The South African poultry industry is a large part of the agricultural industry and a very important contributor to the Agriculture’s Gross Domestic Product. Furthermore, this industry is expanding and very good growth is predicted for the next decade. This growth will take place in the formal as well as the informal segments of the industry. The informal segment holds a lot of potential for suppliers to supply in their growing needs. Due to the fact that broiler feed is seen as a large contributor to the total cost of broiler production, it is considered very important factor. If feed suppliers want to focus on the informal market, they need to understand the differences between commercial farmers and small–scale farmers and specifically the different needs of small–scale farmers. To develop a strategy to utilize the opportunities in the informal market, it is necessary to understand all the factors that influence the purchase behaviour of these farmers. A model of stimulus response is used to define the factors that may influence purchase behaviour. The factors that seemed important from the literature study are market and other stimuli. The market stimuli consist of product, price, promotion and place. The product aspect could further be divided into quality aspects, brand equity, and additional services that accompany the product. Other stimuli that could influence purchase behaviour are economic conditions, special event, climatic condition and the influence of culture. Data was collected by means of a questionnaire. Descriptive statistics and factor analysis were used on the data to determine which factors influence the small–scale farmers’ purchase behaviour. While the Kaiser Meyer Olkin measure, Bartlett’s test of shericity and Cronbach Apha were used to determine if the data is suitable to do a factor analysis on. Factor analysis was done to determine which factors are the most important. The seven significant factors that influence the purchase behaviour of small–scale farmers are: * Value for money and opportunity. * Perceived brand value. * Customer support and service. * Consensus on available quality. * Brand loyalty. * Feed price at the reseller. * Bag size. More research on this topic in a larger geographical area is required. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2012.

The study of consumer behaviour is a dynamic and longstanding challenge to continuously understand the factors which influence consumers’ buying behaviour. Though internal (for example attitude, motivation and learning) and external factors (marketing stimuli) are equally important, the focus of this study is on external influences and market trends. Consumer markets around the world have recently seen the increase of ethical products. Those products that are differentiated by their moral or sustainable values and attributes, for example environmentally friendly products or body lotions not tested on animals. The provision of these products is a result of organisations’ realisation that in order to increase their customer base, their values must be centred on doing good for the community as well as the environment and should be visible to consumers. For a number of organisations this means marketing the ethical values and attributes of the products they provide so that consumers will ultimately choose their products. However, in order to understand consumers’ willingness to pay for these products, marketers need to understand the price perceptions consumers have towards these products. The purpose of this study relates to this and aims to determine the influence that the marketing of ethically framed personal care products, as an external influence, has on consumers’ willingness to pay for these products. More specifically, this study aims to determine whether South African females are willing to pay more for ethically framed personal care products than for ordinary personal care products. This will be done by specifically assessing their reference, fair and reservation price perceptions. / Dissertation (MCom)--University of Pretoria, 2014. / gm2014 / Marketing Management / unrestricted

Capitalising on the power of nostalgic branding, requires understanding a consumer’s past experience with a brand. Nostalgia is a powerful influential factor that marketers should look at utilising correctly in order for them to successfully leverage off nostalgia and existing relationships between the consumer and the brand. This research has been conducted in order to gain a richer understanding of the nostalgic connections that consumers form with brands. Eight credible female respondents between the ages of 45 - 60, born and raised in Soweto, and who have attained tertiary qualification, were selected for the study. A selective criterion was designed to derive quality and depth in the research findings. The semi-structured interview technique was used for the qualitative research study. The findings revealed that brand nostalgia is rooted at different stages within the consumer’s decision process, depending on the brand and product category. The relationship between nostalgia and the derived benefits from the brands are not always as clear-cut as most marketers think. These benefits can be attained during the use of the brand or at the end of the consumption process. If the benefit does not fit the consumer’s current lifestyle, then the relationship will remain as a memory and the brand will not be purchased no matter how strong the nostalgic connection is between the consumer and brand.The research study was carried out to give marketers a guideline on optimising and capitalising on brand nostalgia. Further recommendations were made to assist future research on this topic, and to help marketers find ways of effectively leveraging off nostalgic connections that consumers form with brands. Copyright / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

