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Marketing Management 344
This research report has been prepared for evaluation by Dr. C. Schlechter as well as KFC
Western Cape. The purpose of this report is to assess the impact of product satisfaction on
customer loyalty for KFC Western Cape.
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Executive summary
KFC Western Cape has identified a number of low selling products, including the
breakfast offering the a.m. Mini Twister. The reason for this lack of sales is unknown
and must be determined by means of market research. It is believed that customer
loyalty, which is possibly influenced by product satisfaction, of the brand as well as
the product plays a significant role in the existence of this problem. The variables
brand awareness, product category usage and brand association are believed to
impact on product satisfaction, and therefore on brand loyalty. The decision
statement “Assess the impact of product satisfaction on customer loyalty for KFC
WesternCape” forms the basis of the research report. The required results were
obtained by the use of a non-probability sample being interviewed by means of a
self-administered questionnaire. A sample of a 100 respondents participated in the
study.
After collection and analysis of the data the following observations were made: KFC
ranks third amongst preferred breakfast fast food restaurants, there was a positive,
but weak relationship between loyalty and usage, there was a very weak positive
relationship between associations for an a.m. mini twister for moderate to strong
loyalty and through a Chi-square test it was identified that respondents are aware
that KFC has a breakfast menu. Ultimately the units of the sample are aware that
KFC has a breakfast menu, but do not see KFC as a first choice when buying
breakfast and is therefore not loyal to KFC. It can be concluded that understanding
what drives satisfaction among customers is a huge opportunity for fast-food
retailers. Knowing how to maximize the positive effects of those components that
satisfaction consists of can lead to considerable returns in terms of increased
satisfaction. It was recommended that KFC focus on increasing awareness of its
breakfast offering as well as creating greater associations between KFC and
breakfast.
i
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ContentsExecutive summary.....................................................................................................1
1. Introduction..........................................................................................................1
1.a. Theoretical Discussion.....................................................................................1
1.a.i. Brand Loyalty..............................................................................................2
1.a.ii. Product Satisfaction...................................................................................2
1.a.iii. Brand and Product Awareness..................................................................3
1.a.iv. Product Category Usage...........................................................................3
1.a.v. Brand/Product Association.........................................................................4
1.b. Discussion of Problem Definition......................................................................4
1.c Discussion of Research Objectives...................................................................5
2. Research Method.................................................................................................6
2.a. Research Objectives Formulated into Hypotheses:..........................................6
2.b. Research design...............................................................................................7
2.b.i. Brief discussion of secondary research conducted:....................................7
2.b.ii. Detailed discussion of primary research conducted...................................8
2.c Measurement instrument...................................................................................9
2.d. Sampling plan...................................................................................................9
2.d.i. Target population........................................................................................9
2.d.ii. Research Frame.......................................................................................10
2.d.iii. Probable or non-probable........................................................................10
2.e. The design of a sample..................................................................................11
2.e.i. Sample size...............................................................................................12
2.e.ii. Selecting the sampling units.....................................................................13
2.f. Data collection and Fieldwork..........................................................................14
2.g. Analysis..........................................................................................................15
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3. Results:..............................................................................................................16
3.a. Realised sample:............................................................................................16
3.b. Descriptive data:.............................................................................................19
3.c. Inferential Data...............................................................................................24
4. Limitations of the Study......................................................................................27
5. Conclusion and Recommendations...................................................................28
6. Reference List....................................................................................................30
7. Annexures..........................................................................................................32
Declaration of Group Member Contribution...........................................................32
Plagiarism Declaration:..........................................................................................33
Research Project Assessment Sheet....................................................................34
Questionnaire Copy...............................................................................................35
Calculations Table.................................................................................................37
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Table of figures
Figure 1.c 6
3.a.i 17
3.a.ii 18
3.a.iii 18
3.a.iv 19
3.b. 20
3.b.i 20
3.b.ii 21
3.b.iii 22
3.b.iv 22
3.b.v 23
3.b.vi 23
3.b.vii 24
3.c.i 24
3.c.ii 25
3.c.iii 26
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1. Introduction
1.a. Theoretical Discussion
KFC is a fast-food restaurant that is present throughout the world. The restaurant
focuses on chicken products, offering fast-food chicken products during breakfast,
lunch and dinner times. The company has expanded exponentially; there are now
over 15,000 KFC outlets in 105 countries and territories around the world.(About Us,
2012)
KFC Western Cape approached the University of Stellenbosch Marketing
Management 344 class of 2012 to investigate, using relevant theory, why certain
products within the company’s product offering are underperforming. Based on sales
performance KFC has highlighted the products that are performing worse than they
had initially anticipated. These products stand out significantly as proving to be
problematic for KFC. Why are these products so-called “slow-movers?” Why is the
demand for them so low? This report aims to answer these questions by focusing on
the a.m. Mini Twister that is offered during breakfast hours at KFC. In this report the
term ‘slow-mover’ is defined as a product identified by the client as an
underperformer in the sales category due to some influence-able marketing
related variable(s). This report analyses primary research that was conducted to
determine the reasons behind the poor performance of this product.
This primary research was conducted using a survey research method by means of
a questionnaire that was completed by means of a non-probability, mall-intercept
sampling method. One hundred respondents were asked to complete the
questionnaire, and this was done at the Cape Town International Airport. The results
of this research was analysed using the Pearson Correlation and Chi-Squared
analysis methods, and relevant conclusions and recommendations drawn from this
analysis.
The purpose of this study was therefore to determine the reasons for the low sales of
this product, determining if there were any relationships between constructs and
variables that were identified. These relationships were identified and analysed to
determine the roles they played in contributing to the existence of this problem. To
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determine these relationships a number of constructs and their related variables
were used. These constructs were:
1.a.i. Brand Loyalty
This is a construct that has been thoroughly used and investigated by researchers
for over three decades. Jacoby and Kyner (1973:2) describes brand loyalty as
consisting of six conditions: “(1)the biased (non-random), (2) behavioural response
(purchase), (3) expressed over time, (4) by some decision-making unit, (5) with
respect to one or more alternative brands out of a set of such brands, and (6) is a
function of psychological (decision-making, evaluative) processes.”
This construct gave the researchers an indication of whether or not consumers are
loyal (or not) to KFC and whether the existence of this loyalty is influenced by
product satisfaction. The measurement of loyalty is a problematic exercise but being
able to accurately show correlation with other constructs allows the researchers to
draw definite and relevant results.
