Before making a choice, we often have the opportunity to learn more about the options that are available. For example, we can check the characteristics of a product before buying it, or read different newspapers before a political election. Understanding what shapes the demand for information, and its role in the decision process, is important to study economic choices. This dissertation contains three essays in behavioral and information economics that utilize experimental data and modeling to analyze how people choose and use information to make decisions. The first chapter, "Coarse and Precise Information in Food Labeling," uses experimental data to determine whether precise food labels can be more effective and informative than coarse ones. In a preregistered online study conducted on a representative US sample, I manipulate front-of-package labels about foods' calorie content. I find that coarse-categorical labels generate a larger reduction in calories per serving compared to detailed-numerical labels despite providing less information. Choices violate the predictions of Bayesian decision theory, suggesting that consumers are less responsive to detailed information. Results also show that participants prefer coarse labels, suggesting a general preference for simple, easy-to-interpret information. The second chapter, "The Status Quo and Belief Polarization of Inattentive Agents," studies how differences across agents can drive information acquisition and generate polarization. In a rational inattention model, optimal information acquisition and subsequent belief formation depend crucially on the agent-specific status quo valuation. Beliefs can systematically update away from the realized truth and even agents with the same initial beliefs might become polarized. A laboratory experiment confirms the model's predictions about the information acquisition and its effect on beliefs. Differently from the model's predictions, participants display preferences for simple messages that can provide certainty. The third chapter, "Dynamic Information Choice with Biased Information Sources," uses experimental data to study how people decide what kind of information to acquire when they have multiple opportunities to learn. Standard theory predicts that decision makers should collect the stream of information that leads to the maximization of the expected reward from the final choice. An online experiment on sequential information acquisition shows that people systematically deviate from the predictions of the standard normative model. Participants display a certainty-seeking information acquisition behavior and under-respond to the new evidence collected, reviewing rarely their own information acquisition strategy.

A Masters Dissertation submitted in fulfilment of the requirements of the degree of Master of Commerce in the faculty of Commerce, Law and Management August, 2016 / Online activity through the Internet and mobile phones has dramatically increased over the last five years in South Africa (Nyirenda-Jere & Tesfaye , 2015). Lower costs for Internet and mobile phones are the main reasons for more and more people being connected (Price Waterhouse Cooper South Africa, 2012). But discrepancies exist, namely between the people who are connected and those who are not. This discrepancy is referred to as the digital divide and contributing factors towards it include income, education, age and other factors which were discussed in this paper (Nievhaves, Gorbacheva & Plattfaut, 2012). Free Wi-Fi is one of the solutions to bridge the digital divide to a certain extent and it is also a very valuable tool to marketers and business owners. This research study was aimed at understanding the impact of free Wi-Fi on consumers’ purchase intentions and likelihood to return in townships in South Africa. People in townships are an important group to analyse, because of the millions of inhabitants. Infrastructure in terms of the Internet is not as good as the infrastructure standards in suburbs or in the city. The purpose of the study was to find out the impact of free Wi-Fi on the likelihood of customers to return and their likelihood to purchase something at a location where free Wi-Fi is offered. For the purpose of this research a quantitative approach was used to investigate the impact of free Wi-Fi and factors leading to return and intention to conduct purchases. Non-probability sampling was used in the form of convenience sampling. A self-administered questionnaire was developed to investigate behaviour. Four hundred questionnaires were distributed to people living in Soweto. The analysis indicated that the four access variables, namely - material, mental, usage and skills access - have an influence on the intention to use free Wi-Fi which, in turn, has an influence on the likelihood to return or purchase something. Implications for marketers and businesses is: the marketers have to consider the digital divide when marketing to consumers in South Africa and that offering free Wi-Fi at a commercial place has positive implications for both customers and businesses. / MT2017

