Thesis (MComm)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: In an ever-increasing wme market in which the decision to purchase becomes increasingly complicated for the consumer of wine because of the greater variety of wines that are available on the shelves of wine shops, wine producers and marketers are compelled to differentiate their product from the rest of the products. This can be done by finding more and better ways of providing the consumer with correct information to support the decision to purchase. Such information should support the consumer in the place where the decision to purchase must be made, namely at the shop shelf. This is where the packaging, which includes the label, is the main source of information. Correct information is a relative concept and the aim of this study was to determine what the consumer regarded as the most important information on the back label of a bottle of wine. A questionnaire was compiled to collect such information and was distributed in the Boland region. Wine consumers who also are buyers of wine were asked to complete the questionnaires. The results of the study indicated that, although twenty options with regard to information, which were presented in the questionnaires, were all regarded as important, eight of these options were clearly given a greater degree of preference. The challenge presented to the winemaker and marketer is to exercise a selective choice with regard to the information to be accommodated in the limited area of the back label on a wine bottle to thereby adequately meet the consumer's need for information relevant to the particular wine / AFRIKAANSE OPSOMMING: In 'n steeds groeiende wynmark waar die koopbesluit vir die wynverbruiker steeds meer ingewikkeld raak as gevolg van die groter verskeidenheid wyne beskikbaar op die winkelrak, is die wynprodusent en -bemarker geforseer om sy produk van die res te differensieer. Dit kan gedoen word deur meer en beter metodes te vind om die verbruiker te voorsien van korrekte inligting om sodoende sy koopbesluit te ondersteun. Hierdie inligting moet die koper ondersteun waar hy die koopbesluit neem, naamlik by die winkelrak, dit is wanneer hy daar is dat die verpakking, wat die etiket insluit, die hoof inligtingsbron is. Korrekte inligting is 'n relatiewe begrip en die doel van hierdie studie was om te bepaal wat die verbruiker as die belangrikste inligting op 'n wyn rugetiket beskou. 'n Vraelys is opgestel om sodanige inligting te versamel en is in die Boland area versprei. Wynverbruikers wat ook self wyn aankoop, is versoek om die vraelyste te voltooi. Die resultate van die studie het daarop gedui dat, alhoewel al twintig inligtingsopsies in die vraelys as belangrik beskou was, daar duidelik agt opsies was wat voorkeur geniet het. Die uitdaging aan die wynmaker en -bemarker is om die selektiewe keuse te maak ten opsigte van watter van hierdie informasie hul op die beperkte ruimte van 'n wyn rugetiket sal kan akkomodeer om sodoende ook aan die verbruiker se inligitingsbehoeftes te voorsien, met inagname van beskikbare inligting rakende die betrokke wyn.

Thesis (MBA)--Stellenbosch University, 2007. / Socially responsible consumption plays a major role in achieving environmental sustainability in any part of the world. The aim of this investigation was to identify whether consumers in the Western Cape are socially responsible. The research was conducted using a sample of 200 consumers in the Cape Town area as a representative sample of the Western Cape. Data were gathered from respondents by means of a questionnaire. The statistical interpretation of the survey results were done by means of constructing frequency distribution tables since the data are nominal. The results of the analysis of the data pointed out that while consumers in the Western Cape demonstrated willingness to know how products are made before buying; they do not take into consideration the environmental and social impact of their purchases, meaning that they are not socially responsible consumers. Out of 167 completed questionnaires, 36% of respondents based their buying decision on the price and quality of products. This constitutes the single largest group of respondents in the survey. The results also revealed that consumers are willing to boycott products that are proven to be unethically produced, which is a positive development. Radio and television were the main sources of information for consumers about entities. In terms of the definition of moral standards, consumers proved to be idealistic, meaning that they believe that moral standards should be viewed as universal regardless of the society in which it occurs. These findings clearly indicate that while consumers in the Western Cape are not socially responsible, there are positive indications from the survey that can be used to improve the situation. Consumers' willingness to know how products are produced before buying, the willingness to boycott products proven to be produced unethically, and their idealistic view on moral standards are all positive indications for improvement. The recommendations provided in the study, if implemented, will go a long way towards making consumers more conscious about the social and environmental impact of their purchases.

