Thesis (M. Consumer Science)--North-West University, Potchefstroom Campus, 2009.

Thesis (M. Consumer Science)--North-West University, Potchefstroom Campus, 2009.

This study aimed to determine the potential of packaging to strengthen brand equity in female apparel retail stores. A field experiment was conducted in the Tshwane metropolitan - a key political, economic and urban area in South Africa - to investigate the potential of packaging to be acknowledged as an additional element of the marketing mix in terms of its influence on consumers’ perceptions of the service offering of retailers and their brand equity. The study was done in the context of an emerging economy, where international clothing brands have infiltrated the market and become widely accessible in recent years. The data was collected by using convenience sampling methods, and the self-completion of a structured questionnaire after respondents acted as mystery shoppers at a Single Brand Retailer (SBR) and a Department Store (DS) that carry the same footwear brand in a major shopping centre in this metropolitan. The SBR offers consumers a branded high quality canvas tote bag after purchase, whereas the DS offers a generic plastic bag irrespective of the type of purchase or the price paid. Willing females, all final year students at the University of Pretoria (n =103) were divided in two groups. Individuals visited the two retailers according to a schedule compiled by the researcher. One group visited the SBR first, followed by the DS. The other group did the task in the reverse order. Data analysis involved descriptive statistics, exploratory factor analysis, specifically Principle Component analysis using PROMAX and PROCRUSTES rotation for the two scales that investigated the service offering and brand equity respectively, Means, Standard deviations, Cronbach’s Alpha as well as paired and non-paired 2-tailed t-tests. This study confirmed the potential of secondary packaging as an independent element of the marketing mix in the branded clothing retail industry. The packaging construct dissociated it from the construct ‘Product’ as the literature suggests, which confirms that marketing elements adapt over time and that these changes have to be acknowledged in retail. Respondents generally had a less favourable instore experience in the DS compared to the SBR. The packaging format of SBR was also evaluated more favourably, which enhanced perceptions of the overall service offering. This suggests that respondents’ less favourable evaluation of the less prestigious packaging offered in the DS, is partly to blame for the lower overall evaluations of the service offering of the DS. Packaging also contributed/enhanced brand equity as consumers’ perceptions of the packaging formats – irrespective of whether it was a SBR or a DS – positively contributed to consumers’ perceptions of the brand equity of the retailers that they visited. The contribution of packaging towards brand equity was mostly more prominent than the contribution of other marketing elements such Advertising and Promotion. An order effect was noted. Respondents who visited the DS first, were significantly more impressed with the SBR. Those who went to the SBR first, seemed more forgiving and evaluated the service offering and the brand equity lower compared to the SBR but nevertheless evaluated it more favourably than the group that patronized the DS first. Packaging does not seem to relieve post purchase regret. Respondents were more regretful after their SBR experience. Several explanations may be used to explain this and future studies are envisaged to expand the findings. / Dissertation (MSc)--University of Pretoria, 2014. / gm2014 / Consumer Science / unrestricted

Brandade kläder beskrivs som "kläder som används internt eller externt i syfte att understödja eller förstärka företagets eller organisationens profil, med syftet att uppnå ökad konkurrenskraft". Syftet med denna studie var att designa brandade kläder som speglar friluftsanläggningen Mattilas varumärke och som kan säljas till dess besökare. Detta som ett steg i Mattilas långsiktiga mål att stärka och sprida varumärket. Studien genomfördes genom olika steg i designprocessen, från inspiration till identifikation, utforskning och värdering. Processen inleddes med en undersökning med målgruppen och en fallstudie som satte en grund för hur designprocessen kunde tas vidare. Efter ett utförligt skissarbete både analogt och digitalt fick en liten grupp utvalda personer från målgruppen värdera designen. Värderingen visade på att målgruppen definitivt kunde tänka sig att använda kläderna och att de tyckte att de speglade Mattila som varumärke. Utifrån förslagen och värderingen togs en slutgiltig prototyp fram som även bekräftades av Mattila och en yrkesaktiv person inom området frilufts- och träningskläder. Resultatet av arbetet är en kollektion friluftskläder bestående av ett vinterset av överdragskläder, en tunn jacka, en långärmad samt en kortärmad tröja, en buff och en mössa. Plaggen kan beskrivas som relativt enkla och neutrala men som ändå har karaktär och personlighet. En kollektion kläder med Mattila som tydlig avsändare och som tilltalar målgruppen. Genom studien visade det sig viktigt att skaffa sig en förståelse för målgruppen och dess preferenser, ha en aktiv dialog med experter inom området samt ha en grundkunskap kring färglära och designprinciper. Som helhet svarar studien på frågeställningen: "Hur kan brandade kläder för friluftsanläggningen Mattila designas? 1: För att besökarna ska vilja köpa dem och använda dem, både när de besöker Mattila men också på andra platser? 2: För att kläderna ska spegla Mattila som varumärke?" / Branded clothing is described as "clothing that is used internally or externally for the purpose ofsupporting or strengthening the profile of the company or organisation, with the purpose ofachieving increased competitiveness". The purpose of this study is to design branded clothing thatreflect the brand of the outdoor facility Mattila and can be sold to its visitors. This is a steptowards Mattila's long-term goal of strengthening and spreading its brand.The study was conducted through several steps in the design process, from inspiration toidentification, exploration and evaluation. The process began by surveying the target group andperforming a case study that provided a basis for how the design process would be continued. Afterdetailed sketch work, both analogue and digital, a few people from the target group were selectedto evaluate the design.The evaluation showed that the target group definitely could see themselves using the clothes andthat they indeed did reflect Mattila as a brand. Based on the design proposals and the evaluation, afinal prototype was produced, which was approved by Mattila and a professional person in the fieldof outdoor and workout clothing. The result is a collection of outdoor clothing consisting of awinter track suit, a thin jacket, a long-sleeved and a short-sleeved sweater, a buff and a hat. Thegarments can be described as being relatively simple and neutral, yet having character andpersonality; a collection of clothes with Mattila as a clear brand, that appeals to the audience.Throughout the study it proved to be important to gain an understanding of the target group andits preferences, to have an active dialogue with experts in the field and to have basic knowledge ofdifferent colours and design principles.As a whole, the study responds to the research question: “How can branded clothing for theoutdoor facility Mattila be designed? 1: For visitors to want to buy them and use them, both whenthey visit Mattila but also in other places? 2: For the clothes to reflect Mattila as a brand?”