One of the greatest challenges facing the clothing industry worldwide, including South Africa is to provide well fitting garments to a broadly defined target population (Ashdown, Loker & Rucker 2007:1; Schofield, Ashdown, Hethorn, LaBat & Salusso 2006:147). Yu (2004:32) further states that from the consumers’ perspective, physical and psychological comfort as well as appearance play an important role in determining a well fitting garment and these are most likely to be shaped by the individual’s personal values. According to Kaiser (1998:290), personal values refer to standards or principles that guide an individual’s actions and thoughts that help to define what is important by guiding one’s choices or preferences of how the garment should fit. Hence garment fit and the subsequent appearance serves as a personal expression, communicating some personal values to others (Kaiser 1998:290) that can be achieved through the fitting of the garment. When female consumers encounter garment fit problems either through body shapes, garment sizing or garment size label communication, an emotional experience may result due to the failure to attain the personal values they are aiming to uphold or achieve. Cognitive appraisal theory of emotions is one of the theories among others that attempts to understand why people experience emotions. Lazarus (2001:55) defines cognitive appraisal theory of emotions as a quick evaluation of a situation with respect to one’s wellbeing. The answers to these evaluations directly cause the emotions experienced by a person. Since clothing can be used to express personal values to others (Kaiser 1998:146), the social standards appraisal dimension which can be one of the evaluative questions in the theory of cognitive appraisal concerning a situation, was the relevant evaluative component which this study focused on. This appraisal dimension evaluates whether the situation, in this case the negative experience of an ill-fitting garment affects what the consumer aspires to achieve socially through garment fit. Numerous studies such as Horwaton and Lee (2010); Pisut and Connell (2007) and Alexander, Connell & Presley (2005) on the garment fit problems from a consumer’s perspective have mostly been conducted in developed countries with limited research focusing on the consumers and their emotional experiences with garment fit. Understanding the factors that contribution to the garment fit problem currently being faced by female consumers in South Africa is an essential step in creating awareness of how this problem affects female consumers emotionally and the influence it has on their purchasing decisions. The purpose of this study is, therefore, to determine the female consumers’ personal values attributed to garment fit and to identify the emotions resulting from the perceptions of garment fit. This study predominantly employed an exploratory qualitative research approach. Data were collected from a purposive and convenient sample of 62 females from the UNISA – Florida Campus and King David High School in Victory Park in Johannesburg, South Africa through a self-administered questionnaire. Data on the demographic profile that included the ethnicity and age of the participants as well as data on the psychographic profile of the participants concerning frequently patronized clothing retailers, garment fit preferences and self-reported body shapes were collected through closed-ended questions. These data were analysed using the quantitative method of descriptive analysis. In addition to the psychographic profile of the most frequently patronized clothing retailer and garment fit preferences, participants were further requested to provide reasons as to why they mostly patronized the clothing retailer they ranked number 1, and to provide a reason for their preferred garment fit option. Content analysis, a qualitative method, was used to analyse the reasons provided by the participants for both these questions. Content analysis was also performed on additional information on body shape and garment sizing as well as data on garment size label communication. Furthermore, the means-end chain approach through the hard laddering exercises was used to explore and determine the female consumers’ personal values and emotions depicted through the perceptions of garment fit. Data from the hard laddering interviews on body shapes and garment sizing were carefully coded and categorized into attributes, consequences and personal values. Data were presented through the hierarchical value maps (HVMs) which were constructed through the software program Mecanalyst V 9.1. The analysis established that attributes such as quality of garments, various garment styles, availability of sizes, and fashionable styles directed female consumers’ most frequented clothing retailers. These attributes seemed to be aligned with their personal values they seek when shopping for garments. The findings also showed that most female consumers in this study preferred semi-fitting pants, a blouse and garments in general, a reasonable number of the participants preferred tight-fitting pants (31%), and some participants preferred loose-fitting pants, a blouse and garments in general. The specific personal values such as the comfortability of the garment, modesty, cover-up perceived