| Summary: | The purpose of this study is to assist wire companies to identify buying behaviour
amongst consumers of their products. For the purpose of this study the product will be
wire products and the specific target market will be farmers in the Eastern Free State.
The primary objective of the study is to identify factors that play a role in the buying
behaviour of farmers in the Eastern Free State when purchasing wire products. By
knowing exactly the buying criteria of wire products amongst farmers and seasonable
cycles of purchasing will form the basis of strategic marketing planning.
This study was conducted in two phases. Phase one consisted of a literature review and
phase two of an empirical research. The empirical research consisted of a quantitative
research design; more specifically, descriptive research that employed cross–sectional
analysis of the quantitative data collected from a sample by means of a structured
questionnaire.
The results show that 76% of the respondents are older than 41 years of age. The
population for this study is, therefore, a more matured one. Regarding their buying
behaviour, the purchase frequency shows that the majority purchase wire products on a
monthly basis and 40% on an annual basis. Most of them (78%) purchase their wire
products from the co–operative. Wire products are an integral part of farming activities
and in general the respondents are very positive about the industry. Most important
considerations identified are that the wire industry should keep in touch with its market,
never be out of orders, keep up the fast service that is currently provided, and that
reputable products should be kept in stock. === Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2012.
|
|---|