1.a.ii. Product Satisfaction
Swan and Jones Combs (1976:25) describe product satisfaction as follows: “When
purchasing a product the consumer makes predictions (forms expectations)
concerning the future performance of the item. As the item is used, the consumer
compares the quality of performance to his expectations. If the product performs as
well as, or better than, expected he will be satisfied. If, however, performance is
below expectations, dissatisfaction will result.”
Research has established that judgments of the quality ofproduct performance are
related to expectations. The general finding is that products that meet or exceed
expectations receive favourable ratings on product performance, while those that
perform below expectations receive less favourable ratings. Therefore, it is logical to
assume that favourable judgments of performance would yield satisfaction and
unfavourable judgments would lead to dissatisfaction. (Swan & Jones Combs, 1976:
25-26)
This construct allowed the researchers to determine the level of satisfaction that
respondents have experienced when frequenting a KFC outlet and purchasing a
product, a breakfast offering and/or an a.m. Mini Twister.
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From the product satisfaction construct, the following variables were derived:
1.a.iii. Brand and Product Awareness
Hoyer and Brown (1990:141) describe brand awareness as:” a rudimentary level of
brand knowledge involving, at the least, recognition of the brand name. Awareness
represents the lowest end of a continuum of brand knowledge that ranges from
simple recognition of the brand name to a highly developed cognitive structure based
on detailed information.” Brand awareness has also been proven to increase with the
help of advertising (Clarke et. al, 2009: 30-33). Brand and product awareness is
positively influenced by advertising.
Brand and product awareness can fall under this definition, as both can be subject to
recognition and recall. The researchers felt that this is an apt variable as the
possibility is there that product satisfaction can be determined by the degree of
brand and product awareness that is present. The determining of this would lead to
the ability to make useful recommendation with regards to awareness, therefore
brand and product awareness was an applicable variable to be used.
1.a.iv. Product Category Usage
Product usage (usage) refers to the purchasing and use (consumption) of a product.
This consists of two types of usage, trial usage and repeat usage. Kempf and Smith
(1998:325) define trial usage (or product trial) as: “a consumer's first usage
experience with a brand, it is a critical factor in determining brand beliefs, attitudes,
and purchase intentions.” This variable indicated to the researches how willing
consumers were to trial a new product, as well as specifically trial a product on the
KFC breakfast menu. This indicated to the researchers whether the sample
population would even attempt the focus product and was thus an applicable sub-
variable to be used.
Repeat usage refers to the willingness on consumers to continuously purchase the
same product. A number of factors can influence this purchase behaviour, Hoyer
(1984:822) discusses these: “many decisions are made repeatedly or frequently over
time… in these instances, consumers may rely not only on previously acquired
product information stored in memory, but also on judgments of brand satisfaction or
dissatisfaction, which occur in the post-purchase evaluation (or usage) stage of the
decision process.” As is discussed above, repeat usage is influenced by factors
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including brand satisfaction, making in an increasingly applicable variable to the
product satisfaction construct. This sub-variable indicated to the researchers whether
respondents indicated any evidence of brand loyalty and whether product and brand
satisfaction was influenced by repeated usage. As a whole, the product usage
variable contributed significantly to the conclusions drawn about product satisfaction
as well as an overall understanding of the respondent results.
1.a.v. Brand/Product Association
Brand associations provide value to the brand, firm, consumer and product. Chen
(2001:440) elaborates:” There are a variety of ways brand associations can provide
value. Among the ways in which associations create value to the firm and its
customers are: helping to process/retrieve information, differentiating the brand,
generating a reason to buy, creating positive attitudes/feelings, and providing a basis
for extension.” Product association can be described as a type of brand association
(Chen, 2001:443) and can further be divided into functional attribute associations
and non-functional attribute associations. Functional attribute associations consist of
product attributes, perceived quality and functional benefits, while non-functional
attribute associations consist of symbolic association, emotional association,
price/value and user/usage situation. (Chen, 2001:443). The association variable
allowed the researchers to determine how KFC and its breakfast offerings were
perceived, while taking a number of the above-mentioned factors into consideration.
The association variable contributed to the product satisfaction construct by
highlighting to what degree customers were satisfied with previous visits to the
restaurant and past purchases.
1.b. Discussion of Problem Definition
A situational analysis of the problems surrounding the slow-moving KFC products
within the Western Cape lead to the situation being defined as: KFC offers products
that do not sell as well as expected, costing the company resources such as money
and time. The symptoms of this situation are the low selling products as indicated to
the researchers by KFC. No interview process with KFC was conducted, but the list
provided to the researchers by the companies indicates the low-selling products.
This report focuses on the low selling breakfast offering of KFC and in particular the
a.m. Mini Twister.
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A problem occurs when there is a difference between the current conditions and a
more preferable set of conditions (Zikmund&Babin, 2012:110). Clearly this is the
case with the low-selling products and this problem needs to be solved. As
discussed above, probable causes of this problem were identified as brand and
product awareness, product category usage and brand and product association.
These variables made up the construct product satisfaction and this, along with the
construct customer loyalty formed the basis of the research into the problem.
The aim of this study was therefore to investigate the problem of the low selling KFC
product a.m. Mini Twister by focusing on awareness, product usage and association.
The results of the research as well as the analysis of these results would be used to
determine the cause of this problem. To determine whether customer loyalty was
impacting the cause of the problem, and if this was influenced by customer
satisfaction was to be the main reason for the study.
A problem/decision statement is a clear and unambiguous statement of the object of
study and the research objectives (Mouton, 2001:48). With the relevant constructs
and applicable variables in mind such a statement for this report was formulated:
Assess the impact of product satisfaction on customer loyalty for KFC
Western Cape.
1.c Discussion of Research Objectives
From the decision statement it is clear that the relationship between the constructs
as well as those with the variables needed to be tested. Thus, the following research
objectives were formulated:
Determine if there is a relationship between usage and loyalty.
Determine if loyalty is influenced by associations.
Determine if loyalty is affected by awareness.
These objectives formed the basis for the research study going forward. The primary
research focused on these objectives, as did the analysis of these results and the
recommendations that were made.
A conceptual diagram is used below to visually depict the link between the variables
and constructs.
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Figure 1.c.
2. Research Method
2.a. Research Objectives Formulated into Hypotheses:
The above research objectives were further formulated into testable hypotheses that
would allow for further investigation into each objective. For the first set of
hypotheses the researches attempted to determine whether there existed a
correlation between product category usage and brand loyalty.
HA0: There is no relationship between product category usage and loyalty.
HA1: There is a relationship between product category usage and loyalty.