Thesis (M. Tech. (Graphic Design)) -- Central University of Technology, free State, 2010 / Good package design entails employing appropriate yet attractive graphic attributes such as colour, typography and images with which the consumer can engage. Even the name of a colour plays a considerable part in the success of a new product or brand. Consumers use graphic attributes to associate different products with different income groups, to infer the weight of products and even use it as an indicator of the perceived change in temperature resulting from the use of certain products. Consumers develop colour preferences based on associations they have formed through experience which are influenced by factors such as age, gender, culture and demographics. Colour may also affect consumers’ respond to a product and may even have an effect on their emotional state. In order for consumers to involve themselves with store brands more readily, packaging has to be updated constantly to keep packaging fresh and exciting. A shopping bag, transformed with graphic attributes into a designer shopping bag, can, just as good packaging often does, contribute to the art and science of selling a product or promoting a brand. Consumers prefer designer paper shopping bags with attractive appearances and showed a willingness to even pay for the paper bags. This study determined if consumers will actually purchase a designer paper shopping bag as opposed to just indicate a willingness to do so. Semistructured interviews with 100 subjects provived insight into consumers’ perception of the designer paper shopping bag sold at a store selling higher priced items. Designer paper shopping bags were offered to consumers for sale. Two retail stores in Bloemfontein, South Africa, participated in the study. Consumers could choose whether to buy a designer paper shopping bag or to make use of the plastic bags provided by each of the stores. Consumers prefered to rather purchase a designer paper shopping bag sold at a well-known store, selling branded, higher priced items than purchase one from a store that sells lower priced items of which the brand names are unknown to them. Consumers are more likely to pay for a designer paper shopping bag when the amount spent by them in store is relatively high. It is recommended to introduce new packaging items via marketing strategies such as “buy one get one free” and to not test a new packaging item during a recession as consumers then tend to spend less than usual. Interviewees agree that the colour scheme of the designer paper shopping bag used in the study associate well with the clothes and accessories sold in the store. Subjects suggested a few general ideas, but agree that the illustrations used on the paper shopping bag are appropriate. The majority of the interviewees state that they can read all the typography easily and that they will feel confident when carrying the designer paper shopping bag.

Submitted in fulfilment of the requirements for the Degree of Master of Technology: Marketing, Durban University of Technology, 2014. / The establishment of choice set from which consumers identify their preferred product and/brand choices arouses some interest among researchers, specifically within the context of international marketing. This curiosity about the influence of a product’s place of origin (country-of-origin: COO) on the establishment of consumer choice sets chiefly emanates from the growth of international trade and globalisation. The gap within the knowledge base surrounding consumer behaviour with respect to the purchase of foreign and domestic brands, specifically within Africa created the potential for research. As part of the evolution of COO research, this study looks into the construct of consumer ethnocentrism (CE) and its relationship with product selection and consideration. The aim behind the study can be summed up in the following objectives: firstly, to identify the moderating effects of consumer demographic variables on ethnocentric tendencies; secondly, to determine consumer attitudes towards foreign convenience goods; and, thirdly to establish the association between consumer ethnocentrism (CE) and brand selection for a consideration set. A structural model was developed illustrating the relationships (assumed) between consideration and CE. This resulted in the developed of five hypotheses. A cross-sectional descriptive survey was conducted within Durban. A research instrument was developed combining ethnocentrism research and the concept of consideration. Within the study, an explanation of the research methodology utilised was provided. 500 questionnaires were distributed in order to obtain primary data for the purpose of the study. A presentation of the results obtained was provided. An analysis of the collected data was also provided using SPSS 21.0 with the aid of graphs and the appropriate inferential statistics. The research hypotheses were tested using an independent sample Kruskal-Wallis test and a Mann-Whitney U-test. A Spearman’s correlation test was used to test the relationship between consumer ethnocentrism and brand consideration. The chi-square test was used to test for the existence of variances within the responses provided by the respondents. The study revealed that only race had a significant relationship with consumer ethnocentrism while other demographic characteristics did not. Ethnocentric tendencies were strongest among Black South Africans. An association was also discovered between consumer ethnocentrism and the consideration of convenience products. The study, therefore, provides a better understanding into South African consumers’ selection of convenience products as influenced by consumer ethnocentrism. The theoretical and practical implications from the research findings have also been discussed within the report with the provision of suggestions regarding future research.

