It is important for business managers to understand customers’ buying behaviours, as customers are the cornerstone of the business’ marketing strategy and the main providers of businesses’ profits. Previous research have identified numerous factors that influence customers’ buying behaviour, factors such as prices, promotions, brand image, brand reputation, customer experience and socio-cultural aspects. Despite the attention given to variables influencing buying behaviour, there was still a gap to be filled in this field of study in the clothing retail industry, especially in the South African clothing retail industry. Thus, the primary objective of this study was to investigate how the understanding of customers’ brand perceptions, customer experience and social considerations can be used by clothing retailers to initiate a purchase. A literature overview was conducted on the global retail industry, the global clothing retail, as well as on the South African retail and, more specifically, the South African clothing retail. In addition, a literature overview on variables influencing buying behaviour was provided, with a special accent on the selected variables for this study, namely brand perceptions, customer experience and social considerations. From the literature overview conducted on variables, seven independent variables were selected to be investigated with the dependent variable, buying behaviour. The independent variables, namely brand perceptions (as measured by brand quality, brand reputation and brand image), customer experience (as measured by store physical environment and staff service), and lastly social considerations (as measured by reference groups and culture/subculture) and the dependent variable (buying behaviour) were then presented in a hypothesised model. An empirical investigation was undertaken to establish the influence of the independent variables on the dependent variable. The measuring instrument used for the investigation was a self-administered questionnaire using seven-point Likert type of scale. The items were constructed based on previous research instruments found in secondary literature sources. The non-probability convenience sampling was implemented in this study to identify respondents. 207 usable questionnaires were collected and were examined through statistical analyses. The validity and the reliability of the measuring instruments were confirmed by exploratory factor analysis (EFA) and the calculation of Cronbach’s alpha coefficients. Descriptive statistics were undertaken to summarise respondents’ demographic information, while Pearson’s Product Moment Correlations were calculated to determine the correlations among variables. Furthermore, the relationships between the variables were assessed through multiple regression analysis, while a t-test and ANOVA tests were conducted to determine the influence of demographic variables on independent variables that showed significant positive relationships with the dependent variable. In addition, post-hoc Scheffe tests were undertaken to elaborate on the significant differences resulting from the t-test and ANOVA tests. Significant positive relationships were found between Brand Image/Reputation and Buying Behaviour, between Store Physical Environment and Buying Behaviour and between Cultural Clothing and Buying Behaviour. The empirical results also showed that there was a significant relationship between Age and Cultural Clothing. In the same way, there was a significant relationship between Population Group and the variables Brand Image/Reputation and Cultural Clothing. This study has contributed to the body of literature on buying behaviour, especially in the field of clothing retail, by extending the factors to consider when aiming at improving buying behaviour. In addition, the development of the hypothesised model significantly contributed towards having a better understanding of customers’ perceptions of the selected variables, and ultimately how these variables could trigger their purchase decisions. As a result, this study enumerated some recommendations and suggestions that should enable retailers to create a positive image and reputation in customers’ minds, assist retailers in arranging the stores in a more attractive way for customers and reach more culture-conscious customers.

To ensure a long-term successful product brand, it is important to build brand awareness, to reach the consumer’s mind, encourage a consumer to develop a preference and eventually provide a positive contribution to consumer decision-making. Therefore, there is a need to understand and identify the role of brand awareness in the purchase process. An understanding of students as consumers and their brand awareness is important to marketers, particularly as students are recognised as a specialised market segment for a variety of products. The research focused on identifying the differences, if any, in brand awareness and its role in students’ purchase of sportswear clothing and sportswear shoes (high-involvement products) and coffee (a low-involvement product). A drop-off survey was used to collect the required empirical data from a convenience sample of 450 students enrolled at the Nelson Mandela Metropolitan University. The empirical findings showed that students were more aware of sportswear clothing and shoe brands than of coffee brands. Advertising played an important role in the awareness of sportswear shoes and clothing brands, but seemed unimportant in the case of coffee. Brand elements were found to enhance brand awareness. The brand name was important for coffee, while the name and the logo played a role in students’ awareness of sportswear brands. The study deduced that differences in brand awareness between high-involvement and low-involvement products exist among the students. Marketers thus need to choose appropriate strategies to create and increase brand awareness for the different products.