body shape “flaws” and slimming effect which female consumers in this study desire to achieved through clothing also influenced their garment fit preference. With regard to the perceived self-reported body shapes of the participants, the study reflected that the majority of the participants were triangular body shaped. The study further found that female consumers in this study have expectations of how a garment ought to fit their body. Their expectations seem to be shaped by certain personal values such as “confidence”, “freedom” or “look good” which they aspire to achieve through clothing and garment fit. However, due to variations in body shapes, problems of garment sizing they encounter when purchasing ready-to wear garments and the incorrect information communicated on the size labels or the lack thereof, the majority of the female consumers failed to achieve their personal values. As a result mainly negative emotions such as “frustrated”, “sad”, “confused” and “depressed” were expressed by the participants. With regards to the effect of the perceived garment fit on the purchasing decision, the study found that fit of the garment is an important determinant of making a purchase. However, where female consumers in this study showed an interest of purchasing, while aware of some fit problems, the study found that exceptional conditions such as the possibility of altering the garments and design features such as colours that would conceal their perceived “figure flaws, made it easier for them to decide to purchase. The study further highlighted that some participants only purchased their ready-to-wear garment at certain shops where their needs were catered for and only when they had enough time to try-on the garment they intend to purchase instead of relying on the garment sizing and garment size label communication. Where participants indicated they would not purchase a garment with fitting problems, the study found that some female consumers in this study copied the designs of the garments in the clothing retailers and had someone reproduce it for them, whilst a few female consumers refused to purchase a garment whose size label was incorrectly communicated. Lastly the study also revealed that most female consumers thought that body shape, garment sizing and garment size label communication contribute to garment fit problems female consumers are currently facing in South Africa. It is, therefore, recommended that clothing manufacturers consider the various body shapes in their garment charts, know the needs of their target market and also use uniform sizing and size labelling systems that are easily understood by consumers that purchase ready-to-wear garments from retailers in South Africa. / Life & Consumer Sciences / M. Sc. (Consumer Science)

Dissertation (PhD)--Stellenbosch University, 2001. / ENGLISH ABSTRACT: Female apparel shopping behaviour in a multi-cultural consumer society is a complex phenomenon. This study set out to identify the variables that influence female apparel shopping behaviour in a multi-cultural consumer society and to determine whether distinct clusters of female apparel shoppers could be identified. Three theoretical models from the two study disciplines, Consumer Behaviour and Clothing and Textiles, were investigated, i.e. the Sproles Model of Fashion Adoption, the Engel-Blackwell-Miniard Model of Consumer Decision-Process Behaviour and De Klerk's Clothing Consumer Decision-making Model. These models were synthesised and developed further into a new conceptual theoretical model of variables influencing female apparel shopping behaviour in a multi-cultural consumer society. The Macro conceptual theoretical model presented the variables under market dominated variables, market and consumer interaction variables and consumer dominated variables. The scope of the study was delimited by the choice of two primary variables under each classification, for further investigation. The variables investigated were: the place of distribution, the apparel product, shopping orientation, patronage behaviour, socio-cultural influences (family, lifestyle and culture) and demographics. An overview of the South African apparel industry was provided and future trends in retailing were highlighted. Literature on shopping orientation as a variable was extensively studied, resulting in a proposed new classification system. Lifestyle and cultural consciousness, i.e. the individualist and collectivist orientation, and the impact thereof on female apparel shopping behaviour were investigated. Data for this exploratory study were generated by means of a store-intercept research method. A questionnaire was developed and trained fieldworkers undertook in-store interviews with approximately eight hundred female apparel shoppers representative of three population groups, African/black, coloured and white. The data analysis yielded acceptable questionnaire reliability and multivariate statistics showed shopping orientation and lifestyle to be multi-dimensional constructs with three components each. The three shopping orientation components were labelled shopping selfconfidence and enjoyment; credit-prone, brand-conscious and fashion innovator and local store patronage. A Yuppie lifestyle, apparel-orientated lifestyle and a traditional lifestyle