M. Tech. (Department of Visual Arts and Design: Fashion, Faculty of Human Sciences), Vaal University of Technology. / Customer satisfaction has proven to be a major determinant on the success or failure of a business. Regrettably, fashion entrepreneurs are not meeting customer expectations because they have problems that are affecting the quality of their work. In order to promote customer satisfaction, fashion entrepreneurs require a master plan that is customer-based. Thus, they could implement customisation of garments to address customers’ concerns. It is, therefore, crucial for home-based fashion entrepreneurs to be aware of their customers’ needs and the factors that affect their satisfaction to boost its levels. Based on this background, it was found necessary to conduct a research study with the aim to determine factors that affect customer satisfaction of custom-made garments produced by home-based fashion entrepreneurs in the Emfuleni Local Municipality. A qualitative study, applying purposive and snowball sampling techniques, was conducted by means of one-on-one interviews. Data saturation guided the study and was reached after nineteen women were interviewed and two more interviews were done to enhance credibility. Analysis of data was conducted applying the six stages of Creswell’s approach of data analysis. During this process four themes emerged and were presented in line with their categories. The study findings revealed that some of the factors that largely influenced customer satisfaction were service quality, product quality, price, value and location. Garment fit and uniqueness were also found to be reasons why participants opted for custom-made garments. However, some of the participating women did not get the satisfaction they were seeking. Their satisfaction was negatively affected by garment quality, lack of communication, missing delivery deadlines and inaccessibility of the entrepreneur. The research outcome provides home-based fashion entrepreneurs with useful information to improve the levels of customer satisfaction.

Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research studies regarding counterfeiting undertaken in the past have had a strong focus on the supply side of the industry, whereas few studies look to consumer demand and even fewer towards consumer demand for counterfeit products in an emerging African market. The aim of this research study, therefore, was to provide a descriptive analysis of the South African consumers‟ intention to purchase authentic luxury fashion brands versus counterfeit products and secondly, to examine if various demographic groupings differ in their purchase intentions. In order to achieve the research objective, an extensive literary review was conducted on the global counterfeit problem with specific focus on the South African counterfeit industry. The concept and value of branding was highlighted, followed by a discussion on consumer behaviour in conjunction with the decision-making process and the consumers‟ intention to purchase. An empirical study was conducted with UNISA students residing within the areas of Gauteng, KwaZulu-Natal and the Western Cape through a mixed method approach. Qualitative research formed the first leg of the study and assisted in identifying past purchase behaviour of authentic and counterfeit luxury fashion brands. Once identified, these brands were then utilised in a quantitative survey to satisfy the research objectives. The results of this research study indicate that South African consumers‟ have a high intention to purchase authentic luxury fashion brands versus a low intention to purchase counterfeit products. / Business Management / M. Com. (Business Management)

Counterfeiting is an illegal activity that continues to boom in the 21st century. Many research studies regarding counterfeiting undertaken in the past have had a strong focus on the supply side of the industry, whereas few studies look to consumer demand and even fewer towards consumer demand for counterfeit products in an emerging African market. The aim of this research study, therefore, was to provide a descriptive analysis of the South African consumers‟ intention to purchase authentic luxury fashion brands versus counterfeit products and secondly, to examine if various demographic groupings differ in their purchase intentions. In order to achieve the research objective, an extensive literary review was conducted on the global counterfeit problem with specific focus on the South African counterfeit industry. The concept and value of branding was highlighted, followed by a discussion on consumer behaviour in conjunction with the decision-making process and the consumers‟ intention to purchase. An empirical study was conducted with UNISA students residing within the areas of Gauteng, KwaZulu-Natal and the Western Cape through a mixed method approach. Qualitative research formed the first leg of the study and assisted in identifying past purchase behaviour of authentic and counterfeit luxury fashion brands. Once identified, these brands were then utilised in a quantitative survey to satisfy the research objectives. The results of this research study indicate that South African consumers‟ have a high intention to purchase authentic luxury fashion brands versus a low intention to purchase counterfeit products. / Business Management / M. Com. (Business Management)