For the second set of hypotheses the researched attempted to determine whether
there existed a correlation between brand association and brand loyalty.
HB0: Association has no impact on loyalty.
HB1: Association has an impact on loyalty.
Product Satisfaction
Associations
Usage Awareness
Loyalty
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For the third set of hypotheses the researchers attempted to determine whether
there existed a correlation between brand loyalty and brand awareness.
HC0: Loyalty is not affected by awareness.
HC1: Loyalty is affected by awareness.
2.b. Research design
According to Zikmund and Babin (2010:64), a research design encompasses the
overarching blueprint for a research report. It depicts the relevant methods and
procedures used in order to effectively conduct the required data collection and
analysis.
Both primary and secondary research was conducted to develop a comprehensive
understanding of the current situation faced by KFC Western Cape. This report is a
survey research study of the aforementioned constructs’ interrelationship based
heavily on primary-empirical data. Non-empirical secondary research was also
conducted. A detailed discussion of the primary and secondary research
methodologies and procedures utilised in compiling this report follows below.
2.b.i. Brief discussion of secondary research conducted:
The study includes a conceptual analysis of secondary data that reviews existing
findings on the theoretical and empirical relationships between product satisfaction
as a function of awareness, product category usage and associations and product
satisfaction and customer loyalty.
A conceptual analysis aims to clarify existing, theoretical, non-empirical data in order
to assist researchers in categorising and comparing primary research findings. The
use of credible existing theory significantly improves the relevance, accuracy and
reliability of survey research as it provides a sense of depth and clarity to the
research methodology.
The preceding secondary research was conducted in order to clarify definitions and
discussions on the constructs and variables used. The discussion on brand
awareness was assisted by information gathered from Brown and Hoyer (1990) as
well as Clarke et. al. (2009). The discussion on product category usage and in
particular was aided by information gathered from Brown and Hoyer (1990), Hoyer
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(1984) and Jacoby &Kyner (1973). The discussion of the trial usage section of this
variable incorporated the views of Kempf and Smith (1998) into it.
To examine further information regarding brand associations, Chen (2001) was
consulted. For further investigation into brand loyalty, information from Jacoby and
Kyner (1973) was consulted. For discussion on the construct customer satisfaction,
Jones Combs and Swan (1976) was the primary source used. For further information
on the effect of advertising on all previously mentioned constructs and variables,
Clarke et. al. (2009) as well as Kempf and Smith (1998) was consulted. All
secondary research conducted preceding this section has been discussed here, as
is referenced previously.
Most secondary research that was conducted was in the form of external research,
some internal research was conducted in the form of the information received from
KFC regarding the list of slow-moving products.
2.b.ii. Detailed discussion of primary research conducted
To conduct the primary research, the researchers made use of survey research is
the form of questionnaires. There are a number of advantages and disadvantages to
using a survey research method. The advantages include: it provides a quick,
inexpensive, efficient and often accurate means of assessing information about a
population. Also, fairly straightforward statistical tools can be used by researchers to
analyse the data gathered. (Zikmund&Babin, 2012:191). These advantages were
particularly appealing to the researchers in this case. The disadvantages of survey
research include: when researchers do not follow basic research principles results
can be ineffective or misleading. Also, respondent errors could be a real problem, as
well as researcher errors - such as measuring the wrong relationships
(Zikmund&Babin, 2012:191).
The surveys conducted were, to a certain extent, that of an interactive approach.
Respondents had the ability to interact with the researcher, although the
questionnaire was completed by respondents on their own. Therefore, to a certain
extent, the questionnaires could be considered to be self-administered.
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2.c Measurement instrument
A number of different measurement scales were used to conduct and measure the
primary research. Nominal, ordinal, interval and ratio scales were used throughout
the research. These scales allowed for the accurate and appropriate measurement
of the results. Also, by using different scales the researchers improved their chances
of obtaining accurate, comprehensive data. Examples of these included in the
questionnaire (which can be found as an annexure) are: Nominal: question 1,
Ordinal: question 7, Interval: question 17, Ratio: question 21.
Discrete measures as well as continuous measures were used throughout the
research. Discrete measures are taken of the nominal and ordinal scales while
continuous measures are taken of the interval and ratio scales. As this research
aims to show correlation, composite measures were also taken. When primary
research is conducted the three criteria for good measurement, namely reliability,
validity and sensitivity (Zikmund&Babin, 2012:334-337) need to be adhered to. The
primary research of this report has strived to meet these criteria, although it is limited
by its validity and reliability.
2.d. Sampling plan
The aim of this section is to draw an accurate sample that is representative of the
target population and is relevant to this study. It is important that the sample reflect
the characteristics of the population, therefore a sampling process that guides the
researcher from a general perspective to a more specific one, was used
(Zikmund&Babin, 2012:412). Firstly the target population needs to be defined
appropriately, for a sampling frame to be chosen. The third step in the sampling
process is to choose between a probable and non-probable sampling method, after
which the sampling design was chosen. The sample size was defined and the
sample units selected, which left only the fieldwork to be co-ordinated.
2.d.i. Target population
The target population refers to the total market in which the research's target market
is located. Due to the size of a population, there are very high financial- and time
costs associated with the research and therefore made use of a sample. The target
population is the group that the research would suggest using a sample. The sample
is the pool from which respondents were selected (Zikmund&Babin, 2010:412).
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The target population for KFC's "Breakfast Twister" included South Africans of all
races (White, Black, Coloured and Indian) and genders (Men and Women) who visit
restaurants (fast food or sit in) for breakfast and are literate. The fieldworkers
ensured that no foreigners were included in this study and the target population's
characteristics were specifically identified for the purposes of the study. The study
was conducted in the Western Cape province of South Africa and the properties will
be analysed for supporting arguments.
Thedecision statement includes all persons dining in the population as a whole and
not just specifically KFC consumers. The reason for this is because the one focal
point is awareness."All KFC consumers” includeboth current and potential
consumers. The population is limited to those who are actively functioning in the
restaurant consumer market and by making this estimate, we ensure that the
necessary interest in the product itself, if not the brand itself is present.
2.d.ii. Research Frame
A sampling frame is the actual units from which a sample is drawn (Glossary of
statistical terms, 2012). It could be in the form of a phone book, a city's address
book, a list of businesses or database. However,no framework is perfect and will
always exclude someone, such as phone books with unlisted numbers.
The sampling frame consists of the people of all races who live in the Western Cape,
whose names the researchers did not have (Primary tables Western Cape, 2012).
