According to the Bruntland Commission, sustainable development requires consumers in industrialized nations to reduce significantly their consumption of resources. This research brings a new perspective to the reduction of discretionary consumption, using both theoretical and empirical approaches. Demarketing programs have often been unable to achieve sustained reductions in consumption. It is argued here that they have incorrectly treated demand reduction as a variation on the usual marketing problem of building demand, when it is (1) more complex than typical marketing problems, and (2) essentially similar to clinical habit change problems. The dissertation reviews the literature on habits and automated processes, introduces the concept of “habit-like” behavior, and argues that reducing discretionary consumption can often be framed as a habit-change problem. The Prochaska and DiClemente (1984) Revolving Door Model of Behavior Change (RDM) describes how people change habitual behaviors in clinical situations. Study 1, an energy conservation (cold water laundry washing) survey (n=340), using a decisional balance framework, indicated that the RDM generalizes to demarketing situations and that it is consumers’ perceptions of the importance of disadvantages, not advantages, that influence consumption reductions. The research develops new theory to explain habit-like behavior changes. Based on previous theory and findings on automated processes, it is proposed that changing habit-like behavior proceeds in three steps: de-automation, volitional behavior change, and consolidation. Study 2 was a laboratory experiment (n= 117) in which two demarketing approaches (the traditional approach and the habit-change approach) competed in two situations (when the consumption behavior targeted for change was under volitional control, and when it was habit-like). Contrary to expectations, a persuasive message supplemented by limited practice of the new behavior was more effective when the old behavior was volitional than when it was habit-like, suggesting that the disadvantages of changing are more evident to people whose behavior is habit-like. There are two important practical implications: that (1) segmentation based on the RDM stages of change may be more powerful than other approaches; and (2) it is more important to address disadvantages of reducing consumption than to emphasize advantages.

Theoretical research on mass customization of consumer products/services has emphasized the importance of consumers embracing customized products as a prerequisite for this strategy to be successful. It seems obvious that if final consumers are not interested in customization there is no need to pursue customization strategies. Although an important body of literature on mass customization has recently emerged, there is a need to know more about customization from the consumer’s point of view. In that sense, this research examines consumers’ attitudes toward customized products/services in the context of high technology. Focusing on high-tech products that can be customized by consumers, this study proposed an empirical model combining the Technology Acceptance Model (Davis, 1986) with other critical variables (technology readiness, perceived customization, and customer customization sensitivity) that would help to understand consumers’ attitudes toward these types of products. To evaluate the model an experiment-based research design with a single-factor between subjects study was utilized. Based on the context of high-technology products, several scenarios of cellular phones were developed and tested. Participants were then asked about their perceptions of the cellular phones as well as measures of technology readiness, attitudes toward using the product, and intention to use the product. Utilizing linear regression, the hypothesized model was largely validated. As expected, the more positive the attitude toward using the product, the greater the intention to use the product. The study also showed that consumers need to believe that the product would be easy to use and useful in order for them to develop an interest in using it. In addition, results indicated that a product’s customization capabilities seem to have an impact on the perception of how easy to use that product is. At the same time, if a product is perceived as being very customizable it would also be perceived as very useful. Results did not support the hypothesized relationship of customer customization sensitivity and perceived usefulness and perceived customization and new alternative relationships were explored in the study. Finally, the analysis also confirmed the role of technology readiness as a moderator between perceived ease of use and perceived customization.

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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.

Title: What does money smell like? – A mixed method study ofscents affect on consumer purchase of high-involvementproducts Keywords: Scent, congruency, consumer purchase behavior, consumerbehavior, high-involvement products, sensory marketing,marketing, causality, focus group, observation, mixedmethod, experiment, embedded design Background: To offer an experience means to activate the consumers’senses, and sensory cues in store atmospherics tend to catchcostumers’ interest and affect their retail experience(Sprangenberg 2006). These cues can be affected and calledsensory marketing, which by involving and stimulating all orparts of the senses, creates a more rich experience for the consumer (Hultén 2012). A more specific sense; the sense ofsmell, is connected to risk taking, variety seeking andstronger curiosity (Orth & Bourrain 2008) and also nostalgia(Lindstrom 2005). This depends on that these parts of thehumans’ brain is closely located to each other, and byunderstanding which scents that effects consumers and how,marketers can create favorable outcomes such as increased sales (Herrmann et al. 2013). Purpose: Explain how scent affects consumers’ in-store purchasebehavior of high-involvement products Methodology: A mixed method embedded design was preformed involvinga focus group, structured observation and secondary data Results: There were no statistical significance on consumers’purchase behavior when exposed to scent, and H1 wastherefore rejected Main implications: Suggestions for further research would be to try out otherscents that were not studied in this thesis, e.g. green apple. Also to have more variables in the secondary data, whentesting for the statistical significance