Thesis (MComm)--University of Stellenbosch, 2007. / ENGLISH ABSTRACT: Lifestyles offer a comprehensive view of behaviour and the motives that underlie many of the purchases made by consumers. Impulsive buying behaviour is a complex phenomenon, and it has not yet been actively researched within a South African context. The aim of this study was to investigate the lifestyle of an impulsive student buyer, and to compile a lifestyle profile of such a buyer. A total of 499 respondents from the particular tertiary institution participated in the study. The sample population reflected young consumers in the age group 17 to 33 years. The students were mostly undergraduates studying in a full-time capacity. This study was exploratory and descriptive in nature. An electronic web-based survey was used as the method of data gathering. The survey was programmed and posted for a period of three weeks on the student portal of the tertiary institution where the survey was conducted. The validation of participation in the electronic survey was done in accordance with the requirements of the sample selection criteria. The questionnaire was tested during a pilot study. Factor analysis and Cronbach’s coefficient alpha was used to assess the validity of the questionnaire and to determine its internal consistency. Mean scores and standard deviations were computed to divide the data into three groups. To determine the current lifestyle dimensions of the students, the Activities, Interests and Opinion statements (AIOstatements) were factor analyzed. The factor matrix was rotated by means of an oblique rotation of axes, making use of the Direct Oblimin rotation technique. This resulted in a solution of five activity and interest factors, and two opinion factors. Mean scores and standard deviations were computed for all the valid life style characteristics. The frequency of impulsive shopping was measured through frequency distribution. Pearson’s product moment correlation coefficient analysis was performed between the differentiating variables, namely lifestyle and impulsive shopping behaviour to establish the relationship between these variables. Multivariate analysis of variance (MANOVA) and univariate (one way) analysis of variance (ANOVA) were used to determine differences between the groups. The five activity and interest factors that were identified, included clothes shopping/clothing specific lifestyle, social interaction, media usage, fashion oriented clothes shopping/fasion oriented clothing lifestyle, and cultural activities and interests. The two opinion factors identified, were positive vision for the future and importance of training/education. However, the opinion factors did not differ in terms of statistic significance between the groups, and was therefore not used in the consequent typology of the groups. Three groups of student consumers were identified based on the respondents’ perceptions of their activities and interests, and impulsive shopping behaviour. The students were categorized into the following three groups: Group 1: Non-impulsive shoppers – Non-impulsive Conservatives/ Traditionalists Group 2: Low impulsive shoppers – Moderates Group 3: High impulsive shoppers – Impulsive Trendsetters The three groups differed in terms of their activities and interests, and impulsive shopping behaviour. The following activities and interests characteristics were considered important: clothes shopping/clothing specific lifestyle, social interaction and media usage. The activities and interests factors that are responsible for differences between the groups could provide retailers with valuable means to identify market segments, and to satisfy their specific needs. Young South African consumers should not be considered as a homogeneous group of consumers. The South African market is a highly competitive environment providing a wide variety of shops and products to consumers which can be targeted at a specific segment to exert an impact on shopping and specifically impulsive shopping. Therefore the retailer and marketer ought not to underestimate this type of shopping behaviour. Implications for retailers and marketers are stated and recommendations for future research are suggested in order to encourage further investigation in a scientific manner in the field of impulsive shopping behaviour, and lifestyle. / AFRIKAANSE OPSOMMING: Lewenstyl bied ‘n uitgebreide en omvattende beeld van verbruikers se gedrag en die motiewe onderliggend aan die aankope van verbruikers. Impulsiewe aankoopgedrag is ‘n komplekse fenomeen en ‘n studierigting waarin beperkte navorsing in Suid- Afrika gedoen is. Hierdie studie poog om ondersoek in te stel na die lewenstyl van ‘n impulsiewe studente-aankoper en om dan gevolglik ‘n lewenstyltipering van hierdie student te doen. ‘n Totaal van 499 respondente het aan hierdie studie deelgeneem. Die steekproef is uit jong verbruikers in die ouderdomsgroep 17 tot 33 jaar geneem. Die studente was meerendeels voorgraads voltyds ingeskrewe studente. Hierdie studie was verkennend en beskrywend van aard. Data is deur middel van ‘n elektroniese webgebaseerde-opname versamel. Die vraelys is tydens ‘n loodsstudie getoets. Die vraelys is geprogrammeer en vir ‘n tydperk van drie weke op die portaal van die studente aan die betrokke tersiêre instansie geplaas. Die vraelys het uit vier afdelings bestaan. Die kontrole van die deelnemers aan die elektroniese opname is in ooreenstemming met