Because a non-probability sampling method was used, it was not necessary to draw
a sample framework. Alternatively, if there was a list of all the consumers’ names, a
probability sampling method would have been used.
2.d.iii. Probable or non-probable
Several ways exist for a sample to be taken. The main alternative sampling plans
can be divided into two categories,using either probable techniques or non-probable
techniques (Zikmund&Babin, 2010:423). Non-probability techniques are oftenused
for sampling in marketingresearch. Non-probability samples are selected on the
basis of the researcher's personal judgment, geographical convenience, quota or
some non-random process (Nonprobability Sampling, 2006). The disadvantage of
this technique is that an unknown part of the whole population is not part of the
sample. This means that the sample may not be representative of the total
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population. Thus, the results of the research cannot be used in generalizations with
respect to the entire population (Castillo, 2009). A probability sampling technique is
any method of sampling that makes use of some form of random selection. This
accompanies the drafting of a process to ensure that the various elements in the
population have an equal chance to be selected.
This research study made use of a non-probability sample technique, due to the fact
that there is no complete, up to date list available that is applicable to the study (that
is, South Africans of all races and genders that visit restaurants, fastfood or sit in, for
breakfast). To develop such a list is very cost-intensive and will be deemed
unnecessary. Thus secondary research was conducted to supplement the non-
probability sampling technique.
2.e. The design of a sample
The design of a sample involves any procedure that formulates conclusions based
on measurements on a proportion of a population. A sample is the subject of a study,
thus the chosen subgroup of a population. The sampling design are the techniques
used by researchers during a study and forms the plan from which the sample will be
drawn and respondents chosen (Zikmund&Babin, 2010:432).
Judgement sampling is a technique used by researchers when they use their own
prejudice to select units for the sample. Through the use of snowball sampling,
researchers identify respondents and ask them to refer the researchers to other
potential respondents (Zikmund&Babin, 2010:432). Snowball sampling was not an
effective method for this study, as respondents were only temporarily on the airport
and would not necessarily know anyone else in the area.
The quota sampling method uses parameters to select the sample to ensure that the
population is represented equally. According to Zikmund and Babin (2010:425) the
purpose of this method is that various sub groups of the population is represented to
the extent that the researchers desire. Hence, the quota may have one or more
characteristics for subgroups to which the fieldworker must adhere to (Castillo,
2009). Quota sampling is the most effective sampling method to use during this
study, for every fieldworker must comply with the requirements of the quota. This
involves many characteristics such as race, age or income (Zikmund&Babin,
2010:432). For this study the researchers decided that the respondents must have
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been present in the Western Cape and make use of fast food restaurants, as well as
adhere to racial groups.
The mall-intercept method was used as it was the most effective manner in which
the fieldworkers could select the sample. This method entails that fieldworkers enter
a mall and ask anyone who is present at the mall for a response. In this study, the
Cape Town International airport was selected and the same method was applied, as
if it were a mall.
2.e.i. Sample size
The sample size is the number of units in a population to be studied. The sample
size must be large enough to indicate a clear difference between the two groups.
There were several trade-offs considered, mainly between size, cost and accuracy
and validity. The larger the sample, the lower the chance that mistakes occurs, thus
increasing the accuracy but also the cost of the study. The opposite is also true, thus
it is important that the level of tolerance for errors be determined beforehand
(Thomson, 2011).
This study possesses a high degree of tolerance when it comes to mistakes. Since it
is a relatively simple research design the sample will be kept to a minimum. These
two factors enable the study to be effectively performed with a relatively small
sample of 100 respondents. This size was realistic and achievable by the field
workers.
The province of the Western Cape has an estimated population of 5287863 people,
of which a calculated average of 336 400 are aged 15 and above. Demographically
the Western Cape population is classified as follows:
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Table 2.d.i
Western Cape Demographics
Percentage Total
Gender
Male 48.03% 1748801
Female 51.97% 1892258
Age
15-24 26.58% 967685.9
25-34 22.56% 821380.1
35-49 26.45% 963053
50+ 24.41% 888940.1
Race
Coloured 50.2% 1827221
Black 30.1% 1095604
White 18.4% 669738.3
Indian 1.3% 47318.47
Total WC population 3639882
(SAARF, 2012).
The sample size allowed for efficient quantification of the conducted research and
made it possible to accurately capture the demographic composition of the overall
population. Thus the fieldworkers were instructed to interview respondents based on
race in order to realise a sample demographic consistent with that of the Western
Cape. The choice of 100 participants allowed the researchers to allocate 50
questionnaires to coloured individuals, 30 to black individuals, 19 to white individuals
and 1 to indian individual.
2.e.ii. Selecting the sampling units
A representative sample was selected from the target population. Because of the
resources available for this study, the primary sampling unit is respondents who live
in the Western Cape Province. The Western Cape has the highest education level of
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10.6% of persons over the age of 20. The latter increases the available population
for the study (Mid-yearpopulationestimates, 2011).
The geographical extent of the area is the secondary sampling unit, namely the area
of Cape Town. The tertiary sampling unit was Cape Town International Airport and
the target market between 15 and is 49 years.
The field workers were instructed to identify potential respondents at the airport.
These requirements for participation in the study were, firstly, that they fall between
the ages of 15 and 49. Field workers will therefore start with a screening question
where they ask the age of the individual and whether they live in the Western Cape,
determine whether the person qualified in respect of the proposed quota. One
hundred questionnaires were completed.
2.f. Data collection and Fieldwork
The intercept survey used a quota sampling method to ensure that the mix of survey
respondents is more likely to represent the important subgroups in the population.
These quotas were identified using external data,derived from SAARF AMPS
December 2011 LSM demographic data, that indicate what the actual distribution of
the total population looks like (SAARF, 2012).When quotas are used, interviewers
approach respondents who generally appear to fit the appropriate quota cell
requirements and may ask additional screening questions to determine whether the
respondent does in fact fit the criteria. The fieldworkers aimed to attain 13 coloured,
7 black, 4 white and 1 indian respondents each whilst verbally screening the
prospective participants based on age and nationality.
In an intercept study, it is essential to use well-trained interviewers. The
representativeness of the survey respondents can be increased if interviewers are
trained to approach a variety of potential respondents, not simply those who look
friendly or most approachable. Additionally, interviewers must be carefully trained to
approach all respondents in a consistent fashion so that the interviews are of a
uniform nature (Butler, 2012).
