The research was undertaken to quantify the power of selected extrinsic (price and country of origin) and intrinsic cues (acid in chardonnay and fat in brie) on consumer evaluations of both experienced and expected product quality, and further, to measure the respective influences of objective knowledge, subjective knowledge and self-confidence on these quality assessments. The study also seeks to determine if a survey conducted measuring expectations of quality would yield comparable results with quality assessments based on actual product experience. The study was comprised of sensory experiments using full profile conjoint analysis experimental design to measure quality perception, followed by a survey where only product description profiles were provided. The analysis from both stages show findings that are remarkably similar in most respects. Results of the sensory experiment for chardonnay show both extrinsic cues tested to be more important than acid levels, while results for the survey show price maintained the strongest influence, with comparable expectations regarding the importance of country of origin and acid. For brie (both stages) consumer opinions were consistent; with price found the most influential; and while country of origin was considered relatively important, fat levels were more influential for both groups. Whilst for chardonnay (both stages) respondents held consistent beliefs regarding each acid level tested, for brie respondents experiencing the highest level of fat held an opposite view to respondents assessing quality based on their expected liking for this type of product. The influence of knowledge (objective and subjective) and self-confidence was found to be sporadic and weak, likely due to respondents’ general lack of objective knowledge in both stages of the survey. In the case of self-confidence, results are surprising given that respondents in both studies exhibited reasonably healthy degrees of self-confidence. The research provides important information to marketers seeking to exploit the most attractive aspects of their products and platform for a number of subsequent studies. / Thesis(PhD)-- School of Commerce, 2007

M. Tech. (Department of Fashion, Faculty of Human Sciences), Vaal University of Technology. / The focus of this dissertation is to examine the relationship between footwear cues, perceived quality and consumer satisfaction amongst Generation Y at River Square mall in Vereeniging. This research considers the effects of these cues as important arrays of quality indicators that consumers utilise in their evaluation process when selecting products. This knowledge is important to managers in the footwear industry. The lack of these considerations may lead to the manufacturing of fashion footwear that may not meet the consumers expectation regarding quality of the product and hence their satisfaction or possibly dissatisfaction. Footwear is alleged to be indispensable for the development of fashion apparel. Thus, the study sought to investigate underlying variables that influence footwear for the purpose of identifying ways in which the fashion industry can improve performance and presentation of footwear. A conceptual model was developed, drawing from cue utilization theory (CU) and utility theory (UT). Generation Y consumers at River Square mall in Vereeniging formed the sample of the study. A survey was conducted and research data was collected from 550 consumers. Structural Equation Modelling (SEM) was used to analyse the data via Statistical Package for the Social Sciences (SPSS) 22 and Analysis of Moment Structures (AMOS) 22. The findings indicate that footwear cues have a strong influence on perceived quality and perceived quality has a strong influence on satisfaction amongst Generation Y consumers. This indicates that Generation Y consumers perceive quality of footwear through extrinsic and intrinsic cues hence their satisfaction. Consequently fashion footwear business should regard effective cues when trading footwear.