Aspects refer to what one perceives after looking at a situation or person. This factor has a great influence on the success of the night club business in terms of revenue generation, expansion and diversification, customer perception as well as losses. Due to an alarming rate of increasing competition, many nightclubs are diversifying their operations and their range of products and services to increase their market share and gain more customers (Hing 2006). According to Gale (1972), market share and business returns are two inseparable factors as an increase in market share results in the company making profits, while a decrease in market share causes a loss for the company. So, for a night club business to gain a large market share compared to other businesses, the business will be forced to increase its market share by: intensively promoting services and adjusting fees service, creating competition among customers through gaming activities and undertaking intensive advertising of its activities through various advertising channels, for example entertainment, sports and other services. A company's sales growth is an indicator of the company's value. This must therefore be constantly strengthened to increase the net worth of the company. To increase sales growth, several steps can be taken such as getting rid of non-performing employees, offering services in a unique way that no other person in the same company is able to offer and diversifying the range of services offered as well as the products sold without forgetting their price. The desire for leisure in the form of entertainment and basic income increases the demand for ...... middle of paper ...... suitable, this leads to a dislike of premises by customers, which has a negative effect as the market share decreases and as a result the company suffers a loss. References Crockett, Grier and Williams. 2003. “Facing Discrimination in the Marketplace: An Exploration of the Experiences of Black Men,” Academy of Marketing Science Review [online]. Available at: www.amsreview.org/articles/crockett04-2003.pdf, [Accessed October 20, 2007].Gale, BT 1972. Market Share And The Rate Of Return, Review of Economics and Statistics, Vol 54 pp 412-23Hing , N. 2006. A history of machine play in the New South Wales club industry: from community benefit to commercialization. Siegelman, P. (1998) “Racial Discrimination in “Everyday” Business Transactions: Experiences of Discrimination in Walsh's Disadvantaged Consumer Market.” Washington, DC: The Urban Institute.