The influence of customers’ culture on sales promotions and store equity for pick n pay stores South Africa and Zimbabwe

The store industry is globally the main distribution channel for grocery items to reach final consumers. Specifically for South Africa and Zimbabwe the store industry greatly contributes to the countrys economic growth. However, increasing competition in developed countries has forced store chains with a competitive edge in terms of promoting their brands and building market share such as Walmart and Spar to expand into the growing African market. Concomitantly, growing African store chains such as Choppies of Botswana are moving into new African markets such as South Africa and Zimbabwe. Following this increasing competition, Pick n Pay a leading store chain in South Africa has responded by opening stores in African townships and other African countries such as Zimbabwe. This has resulted in Pick n Pay customers’ cultural diversity, and how to build and maintain market share through effective promotional and brand building strategies being areas of concern. Therefore the primary objective of this study is to determine the influence of Pick n Pay customers’ cultural orientations on their buying behaviour towards monetary- and non-monetary sales promotions and store equity in South Africa and Zimbabwe. From a comprehensive literature review, a hypothesised model was developed to determine the customers’ cultural orientations that might influence the buying behaviour towards monetary- and non-monetary sales promotions and Pick n Pays store equity in South Africa and Zimbabwe. Four customers cultural orientations were investigated namely, ubuntu/unhu, power distance, uncertainty avoidance and status consumption. This quantitative research approach study sought the perceptions of Pick n Pays customers on their cultural orientations, buying behaviour towards monetary- and non-monetary sales promotions and on store equity in South Africa and Zimbabwe. A survey was conducted with the aid of a structured hardcopy questionnaire, distributed via fieldworkers in both countries using a combination of convenience- and snowball sampling. A final usable sample of 500 respondents was obtained. The items in the questionnaire were validated by conducting exploratory factor analysis, where after the Cronbachs alpha values were calculated for each of the valid constructs to confirm inter-item reliability. Descriptive statistics in the form of frequency distributions was used to summarise the demographic profiles of the respondents and to describe the means and standard deviations of the valid constructs. The Pearsons product moment correlations revealed moderate correlations between monetary- and non-monetary sales promotions as well as non-monetary sales promotions and store equity in the full sample, and for the South African and Zimbabwean samples. Moderate correlation was also found in South African sample between Ubuntu ubuntu/unhu cultural orientation and non-monetary sales promotions. Multi-collinearity diagnostics testing was conducted prior to multiple regression analysis to confirm that there is no evidence of collinearity between the independent-, mediating- and dependent variables. The multiple regression analysis revealed eight statistical significant relationships between the independent-, mediating- and dependent variables for the full sample while for the South African and Zimbabwean samples four and nine were found respectively. Although the full sample and Zimbabwean sample had similar statistically significant relationships, the relationship between an uncertainty avoidance cultural orientation and store equity was unique to the Zimbabwean sample only. There was only a statistically significant relationship between a power distance cultural orientation and store equity for the South African sample. Structural equation modelling was used as the main statistical procedure to test for mediation in the study. Only two relationships found in the multiple regression analysis were not confirmed in the structural equation modelling results, namely the relationships between an confirmed in the structural equation modelling results, namely the relationships between an uncertainty avoidance cultural orientation and monetary sales promotions, as well as with non-monetary sales promotions. Six path relationships were confirmed in the structured equation modelling. These statistical significant path relationships were between an ubuntu/unhu- cultural orientation with monetary- and non-monetary sales promotions, as well as with store equity. A statistical significant path relationships were also found between a status consumption cultural orientation with non-monetary sales promotions and store equity. The sixth statistical significant path relationship was between non-monetary sales promotions and store equity. Furthermore, SEM