Four fieldworkers were used to collect the data of a hundred questionnaires. The
researchers themselves acted as the operating fieldworkers and each received 25
questionnaires to complete. The data was collected at the Cape Town International
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Airport because a broad selection of respondents could be found at this one central
location. The researchers also assumed that people who would be found at the
airport would have the means to be able to patronize a fast food restaurant and thus
form part of the target population.
All the fieldworkers were dressed uniformly and appeared neatly groomed.
Fieldworkers were instructed to approach a potential respondent and ask if they
were willing to complete a short questionnaire about product satisfaction.
Within the ambit of the Marketing Management 344 course, the fieldworkers received
sufficient theoretical training with regards to conducting coherent primary research
by means of questionnaire based data collection.
The fieldworkers were trained in the aspects that are of most importance in
fieldwork. Firstly, the initial contact with the respondent was discussed, then
recording the responses correctly. Thirdly they were educated on how to probe in
cases where respondents were reluctant to answer and lastly they were educated in
terminating the interview. Thanking the respondent for their time and closing the
discussion is important and should end on a positive note (Zikmund&Babin,
2010:473).
2.g. Analysis
Analysis is the detail examination of elements or structures of a phenomenon
(Analysis, 2012). The three types of statistical analyses are univariate, bivariate and
multivariate, that test the hypotheses of a study. Bivariate statistical analysis involves
drawing inferences about two variables (Zikmund&Babin, 2010:538). Many tests can
be done to analyse data, such as a Chi-square test, t-Test or Pearson correlation.
Independent samples t-Tests are used to test the difference between means for
interval- or ratio-scaled variables, taken from two independent samples
(Zikmund&Babin, 2010:565). A Chi-square, also known as Cross-Tabulation, is done
on categorical variables in a data set by comparing the observed frequencies with
the expected frequencies in each cell of the table (Zikmund&Babin, 2010:561). The
general alpha level (p) is 0.05 and determines if the H0 is rejected, or not. If p <
alpha, reject H0, whilst if p > alpha, the researcher does not reject the H1. The
decision to reject, or not reject a hypothesis is done at a confidence level of 95
percent.
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16
Pearson correlation (r) is a technique for investigating the relationship between two
quantitative, continues variables such as age and measures the strength of the
association between the two variables (Pearson's Correlation Coefficient, r,
2007).Probability (p) is the long-run relative frequency with which an event will occur
(Zikmund&Babin, 2010:442). P-values are the probability values that are compared
at significance levels to test hypotheses. The lower the P-value, the more variables
are related to one another, and that means are different (Zikmund&Babin, 2010:541).
Analysis of variance (ANOVA) is used when means of more than two groups or
populations are to be compared. Only one independent variable is involved and
examines the effect of a less-than interval independent variable on an at-least
interval dependent variable. An independent samples t-test is seen as a special case
of ANOVA, because the independent variable has two levels (Zikmund&Babin,
2010:573).
3. Results:
3.a. Realised sample:
The primary data collected on the sample population is consistent with the
demographic composition of the Western Cape. The graphs and tables below clearly
show how, given relative congruency due to the size of the sample in relation to the
total population, the researchers successfully acquired a representative sample of
the Western Cape population in terms of gender, race and age as seen in Table
2.d.i. Please note that all relevant demographic comparisons will be drawn from this
table and it has been reproduced below for convenience purposes.
Table 2.d.i
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17
Western Cape DemographicsPercentage Total
GenderMale 48.03% 1748801Female 51.97% 1892258Age15-24 26.58% 967685.925-34 22.56% 821380.135-49 26.45% 96305350+ 24.41% 888940.1RaceColoured 50.2% 1827221Black 30.1% 1095604White 18.4% 669738.3Indian 1.3% 47318.47Total WC population 3639882
Figure 3.a.i below indicates that 55% of the respondents were female and that 45%
were male. The December 2011 AMPS data shows that 51.97% of the Western
Cape population is female and that 48.03 are female.
In Figure 3.a.ii below one can find the frequency of participants segmented
according to each applicable race group. Noting that the Western Cape consists of
50.2% coloured, 30.1% black, 18.4% white and 1.3% indian individuals aged 15 and
45%
55%
Figure 3.a.i GenderMale FemaleQuestion 24
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18
above, the study successfully recorded a representative sample that does not
deviate more than 3% from the empirical evidence.
Figure 3.a.iii graphically represents the proportion of the sample population relative
to their age groups. As the sample size consists of 100 participants it is clear that
95% of the population lies between 15 and 49 years of age. This is less consistent
with the provincial demographic situation for which the same bracket only consists of
75.59% of the population. The data is still applicable as this study is based on KFC’s
slow moving products and their target market is made up of 15-45 year old LSM 4-10
category (Serving the world, 2011).
White Coloured Black Indian Other
22
40
31
4 3
Figure 3.a.ii Race groupsQuestion 27
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19
The reason for the inclusion of participant income in this study is to assist the
researchers in classifying the participants according to their relevant LSM.73% of
KFC South Africa’s customers lie within the LSM 2-8 categories and the pie chart
below, figure 3.a.iv, shows that 94% of the participants are situated in the LSM 2-8
category (Serving the world, 2011). Note that according to SAARF (2012), there are
no recorded LSM 1 individuals.
3.b. Descriptive data:
Research was conducted in order to determine the frequency levels of fast food
consumption within the representative sample population. This was done as a
screening function in order to evaluate the suitability of said population with respect
to the stated research objectives.
To measure the construct brand loyalty, the researchers used indexes of the
responses on questions 17 and 18, to create a ratio rating of the respondents’ loyalty
to KFC.
42%
33%
20%
6%
Figure 3.a.iv Participant IncomeLSM 1-4 LSM 5-6 LSM 7-8 LSM 9-10
0-14 15-24 25-34 35-49 50+
Series1 1 37 28 29 4
2.5
7.5
12.5
17.5
22.5
27.5
32.5
37.5
Figure 3.a.iii Frequency of sample popula-tion relative to different age groups
Age
in y
ears
Question 28
Page 25
20
63%
23%
14%
Figure 3.b. Loyalty to KFC breakfastNOT LOYAL SOMEWHAT LOYAL VERY LOYAL
Question 17 tested if consumers will still be willing to buy if product prices increased
by 10% and correlated it with (question 18) the respondents’ choice of fast-food
restaurant if all offered the same breakfast. A rating of 1 was counted as not loyal, a
rating of 2-3 was counted as somewhat loyal, and a rating of 5 was counted as very
loyal to KFC breakfast offerings.
Figure 4.b.i indicates the number of respondents who consume foods at fast food
restaurants.
Yes NoQuestion 2
100
0
Figure 3.b.i Do respondents eat fast foods?