die steekproefseleksiekriteria opgestel. Faktorontleding en Cronbach se koëffisiënt alfa is gebruik om die geldigheid en interne konsekwentheid van die vraelys te ondersoek. Deur gebruik te maak van gemiddelde tellings en standaardafwykings is die data in drie groepe verdeel. Om die bestaande lewenstyldimensies van die studente te bepaal, is die Aktiwiteite, Belangstellings en Opinie-stellings (AIO-stellings) aan faktorontleding onderwerp. Die faktormatriks is volgens die skuinsas-rotasietegniek met behulp van die Direct Oblimin-metode geroteer. Vyf aktiwiteite-en-belangstellingsfaktore en twee opiniefaktore is uit die data verkry. Gemiddelde tellings en standaardafwykings is vir al die geldige lewenstyleienskappe bereken. Die frekwensie van impulsiewe aankoopgedrag is deur middel van frekwensieverspreiding gemeet. Pearson se produk-moment korrelasiekoëffisiënt-ontleding is op die data toegepas om die korrelasies tussen die onderskeie veranderlikes, naamlik lewenstyl en impulsiewe aankoopgedrag, te bepaal. Meervoudige ontleding van variansie (MANOVA) en enkelvoudige ontleding van variansie (ANOVA) is gebruik om verskille tussen die groepe te bepaal. Die belangrikste aktiwiteite-en-belangstellingsfaktore wat geïdentifiseer is, sluit klereaankope/klere-spesifieke lewenstyl, sosiale interaksie, mediaverbruik, modieuse klereaankope/modieuse klere-lewenstyl en kuns en kulturele aktiwiteite en belangstellings in. Die belangrikste opiniefaktore sluit positiewe toekomsvisie en belangrikheid van opleiding in. Die opiniefaktore het egter nie statisties beduidend tussen die groepe onderskei nie en is gevolglik nie in die tipering van die groepe gebruik nie. Drie groepe studenteverbruikers is geïdentifiseer, gebaseer op die respondente se persepsie van hul lewenstyl en impulsiewe aankoopgedrag. Die drie groepe is soos volg gekategoriseer: Groep 1: Nie-impulsiewe kopers – Nie-impulsiewe Konserwatiewes/ Tradisioneles Groep 2: Lae impulsiewe kopers – Gematigdes Groep 3: Hoë impulsiewe kopers – Impulsiewe Tendensaanwysers Die drie groepe het volgens hul impulsiewe aankoopgedrag en aktiwiteite en belangstellings verskil. Die volgende aktiwiteite en belangstellingseienskappe is oor die algemeen die hoogste aangeslaan: klereaankope/klere-spesifieke lewenstyl, sosiale interaksie en mediaverbruik. Die aktiwiteite en belangstellings wat beduidend tussen die groepe onderskei, kan moontlik aan kleinhandelaars waardevolle inligting bied om marksegmente te identifiseer en om aan die behoeftes van die onderskeie verbruikersgroepe te voldoen. Jong Suid-Afrikaanse verbruikers behoort nie as ‘n homogene groep verbruikers beskou te word nie. Die Suid-Afrikaanse mark is hoogs kompeterend met ‘n wye reeks winkels en produkte wat op ‘n spesifieke segment gerig kan word om sodoende ‘n impak op aankope en spesifiek impulsiewe aankope uit te oefen. Die kleinhandelaar en bemarker behoort derhalwe nie hierdie tipe aankoopgedrag gering te skat nie. Implikasies vir die kleinhandelsektor en bemarker is gestel en aanbevelings vir verdere navorsing word gemaak ten einde toekomstige navorsing op ‘n wetenskaplik gefundeerde wyse op die gebied van impulsiewe aankoopgedrag en lewenstyl aan te moedig.

Research Report submitted in partial fulfilment of the requirements of a Master of Arts Degree in Development studies by Coursework and Research Report. Faculty of Humanities, University of Witwatersrand 2016 / This study explored cash circulation channels adopted by unbanked migrants in Pretoria Central Business District (CBD), South Africa. To understand the complex nature of cash circulation and the subjective practices of migrants, in-depth interviews were conducted with sixteen migrants selected through snowballing sampling. Collected primary data were analysed thematically, from particular to general themes depending on the responses provided by the informants. The study adopted the Sustainable Livelihoods Framework (SLF) as an analytical tool to show how in the face of structural and institutional barriers, unbanked migrants have the capability to adopt digital solutions and socially embedded channels which are more flexible and sustainable in their livelihoods. These include informal channels such as hawala, malaichas and digital solutions like Kawena and Mukuru. By using this framework, the report reveals what unbanked migrants are doing on the ground, what shapes adopted cash circulation processes and the resultant livelihood outcomes. The study aimed at contributing to previous research on money transfer mechanisms adopted by unbanked African migrants. The conclusion reached is that, by adopting various socially embedded cash circulation channels, unbanked migrants circumvent structural constraints and, by so doing, financially include more people who were previously excluded. Although the study was limited to a small sample, it raises strong implications for policy makers to look at the inherent strength of migrants as development actors. Findings from this exploratory study are critical in that they open new niches for research on migrants and financial exclusion in Africa and beyond. / GR2017

