This study proposes a loyalty segmentation model for the South African men's retail credit fashion industry. Retailers operate in a highly competitive market where competitors strive for share-of-wallet of the same customer. The likely victor in this battle is the retailer who best understands customer needs, purchase behaviour and utilises this information to influence customer's spending patterns. The research method comprised a postal survey to randomly selected customers. The process included the construct of the loyalty model which comprised four input models, namely the Competitiveness, Brand experience, Referral and Credit appeal models as well as a number of customer demographics. The Desert scenario, where extreme conditions exist, is used as the analogy for the Segmentation model, with four macro segments (Desert, Oasis, Sand Storm, Rain clouds) being used to categorise respondents along two criteria, namely that of value and relative risk. Segment characteristics are used to segment the retailer's database. / Business Management / MCom (Business Management)

The food industry's focus has shifted to growth, profits and efficiency through new production processes. In response, people feel they have lost control over the food they eat. Media has a direct impact on consumer perceptions. Chicken has received extremely negative publicity compelling consumers to question the safety of chicken as a protein source. The aim of the study is to determine the different perceptions that exist in the mind of consumers regarding chicken as a generic food brand and to assess the role of communication in a consumer-brand relationship. Q methodology is the research methodology chosen as it is able to communicate an individual's subjectivity. The researcher considered factor loadings of 0.37 and more as significant. The varimax rotation produced four dominant factors. The variance in the correlation matrix was calculated at 70 percent. The factor scores were determined once the total number of factors with pure loadings had been identified. / Communication Science / M.A. (Communication)

This study proposes a loyalty segmentation model for the South African men's retail credit fashion industry. Retailers operate in a highly competitive market where competitors strive for share-of-wallet of the same customer. The likely victor in this battle is the retailer who best understands customer needs, purchase behaviour and utilises this information to influence customer's spending patterns. The research method comprised a postal survey to randomly selected customers. The process included the construct of the loyalty model which comprised four input models, namely the Competitiveness, Brand experience, Referral and Credit appeal models as well as a number of customer demographics. The Desert scenario, where extreme conditions exist, is used as the analogy for the Segmentation model, with four macro segments (Desert, Oasis, Sand Storm, Rain clouds) being used to categorise respondents along two criteria, namely that of value and relative risk. Segment characteristics are used to segment the retailer's database. / Business Management / MCom (Business Management)

The food industry's focus has shifted to growth, profits and efficiency through new production processes. In response, people feel they have lost control over the food they eat. Media has a direct impact on consumer perceptions. Chicken has received extremely negative publicity compelling consumers to question the safety of chicken as a protein source. The aim of the study is to determine the different perceptions that exist in the mind of consumers regarding chicken as a generic food brand and to assess the role of communication in a consumer-brand relationship. Q methodology is the research methodology chosen as it is able to communicate an individual's subjectivity. The researcher considered factor loadings of 0.37 and more as significant. The varimax rotation produced four dominant factors. The variance in the correlation matrix was calculated at 70 percent. The factor scores were determined once the total number of factors with pure loadings had been identified. / Communication Science / M.A. (Communication)

Retailers are turning to loyalty marketing to attempt to sustain profitability by encouraging consumer loyalty. This study aimed to explore the factors that influence consumer loyalty towards Edgars, the largest clothing retailer in South Africa. The study found that the strongest influence of consumer loyalty towards Edgars was price, followed by service and then merchandise selection. The effect of method of payment on loyalty was also measured and it was concluded that the more closely consumers are contractually tied to a retailer, the less of an influence price has on their loyalty towards the retailer. The results can guide retail organisations in determining the focus areas of their marketing efforts for consumers that favour different payment methods. / Business Management / M. Com. (Business Management)

Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research studies regarding counterfeiting undertaken in the past have had a strong focus on the supply side of the industry, whereas few studies look to consumer demand and even fewer towards consumer demand for counterfeit products in an emerging African market. The aim of this research study, therefore, was to provide a descriptive analysis of the South African consumers‟ intention to purchase authentic luxury fashion brands versus counterfeit products and secondly, to examine if various demographic groupings differ in their purchase intentions. In order to achieve the research objective, an extensive literary review was conducted on the global counterfeit problem with specific focus on the South African counterfeit industry. The concept and value of branding was highlighted, followed by a discussion on consumer behaviour in conjunction with the decision-making process and the consumers‟ intention to purchase. An empirical study was conducted with UNISA students residing within the areas of Gauteng, KwaZulu-Natal and the Western Cape through a mixed method approach. Qualitative research formed the first leg of the study and assisted in identifying past purchase behaviour of authentic and counterfeit luxury fashion brands. Once identified, these brands were then utilised in a quantitative survey to satisfy the research objectives. The results of this research study indicate that South African consumers‟ have a high intention to purchase authentic luxury fashion brands versus a low intention to purchase counterfeit products. / Business Management / M. Com. (Business Management)

Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research studies regarding counterfeiting undertaken in the past have had a strong focus on the supply side of the industry, whereas few studies look to consumer demand and even fewer towards consumer demand for counterfeit products in an emerging African market. The aim of this research study, therefore, was to provide a descriptive analysis of the South African consumers‟ intention to purchase authentic luxury fashion brands versus counterfeit products and secondly, to examine if various demographic groupings differ in their purchase intentions. In order to achieve the research objective, an extensive literary review was conducted on the global counterfeit problem with specific focus on the South African counterfeit industry. The concept and value of branding was highlighted, followed by a discussion on consumer behaviour in conjunction with the decision-making process and the consumers‟ intention to purchase. An empirical study was conducted with UNISA students residing within the areas of Gauteng, KwaZulu-Natal and the Western Cape through a mixed method approach. Qualitative research formed the first leg of the study and assisted in identifying past purchase behaviour of authentic and counterfeit luxury fashion brands. Once identified, these brands were then utilised in a quantitative survey to satisfy the research objectives. The results of this research study indicate that South African consumers‟ have a high intention to purchase authentic luxury fashion brands versus a low intention to purchase counterfeit products. / Business Management / M. Com. (Business Management)

The South African fast-food industry is growing steadily, and so is the trend towards healthy eating. South Africans are becoming more aware of what they put into their bodies and not only do they want to consume meals that are quick and convenient, but they also want to ensure that what they are eating offers nutritional benefits. Although fast-food outlets have responded to customer demand by adding healthier food options to their menus, customer satisfaction regarding these options has not been investigated sufficiently in South Africa. The purpose of this study was to explore customer satisfaction with the healthier food options available at fast-food outlets in South Africa. An extensive literature review was conducted on the South African fast-food industry (the link between fast-food and obesity was noted, followed by a discussion on the trend towards healthy eating) and customer satisfaction. An empirical study was conducted, in which data was collected from students studying at the University of Pretoria by means of self-administered questionnaires. The study followed a mixed method approach, incorporating both qualitative and quantitative research in order to satisfy the research objectives. The results of this research study indicate that there is a high level of satisfaction amongst South African customers with the healthier food options available at fast-food outlets. / Business Management / M. Comm. (Business Management)

The South African fast-food industry is growing steadily, and so is the trend towards healthy eating. South Africans are becoming more aware of what they put into their bodies and not only do they want to consume meals that are quick and convenient, but they also want to ensure that what they are eating offers nutritional benefits. Although fast-food outlets have responded to customer demand by adding healthier food options to their menus, customer satisfaction regarding these options has not been investigated sufficiently in South Africa. The purpose of this study was to explore customer satisfaction with the healthier food options available at fast-food outlets in South Africa. An extensive literature review was conducted on the South African fast-food industry (the link between fast-food and obesity was noted, followed by a discussion on the trend towards healthy eating) and customer satisfaction. An empirical study was conducted, in which data was collected from students studying at the University of Pretoria by means of self-administered questionnaires. The study followed a mixed method approach, incorporating both qualitative and quantitative research in order to satisfy the research objectives. The results of this research study indicate that there is a high level of satisfaction amongst South African customers with the healthier food options available at fast-food outlets. / Business Management / M. Comm. (Business Management)