Submitted in fulfillment of the requirements of the Master’s Degree in Marketing, Durban University of Technology, 2017. / As a result of weaker bargaining power, consumers are often exploited or treated unfairly in the business arena. Whilst consumer abuse is a global problem, South African consumers are more vulnerable due to various socio-economic conditions that affect their ability to negotiate equally in the marketplace. Factors such as poverty and illiteracy contribute to consumer abuse and is perpetuated by the discrimination which was inherent in the apartheid era. Accordingly, the Consumer Protection Act, 2008 (CPA) was promulgated to promote the respect for consumer rights, create awareness, enhance consumer protection and eliminate unfair and dishonest business practices which were prevalent at the time. This study aims to investigate the implications of consumer rights for service delivery within the retail sector. The main objective of this research was to explore the levels of awareness of consumer rights and to identify consumers’ expectations and perceptions of service delivery in relation to the CPA. The research design was quantitative in nature. A questionnaire was designed to assess the levels of awareness of rights and consumers’ expectations and perceptions of the service delivered by retailers, in relation to the service quality dimensions. Using convenience sampling, data was obtained from 337 respondents in the greater Durban area. Data was analysed using SPSS version 24.0 and interpreted using descriptive and inferential statistics. The findings of the gap analysis revealed that the respondents’ perceptions of service quality was consistently lower than their expectations, in respect of several dimensions of service quality. These negative gaps indicate that the level of the delivered service had fallen below the respondents’ expectations of service quality amongst retailers. This implies that respondents’ were dissatisfied with business compliance with provisions of the CPA. Businesses are hence encouraged to take steps to ensure legal compliance, thereby enhancing customer satisfaction and attaining higher levels of service excellence. / M

Submitted in fulfillment of the requirements for the Master’s Degree in Business Administration, Durban University of Technology, 2017. / Small and Medium Enterprises (SMEs) in South Africa (SA) contribute significantly to job creation, wealth, social stability, economic growth and reduction of poverty. While research has been conducted, with regard to customer’s perception for entire world, not too many studies have focused on the automotive sector, with specific reference to the Durban Metropolitan areas. Therefore the understanding of the factors affecting Automotive SMEs are clearly defined and explained, in order to help entrepreneurs to improve product quality and attract customers to the business. Furthermore, the study focused on examining the customers’ perceptions towards product quality. The research sample was selected using convenience sampling because populations are easily available to the researcher. The target population for this study were all owners of SMEs in the automotive sector in Durban. Based on the census study, the sample size of the study was 120 owners of the SMEs in the Durban Metropolitan Areas. A combined method of both quantitative and qualitative techniques were employed, while the analysis of data was done using the Statistics Package for Social Scientists (SPSS) version 23.0, with the result presented by figures developed in Microsoft Excel and cross tabulation tables. Various techniques were tested such as (Pearson Chi-square Test, qualitative analysis and, factor analysis). However, the report based on testing techniques were as follows: The result of the gender participants of males were greater than females who participated in the study. Therefore, the Pearson Chi-square Test was done and the result state that p = .000. Qualitative analysis was tested and the result report of “what exactly are the customers’ perceptions towards product quality in the business”. However, the result of the qualitative analysis shows that the larger number of the respondents, they felt that “good customer service” were their customers’ perceptions in the study. Factor analysis was also tested using KMO and Bartlett’s Test to present results. The result of Bartleytt’s Test of Sphericity was = 212.800; Sig = .000 this indicated that the data were appropriate for the purpose of factors analysis. The result of Kaiser-Meyer-Olkin Measure of Sampling Adequacy was = .609. This result shows that there were sufficient items for each factor. The findings of the study revealed that lack of managerial skills and development negatively compromises product quality of the automotive sector. The findings further revealed that creativity and necessary entrepreneurial skills influence implementation of sustainable growth of SMEs, and the entrepreneur’s success depends on the identification of crucial entrepreneurial skills for starting a business as well as for helping the business to survive and grow in the early stages. Therefore, capacity building for SME owners to sustain business growth is recommended. The results of the study further revealed that the absence of financial support from financial institutions delays the improvement of stock in the business as this is an obstacle resulting in the unsustainability of the SMEs in the long term. / M

