Peet van der Merwe, ph.D, School for Business Management, North-West University, Hoffman Street, Potchefstroom, 2521, South Africa and Jaco Pienaar, Ph.D, Workwell Research Unit, North-West University, Hoffman Street, Potchefstroom, 2521, South Africa.
South Africa has approximately 9000 game farms and one of the major sources of income for game farms is hunting and, specifically, biltong hunting. Research indicated that the latter contributes R3.1 billion to the South African economy. Due to the number of game farms, the hunting fraternity has become a very competitive market and, in order to remain competitive, it has become paramount for game farmers to get a better understanding of the biltong hunting market as well as understanding how to target this market. Expenditure-based segmentation has been applied to identify high-spending markets. Therefore, the purpose of this article is to apply expenditure-based segmentation to biltong hunters in South Africa in order to determine the aspects that lead to an increase in spending on game farms, which will assist farmers with product development and marketing. In total, 676 hunters participated in a national survey where all the major hunting organisations (SAHGCA, PHASA and CHASA) formed part of the database. By means of a multiple regression analysis, the estimation of biltong hunters’ spending shows that income, age, length of the hunting trip, type of hunter and the location (province) are the major factors determining hunting expenditure allocation.