Thesis (MSc)--Stellenbosch University, 2011 / ENGLISH ABSTRACT: South African Chenin blanc wine is characterised by its style diversity and has been receiving more industry limelight over the past few years. Three dry Chenin blanc wine styles are currently described by the wine industry as Fresh and Fruity (FF), Rich and Ripe unwooded (RR-unwooded) and, Rich and Ripe wooded (RR-wooded). According to the South African wine industry, however, consumers seem to be somewhat confused by these various Chenin blanc wine styles, which have not yet been clearly defined and classified. During this study we investigated the following perspectives of this wine style classification confusion: Currently, no specified sensory method is being used to differentiate between wine styles of a single wine cultivar, such as Chenin blanc. The sorting method can be used as a more cost and time effective classification and profiling method than general quantitative descriptive analysis (QDA). It was therefore investigated whether both uninstructed and instructed sorting, with consumers and wine experts, can be used to classify and describe the Chenin blanc wine styles similarly to QDA. The increase in young wine consumers, Generation Y, introduces new wine marketing opportunities for the wine industry which need to be investigated. Young consumers are not aware of the various Chenin blanc wine styles, which may influence their wine preferences. The influence of wine style knowledge on these consumers’ wine style preferences were investigated during blind and wine style informed preference test. Any segmentation within this Generation Y group was also investigated with regards to their Chenin blanc wine style preferences and/or exploratory data. The following scientific and industrial findings were made: QDA was successfully substituted by instructed and uninstructed sorting tasks. Although the sorting tasks easily differentiated between wooded and unwooded wines, QDA differentiated more successfully between the unwooded wines. Wine tasting experience did not significantly influence the sorting results of the consumers versus the wine experts, but more experienced panellists consistently used fewer descriptors than untrained consumers. All panellists sorted products slightly better when they were provided with wine style sorting instructions. However, there were no significant differences between the instructed and uninstructed sorting task results, i.e. a wine style descriptor list did not improve panellists’ abilities to describe their sorted wine groups. South African Chenin blanc wines can definitely be divided into wooded and unwooded wine styles, i.e. two wine style groups, but the unwooded Chenin blanc wine spectrum formed a wine-style-continuum. This finding is apparent from both the sorting and QDA methods. The unwooded continuum wines can further be differentiated from one another with the use of a fresh-to-mature scale and/or a light-to-full body scale during QDA. Generation Y wine consumers preferred all the Chenin blanc wine styles equally and moderately during the blind tasting, but their knowledge of the wine style concepts significantly increased their preferences for the wines during the informed wine style tasting. The cognitive influence of wine style knowledge is therefore powerful in terms of influencing a consumer’s wine preferences. Other interesting correlations were also made between Generation Y consumers’ wine style preferences and their exploratory data. / AFRIKAANSE OPSOMMING: Suid-Afrikaanse Chenin blanc wyn word gekarakteriseer deur styl diversiteit en is die afgelope paar jaar meer in die kollig. Drie droë Chenin blanc wynstyle word tans deur die wynbedryf beskryf as: Vars en Vrugtig, Ryk en Ryp ongehout en, Ryk en Ryp gehout. Volgens die Suid- Afrikaanse wynbedryf is daar heelwat verwarring is tussen hierdie Chenin blanc wynstyle weens die feit dat hierdie wynstyle nog nie duidelik gedefinieer en geklassifiseer is nie. Tydens die huidige studie het ons die volgende perspektiewe van hierdie wynstyl-verwarring ondersoek: Huidiglik word daar geen gespesifiseerde sensoriese metode gebruik om te onderskei tussen verskillende