South African consumer sentiment towards marketing

Abstract

Generally the marketing literature suggests that the key to a firm's survival and growth is its satisfaction of consumer needs. This philosophy is embodied in the so-called marketing concept. In order to determine to what extend South African firms succeed in achieving consumer satisfaction, this study investigated empirically, the way in which consumers perceive marketing and marketing related practices. The results of a survey involving 3000 respondents suggest that consumers are fairly dissatisfied with the marketing fraternity and its activities. The 'Index of Consumer Sentiment Towards Marketing' is -16,262 with a theoretical maximum and minimum of +280 and -280, respectively. The only positive index for an individual marketing mix element is that for retailing and the lowest index is that for pricing. The results show that marketers are not perceived as being successful in satisfying market requirements.