confirmed full mediation of monetary sales promotions in the relationship between a status consumption cultural orientation and store equity. On the other hand, there were partial mediations of non-monetary sales promotions in the relationships between an ubuntu/unhu and status consumption cultural orientations with store equity. The SEM results also confirmed that the data fits the complete model. Multi-variant analysis of variance was carried out to determine if respondents’ demographic profiles influenced their cultural orientations and buying behaviour towards monetary-and non-monetary sales promotions. Post-hoc Scheffe tests identified sixteen statistically significant mean differences between the demographic data groups and the cultural orientation and sales promotions variables. Subsequently, the Cohens d analysis confirmed thirteen practical significant relationships, of which only three had large practical significance. Based on the MRA and SEM confirmed relationships, several suggestions are made. Ubuntu/Unhu and status consumption cultural orientations influenced buying behaviour towards non-monetary sales promotions. For ubuntu/unhu orientated customers, it is suggested that Pick n Pay keeps its non-monetary sales promotions open and accessible to most customers and sponsor more popular events such as competitions for baking, cooking and soccer. To target status consumption orientated customers, Pick n Pay should position its non-monetary sales promotions in line with their expectations such as promoting healthy living to appeal to its healthy conscious customers. Pick n Pay should also avoid making price the focal point when communicating to status consumption orientated consumers but rather focus on image building selling points such as store service. For ubuntu/unhu orientated customers, Pick n Pay should underscore the interdependence value in its communication of monetary sales promotions by offering monetary promotions with benefits for all family members. To entrench brand equity, Pick n Pay should engage ubuntu/unhu brand ambassadors from influential family members, friends and community groups such as church groups and provide after-sales service using 24hr customer service hotlines and social media to promote customer interaction any time of the day. Pick n Pay must consider entrenching the status consumption health conscious customers into interaction between themselves or the store through chatrooms or clubs to make sure they remain loyal to the store. It is recommended that Pick n Pay conduct non-monetary sales promotion by creating awareness campaigns for its organic and finest private brands in their Fresh Living Magazine so that customers have product knowledge and encourage them to become regular buyers. In-store distribution of product samples can also help build interest in the brands. Furthermore, employing data mining techniques on customer databases provided in Smartshopper and Rich Rewards loyalty programmes can help understanding specific target customer groups and developing target marketing campaigns. For status consumption orientated customers, Pick n Pay can incentivise the adoption of online shopping through sales promotions such as free delivery for first time shoppers. The store can also have personalised free rewards for its most loyal customers. For ubuntu/unhu orientated customers, it is recommended that Pick n Pay engage in corporate social responsibility that target the needy in the society such as donating to elderly and orphanages and request their customers to donate their loyalty points to charities of their own choices. It is suggested that Pick n Pay promote excellent service and a wide variety of quality products to ensure their status consumption orientated customers remain loyal to the store. They can also offer a suggestions box for these customers to make them feel heard. Their employees should be selected based on contemporary skills such as digital- and green marketing and healthy living product knowledge and they should train their current employees on these areas to enable addressing customers’ queries confidently. This study has added to scarce academic literature on customers’ cultural orientations, sales promotion buying behaviour and store equity in Africa in general. From the hypothesised model developed in this study, a significant contribution has been made in the body of knowledge on the influence of customers’ culture on buying behaviour towards sales promotions and store equity, especially in the retail field for stores such as Pick n Pay. This study was also the first to identify the major role demographics can play in customers’ cultural orientations and sales promotion buying behaviour. The recommendations can be useful to assist with developing marketing strategies suitable for any retail store such as Pick n Pay which wants to venture into African markets

