The primary objective of this study is to provide a comprehensive understanding of consumers’ acceptance of mobile advertising. Specifically, this research explored how the persuasive communication process works via mobile advertising. In order to accomplish this research objective, the relationships among various factors identified from earlier studies were tested. Based on previous literature regarding consumer attitudes, media use, and innovation adoption, a conceptual framework was developed to understand consumer acceptance of mobile advertising. For this reason, the current study employed an online survey with 514 online participants. The results suggest that consumers’ attitudes toward mobile advertising are closely related with all three factors used in this study (e.g., mobile device, message, consumer factors). Furthermore, consumers’ attitudes toward mobile advertising are strongly influenced by message factors (e.g. entertainment, credibility, irritation, message interactivity) and consumer factors (e.g. social influence, compatibility). Thus, careful considerations in message strategy and thoughtful consumer research are needed to increase the effectiveness of mobile advertising. Additionally, the sizable and significant impact of consumer attitude on behavioral intention further supports findings from previous research. / text

The effects consumer-driven innovation can have on an industry can be difficult to quantify. In this thesis I seek to highlight their existence and underscore their influence by observing the historical impact of numerous innovations on modern technology and society. Using the photography industry as a case study, I will show how successful companies leverage consumers to increase profits and technological development. Companies unable or unwilling to adapt will struggle to maintain profits and become insignificant in the market place. It is also important to consider the enablement of customers by these manufacturers. Advancements in the primary industry as well as supporting industries can lead to variability in market growth and often stimulate societal changes. As consumer innovators progress towards production, it is increasingly important that manufacturers adapt and redefine their market presence. Consumers are a powerful force and represent more than financial capital. My research shows that creative companies can harness consumer energy and find opportunities in the intellectual capital of the crowd. / text

Brand relationship literature assumes that consumers draw little distinction between the relationships consumers have with brands and those they have with people. However, are brand relationships and human relationships really so similar? This research builds on the application of the Self Expansion Model (Aron & Aron, 1986) to brand relationship theory by revealing an indirect effect and a boundary condition to explain how and when brand relationships influence the pattern of resource allocation strategies that reflect a cognitive merging of “self” and “brand” thereby demonstrating a departure from the resource allocation strategies of interpersonal relationships (Aron et al., 1991).

Dissertation submitted in partial fulfillment of the requirements for the Master's Degree in Technology: Marketing, Durban University of Technology, 2009. / Store layout is an important factor affecting consumer behaviour and a critical determinant towards the creation of store image. Well designed layouts are extremely important because they strongly influence in-store traffic patterns, shopping atmosphere, shopping behaviour, and operational efficiency (Vrechopoulos et al., 2004: 13). When an inconsistency occurs, some consumers will abandon that establishment in search of another one which offers fast, convenient and better services (Andersen, 1997: 118). Taking a more strategic approach to store layout can reap big rewards by boosting sales, increasing customer loyalty and ultimately increasing turnover (Clark, 2003: 42). The overall aim of the study was to ascertain if independent convenience stores in Kwa Mashu are aware of the impact of store layout on purchasing patterns of consumers. In order to accomplish the objectives of the study, a quantitative study was conducted at the convenience stores at Kwa Mashu by means of self-administered questionnaires. A sample of 400 respondents was asked questions pertaining to the study. The respondents were selected through non-probability sampling within which convenience sampling was applied. Conclusions and recommendations were thereafter drawn from the literature and the findings of the study. The results of this study show that consumers experience problems with store layout. It was found that appearance of the store, merchandise display, store atmosphere, instore service and accessibility are the major causes of this discomfort. Therefore, it is recommended that convenience retail owners in Kwa Mashu attend to those areas and see to it that necessary strategies are implemented to help customers where there is a need.

