Browsing by Author "Pentz, Chris D."
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- ItemDemographics and consumer ethnocentrism in a developing context : a South African study(University of Pretoria, 2014) Pentz, Chris D.; Terblanche, Nic S.; Boshoff, ChristoThe 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.
- ItemFactors 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.