were the three labels ascribed to the lifestyle components. Three clusters of female apparel shoppers were formed by means of cluster analysis, according to the three components of lifestyle and shopping orientation respectively, the two cultural consciousness scales and eleven patronage behaviour items. A demographic profile of each cluster completed the typology of the three female apparel shopper groups. Group one was the largest (49%) and was labelled Actualisers. Group two (28%) was labelled Strugglers and group three (22%) Aspirationals. The female apparel shopper could therefore be successfully segmented into distinct market segments with statistically significant differences in profiles. The profiles showed similarities to international and South African typology research. The results are presented in a conceptual model. The following main implications for manufacturers, marketers, retailers, researchers, educators and students can be stated: .:. Knowledge regarding consumers will be of paramount importance for survival in the competitive and more globally orientated 21st century . •:. The female apparel market is not homogeneous. Different groups of consumers require different types of products and will evaluate them differently. Modern technology such as CAD, EDI, QR and CIM should be implemented to assist stakeholders in this regard. Fashion changes rapidly and if the window of opportunity is not seized, it is lost . •:. Different advertising and marketing strategies are necessary to reach the various female apparel shopper groups. Special attention should be given to advertising approaches and media vehicles that will gain the attention of the various groups . •:. Electronic retailing and marketing will form a large part of future retailing and marketing activities. Stakeholders should be geared towards seizing these opportunities for growth. .:. Researchers, educators and students will benefit from the application of the Conceptual Theoretical Model - a Macro perspective. It could provide a conceptual framework for curriculum development, be used as an evaluation tool and assist in the understanding of the complexities of variables impacting on female apparel shopping behaviour in a multi-cultural consumer society. Recommendations for future research were made in order to encourage researchers to research the complex nature of female apparel shopping behaviour in a multi-cultural consumer society scientifically. / AFRIKAANSE OPSOMMING: Vroueklere aankoopgedrag in 'n multi-kulturele verbruikersgemeenskap is 'n komplekse fenomeen. Hierdie studie poog om die veranderlikes wat vroueklere aankoopgedrag in 'n multi-kulturele verbruikersgemeenskap beïnvloed, te identifiseer en om te bepaal of onderskeibare groepe vroulike verbruikers geïdentifiseer kan word. Drie teoretiese modelle vanuit die twee dissiplines, naamlik Verbruikersgedrag en Kleding en Tekstiele, is ondersoek, naamlik: die Sproles Model van Modeaanvaarding (Sproles Model of Fashion Adoption), die Engel-Blackwell-Miniard model van Verbruikersbesluitnemingsproses-gedrag (Engel-Blackwell-Miniard Model of Consumer Decision-Process Behaviour) asook De Klerk se Kledingverbruikerbesluitnemingsmodel. (De Klerk's Clothing Consumer Decision-making Model). Hierdie modelle is gesintetiseer en verder ontwikkel tot 'n nuwe konseptueie teoretiese model van veranderlikes wat vroueklere-aankoopgedrag in 'n multi-kulturele verbruikersgemeenskap beïnvloed. Die Makro konseptueie teoretiese model orden veranderlikes onder mark-gedomineerde veranderlikes, mark- en verbruiker-interaksie-veranderlikes en verbruiker-gedomineerde veranderlikes. Die omvang van die studie is begrens deur die keuse van twee primêre veranderlikes onder elke groepering vir verdere studie. Die bestudeerde veranderlikes sluit die volgende in: plek van distribusie, die klereproduk, aankooporiëntasie, winkelvoorkeurgedrag, sosio-kulturele invloede (familie, lewenstyl en kultuur) asook demografie. 'n Oorsig van die Suid-Afrikaanse kledingindustrie word gegee en toekomstige tendense in die kleinhandel word uitgelig. Literatuur rakende aankooporiëntasie as veranderlike is breedvoerig bestudeer en resulteer in 'n nuwe klassifikasie stelsel. Lewenstyl en kulturele bewustheid, nl. die individualistiese versus kollektivistiese oriëntasie, en die impak daarvan op vroue se klere-aankoopgedrag is ondersoek. Data vir hierdie verkennende navorsing is verkry deur respondente in winkels te nader (store-intercept research method). Vir hierdie eksploratiewe studie is 'n vraelys ontwikkel en opgeleide veldwerkers het onderhoude (binne winkels) met ongeveer aghonderd vroue klereverbruikers, verteenwoordigend van drie populasie groepe, nl. Swart, Kleurling en Blank gevoer. Die data ontleding dui op aanvaarbare vraelys betroubaarheid. Die meervoudige veranderlike statistiek resultate toon aan dat aankooporiëntasie en lewenstyl multi-dimensionele konstrukte is, met onderskeidelik drie komponente elk. Die drie aankooporiëntasie komponente is benoem as aankoop selfvertroue en genot (shopping self-confidence and enjoyment); krediet geneigdheid, handelsmerk bewustheid sowel as mode innoveerder (credit prone, brand conscious and fashion innovator) en plaaslike winkelvoorkeur (local store patronage). Die Yuppie lewenstyl (Yuppie lifestyle); klere