A critical analysis of the marketing mix strategies influencing customer acquisition at Spar in Durban

This study provides a comprehensive analysis of the marketing mix strategies that influence customer acquisition at Spar in Durban. Utilizing a quantitative methodology, data were collected through structured questionnaires completed by 278 respondents. The findings indicate that Spar effectively employs digital marketing tools—including social media, WhatsApp, and loyalty programs—as key communication channels to engage customers. Reliability analysis confirmed the validity of the measurement instrument (Cronbach’s ? = 0.902; KMO = 0.899). The results demonstrate that younger consumers are more responsive to digital platforms, particularly social media and loyalty programs, while traditional methods such as printed flyers are less effective. No significant differences were observed in the perceived effectiveness of specific digital channels across different respondent groups, suggesting a consistent perception of Spar’s digital engagement. The study emphasizes the importance of integrating digital strategies with factors such as pricing, convenience, and product assortment to enhance customer acquisition in Durban’s competitive retail environment. Key Words:Marketing mix, Customer acquisition, Digital marketing, Retail strategy and Consumer behaviour