Die onlangse sosio-politieke omstandighede in Suid-Afrika het marksegmentering vereenvoudig tot die verdeling van die mark in 'n wit mark aan die een kant wat gekenmerk is deur ekonomiese welvarendheid, en 'n swart mark aan die ander kant wat beskou is as 'n mark vir basiese, goedkoop produkte. Huidige veranderinge in die sarnelewing breek die kunsn.•..·:ge grense tussen wit en swart verbruikers af, en dwing bemarkers om ondersoek in te stel na die rnoontlikheid van rnulti-etniese verbruikersmarksegmentering. In die Jig hiervan is 'n ondersoekende studie gedoen wat poog om ooreenstemende veranderlikes te identifiseer wat ebruik kan word om 'n gekose, multi-etniese verbruikersmark, te beskryf. Die self-konsep, en die hulpbronne wat die self-konsep . onderhou, is die kern van hierdie ondersoek. Die self-konsep word verteenwoordig · deur die belewenis van eienskappe soos intelligensie, leierseienskappe, aanvaarding van en deur ander, vermoe om vriende te maak, aanvaarding van jou andersheid en vertroue in jou eie vermoens. Hulpbronne sluit opleiding, inkomste, gesondheid, selfvertroue, gretigheid om te koop, intelligensie en energievlak in. Gestruktureerde vraelyste is uitgestuur na die ouers van Yellawwoods School, 'n veelrassige verbruikersmark. Gemeenskaplikhede ten opsigte van die self-konsep is getoets en daar is bevind dat daar genoegsame ooreenkomste bestaan om 'n enkele verbruikersprofiel van die mark op te stel. / The recent socio-political climate in South Africa simplified market segmentation by forcing the market into two extremes. On the one hand there was a prosperous white market and on the other hand a black market at which basic, low cost products, were aimed. Current changes in society eliminate the artificial boundaries between black and white consumers and marketers are forced to look into the possibility of multi-ethnic market segmentation. Therefore, exploratory research was done to identify common variables, which can be used to describe a selected multi-ethnic market segment. The elf-concept of the consumer, and the resources that sustain it, is the focus of this study. Structured questionnaires were send to the parents of Yellaunvoods School, a multi­ ethnic market. Similarities related to the self concept were investigated and sufficient evidence was found to support the notion that one profile can be use to describe this market. / Communication Science / M.A. (Kommunikasiekunde)

Die onlangse sosio-politieke omstandighede in Suid-Afrika het marksegmentering vereenvoudig tot die verdeling van die mark in 'n wit mark aan die een kant wat gekenmerk is deur ekonomiese welvarendheid, en 'n swart mark aan die ander kant wat beskou is as 'n mark vir basiese, goedkoop produkte. Huidige veranderinge in die sarnelewing breek die kunsn.•..·:ge grense tussen wit en swart verbruikers af, en dwing bemarkers om ondersoek in te stel na die rnoontlikheid van rnulti-etniese verbruikersmarksegmentering. In die Jig hiervan is 'n ondersoekende studie gedoen wat poog om ooreenstemende veranderlikes te identifiseer wat ebruik kan word om 'n gekose, multi-etniese verbruikersmark, te beskryf. Die self-konsep, en die hulpbronne wat die self-konsep . onderhou, is die kern van hierdie ondersoek. Die self-konsep word verteenwoordig · deur die belewenis van eienskappe soos intelligensie, leierseienskappe, aanvaarding van en deur ander, vermoe om vriende te maak, aanvaarding van jou andersheid en vertroue in jou eie vermoens. Hulpbronne sluit opleiding, inkomste, gesondheid, selfvertroue, gretigheid om te koop, intelligensie en energievlak in. Gestruktureerde vraelyste is uitgestuur na die ouers van Yellawwoods School, 'n veelrassige verbruikersmark. Gemeenskaplikhede ten opsigte van die self-konsep is getoets en daar is bevind dat daar genoegsame ooreenkomste bestaan om 'n enkele verbruikersprofiel van die mark op te stel. / The recent socio-political climate in South Africa simplified market segmentation by forcing the market into two extremes. On the one hand there was a prosperous white market and on the other hand a black market at which basic, low cost products, were aimed. Current changes in society eliminate the artificial boundaries between black and white consumers and marketers are forced to look into the possibility of multi-ethnic market segmentation. Therefore, exploratory research was done to identify common variables, which can be used to describe a selected multi-ethnic market segment. The elf-concept of the consumer, and the resources that sustain it, is the focus of this study. Structured questionnaires were send to the parents of Yellaunvoods School, a multi­ ethnic market. Similarities related to the self concept were investigated and sufficient evidence was found to support the notion that one profile can be use to describe this market. / Communication Science / M.A. (Kommunikasiekunde)