georienteerde lewenstyl (apparel orientated lifestyle) en tradisionele lewenstyl (traditional lifestyle) was die drie name wat aan die lewenstyle komponente toegeskryf is. Drie groepe vroulike klere aankopers is gevorm met behulp van trosanalise. Die trosanalise is gedoen op grond van die drie komponente van lewenstyl en aankooporiëntasie onderskeidelik, die twee kulturele bewustheid skale en die elf winkelvoorkeur gedrag items. Die tipering van die drie groepe is aangevul deur 'n demografiese profiel. Groep een was die grootste (49%) en is genoem Aktualiseerders (Actualisers). Groep twee (28%) is genoem Sukkelaars (StruggIers) en groep drie (22%) Aspireerders (Aspirationals). Die vroulike klere aankoper kon derhalwe suksesvol gesegmenteer word in duidelik onderskeibare segmente met statisties beduidende verskille in die profiele. Die profiele toon ooreenkomste met internasionale en Suid-Afrikaanse tipologie navorsing. konseptueie model. Die resultate word aangetoon in 'n Die volgende hoof implikasies vir vervaardigers, bemarkers, kleinhandelaars, navorsers, opvoedkundiges en studente kan gestel word: .:. Kennis rakende verbruikers sal krities wees vir oorlewing in die kompeterende en globaal georiënteerde 21ste eeu. •:. Die vroue klere mark is nie homogeen nie. Verskillende groepe verbruikers vereis verskillende tipes produkte en sal dit derhalwe verskillende evalueer. Moderne tegnologie soos rekenaar gesteunde ontwerp, elektroniese data interaksie, vinnige respons en rekenaar geintegreerde vervaardiging moet geïmplimenteer word ten einde alle belanghebbendes te ondersteun in hierdie verband. Mode verander vinnig en indien geleenthede nie aangegryp word nie, is dit verlore . •:. Verskillende bemarking en reklame strategieë is nodig ten einde die verskillende groepe vroue klere verbruikers te bereik. Spesifieke aandag moet geskenk word aan die advertensie aanslag en media voertuie wat die aandag van die onderskeie groepe sal trek . •:. Elektroniese kleinhandel en bemarking sal 'n groot komponent van die toekomstige kleinhandel en bemarkingsaktiwiteite beslaan. Belanghebbendes moet ingestel wees om hierdie geleenthede vir groei aan te gryp . •:. Navorsers, opvoeders en studente sal voordeel trek uit die toepassing van die Konseptueie Teoretiese Model - 'n Makro Perspektief. Hierdie model kan dien as 'n konseptueie raamwerk waarbinne kurrikulering kan plaasvind, asook aangewend word as evaluasie instrument. Die model kan ook hulp verleen ten einde die komplekse aard van die veranderlikes wat vroue klere aankoopgedrag beïnvloed in 'n multi-kulturele verbruikergemeenskap, te verstaan. Aanbevelings vir verdere navorsing word gemaak ten einde toekomstige navorsers aan te moedig om op 'n wetenskaplik verantwoordbare wyse die komplekse aard van vroueklere-aankoopgedrag binne 'n multi-kulturele verbruikersgemeenskap, na te vors.

Thesis (MSc)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: The purpose of this research was to study the current purchasing and marketing behaviour of game meat by supermarkets, butcheries and restaurants in the Western Cape Province, and to investigate perceptions on, purchasing and consumption of game meat by South African consumers and overseas tourists visiting South Africa. Research was done by the survey method with the aid of structured, self-administered questionnaires. Chi-squared frequencies were used to test for significant influences of data. The research showed that South African consumers are poorly educated regarding the nutritional benefits and cooking methods of game meat. Consumers indicated that they would buy game meat if they were better informed on its qualities. Just over 73% of the respondents indicated that they have eaten game meat, whilst 66% of the respondents indicated that they would eat game meat again. South African consumers, however, indicated that they are not willing to pay more for game meat than other meat types. Race and educational level were the only two socio-demographical variables that showed significant differences. White respondents and respondents that were in the "post-High school diploma/degree" educational group, were better informed on game meat and were also more likely to buy game meat than either the black or coloured racial groups. The respondents indicated the leanness of meat as one of the most important quality considerations when they buy meat. This provides an opportunity for game meat marketers to market game meat as a low-fat meat product. This research succeeded in identifying target markets for game meat. Restaurants should market game meat for European tourists, whilst supermarkets and butcheries should focus on marketing game meat to white consumers and consumers with higher educational qualifications, but also target coloured and black consumers. This research confirmed that the South African game meat industry is plagued by numerous misconceptions and contradictions. It is evident that both consumers and marketers of game meat have contradictory beliefs regarding the seasonal availability of game meat. Consumers as well as some of the supermarket, butchery and restaurant meat buyers, are ill-informed regarding the sensory qualities, health benefits and preparation and cooking methods of game meat. Ironically, the research showed that tourists visiting South Africa