Thesis (M. Sc. Agriculture (Agricultural Economics)) -- University of Limpopo, 2021 / South Africa is characterised by low production which can be attributed to a lack of diversification and flexibility in agricultural production. There has been an explosive change in consumer-food relationships due to increased knowledge in the food industry. It is no longer just about supplying what you have, but about what you are selling as a producer that can meet the required need of consumers. Producers’ primary objective in the food industry is to provide the product that consumers need. Rabbit meat is recognised in rural areas, however, most rural smallholder farmers do not take initiative in rabbit production. Madiga Village is one such area where rabbit production is not practised. Farmers at Madiga Village are focusing on livestock such as cattle, goat, sheep and pork; and none of them are focusing on rabbit production. This study’s main purpose was to understand consumers perception of and willingness to pay for rabbit meat and analysing this perception and willingness in relation to their socio-economic characteristics. Moreover, since rabbit meat competes with other types of meat, it was imperative for the scope of this study to compare rabbit meat with other types of meat. As such, rabbit meat was compared with chicken, beef, pork and mutton. Information for this study on the perception of and willingness to pay was collected using a structured questionnaire that was administered through face-to-face interviews. The data that was collected was entered into a Microsoft Excel Spreadsheet and SPSS for analysis. This study used a sample size of 120 respondents at Madiga Village that were randomly selected. Analytical techniques used to analyse the data were Descriptive Statistics, Binomial Logit Model, Likert Scale and Chi-square Analysis. Firstly, the socio-economic characteristics of the respondents were identified and described. From the 120 households sampled and interviewd at Madiga Village, the results revealed that 57% of the respondents were males as compared to 43% of females. The majority, constituting 58% of the respondents were unemployed, whereas 28% of the respondents in this study were full-time employed with only 14% being self-employed. The household size of the respondents was found to be on an average of 5 with a minimum of 1 and a maximum of 13 members. From the Likert scale results using ten items, it was found that rabbit meat was perceived to be the easiest to cook and prepare relative to all the meat types it was compared with. Furthermore, it was perceived to be more nutritious, healthy and cheaper. However, it was found that respondents perceived it as being the difficult meat to find. Rabbit meat was also perceived as tasty compared to pork, chicken, beef and sheep (mutton) meats. To understand socio-economic characteristics affecting perception and willingness to pay, the Binomial Logit Model and Chi-square Analysis were used, respectively. The Binomial Logit results indicated that males were more likely to pay for rabbit meat if it was sold on a farm. Moreover, The results indicated that as household size increases by one, respondents would be more likely to pay for rabbit meat. Furthermore, respondents who perceived rabbit meat as better than pork and sheep meats were likely to pay for rabbit meat. Therefore, the null hypotheses were rejected as there are socio-economic characteristics and consumer perceptions that affect their willingness to pay. Rabbit farming is promising at Madiga village and farmers who would like to take an initiative in rabbit farming are encouraged to do so. The potential of this enterprise suits it to be incorporated into the livestock governmental financial budget as a new business initiatives.

The objective of this study is to establish the media usage and preference of consumers in the Transkei. The results are of special significance to media planners and advertisers in so far as they will assist in the media selection process. This in turn will form the basis of improved marketing communication between media planners and advertisers on the one hand and Transkeian consumers on the other. The media types investigated were newspapers, magazines, television and radio. The results indicated that three newspapers (Daily Dispatch, Intsimbi and Imvo), three magazines (!bona, Pace and Orum), one television channel {TV 2 - now CCV-TV) and one radio station (Radio Transkei) are extremely popular among the majority of Transkeians. The research results also indicated that the following topics are very popular in all the media types: local news, sport, education and arts/cultural articles. The results further indicated that Transkeians are generally favourably inclined towards advertisements. / Economics / M.Com (Business Economics)

The objective of this study is to establish the media usage and preference of consumers in the Transkei. The results are of special significance to media planners and advertisers in so far as they will assist in the media selection process. This in turn will form the basis of improved marketing communication between media planners and advertisers on the one hand and Transkeian consumers on the other. The media types investigated were newspapers, magazines, television and radio. The results indicated that three newspapers (Daily Dispatch, Intsimbi and Imvo), three magazines (!bona, Pace and Orum), one television channel {TV 2 - now CCV-TV) and one radio station (Radio Transkei) are extremely popular among the majority of Transkeians. The research results also indicated that the following topics are very popular in all the media types: local news, sport, education and arts/cultural articles. The results further indicated that Transkeians are generally favourably inclined towards advertisements. / Economics / M.Com (Business Economics)

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)