Regulation and best practices in public and nonprofit marketing

The volume contains the papers presented during the 9th International Congress of the International Association on Public and Nonprofit Marketing (IAPNM) entitled "Regulation and Best Practices in Public and Nonprofit Marketing". Structured in accordance with the sessions of the mentioned Congress, the volume includes papers and relevant contributions on marketing research development in the public administration, healthcare and social assistance, higher education, local development and, more generally, nonprofit organizations. The social marketing specific issues take an important part of the volume giving the diversity of the approached topics as well as the large number of researchers concerned with this matter. Though of small dimensions, the contents of the sessions dedicated the revival and reinvention of public marketing must be underlined, as well as of the transfer of public marketing best practices to the South-Eastern European states. Publishing this volume represents a term of the interest expressed by over 40 academic and research groups in Europe and other continents with interests in the public and nonprofit marketing field, as well as in other European states’ bodies that develop specific empirical studies

Root, Tuber and Banana Food System Innovations

This open access book describes recent innovations in food systems based on root, tuber and banana crops in developing countries. These innovations respond to many of the challenges facing these vital crops, linked to their vegetative seed and bulky and perishable produce. The innovations create value, food, jobs and new sources of income while improving the wellbeing and quality of life of their users. Women are often key players in the production, processing and marketing of roots, tubers and bananas, so successful innovation needs to consider gender. These crops and their value chains have long been neglected by research and development, hence this book contributes to filling in the gap. The book features many outcomes of the CGIAR Research Program in Roots, Tubers and Banana (RTB), which operated from 2012-21, encompassing many tropical countries, academic and industry partners, multiple crops, and major initiatives. It describes the successful innovation model developed by RTB that brings together diverse partners and organizations, to create value for the end users and to generate positive economic and social outcomes. RTB has accelerated the scaling of innovations to reach many end users cost effectively. Though most of the book’s examples and insights are from Africa, they can be applied worldwide. The book will be useful for decision makers designing policies to scale up agricultural solutions, for researchers and extension specialists seeking practical ideas, and for scholars of innovation

Root, Tuber and Banana Food System Innovations

This open access book describes recent innovations in food systems based on root, tuber and banana crops in developing countries. These innovations respond to many of the challenges facing these vital crops, linked to their vegetative seed and bulky and perishable produce. The innovations create value, food, jobs and new sources of income while improving the wellbeing and quality of life of their users. Women are often key players in the production, processing and marketing of roots, tubers and bananas, so successful innovation needs to consider gender. These crops and their value chains have long been neglected by research and development, hence this book contributes to filling in the gap. The book features many outcomes of the CGIAR Research Program in Roots, Tubers and Banana (RTB), which operated from 2012-21, encompassing many tropical countries, academic and industry partners, multiple crops, and major initiatives. It describes the successful innovation model developed by RTB that brings together diverse partners and organizations, to create value for the end users and to generate positive economic and social outcomes. RTB has accelerated the scaling of innovations to reach many end users cost effectively. Though most of the book’s examples and insights are from Africa, they can be applied worldwide. The book will be useful for decision makers designing policies to scale up agricultural solutions, for researchers and extension specialists seeking practical ideas, and for scholars of innovation

A Latent Profile Analysis of Health-related Quality of Life Domains in Cancer Survivors

PurposeThe aim of this research was to examine heterogeneity of Health-related Quality of Life (HrQOL) in Cancer Survivors (both undergoing and completed treatment) using latent profile analysis and to determine whether these groups differed by demographic and health characteristics.MethodsParticipants(n=229) recruited through an oncology day ward and outpatient department in a local hospital, completed height, weight and handgrip measures as well as the validated patient generated subjective global assessment and EORTC-QLQ-C30 questionnaires. A latent profile analysis was performed to identify subgroups based on HrQOL domain scores. Multinominal Logistic Regression was conducted to determine the relationship between these subgroups and demographic and health characteristics. ResultsThree latent subtypes were identified: (1)high quality of life(n=122, 52.8%); (2)compromised quality of life(n=79, 34.2%) and (3)low quality of life(n=30, 12.99%). All subtypes scored lower for functioning scales (with the exception of the higher quality of life group for physical, role and emotional functioning) and higher for symptom scales then the reference norm population. There were large clinically meaningful differences between the high quality of life group and the low quality of life group for all HrQOL scales. Those in the low quality of life group were slightly younger than those in the high quality of life group(OR = 0.956, p &lt; .05, CI = 0.917– 0.998). Workers were &gt;7 times more likely to be in low quality of life than the high quality of life group. Compared to the high quality of life group, the odds of belonging to the compromised quality of life group decreased significantly by having higher handgrip strength (OR = .955, p &lt; .05, CI = .924 - .988). The odds of belonging to the low quality of life group increased significantly for those with higher number of nutrition impact symptoms (NIS) (OR = 1.375, p &lt; .05, CI = 1.004 – 1.883).ConclusionsThis is the first study to examine heterogeneity of HrQOL using latent profile analysis in Irish Cancer Survivors. In clinical practice understanding how aspects of HrQOL group together may allow clinicians to better understand and treat cancer survivors, informing more individualised nutrition care.<br/