were the respondent group that were the most knowledgeable regarding the sensory qualities and health benefits of game meat. This research provides a valuable pilot-study into the marketing possibilities of game meat. / AFRIKAANSE OPSOMMING: Die doel van hierdie navorsing was om die huidige aankoop en bemarkingsgedrag vir wildsvleis deur supermarkte, slaghuise en restaurante in die Wes-Kaap gebied, en persepsies oor en aankoop van wild deur Suid-Afrikaanse verbruikers en oorsese toeriste wat Suid-Afrika besoek, te ondersoek. Gestruktureerde vraelyste is ontwerp om die navorsing volgens die opname metode uit te voer. Chi-kwadraat frekwensies is gebruik om beduidende invloede te meet. Die navorsing het gewys dat Suid-Afrikaanse verbruikers oningelig is aangaande die gesondheidsvoordele en gaarmaakmetodes van wildsvleis. Verbruikers het aangedui dat hulle wildsvleis meer gereeld sou koop indien hulle beter ingelig word oor wildsvleis se kwaliteite. Die navorsing het bewys dat toeriste wat Suid-Afrika besoek, beter ingelig is oor die sensoriese kwaliteite en gesondheidsvoordele van wildsvleis as Suid-Afrikaners. Net meer as 73% van die Suid-Afrikaanse respondente het aangedui dat hulle al voorheen wildsvleis geëet het, terwyl 66% aangedui het dat hulle weer wildsvleis sal eet. Suid-Afrikaanse verbruikers het egter genoem dat hulle nie bereid is om meer vir wildsvleis te betaal as vir ander vleis nie. Ras en opvoedkundige vlak is die enigste sosio-demografiese veranderlikes wat 'n beduidende invloed gehad het. Blanke respondente en respondente in die "post-hoërskool diploma/graad" opvoedkundige vlak, was beter ingelig oor wildsvleis en ook meer geneig om wildsvleis te koop. Die vetinhoud van vleis was vir meeste respondente 'n belangrike maatstaf by die keuse en aankoop van vleis. Aangesien wildsvleis 'n lae-vet produk is, is daar dus geleentheid vir vleisbemarkers om wildsvleis as 'n lae-vet produk te bemark. Hierdie navorsing het daarin geslaag om teikenmarkte vir wildsvleis te identifiseer. Restaurante moet fokus op oorsese toeriste wat Suid-Afrika besoek, terwyl supermarkte en slaghuise bemarking moet rig op verbruikers met 'n hoër opvoedkundige vlak en blanke verbruikers. Hierdie navorsing het bevestig dat die Suid-Afrikaanse wildbedryf geknel word deur verskeie wanpersepsies en teenstellings. Dit is duidelik dat sowel verbruikers as bemarkers van wildsvleis, teenstellende persepsies het aangaande seisoenale beskikbaarheid van wildsvleis. Hierdie navorsing verskaf 'n waardevolle voorloperstudie vir verdere navorsing oor die bemarkingsmoontlikhede van wildsvleis.

Thesis (MNutr (Human Nutrition))--University of Stellenbosch, 2006. / PROJECT AIM The aim of this qualitative cross-sectional descriptive study was to test the comprehensibility of the preliminary Food-Based Dietary Guidelines for healthy children aged 1-7 years. Objectives included assessing exposure to Food-Based Dietary Guidelines, assessing comprehension of the proposed Paediatric Food-Based Dietary Guidelines (perceptions, interpretation and understanding of terminology, concepts and descriptions), and assessing whether the guidelines can be used in meal planning. METHOD The proposed study was submitted to the Committee for Human Research, Faculty of Health Sciences, Stellenbosch University, and was subsequently approved. Focus group discussions were used to collect data. The discussions were facilitated by the investigator in either English or Afrikaans, according to a predetermined discussion guideline. Mothers with children aged 1-7 years old voluntarily participated in the study. With permission from the Department of Education, mothers were contacted via randomly chosen pre-primary schools, crèches and playgroups. Focus groups were formed on the basis of language and socio-economic status (SES), using randomly selected suburbs to represent lower, middle and upper SES groups. Sixteen focus groups were conducted: 2 pilot groups, 1 English and 1 Afrikaans lower SES, 3 English and 3 Afrikaans middle SES groups, and 3 English and 3 Afrikaans upper SES groups. RESULTS A total of 76 mothers participated in the study. On the whole, the mothers understood the proposed Paediatric Food-Based Dietary Guidelines as intended by the Paediatric Working Group. The rationale behind the guidelines was not always known, but grasped once explained. No substantial differences were found between English and Afrikaans data. Differences were found between SES groups, with the highly educated upper SES groups having a better understanding of the nutritional information than the other groups. In all groups, mothers suggested that slight changes be made to the wording of the guidelines, and that examples and additional information be given along with each of the guidelines. Overall they agreed that the proposed guidelines might prove to be useful. CONCLUSION The proposed Paediatric Food-Based Dietary Guidelines were well received by the mothers in the focus groups. The target population which would most benefit from these guidelines would be the less educated, lower SES groups, as more highly educated mothers seem to already have greater exposure to nutritional information. This study shows that once the guidelines have been modified, they may be used as a comprehensive guide for nutritional education.