The purpose of this study is to scrutinize consumers attachment in fashion and clothing in relation to impulse buying behaviour. The study further investigates how attachment and detachment correspondent in late modern consumerism. Design/ Methodology/ Approach – This study adopted a mixed-method approach. Initially previous research on the chosen field has been reviewed to know what research has been done. Following that, an online quantitative survey has been conducted to distinguish whether any relationship endures between consumers attachment to existing clothing and their compulsive buying tendencies. Based on the results of the quantitative study a qualitative investigation has also been conducted with the intention of gaining in-depth knowledge of the chosen area of research. Findings – The data reveals that survey and interview respondents show different conception regarding attachment requiring different motivational stimuli. Moreover, this study identifies the triangle of fashion attachment, detachment and impulse consumerism that emerges as relevant to existing consumer behaviour spectrum. Implications – The study delivers explorative understanding on the clothing attachment, which was an underdeveloped area of research. Further, this establishment provide progression to combine two self-contradictory area in same study which is paradoxical and therefore, provides a novel approach to continue father research. Originality/ Value – The study provides narrative insights into the field of clothing attachment In combination with impulsive buying behaviour in a fashion and clothing context. Further, through the combination of a mix methodological approach which is also a new angle to study this phenomenon

Christmas is a delightful time of the year for many, evoking a range of emotions as people are influenced by various sensory experiences. In recent years, there has been a significant increase in digitalisation, leading to more online shopping. Therefore, the aim of this research is to investigate how the digitalisation of sensory Christmas marketing influences the impulse buying behaviour of Millennials. Additionally, this study aims to examine how Millennials' purchasing behaviour is impacted by these evolving aspects of sensory marketing. This research will aid companies seeking to market Christmas products online using sensory strategies. Furthermore, a qualitative method was utilised to obtain responses for the primary data collection. By employing semi-structured interviews, responses from 15 different participants from the Millennial generation, born between 1981-1996, could be gathered. These participants are also heavy social media users and have a high enthusiasm for Christmas. Once the primary data was collected, the data was analysed alongside existing literature. In conclusion, the findings of this study indicates that Christmas is difficult to experience in the same way in the online space as a physical space. The study has identified that Millennials can experience sensory cues online using their memories and their imagination, and then this might lead to a Christmas feeling. Different factors contribute to whether Millennials are impacted by digital Christmas, and whether this leads to impulse buying behaviour, such as family situation, online or physical preference, limited edition, attention, and emotional responses. The research has yielded various opportunities and challenges in this area, as well as what can be utilised for further research.

Utvecklingen av marknadsföringsstrategier inom mode över tid visar att dagens konsumenter önskar ett ökat engagemang från varumärken, samt en mer fördjupad anknytning. För att möta konsumenters efterfrågan om engagemang och fördjupad varumärkesanknytning så använder varumärken olika marknadsföringsstrategier. Studiens syfte är att undersöka hur emotionell anknytning till klädvarumärken påverkar unga kvinnliga konsumenters köpbeteende. I studien har Maslows behovstrappa, Kellers brand equity modell, samt en modell för konsumenters köpbeslutsprocesser använts för att analysera resultatet. En tematisk analys har genomförts för att analysera och identifiera teman i de semistrukturerade intervjuerna som utförts med konsumenter. Resultaten från studien betonar den djupgående effekt som emotionell anknytning har på köpprocessen inom klädindustrin och utmanar till reflektion kring hur ekonomiska faktorer kan påverka processen. Dessutom kan det observeras att informanterna genom köp från varumärket strävar efter att identifiera sig med den identitet och livsstil som varumärket de känner emotionell anknytning till signalerar. Denna studie bidrar även till forskningen inom emotionell varumärkesanknynting och beteende kring konsumenters köpprocess genom ytterligare förståelse inom ämnet. / The evolution of marketing strategies in fashion demonstrates that the consumers of today have an increased desire for engagement from brands and that they seek a deeper emotional attachment to brands. In order to meet the consumer demand for engagement and deeper brand connectedness, brands have to adjust their marketing strategies. The aim of this study is to investigate how emotional attachment to brands influences the purchasing behaviour of young female consumers. Maslow’s hierarchy of needs, Keller’s Equity Model and a model of consumer decision-making processes have been used to analyse the results. A thematic analysis was conducted to examine and identify different themes from the semi-structured interviews that were conducted with consumers. The findings of the study highlight the significant effect that emotional brand attachment has on the purchasing process of fashion related products and encourage consideration of how economic factors could influence the process. Additionally, it is observed that through purchasing from the brand the consumers feel emotional attachment to, consumers strive to identify with the identity and lifestyle that the brand they feel emotionally attached to signifies. This study contributes to research within the field of emotional brand attachment and consumer behaviour related to the purchasing process through further knowledge within the subject.