The global apparel market is an increasingly desirable industry sector for many marketers. The apparel retail industry in South Africa has experienced significant growth since the year 2000. In 2009, South Africans spent approximately R57 million on apparel items (Statistics South Africa, 2009). On average, South Africans spend R600 or more per month on apparel, making the apparel industry a very lucrative market. Consumer socialisation is the process by which the youth gain the necessary skills and knowledge that enable them to function as consumers in the marketplace. Consumer socialisation highlights the sources of consumer influences or ‘socialisation agents’ that transfer norms, develop attitudes, motivations and behaviour to the learner. Consumer attitudes, behaviour and skills are acquired through socialisation agents such as parents (father, mother and guardian), peers (brothers, sisters and friends) and the mass media (newspaper, television, radio, magazines) The Generation Y cohort (defined as individuals born between 1986 and 2005) is described as the largest and most profitable consumer group for marketers. Generation Y is a lucrative and growing market segment, particularly for apparel retailers. Apparel includes clothing, shoes, jewellery and cosmetics. Those Generation Y members engaged in tertiary education represent an especially important segment given that tertiary education often translates into higher future earning potential and a higher social status within a community and among peers. The primary objective of this research study was to investigate Generation Y students’ attitudes towards the influence of socialisation agents’ on apparel purchasing intentions in South Africa. The target population used in this research study was defined as full-time Generation Y undergraduate students, aged between 18-24 years, who were enrolled at public higher education institutions (HEIs) in South Africa in 2013. The sampling frame comprised the 23 registered South African public HEIs. A non-probability judgement sample method was used to narrow this sampling frame down to two HEI campuses situated in the Gauteng Province. For this study, a convenience sample of 500 full-time Generation Y students who were registered at these two South African HEI campuses during 2013 was drawn. A self-administered questionnaire was used for the collection of primary data for this research study. Academic staff at each of the two HEIs were contacted and asked if they would assist with the distribution of the survey questionnaire to students during class. The attitude towards the influence of socialisation agents on apparel purchasing intentions was measured based on peers, parents and the media. The outcomes from this research study suggest that Generation Y students do not perceive the influence of socialisation agents (peers/parents/media) as being particularly positive. While there was a significant positive relationship between their perceptions concerning the influence of peers, parents and media on apparel purchasing, none of these socialisation agents were perceived as having a significant influence on the Generation Y students’ monthly apparel spending. In terms of gender differences, males perceived the peer influence to be more important while females perceived the parent influence to be more important. There was no significant difference between males and females concerning the importance of the media influence on apparel purchasing. The analysis of statistical information gathered from this study will be relevant to both marketing practitioners and academia in understanding Generation Y consumers’ attitudes towards the influence of socialisation agents (peers/parents/media) in apparel purchasing intentions. / MCom (Marketing Management), North-West University, Vaal Triangle Campus, 2014

This dissertation explores individuals' approaches to information search and use in consumer decision making in two dissimilar cultures: China and North America. The research consists of two exploratory studies designed to develop a deep description of information search and use in each of the two cultures studied. Since the two cultures are so different, the research also examined cultural dimensionality and the specific dimensions that appear to impact information search and use in each culture. In addition, the studies probed the implications of these findings for other stages of consumer decision making in Chinese and North American culture. / The dissertation utilizes primarily qualitative approaches to investigate the topic in an interpretive fashion. Throughout the research, an emphasis is placed on a multi-method approach in an attempt to develop descriptions and theories of information search and use for the two cultures being investigated. The Chinese study was directed from a base in Beijing, China, and the North American study was directed from two bases in Montreal, Canada, and Boston, Massachusetts. The two studies each utilize three product categories chosen to maximize understanding of information search and use characteristics of each culture. The methods employed include focus groups and interviews, observation, content analysis, and store layout and product availability analyses. / The contributions of this research are both theoretical and practical. The dissertation provides a deeply descriptive study of information search and use for two disparate cultures. In addition, the insights gained from the two separate studies should lead to a better understanding of the role culture plays in information search and use more generally. Moreover, the research should help managers to adapt their promotional efforts to the differing cultural needs of two disparate cultures, and to understand how differences in information search and use between cultures can impact other phases of the decision making process, such as the evaluation of alternatives and post-purchase satisfaction.

Thesis (M.A. in communication)--Washington State University, June 2008. / Includes bibliographical references (p. 111-118).

Thesis (Ph. D. (Consumer Science)) -- University of Pretoria, 2007. / Abstract in English. Includes bibliographical references (leaves 211-228).

Thesis (Ph. D.)--University of Wisconsin--Madison, 1980. / Typescript. Vita. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 161-167).

Thesis (M.S.)--University of Wisconsin, 1964. / Extension Repository Collection. Typescript (carbon copy). Autobiographical sketch. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 134-139).