wynstyle van ’n enkele wyn kultivar, soos Chenin blanc, nie. Die sorteringsmetode kan gebruik word, instede van kwantitatiewe beskrywende analise, as ’n meer koste- en tyd-effektiewe produk klassifikasie en profileringsmetode. DIt was dus ondersoek of beide geïnstrukteerde en ongeïnstrukteerde sorteringstake, met verbruikers en wynkundiges, gebruik kan word om die verskeie Chenin blanc wynstyle kan profileer en klassifiseer soortgelyk soos kwantitatiewe beskrywende analise. Die toename in jong verbruikers, Generasie Y, skep nuwe wynbemarkingsgeleenthede wat ondersoek moet word. Jong verbruikers se onbewustheid van die verskeidenheid Chenin blanc wynstyle mag hulle voorkeure vir hierdie wyne beïnvloed. Die invloed van wynstyl kennis op hierdie jong verbruikers se wynstyl voorkeure was ook ondersoek gedurende ’n blinde en ’n wynstyl-ingeligte voorkeur toets. Enige segmentasie binne hierdie Generasie Y verbruikersgroep was ook ondersoek in verband met hul Chenin blanc wynstyl voorkeure en/of verkennende data. Die volgende wetenskaplike en industriële bevindings is gemaak: Kwantitatiewe beskrywende analise kan suksesvol vervang word deur beide geïnstrukteerde en ongeïnstrukteerde sorteringsmetodes. Alhoewel die sorteringsmetodes maklik gebruik kon word om te onderskei tussen gehoute en ongehoute wyne, kan kwantitatiewe beskrywende analise fyner onderskeid tref tussen die individuele ongehoute wyne. Die wynproe-ervaringsvlak het geen invloed op die sorteringsresultate gehad nie, maar meer ervare paneellede het konsekwent gebruik gemaak van minder beskrywende terme as onopgeleide verbruikers wat baie meer en verskillende soorte terme gebruik het. Beide panele het effens beter gesorteer wanneer hulle spesifieke wynstyl sorteringsinstruksies ontvang het. Daar was egter geen beduidende verskille tussen die geïnstrukteerde en ongeïnstrukteerde sorteringsresultate nie, wat daarop dui dat sorteringsinstruksies en ’n lys van wynstyl beskrywings nie die paneellede se wyse van sortering verander het nie. Suid-Afrikaanse Chenin blanc wyne kan definitief verdeel word in gehoute en ongehoute wynstyle, d.w.s twee wynstyl groepe, maar die ongehoute Chenin blanc wyn spektrum vorm ’n wynstyl-kontinuum. Laasgenoemde is bevind tydens beide die sorteringstake asook kwantitatiewe beskrywende analise. Die ongehoute kontinuum wyne kan verder van mekaar onderskei word met behulp van ‘n vars-tot-volryp en/of ‘n ligte-tot-volmond skaal tydens kwantitatiewe beskrywende analise. Alle jong wyn verbruikers het ewe veel van al die wynstyle gehou tydens die blinde wynstyl voorkeur toets, maar tydens die wynstyl-ingeligte voorkeur toets het hulle voorkeure vir al die wynstyle drasties verbeter. Die kognitiewe invloed van Chenin blanc wynstyl kennis kan dus lei tot hoër voorkeure vir die wynstyle. Ander interessante korrelasies is ook bevind tussen hierdie Generasie Y wyn verbruikersgroep se wynstyl voorkeure en hul verkennende data.

Thesis (PhD)--Stellenbosch University, 2011. / ENGLISH ABSTRACT: The continued growth of international trade has resulted in levels of global product availability that is not only unprecedented, but would have been regarded as impossible not too long ago. Products of almost every conceivable national origin are now readily available in numerous countries throughout the world. Because the “country of origin” label of a product is a factor that could influence the buying behaviour of consumers, prescient international marketers know that they need to investigate consumer attitudes toward both domestic and imported products and the findings of these investigations should be used to formulate more effective marketing strategies. Previous research into the “country of origin” phenomenon has focused on consumer ethnocentrism as a possible reason why consumers would buy a domestic rather than an imported product. The basic premise of the concept of consumer ethnocentrism is that the attitudes and purchase intentions of consumers can be influenced by what could be called nationalistic emotions. In short, consumer ethnocentrism implies that consumers might regard the purchase of foreign products as “wrong”, as it might harm the domestic economy