Value differentiation: Creating customised value propositions in the South African cement industry

Article


Jansen van Rensburg, M. and Van Niekerk, J. 2010. Value differentiation: Creating customised value propositions in the South African cement industry. Management Dynamics : Journal of the Southern African Institute for Management Scientists. 19 (4), pp. 2-16.
TypeArticle
TitleValue differentiation: Creating customised value propositions in the South African cement industry
AuthorsJansen van Rensburg, M. and Van Niekerk, J.
Abstract

Contemporary market conditions no longer allow producers to classify their products as commodities or to enjoy the luxury of focusing only on sales strategies at the expense of product differentiation. However, the irony is that this is the exact approach followed by South African cement producers. This study proposes approaches that could be used to differentiate value propositions offered by cement producers, based on customer perceptions. Data were collected from 306 respondents, representing different business activities, by means of structured telephonic interviews, and analysed by means of correspondence analysis. The results suggest that customers do indeed attach different levels of importance to different value attributes, which indicates that value differentiation could be used as a viable marketing strategy in the cement industry. Indications are that customer value perceptions could be enhanced by the introduction of new or enhanced value attributes.

JournalManagement Dynamics : Journal of the Southern African Institute for Management Scientists
ISSN1019-567X
Electronic2710-5245
Publication dates
Online01 Jan 2010
PrintJan 2010
Publication process dates
Deposited29 May 2024
Output statusPublished
Web address (URL)https://hdl.handle.net/10520/EJC69767
LanguageEnglish
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