A Latent Class Analysis of Nutrition Impact Symptoms in Cancer Survivors

Purpose: Those with a cancer diagnosis report experiencing a wide range of nutrition impact symptoms with prevalence varying by study, group and cancer type. We aimed to identify groups of cancer survivors with specific patterns of nutrition impact symptoms.Methods: 229 individuals attending oncology day ward and outpatient clinics completed a series of questionnaires and physical measurements. A latent class analysis was performed to identify subgroups based on 13 nutrition impact symptoms taken from the Patient Generated Subjective Global Assessment Short Form. The identified classes were subsequently compared using analysis of variance and chi-square tests, by sociodemographic, clinical and nutritional variables as well as by Global health status (GHS) and five functioning scales determined using the European Organisation for Research and Treatment of Cancer Quality of Life Questionnaire (EORTC QLQ-C30). Results: Three latent subtypes were identified: (1) Fatigue (n=58, 28%); (2) Low Symptom Burden (n=146, 64%) and (3) High Symptom Burden (n=25, 11%). Those in the High Symptom Burden group were more likely to be female, currently receiving any form of treatment and have consumed less food than usual in the last month compared to those in the Low Symptom Burden group. Those in the Fatigue group were more likely were more likely to have reported consuming less food in the previous month and less likely to have reported their food intake to be unchanged than those in the Low Symptom Burden group. Those who received their diagnosis two years+ ago were most likely to be classed in the Fatigue group. The EORTC-QLQ-C30 functioning and GHS scores were all significantly different between the three nutrition impact symptoms classes (p&lt;0.001)Conclusion: This is the first study to examine heterogeneity of nutrition impact symptoms in Irish Cancer Survivors. The findings of this work will inform and allow for more individualised nutrition care.<br/

Proceedings“Regulation and Best Practices in Public and Nonprofit Marketing”

The volume contains the papers presented during the 9th International Congress of the International Association on Public and Nonprofit Marketing (IAPNM) entitled "Regulation and Best Practices in Public and Nonprofit Marketing", organised by the Faculty of Public Administratiom of National School of Political Studies and Public Administration (NSPSPA), Bucharest, Romania, June 10-11, 2010. Structured in accordance with the sessions of the mentioned Congress, the volume includes papers and relevant contributions on marketing research development in the public administration, healthcare and social assistance, higher education, local development and, more generally, nonprofit organizations. The social marketing specific issues take an important part of the volume giving the diversity of the approached topics as well as the large number of researchers concerned with this matter. Though of small dimensions, the contents of the sessions dedicated the revival and reinvention of public marketing must be underlined, as well as of the transfer of public marketing best practices to the South-Eastern European states. Publishing this volume represents a term of the interest expressed by over 40 academic and research groups in Europe and other continents with interests in the public and nonprofit marketing field, as well as in other European states’ bodies that develop specific empirical studies

Proceedings“Regulation and Best Practices in Public and Nonprofit Marketing”

The volume contains the papers presented during the 9th International Congress of the International Association on Public and Nonprofit Marketing (IAPNM) entitled "Regulation and Best Practices in Public and Nonprofit Marketing", organised by the Faculty of Public Administratiom of National School of Political Studies and Public Administration (NSPSPA), Bucharest, Romania, June 10-11, 2010. Structured in accordance with the sessions of the mentioned Congress, the volume includes papers and relevant contributions on marketing research development in the public administration, healthcare and social assistance, higher education, local development and, more generally, nonprofit organizations. The social marketing specific issues take an important part of the volume giving the diversity of the approached topics as well as the large number of researchers concerned with this matter. Though of small dimensions, the contents of the sessions dedicated the revival and reinvention of public marketing must be underlined, as well as of the transfer of public marketing best practices to the South-Eastern European states. Publishing this volume represents a term of the interest expressed by over 40 academic and research groups in Europe and other continents with interests in the public and nonprofit marketing field, as well as in other European states’ bodies that develop specific empirical studies