Problem: Because an organizations’ profits are generally derived from product sales, it is important to recognize the relationship between consumers’ purchase intentions and organizational involvement in socially responsible practices. A gap exists in the research and studies conducted on consumer social responsibility as it relates to purchase intentions from a consumer perspective. H1: A positive association exists between an organization’s involvement in CSR programs and consumers’ purchase intentions. Thus, consumers are more likely to purchase an organization’s product if that organization is involved in socially responsible practices. RQ1: Are consumers aware of specific organizational involvement in socially responsible programs? RQ2: Are consumers aware of a lack of specific organizational involvement in socially responsible programs? Significance of Problem: Despite evidence that consumers appear to feel strongly about organizational involvement in socially responsible programs, research has shown that social responsibility was not a dominant goal in a majority of companies studied. Value: The relationship between CSR and consumers’ purchase intentions is important to understand because often CSR is dismissed as merely another public relations’ tool. However, understanding the underlying reasons consumers make purchases in relation to CSR would contribute to the understanding of CSR as a strategic management function overall. Methodology: Using a combination of interviews and emailed surveys, consumers were asked questions to determine the association between organizational involvement in socially responsible programs and consumers’ purchase intentions. Additionally, consumers were asked to identify their awareness of specific organizational involvement in socially responsible programs / Department of Journalism

Coupled with the outcome focus, although the important role of children within family purchasing has been acknowledged, many researchers have neglected to include children directly as respondents.  Taken together, these conceptual and methodological issues highlighted the need for in-depth qualitative research exploring family purchasing.  The research aimed to explore the nature of child influence in terms of children’s role within the family purchase process, the influence behaviour adopted by children, and their role in aspects of the purchase process such as communications.  The methods adopted included the collection of bibliographic data, an in-depth interview with parents and children separately, and the completion of a decision mapping tool, followed by a family interview. The research revealed a number of important findings.  An overarching theme concerned the complexity of family purchase decision making.  There were multiple patterns of decision making found which reflect the numerous factors that impact on and influence this important purchasing unit.  Critically, factors other than product were seen to have a key impact on child influence.  The children in all of the respondent families were found to have direct influence over the purchases discussed.  Rather than living up to the ‘pester power’ stereotype commonly portrayed in the media, the children demonstrated a range of sophisticated behaviours, underpinned by the use of knowledge and information.  The children also played an active role within family purchase communication.

This thesis considers consumer perceptions of large stores in Japan. A lack of published English language research concerned with consumer behaviour in Japan was noted, despite strong and growing interest in the Japanese consumer market. Japanese distribution is reviewed as the background to an empirical study of store perceptions in Japan. This review considered Japanese wholesale and retail structures in detail in order to provide information necessary to understand the situation of large retail stores in Japan. The possibility of substantial store 'loyalty' in Japan was considered on the basis of an observed hierarchical structure to store preferences. A review of the literature pertaining to consumer 'loyalty' revealed that genuinely 'loyal' behaviour is likely to be rare. Consumepr reference was considered, and the development of hierarchical preference was identified. - An empirical study was carried out over a one year period in Japan. The study involved a two part survey employing repertory grid interviews and a questionnaire survey. Four regional cities and five consumer types were employed for the survey. This approach proved successful in collecting a large volume of detailed data. The use of repertory grid as a technique for data collection was considered in the light of its use with Japanese consumers in the Japanese language. It was concluded that Japanese consumers have clear and detailed perceptions of the large stores available for their use. Some differences were identified between consumer types and different geographical locations in Japan.

Note: / This dissertation demonstrates that people engage in word-of-mouth (WOM)communication not only to exchange information so as to make better choices, but alsoto establish social connections with others. Specifically, we find that people exchangeemotional information more often than cognitive information in WOM. / Cette thèse démontre que les gens communiquent par bouche à oreille nonseulement pour échanger l'information afin de faire de meilleurs choix, mais égalementpour établir des rapports sociaux avec les autres. Spécifiquement, nous trouvons que lesgens partagent l'information émotive plus souvent que l'information cognitive enbouche à oreille.

Graduation date: 1998