Submitted in fulfilment of the requirements for the Degree of Master in Technology: Marketing, Durban University of Technology, 2011. / Satisfying consumers’ needs and wants has always been a primary goal of marketing. These are fulfilled when consumers make the right choices of products to purchase. The driving force behind such purchasing decisions is generally regarded as motivation and this varies between consumers, with each one having their own reasons for their respective choices. For the convenience of consumers, women’s clothing is displayed in stores according to the body sizes of the garments, as reflected on each of their labels. However, this practice can be confusing to consumers because manufacturers use differing sizing systems. The resultant sizing and fit problems in women’s clothing have been documented in many studies around the world. The aim of this study is to explore the emotional effects of sizing and fit on purchasing behaviour in women’s clothing. It looks at current literature regarding emotions in purchasing, consumer decision making and sizing and fit and focuses on sizing and fit problems encountered when women try on clothing in a store. Their emotions whilst going through this process are identified and the subsequent effects of these emotions on their purchasing behaviour are examined. The study firstly reveals that emotions are felt, in varying degrees, by women consumers arising from sizing and fit problems when trying on clothing in stores. The results show that positive emotions are not felt strongly. Secondly, the study identifies the influences which emotions have on purchasing behaviour. The results indicate that positive emotions have a significant influence on purchasing, whilst negative emotions have a lesser effect. Thirdly, the study reveals that in the relationship between satisfaction and the demographic profile, age played a significant role in the scoring of positive emotions when respondents experience inconsistency of sizes between stores.

Submitted in fulfillment of the requirements of the Degree of Master of Technology: Marketing, Durban University of Technology, 2012. / The aim of this study is to investigate service quality at retail banks, such as Standard Bank, ABSA Bank, First National Bank and Nedbank in Durban. The four objectives of this study are set as: Firstly, to identify the level of satisfaction with customer service received from different retail banks in Durban; Secondly, to identify customers’ expectations in terms of quality services provided by retail banks; Thirdly, to ascertain the perceptions of customers towards the service provided by retail banks in Durban; Fourthly, to measure the gaps between customer expectations and perceptions of service quality, using a modified version of the SERVQUAL model. The instrument used to assess the retail bank customer’s expectation and expectations of service quality, was the SERVQUAL questionnaire, measuring expectations and perceptions according to five quality dimensions. A total of 448 students were surveyed. Quota sampling was used in this study, in order to improve representativeness. Using quota sampling involves selecting the characteristics that are required in the sample and then sampling until enough representatives of each category are achieved. Although this is a form of non-probability sampling, a quota sample can provide a good approximation to a probability sample. It means that distributing questionnaires to a certain group would be stopped after the prescribed quota is reached. Data were analysed using descriptive and inferential statistical techniques. Conclusions and recommendations were thereafter drawn from the literature and the findings of the study. The study shows that retail bank customer expectations of service quality exceeded their perceptions in the five service quality dimensions used in the SERVQUAL questionnaire. This study is also important because it will assist bank managers to convert negative perceptions to positive impressions. Consequently, customers will benefit from the improved, outstanding customer service.

Retailers are turning to loyalty marketing to attempt to sustain profitability by encouraging consumer loyalty. This study aimed to explore the factors that influence consumer loyalty towards Edgars, the largest clothing retailer in South Africa. The study found that the strongest influence of consumer loyalty towards Edgars was price, followed by service and then merchandise selection. The effect of method of payment on loyalty was also measured and it was concluded that the more closely consumers are contractually tied to a retailer, the less of an influence price has on their loyalty towards the retailer. The results can guide retail organisations in determining the focus areas of their marketing efforts for consumers that favour different payment methods. / Business Management / M. Com. (Business Management)

The purpose of this study was to explore how consumer’s perception of women’s golfing apparel qualities influenced consumer’s purchase decisions. In fact Swinker and Hines (2006) pointed out that consumer perceptions of apparel quality are viewed as a multi-dimensional concept and should be evaluated on several levels. Numerous apparel quality studies have examined how perception of apparel quality has influenced consumer purchase decisions. However, there has been little or no research documented on how female consumers perceive women’s golfing apparel quality and how this may influence consumer purchase decisions in a South African context. Evaluation of apparel quality occurs at two stages during the consumer decision-making process. Apparel quality is evaluated in-store at the decision-making process stage and at the post-purchase evaluation stage. The apparel qualities that women golfers use during these stages may not be the same. In light of this a phenomenological approach was used to explore apparel quality for women’s golfing apparel which allowed the researcher to focus on the actual experience and perception of participants in their natural environment. Moreover, this approach allowed participants to describe their thoughts on physical (intrinsic) apparel qualities, extrinsic apparel qualities as well as behavioural (functional and aesthetic) apparel qualities found in women’s golfing apparel. Data were collected through means of a multi-method approach whereby different data collection instruments were applied. In this regard focus group discussions, design card sort and a sentence completion task were used which addressed the objectives set out in the study. A convenient sampling strategy was used to recruit participants for the focus group discussions. This sample consisted of women golfers from the Woodhill and Silverlakes Clubs situated in the East of Pretoria. From the results of the study on the perceptual exploration of women’s golfing apparel qualities and the influence on consumer purchase decisions, it was indicated that participants viewed apparel quality as a multidimensional concept. Physical, behavioural and extrinsic apparel qualities were used to evaluate women’s golfing apparel on which they based their purchase decisions. / Life & Consumer Sciences / M. Consumer Science