Thesis. (M. Tech. (Dept. of Marketing, Faculty of Management Sciences)) -- Vaal University of Technology, 2011. / The underlying determinants of how and why people shop has been a topic of study for many years, when typologies of shopping styles were developed. These studies have been successful in demonstrating that some shoppers display consistent shopping orientations that can be diametrically opposed, for example, the functional shopper versus the recreational shopper. This study concentrates on purchasing patterns of consumers by examining the decision-making styles of Generation Y consumers with regard to fashion apparel. The study reports on various stages that consumers undergo when confronted with a decision situation. These stages are outlined as need recognition, information search, pre-purchase evaluation, purchase, consumption and post-consumption. The buying behaviours influencing consumers were categorised into internal and external factors. The internal factor includes perception, motivation, learning, attitudes, personalities, self-concept, lifestyle and demography. The external factors comprised the following variables, namely, cultural background, subculture, family influence, and the social factor. The general characteristics of Generation Y were briefly discussed. Various dimensions used to measure consumer decision-making styles were reviewed in the study related to perfectionism, brand consciousness, novelty-fashion consciousness, recreational consciousness, price-and-value-for-money consciousness, impulsiveness and confusion as a result of overchoice of brands. The study adopted quantitative approach. A structured questionnaire was used to survey 230 students who were selected using non-probability convenience sampling. Seven dimensions measuring consumer decision-making styles were found to be applicable within the Generation Y context. These consumers were profiled as being quality conscious, brand conscious, novelty-seeking, hedonistic, confused by overchoice, habitual, brand loyal and fashion conscious. Differences were found between consumers who are confused by overchoice and younger Generation Y consumers. Younger consumers were found to be more confused by overchoice compared to their older counterparts. It is suggested that apparel retailers should try to use communication channels which will be more understandable by Generation Y consumers, and they should provide information that assists buyers to make a rational decision in the buying process. Differences were also confirmed between habitual, brand-loyal consumers and age. It was found that younger consumers are more likely to be loyal to specific brands as compared to their older counterparts. Differences were noted between brand conscious, confused by overchoice and gender. Brand consciousness was regarded as a reflection of men‟s desire to use shopping as a demonstration of their superiority, as well as being beneficial because they reduce search costs. It was revealed that males were more brand conscious than their female counterparts. It also highlighted that males were more confused by overchoice than females. The study found that the majority of Generation Y does pursue quality, even if it means paying higher prices. It is recommended that retailers should continue to emphasise their well-known brand names and set prices at levels where consumers perceive the quality of the product by its price. Retailers should focus on diverse designs, sizes and colours in their product assortment and range. The introduction of new products through the use of fashion shows, fashion magazines and advertisements may provide added advantages in terms of brand awareness / Central Research Committee of the Vaal University of Technology

In this study brand loyalty of pharmaceutical livestock products among commercial farmers was measured. The purpose of the study was to assist agribusinesses to identify the dominant determinant when commercial farmers purchase pharmaceutical livestock products from them. The study analysed two marketing mix elements price and product (specifically brand name) in farmer buying behaviour. A structured questionnaire was used to employ an empirical study in a quantitative style to determine the commercial farmers‟ perceptions and buying behaviour when they buy pharmaceutical livestock products. For agribusinesses the study makes it clear where to focus resources and energy in today‟s dynamic, uncertain and competitive environment that agribusinesses operate in, specifically in the North West Province of South Africa. The literature study addressed the brand loyalty constructs and their application in the agricultural market. Resultantly the contribution to the body of knowledge pertains to brand loyalty‟s influence in the marketing strategy (price and brand name). The study also explored opportunities for the successful distribution of pharmaceutical livestock products through agribusinesses. Management of agribusinesses will have to adopt a market-oriented strategy that will assist agribusinesses on various dimensions of performance and will have a significant positive effect on return on assets, sales growth and sustainability. The inputs and assistance of the suppliers and marketers are of utmost importance and will add value to the execution of agribusinesses‟ marketing strategy. / MBA, North-West University, Potchefstroom Campus, 2015