Given that 100% of the sample population do in fact consume fast food, it is thus
apparent that the selected sample is well suited to the relevant industry analysed in
this research report.
Respondents were asked what time of the day they normally visit a fast-food
restaurant to determine when fast-food restaurants sell the most of their products.
Figure 3.b.ii shows that the majority of the participants visit fast-food restaurants
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21
between the hours of 12:00 and 14:00 in the afternoon. This suggests that most
people see only the products available between those times and mostly purchase
only the products that they are made aware of, at that time. KFC only offers their
breakfast products from 06:00 to 10:30 and also advertises them at those times
alone. The breakfast menu is then replaced by the products that are sold all day and
no point-of-purchase material is kept available to create awareness of the breakfast
menu’s existence.
24%
43%
26%
2% 5%
Figure 3.b.ii Times restaurants vis-ited
06:00-10:30 12:00-14:00 18:00-20:00 Do not visit Other
As can be seen in the following figure 3.b.iii five participants are not aware that KFC
offers a breakfast option at all and nineteen respondents are not sure about the
breakfast offering. Although seventy three respondents were aware that KFC offers a
breakfast menu, more can be done to inform customers of the breakfast option.
When the researchers determined the mean value (coding number 5) for question
20, they discovered that most respondents have not bought any item of the KFC
a.m. breakfast. This is not a positive finding for it states that the current marketing
strategy of KFC is not effective.
Question 4
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22
Yes No Don't know
74
5
19
Figure 3.b.iii Aware of KFC breakfast menu
Research was also done to identify how customers form associations about KFC.
Multiple options were provided to respondents in the questionnaire. The options
given to respondents consisted of forming an association through a) purchase
interaction with KFC b) advertisements c) friends, family and other people d) not
sure. Figure 3.b.iv indicates that the majority of respondents form the association
they have with KFC through purchase interaction with KFC. This indication also
supports the above statement that more can be done to create awareness for KFC. If
most of the respondents form their associations through purchase interactions
(Figure 3.b.iv) and the majority of the respondents visit KFC at times other than
when breakfast is served (Figure 3.b.ii) the chance that respondents may learn to
associate KFC with a breakfast option is very low. If the respondents do not
associate KFC as a potential provider of breakfast, respondents will not be likely to
consider KFC as place where breakfast can be bought.
Purchase interac-tion
Advertisements Friends,family Not sure
65
42
26
8
Figure 3.b.iv How associations are formed about KFC
Question 9
Question 10
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23
Further, advertisements ranked second on how association, concerning KFC, are
formed. As previously mentioned KFC removes most of their in-store breakfast
advertisements after 10:30am and replaces it with other product offerings.
Strongly Disagree
Disagree Neutral Agree Strongly Agree
7 6
15
31
38Figure 3.b.v Breakfast is important
Research was conducted in order to determine if breakfast is important to
respondents. Through the use of a Likert scale it was indicated that 31 respondents
agree and 38 respondents strongly agree that breakfast is important to them (Figure
3.b.v.). The majority thus stated that eating breakfast is important. Concurrently,
Figure 3.b.vi below, shows that 42 respondents agree and 24 respondents strongly
agree that they prefer to eat breakfast at home. This could in turn indicate that most
of the respondents prefer to eat breakfast at home rather than at a fast food
restaurant.
Strongly Disagree
Disagree Neutral Agree Strongly Agree
3 5
21
42
24
Figure 3.b.vi Preferrence to eat breakfast at home
When evaluating the a.m. mini twister, the researchers found a negative
relationship between the associations of customers with regards to the product
Question 6 A
Question 6 B
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24
and its suitability for a breakfast meal. Exactly 50% of the respondents were
found to hold a negative association between wraps and breakfast.
Low Below average Neutral Agree Strongly Agree
30
2024
8
2
Figure 3.b.vii Association of wrap with breakfast
The remainder of the data correlates with the abovementioned results in terms of
associations, usage, and awareness.
3.c. Inferential Data
Determine if there is a relationship between usage and loyalty.
Highly unlikely Unlikely Neutral Likely Most likely0
5
10
15
20
25
20
1614
20
6
Figure 3.c.i Likelyhood to buy a.m. KFC TwisterQuestion 21 B
Question 7 C
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25
When the construct, loyalty and the variable, usage were correlated, the researchers
identified that there was a positive, but weak relationship between the two. The HA1
will not be rejected as there is a relationship between usage and loyalty (r=0.290,
p=0.003). The HA0 was rejected. Through the use of Pearson Correlation, this can be
said at a level of 95% certainty. This means that there is a relationship between
usage and loyalty to the extent that if usage increases, loyalty increases as well.
Thus, implying that respondents, who buy a product and are satisfied, will buy again
in future and ultimately become loyal to the service provider, as in this study, KFC.
Determine if loyalty is impacted by associations.
Refer to Figure 3.b: According to the results of Question 21B and through the use of
Pearson Correlation, at a certainty level of 95%, the researchers found there was a
very weak positive relationship between association for an a.m. mini twister for
moderate to strong loyalty (r=0.196, p=0.316). This is not very significant. The total
association for Question 21 determines there is no relationship between associations
and loyalty. Thus, the HB0was not rejected whilst the HB1 was rejected.
Question 18Mc Donald's
36%
KFC23%
Steers25%
Other7%
None8%
Figure 3.c.ii Preferred fast-food res-taurant for eating breakfast
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26
Determine if loyalty is affected by awareness.
Yes No (blank)0
10
20
30
40
50
60
70
80
Figure 3.c.iii Chi-Square test: Awareness of KFC breakfast menu
The researchers applied a Chi-square test to Question 19 to determine whether
respondents are aware that KFC has a breakfast menu. The respondents who
answered “I don’t know” were counted as a “No” answer, because it ultimately
means that they are not aware that they have the breakfast menu.
Through this test, the researchers identified that respondents are aware that KFC
has a breakfast menu. Through Pearson Correlation, at a certainty level of 95% the
researchers determined that the HC0 has not been rejected, as the HC1 was rejected
(r=0.348, p=0.069). This means that there is no relationship between the variable
awareness and the construct loyalty. The units of the sample are aware that KFC
has a breakfast menu, but do not see KFC as a first choice when buying breakfast
and is therefore not loyal to KFC.
Question 19
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27
4. Limitations of the Study
Although this research was carefully prepared, the researcher is still aware of its
limitations and shortcomings.
First of all, because of the time limit the sample of the surveyed group is small only a
hundred respondents were included and might not represent the majority of the
target population.