The study explores South African respondents’ attitudes toward game meat and finds the differences between the attitudes of consumer and non-consumer respondents of game meat toward the following attributes of game meat: sensory characteristics; health benefits; game meat production ethics; animal welfare; safety for human consumption; availability; price; promotion; and preparation. This quantitative study determined the attitudes of 1096 consumers and 310 non-consumers of game meat with an online survey using questionnaires. Recruitment was done through social media and e-mail forwarding. The differences in attitudes between consumer and non-consumer respondents were determined using Fishbein’s attitude-toward-the-object model. Based on attitudes toward individual attributes, respondents classified some product attributes as important in their decision to consume, or not to consume, game meat. Respondents indicated that the availability, sensory characteristics, game meat production ethics and health benefits are considered to be important in their consumption of game meat. To market game meat purposefully, the industry should focus on these attributes. / Life and Consumer Sciences / MCS (Life and Consumer Sciences)

The purpose of this research was to explore how management explains the difference between the overall service quality ratings of staff at Company X versus the overall service quality ratings of Company X. The organisation conducts customer service measurements on a regular basis to monitor their customers overall service experience regarding the staff and the organisation. The results of the research identified a discrepancy regarding customer perceptions of the service they receive from the staff versus the service Company X is providing. Management was the focus of the study due to management having a direct or indirect influence on service gaps in the organisation. The SERVQUAL model, together with systems theory, was applied as a framework to explore management perceptions as to why a service quality gap exists. In-depth face-to-face interviews were conducted with management staff of Company X who are responsible for customer service. Thematic analysis was used to analyse the interviews and through content analysis six main themes were identified with various subthemes. The theoretical and empirical objectives were addressed and it was concluded that inconsistent practices within the organisation specifically the lack of consistent performance management can create an inconsistent service experience. The findings also revealed that Company X have various focus areas to improve the overall customer experience of the organisation. / Psychology / M.A. (Psychology (Research consultation))

Abstracts in English and Zulu / Airline choice is of interest to both airline product development and marketing personnel and academics. While most of the studies airline choice/service quality only identify airlines service attributes essential to customers, this study employed personal values to extend and provide the reasons why airline service attributes are not or essential to passengers. Personal values are presented in the literature as the ultimate life goals individuals seek to attain in all aspects of their lives; hence, guide their behaviour. Based on this, the main objective of this study was to examine and identify the consumer (passenger) personal values that underpin the evaluation of airline service attributes used to choose an airline within the South African domestic passenger market. To achieve this objective, together with the secondary objectives, a quantitative descripto-explanatory research design was employed to guide data collection and analysis. A sample of 324 respondents was selected using a hybrid technique of convenience, and snowball sampling techniques and data were collected using both an online and hardcopy questionnaire. Data obtained were sorted and cleaned for analysis using the Statistical Product and Service Solutions (SPSS 26) and the Analysis of a Moment Structures (AMOS Version 26) software. Exploratory factor analysis (EFA) was conducted to assess factor structures of observed variables and identify latent constructs. The factorability of portrait value questionnaire (PVQ) items was determined using the confirmatory factor analysis (CFA). Hypotheses were tested using the backward multiple regression analysis, Whitney-Mann test, Spearman correlation and hierarchical regression with Hayes’ Process Macro. The study identified five of Schwartz’s 19 refined values as significantly influencing the evaluation and prioritisation of airline service attributes. A state of indifference among customers was found when the impact of airline service attributes was tested, with only onboard services found to significantly influence post-purchase outcomes such as satisfaction, loyalty and repeat purchase behaviour. It was also found that passengers did not distinguish between low-cost and full-service carriers. Income only moderated the influence of stimulation and self-direction thought values on airline service attributes while marketing communications effort was found to have a direct than a moderating role. In the main, these findings bring a novel and rich way of explaining airline choice through personal values. The results are essential for airline market segmentation, positioning and the development of airline products or features that match passenger desired life goals (personal values) which are touted as a guide to their choice behaviour. / Ukuqoka inkampani yezindiza ozoyisebenzisa kumayelana nokuthuthukisa umkhiqizo nabasebenzi bokumaketha kanye nabacwaningi. Phezu kokuba ukucwaninga ngezindiza nokuqokwa kwazo/ ikhwalithi yesevisi kukhomba kuphela izimfanelo zesevisi ezibalulekile kumakhasimende, lolu cwaningo lumbandakanye okungamagugu abantu ukunweba nokuletha izizathu zokuthi kungani izimfanelo zesevisi zenkampani yezindiza zingabalulekile noma zibalulekile kubagibeli. Okungamagugu abantu kwethulwe ngemibhalo kwaba ngamaphupho ekusasa ahlonzwayo ezimpilweni, ngakho,ebe eqondisa indlela yokuziphatha kwabo. Kuncike kulokhu, eyona nhlosongqangi yalolu cwaningo kwaku wukuhlola nokuhlonza okungamagugu omuntu ongumthengi (umgibeli) ukusekela ukuhlolwa kwezimfanelo zesevisi ezisetshenziswa ukukhetha inkampani yezindiza azoyisebenzisa ezimakethe zalezi ezihambela ngaphakathi eNingizimu Afrika. Ukufezekisa le nhlosongqangi kanye nezinye izizathu zocwaningo, idizayini yokucwaningo ye’quantitative descripto-explanatory’ isetshenziswe ukuqokelela idatha nokuhlaziya ulwazi. Isampula yababambe iqhaza abangama-324 ikhethiwe kusetshenziswa i hybrid technique of convenience, kanye nendlela yesampula yemihlathi eyazanayo (snowball sampling), kanti idatha iqoqwe ngakho kokubili, ‘online’ namaphepha anemibuzo ebuzelwa ukuthola okuthile. Idatha etholakele ihlukanisiwe yenzelwa ukuhlaziyeka kahle kusetshenziswa iStatistical Product neService Solutions (SPSS 26) kanye ne-Analysis of a Moment Structures (AMOS Version 26) software. I-Exploratory factor analysis (EFA) yenziwe ukuze kuhlolwe ukuthi izakhiwo eziyizimiso ukuqaphela okuguqukayo kwabuye kwaqashelwa ne-identify latent constructs. I- factorability yeportrait value questionnaire (PVQ) izinto zanqunywa kusetshenziswa iconfirmatory factor analysis (CFA). Umbono ube usuhlolwa kusetshenziswa ibackward multiple regression analysis, Whitney-Mann test, Spearman correlation ne hierarchical regression ene Hayes’ Process Macro. Lolu cwaningo lube nezinkomba ezinhlanu zika’Schwartz’s 19’ ezingamagugu acwengisisiwe abe nomthelela wazo ethonyeni lokuhlola nokubeka phambili kwezinkampani zezindiza izimfanelo zesevisi. Kutholwe isimo sokunganaki kubagibeli uma kuhlolwa izimfanelo zesevisi yenkampani yezindiza, kuphela nje isevisi yangaphakathi endizeni ithathwa njengebaluleke kakhulu enomthelela emiphumeleni yokuthenga kamuva okubalwa kukho ukwaneliseka kwabagibeli, ukwethembeka nokuphinda kuthengwe amanye ngokuzayo. Kutholakele ukuthi abagibeli abakwazanga ukwahlukanisa phakathi kosizo olusezingeni eliphansi nalolo olusezingeni eliphezulu. Inzuzo ibe nomthelela kuphela ekukhuthazeni isiqondiso ngasinye ngokwamagugu okuziphatha ezinsizeni zesevisi yenkampani yezindiza ngakolunye uhlangothi ezokuxhumana kwezezimakethe kuyimizamo etholakele kube neqondile kuneqhaza elisezingeni elilinganayo. Ngokwesidingo, lokhu okutholakele kwethula indlela entsha ecebileyokuchaza ukuqokwa kwezinkampani zezindiza ezisethenziswa abantu abawuhlobo oluthile. Imiphumela ibalulekile emakethe yezinkampani zezindiza ukuze kwahlukaniswe, kubekwe endaweni, kuthuthukiswe imikhiqizo yezinkampani zezindiza noma izinto ezithandwa abagibeli nezidingo zabo zempilo okuyizona eziwumhlahlandlela wokuqoka inkampani abazoyisebenzisa / Business Management / D. Com. (Business Management)