Thesis (MComm (Industrial Psychology))--Stellenbosch University, 2008. / The apparel retail environment is highly competitive. Products and services that are easily replicated, together with informed and demanding consumer markets, add to the complexity of this dynamic, fast changing retail and manufacturing industry. One avenue that companies explore to differentiate themselves from the competition is by the development of their corporate identity. A fundamental element of marketing communication and corporate identity representation is store image, as it is a vehicle that affects the customers’ perception of the store and the store’s identity. To be able to invest in store image optimally, retailers should take cognisance of the need to manage store image in order to increase potential sales. The purpose of the current study was to expand the existing body of knowledge on retail store image and the female apparel consumer in the Western Cape with special reference to the perceived importance of retail store image dimensions. The research question directing the current study was formulated as follows: How do consumers perceive the various store image dimensions in apparel retail and how congruent are customers’ and management’s perceptions of these store image dimensions? The literature review focuses on the importance of store image for retail differentiation purposes as well as independent (demographics, lifestyle, shopping orientation) and dependent variables (patronage behaviour, store loyalty, customer satisfaction) in store image research. Congruity as well as gap analysis are also discussed as these are the focus of the research analysis. The Store Image Scale (SIS) was used as measuring instrument. Management (n -= 14) and customer (n = 200) samples from a leading apparel retailer were used to measure the importance of the various store image dimensions. The questionnaire was adapted for the purpose of reaching all the set empirical objectives. The customer questionnaire included five sections to measure the ideal and the actual store image and the management questionnaire included two sections to measure management’s perception of the importance of store image dimensions for customers. Data was subjected to reliability analysis, descriptive statistics and analysis of variance. Results indicated that Atmosphere, Merchandise and Service were rated as most important dimensions according to customer perceptions of the ideal, while Atmosphere, Promotion and Service were the most important dimensions according to management. Atmosphere, Convenience and Merchandise were rated as most acceptable by customers. Due to the nature of the research design congruency analysis was used. The congruency analysis yielded 29 of the 55 attributes as congruent. The analysis of congruency between acceptability and importance ratings of customers indicated that the dimensions Convenience, Institutional and Sales Personnel showed no significant differences. It therefore was concluded that management’s perception and customers’ perceptions of the importance of ideal store image are closely related for these dimensions. However, closer consideration has to be given to the specific attribute design. Significant differences between management’s and customers’ perceptions were found for the Promotion, Merchandise and Service dimensions. Based on the results, recommendations were made to management from which they could infer possible adjustments to the strategic management of store image dimensions. This is one of the first academic studies to attempt to provide management with feedback on the performance of their retail strategy and is therefore exploratory in nature. The recommendations from the current study could help retailers meet consumer needs, and thereby create a competitive advantage and unique market position for the store. This could contribute to building brand equity, store patronage and, consequently, sales, as well as support the possibility of benchmarking the importance of specific store image dimensions as retail practices in the chain store apparel sector. This could contribute to this retailer’s ability to project a store image that meets customers’ expectations while enforcing the strategic corporate identity.

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)

Numerous authors are in agreement about apparel being a means of communication, especially in the workplace environment (Howlett et al. 2013; Li et al. 2012; Kang et al. 2011; Kwon 1994; Stuart & Fuller 1991). In fact, business apparel has been found to be used as a tool to communicate perceived meaning about the wearer to others, such as level of education, diligence, and even occupational ability (Kwon 1994; Stuart & Fuller 1991). Business apparel has the ability to be used by the wearer as a means to impress others but have also been found to produce positive feelings like confidence, productivity and dependability in the mind of the wearer (Peluchette et al. 2006). Moreover, minor changes in an outfit can influence the opinions and judgements made by others about the wearer (Howlett et al. 2015; Howlett et al. 2013). Otnes and McGrath (2001) suggest that men may attempt to achieve professional success when purchasing business apparel as the apparel worn at work may be related to achieving success in the workplace. Men are becoming more evident in the ready-to-wear apparel retail market, which may be explained by a shift in the way society sees traditional gender roles (McNeill & Douglas 2011; Otnes & McGrath 2001). In fact, Otnes and McGrath (2001) propose that men who are not limited by the view of traditional gender roles shop with motivation, often displaying shopping behaviour considered as feminine, but do so with a specific goal in mind. Increased marketing activities targeting male consumers (Seo et al. 2001), a greater variety in ready-to-wear business apparel options, due to the tendency towards a more casual dress code in many workplaces (Torres et al. 2001), and an increased consciousness about managing their own appearance (Sindicich & Black 2011) contribute to changes in the apparel purchasing behaviour of male consumers. Kang et al. (2011) suggest that men in particular expect specific outcomes, such as career advancement, communicating a positive impression to others, improving personal performance in the workplace, and feeling good about themselves, which they