and result in job losses in industries that compete with imports. As a result, consumer ethnocentrism has been actively researched in developed countries in particular, but there seems to be a dearth of knowledge about consumer ethnocentrism in developing countries. This study‟s primary objective is therefore to investigate consumer ethnocentrism in a developing country, in this case South Africa. The study is based on a review of the literature, covering aspects such as marketing, consumer behaviour, globalisation and especially the phenomena of country of origin and consumer ethnocentrism. The literature review was followed by an empirical, survey-based study investigating consumer ethnocentrism in South Africa. A novel contribution of this study is that consumer ethnocentrism was investigated among different racial groups in the same country. This was done to assess whether there are significant similarities and/or differences between different racial groups in terms of consumer ethnocentrism and any of the attitudinal variables relevant to international marketing. A conceptual model (containing sixteen variables) was developed as a guideline from the literature review to investigate consumer ethnocentrism and how it could influence the attitudes of South African consumers (of different races) towards the import of foreign products (Chinese clothing in this case) and ultimately the willingness of these consumers to buy imported clothing. A questionnaire was subsequently developed to collect data from a sample of black and a sample of white South African respondents. An exploratory factor analysis of the data was done and the results indicated that for the samples of both black and white respondents, the original number of variables (excluding demographic variables) that drive consumer ethnocentrism could be reduced to ten. These variables were exactly the same for both sub-samples studied. The proposed theoretical model was also empirically tested by means of the structural equation modelling technique. The result of these tests was the creation of structural models for both sub-samples, illustrating all the variables and indicators of the measurement model and the structural relationships among the different variables. From the results it is clear that even though there were differences in terms of the impact of a number of antecedents on consumer ethnocentrism, the two sub-samples responded in a relatively similar way. The results also indicated that the antecedents, cultural openness, patriotism, individualism, age, income, attitude towards human rights and history of oppression, were regarded as antecedents for consumer ethnocentrism by both sub-samples. The differences confirmed were that the sample of white respondents also regarded nationalism and gender as predictors of consumer ethnocentrism. The results also revealed that black respondents seemed to be more ethnocentric than their white counterparts. From the results it seems that, due to the differences between the two sub-samples of this study, marketing strategies related to consumer ethnocentrism should not be identical for white and black South African consumers. Based on the results, a number of marketing strategies that could be implemented by both local and international marketers for the South African market are proposed. / AFRIKAANSE OPSOMMING: Die volgehoue groei in internasionale handel het daartoe gelei dat ʼn verskeidenheid produkte van verskillende nasionale oorspronge deesdae in baie lande regoor die wêreld beskikbaar is. Weens die feit dat die sogenaamde “land van oorsprong” van ʼn produk verbruikers se aankoopgedrag kan beïnvloed, het vooruitdenkende internasionale bemarkers begrip vir die feit dat hulle verbruikers se houdings teenoor beide plaaslike en ingevoerde produkte moet ondersoek, en hierdie resultate moet gebruik in die formulering van meer suksesvolle bemarkingstrategieë. Vorige navorsing oor “land van oorsprong” studies het die konsep van verbruikers-etnosentrisme geïdentifiseer as ʼn moontlike rede waarom verbruikers eerder „n plaaslike as ʼn ingevoerde produk sou aankoop. Die uitgangspunt is dat hul nasionalistiese emosies die houding