publication . Doctoral thesis . 2012

Strategic implication of a segmentation and positioning model for the South African gold narrow reef mining market.

Open Access
  • Published: 17 Aug 2012
  • Country: South Africa
M.Comm. Many variables exist that influence buyer behaviour in the narrow reef gold mining market. Since some variables are real but subjective in nature, such as the opinion and charisma of mine managers or influential individuals, it is difficult to quantify and analyse them. The question is ? Which variables, 8 quantifiable or not, are more dominant in shaping buyer behaviour and how should they be prioritised? What is needed is a logical segmentation model which reflects true buyer behaviour in order to shape future strategies in AEL so that the overall company objectives can be met. Each segment should then be analysed and considered regarding attractivenes...
free text keywords: Gold mines and mining - South Africa, Marketing, Market segmentation
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