Is there a relationship between race and the elements of the extended marketing mix in buyer decision-making? – exploring a fastfood chicken retail brand in Gauteng

Abstract

The fast-food industry in South Africa is experiencing numerous market-related changes, ranging from intense globalisation forces to heightening competition levels. Consequently, as a result of these forces, fastfood retailers in South Africa are intensifying their production and mostly their marketing strategies as a defensive way to counter the impact imposed by these environmental changes. Changing demographics and lifestyles are also resulting in people being more pressed for time and unable to prepare food at home. Therefore this study investigates whether races experience the influence of the extended marketing mix elements differently in their intention to purchase from a fast-food chicken retail brand in Gauteng. The target population for this study included all visitors to a fast-food chicken retailer in the greater Johannesburg Metropolitan region in Gauteng from which a convenience sample of 209 was selected. The study established that black consumers illustrated a strong focus on the quality of food offerings, indicated a sensitivity towards price, viewed the level of service delivery by employees as having an important influence on their future decision-making regarding fast-food purchases, and prefer a fast-food outlet that provides a playroom for their children. Finally, strategies to improve the health component of fast-food products, as well as a continuous advancement of product variety to reach an ever-growing diverse target market, are necessary to stimulate demand and thereby enhance target market growth. Ultimately, this will contribute to the success of fast-food retailers, which will ensure a growth in outlet numbers and ultimately also contribute to job creation.