This study is focused on identifying cultural typologies of the Indian population group. These typologies or dimensions are analysed from a consumer behaviour perspective with strong implications for marketers who need to take cognisance of these typologies when developing new product offerings and devising marketing campaigns targeted at this population group. The consumption behaviour of Indians are compared and contrasted with the other predominant race groups in South Africa (namely Whites, Blacks and Coloureds), in terms of expenditure and buying power. Further, an analysis of Indian culture typologies provides marketers with insight into cultural issues that have a bearing on the development of marketing strategies. The findings that have emerged from this study are important for various reasons. Over 75% of the total Indian population live in KwaZulu-Natal (Census 1996). Further, compared to other race groups, the Indian population has a high rate of urbanisation with 96.8% of the population living in metropolitan areas (ibid.). Education levels supercedes those of the Black and Coloured population groups with 30.4% of Indians having completed matric and l0.4% having furthered their education (South Africa in Transition: StatsSA). In keeping with this trend, in comparison with the other race groups, Indians have a high penetration of English spoken as a first language (93.2%). While 21% of the Indian population are characterised as middle to upper income earners, occupying LSM's 6 to 10, Indian households in the Durban Metropolitan area have more earners (33.2%) per household in comparison to the Black and White population groups (Stats South Africa). In addition, an increasing number of Indian women are entering the workforce and are becoming more active in decision-making. Findings related to Indian culture have unearthed that while Indian culture has imbibed a global culture as far as dress, entertainment and lifestyle are concerned, traditional beliefs and values, including that of religion, are steadfastly held onto. However, this dissertation also finds that the Indian population group is highly materialistic and great attention is focussed on the accumulation of possessions. Further, materialism within the Indian population, is seen as a reflection of status. / Thesis (MBA)-University of Natal, Durban, 2002.

Thesis (MVerbruikerswet)--University of Stellenbosch, 2006. / ENGLISH ABSTRACT: The retail environment in South Africa is dynamic and complex. The apparel retailing industry functions within an emergent economic milieu, and the consumers it targets are exposed to various factors that influence their shopping behaviour. Some of these factors are shopping orientation, patronage behaviour, lifestyle, and shopping mall behaviour. Male apparel shopping behaviour can therefore be regarded as a complex phenomenon. The aim of this study was to identify those factors that influence male apparel shopping behaviour and to determine whether distinct clusters of male apparel shoppers could be identified. Theoretical models in the study discipline of Consumer Behaviour were investigated. The information was synthesised into an expanded conceptual model of variables influencing male apparel shopping behaviour. The variables that are relevant to this study, include demographic characteristics, lifestyle, shopping orientation, patronage behaviour, and shopping mall behaviour. Information for this exploratory study was generated by means of a store-intercept interview. The questionnaire was based on previous research. Trained fieldworkers conducted the interviews with 297 male apparel shoppers. Eight lifestyle components were identified and labelled as follows: Apparel oriented lifestyle; Performing arts defined lifestyle; Media oriented lifestyle; Socialising lifestyle; Sport oriented lifestyle; Published information oriented lifestyle; Relaxing oriented lifestyle as well as Family/community oriented lifestyle. The three shopping orientation components identified were labelled Local store patronage; Credit prone, Brand conscious and fashion innovating; as well as Shopping self-confidence and enjoyment. Four cluster profiles of male apparel shoppers were formed by means of cluster analysis, according to the eight lifestyles components and three shopping orientation components, as well as the 11 patronage behaviour items. Demographic characteristics describing each cluster profile completed the typology of the four male apparel shopper groups. Cluster 1 was the largest (38%) and was labelled Traditionalists. Its members were classified under Consumer Scope Lifestyle Level 4. Cluster 2 was labelled Shopping enthusiasts, and its members were classified under Consumer Scope Lifestyle Level 3; they comprised 19% of the total group. Cluster 3 was the second largest (30%) cluster and was identified as Dynamics, and its members were classified under Consumer Scope Lifestyle Level 3 and 4. Cluster 4 (13%) was labelled as Laggards, and its members were classified under Consumer Scope Lifestyle Level 2. It was evident that the male apparel market is not homogeneous and that it could be clustered into distinct segments of male apparel shoppers with similar characteristics. The following can be regarded as the main implications for retailers, shopping mall management, and marketers: • In order to make retailers’ marketing plan more focused and strategic, marketers could make use of the proposed expanded conceptual model that provides them with an overall view of variables influencing male apparel shopping behaviour within a shopping mall environment. The identified profiles of male apparel shoppers could serve as point of departure when composing marketing strategies. • Advertising and promotional campaigns must