associate with their business apparel. Well-fitting apparel makes a positive contribution to the appearance of the wearer. Consumers, including men, often consider the fit of ready-to-wear apparel items as an aspect to consider when evaluating alternatives for purchasing. This is significant vi since the fit of apparel contributes not only to the physical comfort of the apparel item but also involves an aesthetic as well as a socio-psychological dimension (Tselepis & De Klerk 2004). Fit problems with ready-to-wear business apparel among male consumers have been reported by various authors (Sindicich & Black 2011; Sindicich 2008). However, getting a clear indication of consumers’ evaluation of apparel fit remains a complicated process (Chen 2007) and with the wide range of body shapes among apparel consumers, as well as their range of preferences towards apparel fit, problems with the fit of apparel items continue to be a topic of concern for manufacturers and retailers (Bye & LaBat 2005; Anderson et al. 2000) and the task of providing consumers with satisfactory fit is notably difficult (Ross 2005). Considering the influence which consumers’ expectations of the fit of their apparel has on the apparel purchase decision, the limited research about male consumer expectations regarding the fit of apparel is a problem worth addressing. This includes what their expectations are with regard to the fit of their business apparel, as well as factors they consider to be important when in the process of purchasing business apparel. Therefore, the overall purpose of this study was to gain knowledge regarding the functional, aesthetic and socio-psychological expectations that South African male consumers hold towards the fit of ready-to-wear business apparel, and to determine the extent to which their expectations influence their apparel purchase decisions. The study employed an exploratory, quantitative research approach. Data were collected by means of an electronic questionnaire through a combination of both purposive and snowball sampling techniques. Descriptive statistics were used to describe the demographic and psychographic profile of the sample by means of frequencies and percentage distributions and to analyse the coded data. A correlation coefficient was calculated and was used to determine the reliability of the constructs, namely the functional, aesthetic and socio-psychological expectations of fit and the importance of these apparel attributes when respondents purchase ready-to-wear business apparel. A multiple linear regression model was applied to determine the relationship between the expectations and the extent to which these influence the purchase decision regarding business apparel. vii The results of this study indicated that respondents showed a higher level of agreement with the functional expectations of the fit of their business apparel than with the aesthetic and socio-psychological expectations. However, the multiple linear regression model indicated that respondents placed greater importance on the aesthetic and socio-psychological aspects of apparel when in the process of purchasing ready-to-wear apparel for the workplace. In terms of functional expectations, respondents expected their business apparel to fit well when in their size, as well as to be comfortable and of good quality. The results further indicated that the respondents expected the fabric of ready-to-wear business apparel to be comfortable, that they like the colour of the apparel item, and that wearing the apparel item would contribute to positive feelings of self. Socio-psychological expectations included that the respondents expected ready-to-wear business apparel with good fit to make them feel fashionably dressed, give them confidence at work and also make them feel like they are a part of the company, as their business apparel should adhere to the dress code of the company. It is therefore recommended that ready-to-wear apparel manufacturers, as well as marketers and retailers, not only consider the functional aspects of apparel fit, but also focus on the aesthetic and socio-psychological aspects of apparel fit, as these also play an important role in the male consumer’s evaluation of ready-to-wear business apparel and therefore also his assessment of his own satisfaction during use. Ready-to-wear business apparel marketers and retailers can integrate male consumers’ expectations towards fit and business apparel in general into marketing strategies and as a means to retain current consumers. / College of Agriculture and Environmental Sciences / M. Sc. (Consumer Science)

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 and Consumer Sciences / M. Consumer Science

One of the greatest challenges facing the clothing industry worldwide, including South Africa is to provide well fitting garments to a broadly defined target population (Ashdown, Loker & Rucker 2007:1; Schofield, Ashdown, Hethorn, LaBat & Salusso 2006:147). Yu (2004:32) further states that from the consumers’ perspective, physical and psychological comfort as well as appearance play an important role in determining a well fitting garment and these are most likely to be shaped by the individual’s personal values. According to Kaiser (1998:290), personal values refer to standards or principles that guide an individual’s actions and thoughts that help to define what is important by guiding one’s choices or preferences of how the garment should fit. Hence garment fit and the subsequent appearance serves as a personal expression, communicating some personal values to others (Kaiser 1998:290) that can be achieved through the fitting of the garment. When female consumers encounter garment fit problems either through body shapes, garment sizing or garment size label communication, an emotional experience may result due to the failure to attain the personal values they are aiming to uphold or achieve. Cognitive appraisal theory of emotions is one of the theories among others that attempts to understand why people experience emotions. Lazarus (2001:55) defines cognitive appraisal theory of emotions as a quick evaluation of a situation with respect to one’s wellbeing. The answers to these evaluations directly cause the emotions experienced by a person. Since clothing can be used to express personal values to others (Kaiser 1998:146), the social standards appraisal dimension which can be one of the evaluative questions