industry and trade -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8408 , http://hdl.handle.net/10948/d1011443 , Sex in advertising -- South Africa -- Childhood and youth , Food industry and trade -- South Africa
- Description: This research study aimed to provide the South African fast food industry and their advertising representatives with insights into 18-28-year-olds‟ perception of using sexual appeal to elicit their attention, and whether using this advertising technique is gaining positive brand recognition with this target market. This research study aimed to determine the selected sample‟s (NMMU students) perceptions of three South African fast food brands, namely KFC, Nando’s and Steers, in terms of their use of sexualised fast food advertisements. An electronic survey questionnaire was conducted with both closed and open-ended questions relating to the use of sexual appeal in advertising within the three South African fast food brands. The survey questionnaire helped determine what the selected sample‟s perceptions were of each advertisement, and whether the use of sexual appeal captured their attention. A semiotic analysis of each advertisement was conducted to determine if the advertisements do contain the use of sexual appeal, by examining the sign. This includes looking at the three aspects of a sign namely the signifier, the referent and the signified. In terms of this study, the signifier represents the T.V. advertisements; the signified represents the meaning of the advertisements and the referent represents to what the advertisements are initially referring. The results of the study indicated that each of the three fast food advertisements incorporated the use of sexual appeal in varying degrees. Respondents indicated that the sexual appeal in the advertisements was appropriate if they were directed at the right age group. The respondents indicated that these three advertisements were more likely to attract the males, in the target market and they felt that the advertisements leaned towards objectifying the women, which would be offensive to the females in the target market. It was determined that if the advertisements contained humour, they were more effective and memorable.
- Full Text:
- Date Issued: 2011
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