be versatile in order to cater for the identified cluster profiles of male apparel consumers. • Male apparel consumers behave differently within different retail stores and shopping malls. Retailers and shopping mall management should therefore attempt to understand their consumers’ needs, wants and, more importantly, prerequisites for patronising their stores and/or shopping malls. South African male apparel consumers should not be considered a homogenous group. Further research should be done across various cultural and ethnic groups, as well as across different gender and age groups. This study focused only on a few concepts pertaining to male apparel shoppers aged 20-35. As, a result, further research is needed to assess the impact of these variables on a wider spectrum of apparel consumers, such as males outside this age demarcation, females or teenagers, and mature shoppers. Recommendations for future research were made which can guide and encourage further scientific research in the field of apparel shopping behaviour. / AFRIKAANSE OPSOMMING: Suid-Afrika beskik oor ‘n dinamiese en komplekse kleinhandelomgewing. Die klerekleinhandelindustrie funksioneer binne ‘n ontwikkelende ekonomiese milieu, en ‘n verskeidenheid faktore beinvloed die teikenverbruikers se koopgedrag. Sommige van die faktore is koop-oriëntasie, winkelvoorkeurgedrag, lewenstyl en winkelsentrumgedrag. Mansklerekoopgedrag kan dus as a komplekse verskynsel beskou word. Die doel van hierdie studie was om die veranderlikes wat mansklerekoopgedrag beïnvloed te identifiseer, en om te bepaal of die onderskeibare groepe van mansklereverbruikers geïdentifiseer kan word. Teoretiese modelle in die studieveld van Verbruikergedrag is bestudeer. Die inligting is verfyn en verder ontwikkel tot ‘n omvattende konseptuele model van veranderlikes wat mansklerekoopgedrag beïnvloed. Die veranderlikes relevant vir hierdie studie sluit in: die demografiese eienskappe, lewenstyl, kooporiëntasie, winkelvoorkeurgedrag, asook winkelsentrumgedrag. Data vir hierdie verkennende studie is verkry deur respondente in winkels te nader vir ‘n onderhoud (store intercept interview). Die vraelys is op vorige navorsing gebaseer. Opgeleide veldwerkers het 297 onderhoude gevoer met mansklereverbruikers. Agt lewenstylkomponente is geïdentifiseer en soos volg benoem: Klere-georiënteerde lewenstyl; Uitvoerende kunste-georënteerde lewenstyl; Mediageoriënteerde lewenstyl; Sosialiserings-georiënteerde lewenstyl; Sport-georiënteerde lewenstyl; Gepubiseerde informasie-georiënteerde lewenstyl; Ontspannings-georiënteerde lewenstyl asook Familie/gemeenskaps-georiënteerde lewenstyl. Die drie kooporiëntasie-komponente was benoem as plaaslike winkelvoorkeuroriëntasie; krediet-geneigdheid, handelsmerk en mode-innoverende oriëntasie, asook aankoop-selfvertroue en genot-oriëntasie. Vier groepe profiele van mansklereverbruikers is deur middel van trosanalise gevorm. Die trosanalise is gedoen op grond van die agt lewenstylkomponente, die drie kooporiëntasie komponente asook die 11 winkelvoorkeurgedrag-items. Die tipering van die vier groepe is afgerond deur die demografiese eienskappe: Groep 1 was die grootste (38%) en is Traditionalists genoem, en is geklassifiseer as Consumer Scope Lifestyle Level 4. Groep 2 is Shopping enthusiasts genoem en maak 19% van die totale groep uit. Hulle is geklassifiseer as Consumer Scope Lifestyle Level 3. Groep 3 was die tweede grootste (30%) groep en is Dynamics genoem, en is geklassifiseer as Consumer Scope Lifestyle Levels 3 en 4. Groep 4 (13%) is Laggards genoem en geklassifiseer as Consumer Scope Lifestyle Level 2. Dit is dus duidelik dat die mansklere-aankopersmark nie homogeen is nie en dat hulle in onderskeibare segmente van mansklere-aankopers met ooreenkomstige eienskappe gegroepeer kan word. Die volgende kan beskou word as die belangrikste implikasies vir kleinhandelaars, winkelsentrumbestuur en bemarkers: • Om kleinhandelaars se bemarkingsplan ‘n meer gefokusde en strategiese wending te gee, kan hulle gebruik maak van die voorgestelde uitgebreide konseptuele model wat hul van ‘n oorsig voorsien oor die veranderlikes wat mansklere-aankoopgedrag binne ‘n winkelsentrumomgewing beïnvloed. Die geïdentifiseerde profiele van mansklere-aankopers kan as vertrekpunt dien wanneer bemarkingstrategieë saamgestel word. • Advertensie- en promosieveldtogte moet veelsydig wees om vir die geïdentifiseerde groepe van mansklereverbruikers of -aankopers te voorsien. • Mansklereverbruikers toon verskillende soorte gedrag in verskillende kleinhandelwinkels en winkelsentrums. Kleinhandelaars en winkelsentrumbestuur moet ‘n poging aanwend om hul verbruikers se behoeftes en begeertes, maar bowenal in hul voorkeurgedrag vir winkels/winkelsentrums, te voorsien. Suid-Afrikaanse mansklereverbruikers moet nie as ‘n homogene groep beskou word nie. Verdere navorsing moet oor verskeie kulturele en etniese groepe heen, asook oor verskillende geslags- en ouderdomsgroepe, gedoen word. Hierdie studie fokus alleenlik op ‘n paar konsepte wat betrekking het op mansklereverbruikers tussen 20 en 35 jaar. Gevolglik word verdere navorsing benodig om die impak van hierdie veranderlikes op ‘n wyer spektrum van verbruikers te beraam, byvoorbeeld mans buite die ouderdomsperk, vrouens, tienderjariges, en bejaarde verbruikers. Aanbevelings vir toekomstige navorsing word gemaak wat verdere wetenskaplike navorsing in die studieveld van klereaankoopgedrag kan rig en aanmoedig.

