The impact of multinational corporations on the marketing mix of a South African architectural coatings manufacturer

Abstract

The Architectural Coatings Manufacturing Industry in South Africa has changed in the last five years. This is based on key findings in this study. Specific elements highlighted in this change include price, promotion and product. Factor seven identified in the study, perception of change in the industry, indicated a Cronbach alpha of 0.881, and this is the highest Cronbach alpha score in this study and can be classified as statistically reliable. This indicates that the respondents have a definite perception that there has to be change in the industry in terms of price, promotion and product. It is clear that Independent retailers feel that MNCs such as Massbuild have dictated their pricing strategies in terms of key, fast-moving products. The role of price in promotional campaigns is highlighted in the research as being of vital importance. Price is not only a key consumer decision factor but also a key promotional factor. There was a strong negative correlation that indicated that technical support and advice do not play a significant part in advertising campaigns and this changed in the last few years. Any manufacturer in the architectural coatings industry can use this study as a blueprint to guide their innovation and marketing strategies. Although the factor analysis and correlations did not deliver significant guidance in this study, the questionnaire data and descriptive statistics did provide good information that has to be considered and used for future planning