The objective of the study was to determine perceptions of rural consumers on mutton quality, and the quality of mutton at purchase points in the Eastern Cape Province, South Africa. The study was conducted in five different municipalities (Buffalo City, Nkonkobe, Ngqushwa, Lukhanje and Amahlathi). A survey was conducted where a sample of 215 consumers were randomly selected and interviewed, either at point of purchase or as they left the shops. The survey was not limited to the shoppers only but also extended to households from the villages. Questions on some of the most important meat quality cues were compiled. The physico-chemical quality of mutton purchased from different shops was also determined. Forty different shops and butcheries selling mutton from all the selected municipalities were visited. Different parts of mutton samples were bought. Physico-chemical qualities of mutton such as colour (L* - lightness, b* - redness and a* - yellowness) and meat pH measurements were taken at points of purchase. Cooking loss and tenderness evaluations were later done at the Meat Science laboratory at the University of Fort Hare. The results indicated that price was one of the major factors affecting the purchasing decisions of consumers. Thirty four percent of the consumers preferred mutton as compared to other protein sources, even though they were not buying this type of meat because it was not affordable to them. Both male and female consumers suggested that more sheep farmers need to be established in order to reduce the levels of imported mutton into South Africa. They also highlighted that selection programmes that will result in efficient sheep production and reduced mutton prices need to be implemented. Meat at points of purchase was affected by season resulting in lower lightness (L*24.7±0.49) values in winter and higher (L* 32.2±0.49) in Spring. The class of shop did not have an effect on meat quality attributes. Trotter had high values of lightness (L*30.4±2.78a), redness (a*30.4±2.78a), yellowness (13.1±1.08a), pH (6.3±0.12a), tenderness (24.9±3.69b) and cooking loss (39.5±4.38ab). The number of days from when the meat was put on the shelves to the time when it was purchased for consumption (days to purchase) had a significant (P<0.05) negative correlation with the Warner Braztler Shear Force (WBSF)values and lightness of the meat. Significant negative (P < 0.05) correlations between pH and colour of the meat (L*, a* and b*) were also observed. It was concluded that rural consumers perceive the quality of mutton as the best and that the physico-chemical quality of meat purchased from different shops was different, largely based on the part of meat, meat storage conditions and not necessarily on the class of the shop.

This dissertation consists of three separate essays. The first two essays focus on real estate brokerage; one studies the conditions for efficient employment in the real estate brokerage industry under fixed commission rates and the other examines the role of real estate agents in buyer-seller bargaining. The third essay presents an integrated analysis of housing investment and consumption choices that takes into account both the uncertainty in investment returns and liquidity constraints. Essay one presents a model of real estate trading with brokerage that integrates sequential search, two-sided matching, and the competitive entry and effort choice of real estate agents. The equilibrium employment pattern of the model helps to explain the observation that the number of agents is more sensitive to the expected transaction price than to the transaction volume. The condition for efficient employment requires the commission to be proportional to the opportunity cost of search time and the expected trading gain, with the proportion determined by the productivity of brokerage employment. Efficient employment also requires regulating the entry so as to achieve the productivity balance between the number of agents and individual effort. Essay two examines asymmetric information and bargaining within the model of real estate trading developed in essay one. The equilibrium outcomes of bargaining with and without information asymmetry are characterized with the help of mechanism design methodology, and the associated welfare levels are compared. The analysis is applied to evaluating the role of real estate agents in the bargaining. Agents seek compromises between the buyer and seller by providing credible information to both parties. Such a role is welfare improving when the scale economy of brokerage with respect to the stock of buyers and sellers is not strong and brokerage employment is sufficient. In essay three, Pratt's certainty-equivalent approximation is applied to the Henderson-Ioannides (1983) housing tenure choice model. The key trade-offs for housing investment and consumption choices induced by the uncertainty and liquidity constraints are clearly illustrated and the implications for tenure choice examined against the existing empirical evidence. / Business, Sauder School of / Graduate

Discrete choice models and the assortment optimization problem are the fundamental aspects of the broader field of revenue management, which now spans a broad array of industries such as airlines, hotels and online advertising. The main focus here is to first study the consumer preferences and their substitution behavior when they are faced with multiple options, explain those observed behaviors with mathematical models and then identify an optimal set of options to offer to maximize revenues. This dissertation enriches the choice models and assortment optimization fields by studying the setting when such options are available in multitude, either to the sellers or to the consumers to choose from. The first half of this dissertation focuses on the situation when sellers have access to a vast array of features to be chosen for products they want to offer. The second half of the dissertation focuses on the situation when customers are faced with a lot of options to choose from. This dissertation formulates concrete mathematical discrete choice models to tackle those situations, then studies the assortment optimization problem of maximizing the expected revenue resulting from these newly introduced choice models, and finally also designs efficient algorithms to solve them. Chapter 1 explores discrete choice models which capture consumer behavior and choices when faced with a set of different alternatives, and the resulting assortment optimization problem along with the different existing algorithms for solving them as well as the existing challenges therein. Chapter 2 models and solves the problem when the sellers have access to a vast array of inventory of products. Chapter 3 models dynamic preferences of consumers and the choice overload phenomenon when the customers are faced with a lot of options, and solves the ensuing optimization problem. Chapter 4 showcases the applicability and effectiveness of such models and approaches on high dimensional data from a field experiment on Flipkart, the largest e-commerce firm in India.

Although behavior analysts have studied the effects of motivation on preference assessments, consumer behaviorist have not. The purpose of this study was to analyze the effect of the temporary removal of a choice on the order and frequency of purchases after the candy returned. Seventy percent of the time the participant purchased the removed candy first and 60% of the time the participant purchased more than in the baseline.