in the theory of cognitive appraisal concerning a situation, was the relevant evaluative component which this study focused on. This appraisal dimension evaluates whether the situation, in this case the negative experience of an ill-fitting garment affects what the consumer aspires to achieve socially through garment fit. Numerous studies such as Horwaton and Lee (2010); Pisut and Connell (2007) and Alexander, Connell & Presley (2005) on the garment fit problems from a consumer’s perspective have mostly been conducted in developed countries with limited research focusing on the consumers and their emotional experiences with garment fit. Understanding the factors that contribution to the garment fit problem currently being faced by female consumers in South Africa is an essential step in creating awareness of how this problem affects female consumers emotionally and the influence it has on their purchasing decisions. The purpose of this study is, therefore, to determine the female consumers’ personal values attributed to garment fit and to identify the emotions resulting from the perceptions of garment fit. This study predominantly employed an exploratory qualitative research approach. Data were collected from a purposive and convenient sample of 62 females from the UNISA – Florida Campus and King David High School in Victory Park in Johannesburg, South Africa through a self-administered questionnaire. Data on the demographic profile that included the ethnicity and age of the participants as well as data on the psychographic profile of the participants concerning frequently patronized clothing retailers, garment fit preferences and self-reported body shapes were collected through closed-ended questions. These data were analysed using the quantitative method of descriptive analysis. In addition to the psychographic profile of the most frequently patronized clothing retailer and garment fit preferences, participants were further requested to provide reasons as to why they mostly patronized the clothing retailer they ranked number 1, and to provide a reason for their preferred garment fit option. Content analysis, a qualitative method, was used to analyse the reasons provided by the participants for both these questions. Content analysis was also performed on additional information on body shape and garment sizing as well as data on garment size label communication. Furthermore, the means-end chain approach through the hard laddering exercises was used to explore and determine the female consumers’ personal values and emotions depicted through the perceptions of garment fit. Data from the hard laddering interviews on body shapes and garment sizing were carefully coded and categorized into attributes, consequences and personal values. Data were presented through the hierarchical value maps (HVMs) which were constructed through the software program Mecanalyst V 9.1. The analysis established that attributes such as quality of garments, various garment styles, availability of sizes, and fashionable styles directed female consumers’ most frequented clothing retailers. These attributes seemed to be aligned with their personal values they seek when shopping for garments. The findings also showed that most female consumers in this study preferred semi-fitting pants, a blouse and garments in general, a reasonable number of the participants preferred tight-fitting pants (31%), and some participants preferred loose-fitting pants, a blouse and garments in general. The specific personal values such as the comfortability of the garment, modesty, cover-up perceived body shape “flaws” and slimming effect which female consumers in this study desire to achieved through clothing also influenced their garment fit preference. With regard to the perceived self-reported body shapes of the participants, the study reflected that the majority of the participants were triangular body shaped. The study further found that female consumers in this study have expectations of how a garment ought to fit their body. Their expectations seem to be shaped by certain personal values such as “confidence”, “freedom” or “look good” which they aspire to achieve through clothing and garment fit. However, due to variations in body shapes, problems of garment sizing they encounter when purchasing ready-to wear garments and the incorrect information communicated on the size labels or the lack thereof, the majority of the female consumers failed to achieve their personal values. As a result mainly negative emotions such as “frustrated”, “sad”, “confused” and “depressed” were expressed by the participants. With regards to the effect of the perceived garment fit on the purchasing decision, the study found that fit of the garment is an important determinant of making a purchase. However, where female consumers in this study showed an interest of purchasing, while aware of some fit problems, the study found that exceptional conditions such as the possibility of altering the garments and design features such as colours that would conceal their perceived “figure flaws, made it easier for them to decide to purchase. The study further highlighted that some participants only purchased their ready-to-wear garment at certain shops where their needs were catered for and only when they had enough time to try-on the garment they intend to purchase instead of relying on the garment sizing and garment size label communication. Where participants indicated they would not purchase a garment with fitting problems, the study found that some female consumers in this study copied the designs of the garments in the clothing retailers and had someone reproduce it for them, whilst a few female consumers refused to purchase a garment whose size label was incorrectly communicated. Lastly the study also revealed that most female consumers thought that body shape, garment sizing and garment size label communication contribute to garment fit problems female consumers are currently facing in South Africa. It is, therefore, recommended that clothing manufacturers consider the various body shapes in their garment charts, know the needs of their target market and also use uniform sizing and size labelling systems that are easily understood by consumers that purchase ready-to-wear garments from retailers in South Africa. / Life and Consumer Sciences / M. Sc. (Consumer Science)

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))