en aankoopintensie van verbruikers kan beïnvloed. In kort impliseer verbruikers-etnosentrisme dat verbruikers sal voel die aankoop van buitelandse produkte is verkeerd, aangesien dit die plaaslike ekonomie kan skaad en werkverliese tot gevolg mag hê in industrieë wat deur invoere geraak word. Oor die jare is die konsep van verbruikers-etnosentrisme aktief nagevors in veral ontwikkelde lande, maar dit blyk dat daar ʼn groot leemte bestaan ten opsigte van kennis oor verbruikers-etnosentrisme in ontwikkelende lande. Om hierdie probleem aan te spreek is die primêre doelstelling van hierdie studie om verbruikers-etnosentrisme in ʼn ontwikkelende land (Suid-Afrika) te ondersoek. Die studie begin met ʼn literatuuroorsig wat aspekte insluit soos bemarking, verbruikersgedrag, globalisasie, die land van oorsprong fenomeen en verbruikers-etnosentrisme- verskynsel. Die literatuuroorsig is gevolg deur ʼn empiriese studie om verbruikers-etnosentrisme in Suid-Afrika te ondersoek. ʼn Unieke bydrae van hierdie studie is dat verbruikers-etnosentrisme ondersoek is tussen verskillende rassegroepe. Dit is hoofsaaklik gedoen om vas te stel of daar wesentlike verskille sou wees tussen verskillende rassegroepe ten opsigte van verbruikers-etnosentrisme en ander veranderlikes wat verband hou met internasionale bemarking. Uit die literatuur is ʼn konseptuele model (met sestien veranderlikes) ontwikkel as ʼn riglyn om die volgende te ondersoek: verbruikers etnosentrisme, hoe dit die houding van Suid-Afrikaanse verbruikers (van verskillende rasse) teenoor buitelandse produkte (Chinese klere) beïnvloed en uiteindelik die bereidwilligheid van hierdie verbruikers om ingevoerde produkte te koop. ʼn Vraelys is ontwikkel om data van ʼn steekproef swart en ʼn steekproef wit Suid-Afrikaanse respondente in te samel. ʼn Verkennende faktoranalise is op die data uitgevoer en die resultate het aangedui dat die oorspronklike hoeveelheid veranderlikes (uitsluitend demografiese veranderlikes) gereduseer kon word na ʼn totaal van tien vir beide steekproewe wit en swart respondente. Hierdie veranderlikes was presies dieselfde vir beide subgroepe wat gebruik is. Die voorgestelde model is ook verder empiries getoets met behulp van die structural equation modelling-tegniek. Die resultaat van hierdie toets was die skepping van strukturele modelle vir beide steekproewe. Hierdie modelle illustreer al die veranderlikes asook die aanduiders van die metingsmodel en die strukturele verhoudings tussen die onderskeie veranderlikes. Die resultate toon duidelik dat ten spyte van die feit dat daar verskille met betrekking tot die impak van ʼn aantal veranderlikes op verbruikers-etnosentrisme was, die twee subgroepe relatief konsekwent gereageer het. Die resultate dui daarop dat die veranderlikes, cultural openness, patriotism, individualism, age, income, attitude towards human rights and history of oppression deur beide groepe as voorspellers van verbruikers-etnosentrisme geag is. Die verskille wat bevestig is, is dat die steekproef van wit respondente ook nasionalisme en geslag as voorspellers van verbruikers-etnosentrisme gereken het. Die resultate het verder bevestig dat die swart respondente skynbaar meer etnosentries as hul wit eweknieë is. Weens die verskille wat tussen die twee steekproewe aangeteken is, blyk dit dat bemarkingstrategieë wat verband hou met verbruikers-etnosentrisme nie presies dieselfde moet wees vir swart en wit Suid-Afrikaanse verbruikers nie. Gegrond op die resultate is ʼn aantal bemarkingstrategieë vir die Suid-Afrikaanse mark geformuleer en voorgestel wat deur plaaslike en internasionale bemarkers geïmplimenteer kan word.

This study investigated the clothing preferences of large-size women who shopped in selected large-size specialty stores in North Dallas. Questions were asked regarding the respondents' age, employment, income, dress size and degree of fashion-consciousness. Also investigated were preferences regarding apparel and shopping sources. A questionnaire was used to obtain the desired information. Based on the data obtained, it was found that large-size women have certain preferences concerning the clothing they purchase and the sources they shop.

