THE PURCHASING BEHAVIOUR IN THE DETERGENT INDUSTRY: A PMB CASE STUDY ON THE FEASIBILITY OF STARTING A NEW DETERGENT BUSINESS VENTURE

This study analyses the purchasing behaviour of households and briefly on industrial consumers with regard to their detergent purchases. Following from this analysis, the scope for a new detergent business venture will be investigated. The local industry has a plethora of detergent manufacturing companies supplying the retail and industrial markets, thus an appropriate analysis and strategy developed from this study will enable a new detergent business venture to have an improved understanding of the detergent industry in Pietermaritzburg leading to some minimisation of the risks for potential detergent entrepreneurs. The objectives for the study is detailed below. Primary Research Objectives: 1. To examine whether mcome accounts for household purchasing preferences between branded and non-branded detergents. 2. To determine whether location is a factor that must be considered m the marketing of detergents. 3. To examine whether there are gender differences in the purchasing behaviour o