Thesis (MSc)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: An opportunity currently exists for retailers to develop store image strategies to target the female large-size apparel consumer market within the multicultural South African consumer society. This exploratory study set out to generate and describe retail store image attributes perceived as important to the female large-size apparel consumer within the South African context, as well as identifying differences and similarities in the perception of these attributes based on race and age group. The study also aimed to determine if the existing store image attribute groupings by Lindquist (1974-1975:31) is applicable when studying the female largesize apparel consumer. Focus groups were used as method of data collection in this study. The sample population (n=37) consisted of account holders who purchased apparel from a specific large-size apparel retail store during a specific time period. Three race groups, namely Africans, Coloureds, and Whites, as well as three age groups i.e. 20-29, 30-39, and 40-54 year age groups were included. Each focus group was homogenous in race and age composition. A facilitator conducted group discussions by following a focus group schedule. The first part of the discussion generated retail store image attributes deemed important by the focus group participants, followed by the rating of the perceived importance of these attributes using the Schutte Visual Scale. The second part of the discussion generated participants' description of Lindquist's nine identified store image attribute groupings, followed by the rating of the perceived importance of each of these attribute groupings using the Schutte Visual Scale. Transcriptions of all the focus group discussions were made. For the first part of the study the transcriptions were compiled into composite lists and refined based on Lindquist's nine attribute groupings. The aggregate ratings for each specific attribute and attribute grouping were calculated. For the second part of the study's results, the descriptions of each of Lindquist's nine attribute groupings was compiled into a single list of descriptive attributes. The aggregate ratings for each of these attributes groupings were calculated. Respondents perceived Merchandise and Clientele the most important attribute groupings in the analysis of all race and age groups, followed by Service, Post-transaction satisfaction, Promotion and Store atmosphere. Institutional factors and Physical facilities were perceived as the least important attribute groupings. No attributes relating to Convenience were generated. In the analysis of race and age groups, Merchandise and Service, followed by Store atmosphere, were perceived as the most important attribute groupings by most of the focus groups. The specific attributes generated by the different groups showed similarities, whereas the rating and definition of these attributes differed. Lindquist's descriptions of the nine attribute groupings were compared to the descriptions of the respondents. Similarities and differences were identified. Recommendations were made to refine and adapt Lindquist's attribute groupings and descriptions to develop a store image research framework that could be more applicable to the female large-size apparel consumer. This exploratory study provides some insight into the perceived importance of retail store image attributes by the female large-size apparel consumer, given the context of a multi-cultural South African society. Recommendations for future research were made and the implications for retailers were outlined. / AFRIKAANSE OPSOMMING: Daar bestaan tans 'n geleentheid vir kleinhandelaars om 'n winkelbeeld strategie te ontwikkel wat gemik is op die vroulike groter figuur kledingverbruiker binne die multikulturele Suid- Afrikaanse verbruikersamelewing. Hierdie verkennende studie poog om kleinhandel winkelbeeldeienskappe wat deur die vroulike groter figuur kledingverbruiker binne die Suid- Afrikaanse konteks as belangrik beskou word, te genereer en te beskryf, sowel as om die verskille en ooreenkomste in persepsies van die belangrikheid van hierdie eienskappe tussen ras en ouderdomsgroep te identifiseer. Die studie het ook ten doeI om te bepaal of die bestaande winkelbeeldeienskap groeperinge, soos deur Lindquist (1974-1975:31) voorgestel, toepaslik is wanneer die vroulike groter figuur kledingverbruiker bestudeer word. Fokusgroepe is as metode van data-insameling gebruik. Die steekproef (n=37) was rekeninghouers wat aankope gedoen het by 'n bepaalde groter figuur kledingkleinhandelaar binne 'n spesifieke tydsperiode (n=37). Drie rassegroepe naamlik Swartes, Kleurlinge, en Blankes, sowel as drie ouderdomsgroepe te wete 20-29, 30-39, en 40-54-jariges is ingesluit. Elke fokusgroep was homogeen in ras- en ouderdomsamestelling. 