In this study brand loyalty of pharmaceutical livestock products among commercial farmers was measured. The purpose of the study was to assist agribusinesses to identify the dominant determinant when commercial farmers purchase pharmaceutical livestock products from them. The study analysed two marketing mix elements price and product (specifically brand name) in farmer buying behaviour. A structured questionnaire was used to employ an empirical study in a quantitative style to determine the commercial farmers‟ perceptions and buying behaviour when they buy pharmaceutical livestock products. For agribusinesses the study makes it clear where to focus resources and energy in today‟s dynamic, uncertain and competitive environment that agribusinesses operate in, specifically in the North West Province of South Africa. The literature study addressed the brand loyalty constructs and their application in the agricultural market. Resultantly the contribution to the body of knowledge pertains to brand loyalty‟s influence in the marketing strategy (price and brand name). The study also explored opportunities for the successful distribution of pharmaceutical livestock products through agribusinesses. Management of agribusinesses will have to adopt a market-oriented strategy that will assist agribusinesses on various dimensions of performance and will have a significant positive effect on return on assets, sales growth and sustainability. The inputs and assistance of the suppliers and marketers are of utmost importance and will add value to the execution of agribusinesses‟ marketing strategy. / MBA, North-West University, Potchefstroom Campus, 2015

Shopping har tidigare varit en aktivitet som främst kvinnor har ägnat sig åt, men de senaste decennierna har fler och fler män börjat visa intresse för mode och shopping. I denna uppsats har vi valt att undersöka hur män beter sig när de handlar modekläder och hur de vill bli bemötta av personal i butik. För att undersöka detta har intervjuer med konsumenter och personal från butiker som erbjuder herrmode genomförts. Idag finns det många aktörer inom modebranschen vilket ger konsumenter flera alternativ att välja mellan när de ska handla kläder. Detta har lett till att modeföretag behöver anstränga sig för att kunna konkurrera med varandra på marknaden. Ett sätt att kunna differentiera sig på marknaden är att erbjuda en hög servicekvalitet. Butiksanställda har möjlighet att påverka kunder genom hela köpprocessen och därför är själva kundbemötandet ett verktyg företag kan använda sig av för att vinna konkurrensfördelar. Uppsatsens författare vill undersöka huruvida företag som erbjuder herrmode är medvetna om vilken typ av kundservice deras konsumenter förväntar sig och vill ha. Mellan den service som kunder förväntar sig och den service som sedan levereras av butiker skapas ett gap mellan förväntad och upplevd service, vilket kan påverka huruvida kunder är nöjda eller inte med sina köp. Utifrån insamlat material kan vi konstatera att intresset för mode och shopping bland män var större hos deltagande respondenter än vi förväntat oss. Konsumenterna var överens i fråga kring bemötande och har höga krav på personalens beteende. Vi anser därför att män borde ses som aktörer på modemarknaden i en högre grad då de verkar besitta ett högre intresse för mode och kläder än vad uppsatsens författare väntat sig. / Shopping was previously an activity that mostly women engaged in, but the last few decades, more and more men has begun to show interest in fashion and shopping. In this paper we have chosen to examine how men behave when they shop fashion clothes and how they want to be treated by staff in fashion stores. To examine this, interviews with consumers and staff from fashion stores that offer men's fashion have been conducted. This essay is written is Swedish. Today there are many actors in the fashion industry, giving consumers more options to choose from when they go shopping for clothes. This has led to that fashion companies need to make an effort to compete with each other on the market. One way to differentiate themselves in the market is to offer a high service quality. Store employees have the opportunity to influence customers throughout the buying process and therefore the customer service is a tool, which companies can use in order to gain competitive advantages. The essay writers want to examine whether companies offering menswear are aware of the nature of the customer service their consumers expect and want. Between the service that customers expect and the service that are then delivered in stores creates a gap between expected and perceived service, which can affect whether customers are satisfied or not with their purchase. Based on collected data, we can establish that the interest in fashion and shopping, among men was greater among participating respondents than we expected. Consumers were slightly concerned about the service and have high standards for personnel behaviour. We therefore believe that men should be seen as actors in the fashion market to a greater extent since they seem to inherit a bigger interest for fashion and clothing than expected by the essay writers.