The researchers assumed that the variables under investigation are measurable and
the instrument being used is a valid and reliable instrument to measure those
variables. The measure instrument used in this study was a self-administered
questionnaire. It was limited by its reliability and validity. An instrument is reliable if it
will give the same measurement every time when measuring the same construct and
is valid if the actual construct at hand is indeed being measured. The measure
instrument has a low reliability because of answer variation that may occur if a
respondent had to fill in the same questionnaire again (Zikmund&Babin, 2010:337).
In order for a study to be valid, the participants must be representative of the
population and must be willing to participate in the study. The participants must
respond to questions honestly or participate without biasing the study results. The
participants should not behave differently than they would were they not part of this
research study.
Respondents were also confused by some of our questions (question 9) and in turn
marked the wrong tick box leaving the researchers with inaccurate data which could
not be used.
The respondent in the study were chosen through a non-probable sampling method
and suggests that the participants likely do not represent the population. In addition,
the results of the study are limited by the honesty of the participants, or their
nonbiased participation. Respondent bias occurs when respondents change their
behaviour because they know they are participating in a study (Zikmund&Babin,
2010:194).
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28
There are limitations on the analyses used in the study. The results of the study are
limited by the ability of the statistical procedure selected to find statistical
significance. The analysis must be appropriate to address the research question,
and the test must have sufficient power to detect a significance relationship if they
exist in the population.The researchers lack of knowledge of SPSS software
5. Conclusion and Recommendations
Understanding what drives satisfaction among customers is a huge opportunity for
fast-food retailers. Knowing how to maximize the positive effects of those
components that satisfaction consists of can lead to considerable returns in terms of
increased satisfaction.
The components used for this study comprised of product usage, association and
awareness and were measured to find their impact on loyalty. The results found that
there is a relationship between usage and loyalty. If usage were to increases, loyalty
would increases as well,thus suggesting that respondents, who buy products and are
satisfied, will buy again in future. This satisfaction arises from the customer
comparing their expected experience with their actual experience and would lead to
repeat purchasing and usage of the product. Association was also tested to
determine the influence on loyalty. There was found that association does not have a
significant effect on customer loyalty. Thus the degree, to which the brand is
associated with the product category of breakfast, does not have a positive nor
negative affect on how loyal customers are.
Product awareness was also investigated to find the impact it has on loyalty of
consumers. When introducing a new product to the market, one of the hurdles that
must be overcome is lack of consumer awareness. Initially, no one knows about the
new product offering. Once you increase the amount of awareness about the
product, sales may start to increase as a result. Regardless of how good a product
is, it will not help if customers are unaware of it. Through the use of correlation (r)
researchers found that awareness does have a positive yet weak relationship with
loyalty yet the relationship is too small to indicate any significant effect on loyalty.
By measuring customer satisfaction with regards to these components of the
shopping experience, retailers can gain an in-depth understanding of their
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29
customers’ likes and dislikes in order to better focus on meeting their needs and
exceeding their expectations
Taking the above results and conclusions into account, it would greatly benefit KFC if
it kept the breakfast advertisements displayed throughout the day and did not
remove it, as more people could be made aware of the breakfast option. This greater
awareness could then in turn lead to a higher level of associating KFC with a
potential breakfast provider.
It is also recommended that KFC improve how customers associate it with breakfast.
KFC is not positively associated with breakfast, as is shown by 50% of respondents
indicating that they do not associate the a.m. Mini Twister (one of KFC’s flagship
breakfast offerings) with breakfast. This could be changed by amending the
breakfast offering. By offering more traditional breakfast items (such as bacon and
eggs) it could build up an association and ultimately move further into this market. As
KFC has already created the image of offering ‘home-styled’ sides such as coleslaw
and mash and gravy, focusing on this established association with regards to
breakfast to greatly benefit KFC. An overwhelming majority of respondents indicated
that breakfast is important to them; this shows KFC that there is clearly a market to
be exploited.
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6. References
About Us. 2012. [Online]. Available:http://www.kfc.com/about/.[2012, September 26].
Analysis. 2012. [Online]. Available:
http://oxforddictionaries.com/definition/english/analysis [2012, September 26].
Brown, S.P. & Hoyer, W.D. 1990.Effects of Brand Awareness on Choice for a
Common, Repeat-Purchase Product.Journal of Consumer Research.17(2): 141-148
Butler, S. 2012. Mall Intercept Survey.[Online]. Available:
http://srmo.sagepub.com/view/ encyclopedia-of-survey-research-methods/n284.xml
[2012, September 26].
Castillo, J.J. 2009.Research Population.[Online]. Available: http://www.experiment-
resources.com/research-population.html [2012, September 26].
Chen, A. C. 2001. Using Free Association to Examine the Relationship between the
Characteristics of Brand Associations and Brand Equity.Journal of Product & Brand
Management.10(7): 439-451
Clarke, R. C., Doraszelski, U., Draganska, M. 2009. The Effect of Advertising on
Brand Awareness and Perceived Quality: An Empirical Investigation using Panel
Data [online]. Available:
http://facultygsb.stanford.edu/draganska/documents/AnEmpiricalInvestigationoftheEf
fectofAdvertising.pdf [2012, September 27].
Glossary of statistical terms. 2012. [Online]. Available:
http://www.statistics,com/index.php?page=glossary&termid=851 [2012, September
16].
Hoyer, W. D. 1984.An Examination of Consumer Decision Making for a Common
Repeat Purchase Product.Journal of Consumer Research.11(3): 822-829
Jacoby, J. &Kyner, D.B. 1973.Brand Loyalty vs. Repeat Purchasing Behavior.
Journal of Marketing Research.10(1): 1-9
Jones Combs, L. & Swan, J.E. 1976.Product Performance and Consumer
Satisfaction: A New Concept. Journal of Marketing. 40(2): 25-33
Page 36
31
Kempf, D. S. & Smith, R. E. 1998. Consumer Processing of Product Trial and the
Influence of Prior Advertising: A Structural Modelling Approach. Journal of Marketing
Research.35(3): 325-338
Mouton, J. 2001.How to Succeed in Your Master’s and Doctoral Studies.Pretoria:
Van Schaik Publishers
My marketing research methods. 2011. [Online]. Available:
http://www.mymarketresearchmethods.com/descriptive-inferential-statistics-
difference/ [2012, September 26].
Mid-year population estimates. 2011. [Online]. Available:
http://www.statssa.gov.za/publications/P0302/P03022011.pdf [2012, September 25].