'n Fasiliteerder het die fokusgroepbesprekings gevoer deur 'n fokusgroepskedule te volg. Die eerste deel van die bespreking het kleinhandel winkelbeeldeienskappe, wat deur die fokusgroepdeelnemers as belangrik beskou is, gegenereer. Dit is gevolg deur die meting van die respondente se persepsie van die belangrikheid van hierdie eienskappe met behulp van die Schutte Visuele Skaal. Die tweede deel van die bespreking het beskrywings van Lindquist se nege winkelbeeldeienskap groeperinge gegenereer en is gevolg deur die meting van respondente se persepsie van die belangrikheid van hierdie eienskap groeperinge met behulp van die Schutte Visuele Skaal. Transkripsies is van al die fokusgroepbesprekings gemaak. Vir die eerste deel van die studie is die transkripsies in lyste van spesifieke eienskappe saamgestel en georden volgens Lindquist se nege eienskap groeperinge. Die gemiddelde waarde vir elke spesifieke eienskap sowel as vir die eienskap groepering is bereken. Vir die tweede deel van die studie is beskrywings van elk van Lindquist se nege eienskap groepering saamgestel in 'n enkele lys van beskrywende eienskappe. Die gemiddelde waarde vir elk van hierdie eienskap groeperinge is bereken. Respondente beskou Goedere (Merchandise) en Kliëntebasis (Clientele) as die belangrikste eienskap groeperinge in 'n analise van alle ras- en ouderdomsgroepe, gevolg deur Diens (Service), Na-verkoop tevredenheid (Post-transaction satisfaction), Promosie (Promotion) en Winkelatmosfeer (Store atmosphere). Institusionele faktore (Institutional factors) en Fisiese fasiliteite (Physical facilities) is die minste belangrik. Geen eienskappe wat met Gerief (Convenience) verband hou, is gegenereer nie. In die analise van ras- en ouderdomsgroepe is Goedere en Diens, gevolg deur Winkelatmosfeer, as die belangrikste eienskap groeperinge beskou deur meeste van die fokusgroepe. Die spesifieke eienskappe wat deur die verskillende groepe gegenereer is, dui op ooreenkomste, terwyl die gemiddelde waarde en fokus van die eienskappe verskil. Lindquist se beskrywings van die nege eienskap groeperinge is vergelyk met die beskrywings van die respondente. Ooreenkomste en verskille is geïdentifiseer. Voorstelle is gemaak om Lindquist se eienskap groeperinge en beskrywings te verfyn en aan te pas ten einde 'n winkelbeeld navorsingsraamwerk te ontwikkel wat meer toepaslik is op die vroulike groter figuur kledingverbruiker. Hierdie verkennende studie bied insig in die vroulike groter figuur kledingverbruiker se persepsies van die belangrikheid van kleinhandel winkelbeeldeienskappe, gegewe die konteks van 'n multkulturele Suid-Afrikaanse samelewing. Aanbevelings vir verdere navorsing word gemaak en die implikasies vir kleinhandelaars is uitgewys.

The food industry's focus has shifted to growth, profits and efficiency through new production processes. In response, people feel they have lost control over the food they eat. Media has a direct impact on consumer perceptions. Chicken has received extremely negative publicity compelling consumers to question the safety of chicken as a protein source. The aim of the study is to determine the different perceptions that exist in the mind of consumers regarding chicken as a generic food brand and to assess the role of communication in a consumer-brand relationship. Q methodology is the research methodology chosen as it is able to communicate an individual's subjectivity. The researcher considered factor loadings of 0.37 and more as significant. The varimax rotation produced four dominant factors. The variance in the correlation matrix was calculated at 70 percent. The factor scores were determined once the total number of factors with pure loadings had been identified. / Communication Science / M.A. (Communication)

Despite phenomenal success of the commercial agricultural sector in South Africa and significant progress in integrating smallholders since democratic reforms, food security concerns remain. Recent global increases in food prices have further exacerbated vulnerabilities and made it imperative to examine alternative food production questions in the country. Organic agriculture is identified as one of the sustainable approaches to farming and offers insights towards a paradigm shift in food and nutritional security. Notwithstanding, consumer awareness, knowledge and consumption of organic foods are significantly lower in developing than developed countries. Risks associated with adoption of organic practices need to be explored to address the supply and demand constraints. Similarly, while consumer awareness of organic foods is the first step in developing demand for organic products, it does not necessarily translate to consumption. Therefore it is important to investigate these issues. The objectives of this study were to: (i) describe the demographic and socio-economic characteristics of organic farmers and consumers; (ii) establish the determinants of farmers‘ decision to participate in organic farming distinguishing between the fully-certified organic, partially-certified organic and non-organic farmers; (iii) elicit farmers risk preferences and empirically analyse farmers sources of risk and risk management strategies; (iv) explore consumer awareness, perceptions and attitudes regarding organic products; and (v) identify the factors that influence consumer‘s preference and consumption of organic products. A total of 400 respondents were surveyed, consisting of 200 smallholder farmers in KwaZulu-Natal and 200 consumers in the Eastern Cape. The KwaZulu-Natal study was conducted earlier and identified the following as major sources of risk, lack of consumer awareness of organic products and lack of information among producers about consumer preferences for organic products. This informed the need to undertake a consumer