Tracking the South African marketing index

Artikel

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).

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: South African Journal of Business Management ; ISSN: 2078-5976 ; Volume: 28 ; Year: 1997 ; Issue: 3 ; Pages: 82-87 ; Cape Town: African Online Scientific Information Systems (AOSIS)

Classification and Topics

• Classification: Management

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Du Plessis, Alwyn P. ; Boshoff, Christo
• Event: Veröffentlichung
• (who): African Online Scientific Information Systems (AOSIS)
• (where): Cape Town
• (when): 1997

Further information

• DOI: doi:10.4102/sajbm.v28i3.792
• Handle: http://hdl.handle.net/10419/218172
• Last update: 10.03.2025, 11:44 AM CET