NonProbability Sampling. 2006. [Online]. Available:
http://www.socialresearchmethods.net/kb/sampnon.php [2012, September 23].
Pearson's Correlation Coefficient, r. 2007.[Online]. Available:
http://hsc.uwe.ac.uk/dataanalysis/quantinfasspear.asp [2012, September 26].
Primary tables Western Cape.2005 Report.[Online]. Available:
http://www.statssa.gov.za/census01/html/WCPrimary.pdf [2012, September 25].
SAARF.2012. [Online]. Available:http://www.saarf.co.za/lsm-demographics/LSM
%20Demographics%20Table%20AMPS%20Jan%20-%20Dec%2010.pdf [2012,
September 26].
Serving the world. 2011. [Online].
Available:http://www.yum.com/annualreport/pdf/2011_AR.pdf [2012, September 26].
Thomson, S.B. (2011). Sample Size and Grounded Theory. JOAAG, Vol.5. No.1
Zikmund, W.G. & Babin, B.J. 2010. Exploring Marketing Research, 10th
Edition.China: Cengage Learning.
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7. Annexures
Declaration of Group Member Contribution
This declaration serves to state that all group members have contributed towards
this project. Below is a tabular presentation of the percentage contribution of each
group member as agreed upon by all members.
Initials Surname%
ContributionSignature
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33
Plagiarism Declaration:
1. Ons weet dat indien ons iemand anders se idees gebruik en voorgee dat dit ons s’n is, dit dan neerkom op plagiaat. Ons is bewus van die potensiële strafmaatreëls vir hierdie oortreding. / We knowthatusinganotherperson’sideasandpretendingthatit is one’sownconstituteplagiarism. We are aware of thepotentialpenaltiesforthismisdemeanour.
2. Ons het die Harvard metode vir aanhalings en verwysings gebruik. Elke substansiële bydrae tot, en aanhaling in hierdie opstel/opdrag/projek uit die werk of werke deur ander persone het volledige erkenning ontvang by wyse van aanhalings of verwysings in sowel die teks as bibliografie. / We haveusedtheHarvard-methodforcitationandreferencing. Eachsignificantcontributionto, andquotation in, this essay fromthework, orworks, of otherpeoplehas been acknowledgedthroughcitationandreference in thetextandbibliography.
3. Hierdie is ons eie werk. / This is ourownwork.
4. Ons het nie toegelaat nie, sal ook nie toelaat nie, dat enigeen ons werk kan kopieer met die doel om voor te gee dat dit hulle eie werk is nie. / We havenotallowed, andwillnotallow, anyonetocopyourworkwiththeintention of passing itoff as theirownwork.
Handtekening / Signature.................................................... Datum / Date...............................
Handtekening / Signature.................................................... Datum / Date...............................
Handtekening / Signature.................................................... Datum / Date................................
Handtekening / Signature.................................................... Datum / Date................................
Verklaring van eie werk / Declaration of ownwork:
1. Ons het deur die projek gelees om spelfoute en taalfoute uit te skakel om sodoende die professionaliteit van die dokument te verhoog. / We havereadthroughtheprojecttoeliminate spelling errorsandgrammarerrorstoincreasetheprofesionalism of thedocument.
2. Hierdie projek is ons eie werk. / Thisproject is ourownwork.
Handtekening / Signature.................................................... Datum / Date................................
Handtekening / Signature.................................................... Datum / Date................................
Handtekening / Signature.................................................... Datum / Date................................
Handtekening / Signature.................................................... Datum / Date................................
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MARKETING 344
Research Project Assessment Sheet
Name:
Mark summary
1. Abstract 5
2. Introduction- background / literature review
- purpose of study
- objectives
10
10
5
3. Methodology 25
4. Results 15
5. Conclusion and recommendations 10
6. Bibliography 5
7. Technical presentation- title page, table of contents, spelling, in-text referencing, etc. 15
Total 100
General comments
Page 40
35
Questionnaire Copy
Page 42
37
Calculations Table
Tota
l:1
23
45
67
89
10To
tat S
A Po
pula
tion
6610
0017
9300
021
1700
042
4800
060
8000
078
2800
040
1400
029
2100
030
9300
021
7700
034
9320
00Ge
nder
Mal
e47
.142
.146
.548
.647
.748
.848
.450
.248
.752
.248
.03
Fem
ale
52.9
57.9
53.5
51.4
52.3
51.2
51.6
49.8
51.3
47.8
51.9
7Ag
e SA
%15
-24
25.5
31.4
31.5
30.3
3028
25.6
27.1
23.7
25.9
27.9
25-3
415
.617
2423
.523
.626
21.6
2220
.617
.321
.12
35-4
922
.721
.421
.822
.825
.324
.528
.225
.926
.931
.125
.06
50+
36.2
30.2
22.7
23.4
21.1
21.6
24.6
2528
.825
.825
.94
Age
15-2
416
8555
5630
0266
6855
1287
144
1824
000
2191
840
1027
584
7915
9173
3041
5638
4398
1745
525
-34
1031
1630
4810
5080
8099
8280
1434
880
2035
280
8670
2464
2620
6371
5837
6621
7907
869
35-4
915
0047
3837
0246
1506
9685
4415
3824
019
1786
011
3194
875
6539
8320
1767
7047
8817
450
50+
2392
8254
1486
4805
5999
4032
1282
880
1690
848
9874
4473
0250
8907
8456
1666
8399
231
Perc
enta
ge W
este
rn C
ape
00.
10.
82.
23.
812
.222
.619
.820
.510
.292
.2Po
pula
tion
Wes
tern
Cap
e0
1793
1693
693
456
2310
4095
5016
9071
6457
8358
6340
6522
2054
3639
882
Age
WC
% o
f WC
15-2
40
563.
002
5334
.84
2831
7.17
6931
226
7404
.523
2234
1567
3515
0273
.457
511.
9996
7685
.926
.577
0425
-34
030
4.81
4064
.64
2196
2.16
5452
5.44
2483
04.2
1959
47.4
1272
38.8
1306
17.4
3841
5.34
8213
80.1
22.5
5882
35-4
90
383.
702
3692
.048
2130
7.97
5845
3.12
2339
78.9
2558
20.2
1497
94.7
1705
63.5
6905
8.79
9630
5326
.449
850
+0
541.
486
3844
.472
2186
8.7
4874
9.44
2062
83.5
2231
62.3
1445
89.5
1826
10.7
5728
9.93
8889
40.1
24.4
1433
3641
059
LSM
Gro
up