awareness and preference study, in order to inform producers. The Eastern Cape is a bordering province to KwaZulu-Natal with similar socio economic conditions and a major consumer of produce from KwaZulu-Natal. It was also expected that in the intervening period there could have been awareness about the product. An vii indication of its appeal would not be in the consumption of the product by the people who grow it, but by consumers who reside in bordering regions. Producer and household questionnaires were used to record household activities, socio-economic and institutional data as well as household demographics through personal interviews. The Arrow Pratt Absolute Risk Aversion (APARA) coefficient was used to measure the farmer‘s degree of risk aversion and the experimental gambling approach to establish the risk classification. Consumers were also asked about their awareness and knowledge about organics, attitudes and perceptions towards organics, preference and consumption patterns. The ordered probit results indicate that older farmers, who are less risk averse and reside in the sub-ward Ogagwini, Ezigani, and Hwayi were more likely to be certified organic farmers. Similarly, the propensity to adopt organic farming is positively correlated to household size, livestock ownership, asset base and tenure security. The risk analysis indicates that at higher pay-offs most farmers are intermediate to moderately risk-averse, with little variation according to personal characteristics, and that non-organic farmers tend to be more risk averse than fully-certified and partially-certified farmers. In general, price, production and financial risks were perceived as the most important sources of risk. Using Principal Component Analysis (PCA), seven principal components (PCs) explaining 66.13% of the variation were extracted. Socio economic factors having a significant effect on the various sources of risk are age, gender, education, location, information access and risk taking ability. The most important traditional risk management strategies used by the surveyed farmers are crop diversification, precautionary savings and participating in social networks. There was general awareness of what constituted organic foods with many consumers associating organic foods with health and nutrition, chemical free and produced using indigenous methods of production. However, there was low awareness of organic products among consumers with little or no knowledge of organic certification and standards. According to the logit model the major factors influencing consumer awareness of organic products are: gender, education, employment status, and location of the respondents, person/household member responsible for shopping and the price perception of the decision maker. The discriminant analysis showed that the consumption of organic products is significantly affected by age of the consumer, viii location, person/household member responsible for shopping, consumer awareness of organics, price perception and label trust. The findings from this study provides useful practical insights for policy makers, farm advisers and researchers in the design of effective and efficient policies, programmes and projects which can affect the adoption of organic practices, increase smallholder farmers capacity to manage risk and drive growth in the organic food market.

Submitted in fulfillment of the requirements for the degree Masters in Management Sciences: Marketing, Durban University of Technology, Durban, South Africa, 2017. . / The increasing interest in people’s wellbeing has seen the growth of health and fitness centres (HFC) all across South Africa. It has been a decade since Virgin Active and Planet Fitness expanded their business into townships, with this endeavour resulting in the opening of HFC in Khayelitsha and Soweto. The motivation behind this study is therefore to examine the effect of service quality on customer satisfaction in the HFC industry in Ntuzuma, Umlazi, Kwa-Mashu, Clermont, and Phoenix, all townships in the greater Durban Area. Thus, the main purpose of this research is to ascertain service quality at selected HFC in townships within the greater Durban area. Interest in service quality has grown over the last decade due to increasing competition, which has led managers to finding ways of improving profitability. One area of interest is service quality and how it affects customer satisfaction and its impact on the bottom line, which is why ascertaining service quality at selected HFC in the greater Durban area’s townships is significant. The study was descriptive, quantitative and cross-sectional in nature, probing the effect of service quality on clients’ customer satisfaction. From these findings the Health and Fitness Centres can identify more specifically the failures in its service quality and seek to improve upon them. Service quality dimensions that are deemed to be good predictors of service quality for members of the HFCs offering have been related to factors such as the “Tangibility”, Reliability”, “Responsiveness”, “Assurance” and “Empathy. It is hoped that the results obtained will aid to support these centres in adopting practical customer service quality measures that will assist them to succeed in the highly competitive health and fitness industry. / M