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

Das Ziel der vorliegenden Studie ist, die Herkunftspräferenzen der slowakischen Verbraucher zu untersuchen und die Schlussfolgerungen und Empfehlungen für die marketingstrategischen und kommunikationspolitischen Maßnahmen zur Förderung der heimischen Produktion in der Slowakei zu konkretisieren. Der theoretische Abschnitt der Arbeit widmet sich den Prozessen des Verhaltens der Konsumenten aus psychologischer sowie marketingpolitischer Sicht und bietet eine ausführliche theoretische Bestandaufnahme zu den Themenbereichen Konsumentenverhalten, Image, Herkunft, Country-of-Origin. Darüber hinaus werden die Rahmenbedingungen für das Agrarmarketing und herkunftsbezogene Marketingmaßnahmen sowie die Ausgangssituation für das Marketing von Lebensmitteln der slowakischen Herkunft erläutert. Die Sekundäranalyse der Agrarmärkte Tschechiens, Polens und Ungarns bieten die Grundlage für die Verbesserung und neue Vorschläge zu den herkunftsbezogenen Marketingmaßnahmen in der Slowakei. Die empirische Forschung besteht aus 3 Teilen: Aus der standardisierten Konsumentenbefragung mittels Fragenbogens, aus Experteninterviews und aus dem Store/ Produkt-check. Im Fokus der schriftlichen Befragungen stehen die jungen slowakischen Konsumenten mit hohem Bildungsniveau, bei denen die Präferenz für die slowakischen Lebensmittel und deren Abhängigkeit von dem Image der Slowakei sowie die Einstellung zu den Ländern Deutschland, Tschechien und Polen untersucht werden. Die Experteninterviews bieten einen vertieften fachlichen Einblick auf das untersuchte Thema. Die Ergebnisse der Untersuchung offenbaren deutliche positive Einstellung zum Heimatland und positives Image der Slowakei. Dies lässt sich zum positiven Image der slowakischen Lebensmittel übertragen. Die kognitiven Kaufmotive spielen beim Kauf von slowakischen Lebensmitteln eine übergeordnete Rolle, wobei dem Herkunftskriterium eine gewisse Wichtigkeit zugeschrieben wird. Die erforschten Ergebnisse münden anschließend in die Erarbeitung von Hinweisen, Erweiterungs- und Verbesserungsvorschlägen des in der Slowakei angewendeten Förderungsprogramms für die einheimischen Lebensmittel. / This exploratory study examines the consumer perception and attitudes toward domestic food products among Slovakian consumers. Furthermore this gives recommendation for the improvement of marketing activities to promote domestic food products in Slovakia. The theoretical section of this work is dedicated to the investigation of the processes of consumer behaviour from a psychological and marketing point of view. This section explores and offers a detailed theoretical explanation to the following topics: consumer behaviour, image, origin, country-of-origin. In addition, the framework of agricultural marketing and marketing activities based on origin of the products as well as the situation for the marketing of food products with Slovakian origin are explained. The secondary analyses of the agricultural markets in Czech republic, Poland and Hungary are the basis for the improvement and new suggestions for the marketing activities for the food products in Slovakia. The empirical research consists of 3 parts: consumer standardised surveys, interviews with experts and methods of store-check/ product-check. The consumer surveys focus on young Slovakian consumers with higher education level and their attitudes and preference toward domestic food products and check if they are dependent on portraying the image and assosiations with their home-country. The surveys explor the attitudes toward foreign food products from Germany, Czech republic and Poland as well the country-image of these countries. Interviews with experts provide deeper academic and professional exploration to the investigated field. The results of the scientific surveys reveal significant positive attitudes to the home- country and positive image of Slovakia among the chosen group of Slovakian consumers. This has an influence on the positive image of Slovakian food products. The cognitive buying motives play a significant role in the purchase of Slovakian food products, however the country-of-origin criteria demonstrates an importance as well. The results lead to the formulation of references, improvement recommendations and suggestions for the marketing program for domestic food products in Slovakia.

This study deals with "open code dating," the movement by grocery manufacturers and distributors toward dating perishable food packages in such a manner that consumers can readily determine product freshness or length of time on store shelves. The study explores the desirability and feasibility of open code dating, placing greatest importance upon the response of the consumer to the concept. It was found that consumers were aware of open code dating and generally strongly desired its universal adoption. Shoppers were also confused by open dating and failed to understand freshness dates properly. The strongest desire for open dating was found in shoppers at the upper end of the socio-economic scale. Grocery retailers expressed satisfaction with open coding, believing it an aid in stock rotation and customer satisfaction. Possible disadvantages, such as increased throwaway costs and large conversion costs, were not perceived as being significant. The businessmen favored widespread adoption of open code dating. On the basis of data from interviews with shoppers, it is concluded that consumers desire adoption of open code dating and do use this service. It is also concluded that adoption of open code dating would be an economically sound decision which would constitute a desirable marketing strategy.