Debbie Vigar-Ellis

Knowledge effects on the exploratory acquisition of wine

Purpose – This paper aims to determine whether exploratory wine purchasing behaviour is affected by consumers’ objective and subjective wine knowledge. Design/methodology/approach – A questionnaire ...

Does objective and subjective knowledge vary between opinion leaders and opinion seekers? Implications for wine marketing

Wine is a heterogeneous, information-rich offering, with a plethora of brands in the market. Knowledge of wines amidst such diversity understandably varies. In addition, some offer opinions on wine while others seek them. Yet, the interplay between opinion leadership and opinion seeking, on the one hand, and wine knowledge, both objective and subjective, has received little attention by wine marketing researchers. Thus, this paper explores the relationships between opinion leadership and opinion seeking among wine consumers, and investigates whether objective and subjective knowledge varies between opinion leaders and seekers. An online survey was used to collect data on the four constructs and correlation analysis was undertaken to investigate the relationships between them. Key findings indicate that those who tend to seek opinions about wine tend not to have high objective knowledge of wine, as may be expected. On the other hand, opinion leaders think that they know about wine, and generally are objectively knowledgeable. Thus, their influence on others is not only based on communication, but on fact, representing a valuable source of influence for wine marketers. Understanding target consumers’ wine knowledge levels can potentially impact every aspect of wine marketing strategy.

Understanding the Needs of Science Access Students for University Support Services

The need to develop science capacity in South Africa has been recognised as a national priority both to address past inequalities and for economic development. However, many students wanting to enter science-related programmes in universities lack the necessary skills, knowledge and resources and thus access programmes have been developed to bridge the gap. This research takes a marketing approach and thus seeks to establish the needs of science access students at the point of entry into the university. An exploratory design using questionnaires administered to the population of studentsenrolled for the University of KwaZulu-Natalâ??s, Science Foundation Programme, was used. Analysis of the results indicates that the most important needs of these students are for career and counselling advice, financial support and information. Recommendations are provided to universities on how to address these needs so as contribute positively to the development of science capacity in South Africa.

Pester Power in Low Income Families

Pester power is then the ability of a child to influence the purchasing choice of an adult using various tactics, the most common of which is repetitive nagging. There is a considerable amount of literature on ‘pester power’ in western societies, where children have been documented to be responsible for significant expenditure each. Western societies are assumed to have a higher level of disposable income, although even in these societies concern has been raised about the financial strain that families place themselves under in order to avoid conflict with their child. This exertion of ‘power’, by the child, often results in confrontations with parents but has also been found to be a successful influence strategy. In order to avoid conflict and or embarrassment the adult will often give in to the child’s requests. Parent’s willingness to purchase requested products is driven by the type of product requested by the child and the expense involved, and this has been shown to be understood by children. Children have been found to exert pester power on decisions and purchases relating to a wide variety of products, from relatively inexpensive purchases such as food to far more expensive items, such as a family car. Food has been described as the main battleground for pester power. Persistent nagging, bribery, trolley loading and psychological tactics have all been identified as pester power strategies.

Choosing a University: Important Attributes Used by Access Students in South Africa

ABSTRACT Universities in South Africa are operating in an increasingly competitive environment with each institution aiming to attract the best students and meet their enrolment targets. The Department of Education’s (DoE’s) strategy to address the inadequacies of the past and the shortage of skills in maths and science in South Africa has also affected how universities operate. In responding to the DoE’s strategy to address past inadequacies many universities offer access programmes to students from previously disadvantaged schools. This paper highlights the factors or attributes that are important, specifically to access students, in their selection of which university to attend for their tertiary studies and makes recommendations in terms of a marketing strategy for universities targeting this group whose background and needs are different to students who come from more advantaged schools. Marketing implications for access programmes are provided.