The practice of celebrity endorsement has been widely adopted in advertising industries around the world. In the Chinese advertising world, celebrity endorsement has been a commonly used strategy since 2010. Celebrities from the entertainment and sports industries have been frequently employed to promote messages about advertised brands or products. This is a traditional way of celebrity endorsement. Recently, however, the development of new media has led to the emergence of self-made micro-celebrities, termed 'online influencers' in this dissertation. Facing the popularity of online influencers in the digital world, marketing communication practitioners have started using them to advertise brands and products, and to engage target audiences in advertisements. A new way of celebrity endorsement has developed. As a result, advertisers need to make decisions on whether to adopt traditional celebrity endorsement or online influencer endorsement. In this regard, it is necessary to figure out which celebrity endorsement method, traditional celebrity or online influencer endorsement, is more persuasive. Our study aims to explore how celebrity-audience relational motives (information, entertainment, and involvement motives) interact with celebrity endorser's typology (traditional celebrities or online influencers) to determine the persuasiveness of celebrity endorsement appeals in advertising. The study's conceptual framework hypothesized that celebrity-audience relational motives play a determining role in the audiences' attitudes toward celebrities, whereas celebrity typology adjusts the impact of celebrity-audience relational motives on the audience's attitude toward celebrities. Also, it was theorized that audiences' attitudes toward celebrities would influence the persuasiveness of advertisements containing celebrity endorsements. In this causal relationship, the celebrity-product fit moderates its impact. A mixed methodology was applied in this dissertation. The first method used was qualitative personal interviews, conducted with 15 Chinese respondents between August 2018 and February 2019. This exploratory study's purpose was to get audience's insights on their perceptions of traditional celebrity and online influencer endorsement, and to develop a conceptual framework based on the empirical data. Results in the first exploratory study revealed that compared with online influencers, a much closer relationship was found between interviewees and traditional celebrities. Also, the overall affective evaluation of traditional celebrities and their endorsement appeal was found to be more positive than that of online influencers. The second study confirms that celebrity-audience relational motives significantly determine the audience's attitude toward celebrity endorsers. The stronger the relational motives are, the more positive audience's attitude could be. Besides, celebrity typology effectively moderates the impact of entertainment motive on attitude toward celebrity endorsers. Moreover, if audiences evaluated celebrity endorsers positively, the persuasiveness of advertising with celebrity endorsement would be significantly improved on both affective and behavioral levels. Furthermore, the celebrity-product fit further enhances the advertising persuasiveness. Based on the findings, theoretical and marketing communication implications are suggested to enlighten communication practitioners on how to select celebrity endorsers and what factors to consider to guarantee the persuasiveness of advertising through celebrity endorsement appeals.

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Termed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more favorable product evaluations than CSR, which is a contextual association that is less product-related. However, past research has been limited to line extensions, which are evaluated in a piecemeal cognitive process. Unlike line extensions, evaluations of brand extensions include an intervening categorization process that determines consumers' evaluative strategies. This research merges the corporate association and brand extension literature streams and, in four studies, contributes to the literature by establishing that brand extension fit moderates the influence of corporate associations on product evaluations. This finding is developed further by demonstrating that both individual differences (self-construal) and brand-related attributes moderate this interaction.

<p>The Canadian prevalence for all food allergies is estimated to be 7.5%. The only management strategy for an allergic individual is a strict avoidance diet, which is heavily reliant on the effectiveness of food labels used on commercial food products. This thesis explores the effects of food allergen labels on the well-being of affected Canadians, using a social constructionist framework and a mixed methods approach.</p> <p>The quantitative portion of this study drew upon primary survey data. Respondents were asked to self-report household allergic status, as well as purchasing behavior and attitudes towards precautionary statements (n=1380). Results from the quantitative analysis were used to inform and develop the qualitative interview schedule for the second phase of this thesis. Qualitative interviews in a grocery store setting were conducted with 12 anaphylactic individuals, or parents of anaphylactic children.Respondents were observed during the course of product selection and questioned about their shopping habits, perceptions of and preferences for allergen labels.</p> <p>Results indicate that current Canadian allergen labels are not as effective as expected, since affected consumers reported not heeding precautionary statements. Allergic families were found to be less diligent than indirectly affected families, and also less likely to find precautionary statements helpful. Through qualitative interviews, it was found that prior experience, not allergen information, is the primary factor guiding purchasing decisions. Even though precautionary statements were found to be easy to understand, terminology, font sizes, and contrast issues on labels were reported to be key areas of improvement. Results from the two phases reflect differences in individuals‟ social constructions of risk, which ultimately shape purchasing and consumption behaviors. This research is the first to explore the effects of allergen labels on affected Canadians, using a social constructionist approach. Ultimately, results will help effective policy change in Canada and help affected consumers make safe consumption choices.</p> <p>This research contributes to the number of health studies that utilized a mixed methods approach, which is an emerging paradigm. The use of mixed methods allowed for extension and refinement of results. Future research directions identified in this research include the need for pharmaceutical labeling in Canada, as well as the need to explore purchasing behaviors of indirectly affected families, as they also utilize allergen labels to guide consumption choices when shopping for allergy-controlled environments.</p> / Master of Arts (MA)