Colour influences the human mind and body through physical as well as psychological reactions to specific colours. These reactions are conditioned by previous experiences leading to certain preferences, associations and perceptions regarding certain colours. There are various aspects within a firm where colour may be utilised to the benefit of its marketing efforts. Marketers must realise that colour may be very influential and it is important to pay close attention to the associations and preferences of the firm’s target market(s) the influence of colour on human perceptions has been widely studied in many research fields. Most marketers recognise the importance of colour within the marketing environment (Section 1.1). Colour has different meanings for different people and these differences need to be acknowledged to ensure success in marketing efforts. If colour is used strategically within the marketing mix (product, place and promotion) of a firm, it may influence consumers positively (Section 1.2). This study endeavoured to determine the colour preferences, associations and perceptions of Generation Y students in South Africa. The findings of this study will be of value to those marketers who target this cohort and may utilised by them to use colour more effectively within their marketing mix. The purpose of this study was to determine the influence of colour on the consumer behaviour of Generation Y students in the South African market. The research study investigated the following aspects: • The colour preferences of Generation Y students. • Emotions Generation Y students associate with different colours. • How Generation Y students perceive various colours. • Product colour and product packaging colour preferences of Generation Y students. • Consumer behaviour patterns of Generation Y students regarding specified products. For this study, the target population comprised of Generation Y students registered at South Africa’s public higher education institutions (HEIs). The sampling frame consisted of a list of South Africa’s 23 public HEIs, as stipulated by the Department of Higher Education and Training (2011). This study made use of a non-probability convenience sample of two HEI campuses located in the Vaal Triangle region of South Africa’s Gauteng province that was drawn from the sampling frame. Thereafter, a convenience sample of 500 under-graduate students was drawn from these HEI campuses - 250 students per campus. A structure self-administered questionnaire was distributed to the respondents. The questionnaire requested respondents to rank colours according to preferences, on a four- and seven-point Likert scales were used respectively to determine colour associations and perceptions. The questionnaire also contained questions using a four-point Likert scale designed to determine product colour and product-package colour preferences as well as questions designed to determine consumer behaviour patterns of Generation Y students regarding certain products. In addition, the respondents were asked to provide certain demographic data. The findings indicate that Generation Y students have distinctive colour preferences, associations and perceptions. The respondents also indicated a number of notable product and product package preferences as well as particular consumer behaviour traits. When comparing male and female respondents as well as black and white respondents respectively, the results depicted various statistical significant differences (p < 0.05). Cohen’s D statistic was computed to determine the level of practical significance of these differences. From this, it is evident that colour do influence Generation Y students’ consumer behaviour and perceptions to some extent. Colour is present in every aspect of marketing. If used strategically, colour may be used by marketers to influence their target market’s perceptions and preferences. The findings emanating from this study should be used as a guideline to incorporate colour into the design of the marketing mix (colour) in such a way as to appeal to Generation Y students. / MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2012

The use of celebrity endorsers is a popular marketing strategy in many countries. Typically, many marketers believe that using celebrities is a viable marketing strategy for attracting customers, increasing market share and improving sales for their market offerings. The celebrity endorsement strategy using local celebrities is increasing in South Africa. Many South African marketers are now using popular local black celebrities in an attempt to attract the prosperous black emerging middle class, known as Black Diamonds. Black Generation Y students offer great promise to marketers in the South African market as their tertiary education is likely to lead to higher future earning potential and subsequent entry into the already prosperous black emerging middle class segment. Given the increased use of local black celebrities and the market potential of the black Generation Y cohort in South Africa, it is important to investigate whether this marketing strategy may be effective when used in this segment. Celebrity endorsement may work effectively if the correct celebrity is chosen to promote a product but may have costly results if an inappropriate celebrity is chosen. Ohanian (1990) developed a scale to facilitate the selection of celebrity endorsers. The scale is based on the source credibility model that includes the source attractiveness, trustworthiness and expertise model. This study set out to determine whether the black Generation Y students have positive perceptions of local black celebrity endorsers using the celebrity endorsers‟ credibility scale developed by Ohanian (1990). Furthermore, the scale was validated using confirmatory factor analysis and structural equation modelling in order to ascertain whether the scale remains applicable when used in the South African context. A non-probability convenience sample of 880 (440 per institution) black students aged between 18 and 24 years was taken in 2012 from the two registered public higher education institutions in the Gauteng province of South Africa. Following a top-of-the-mind-awareness test, four local black celebrities were identified, namely Connie Ferguson, Black Coffee, DJ Sbu and Zahara. In a second top-of-the-mind-awareness test to determine which product types each celebrity is considered to most suitable to endorse, Connie Ferguson was linked to cosmetics, Black Coffee to hot beverages, DJ Sbu to men’s clothing and Zahara to traditional African clothes and jewellery. The relevant primary data was collected using a self-administered questionnaire that had four versions – one per identified celebrity. Lecturers at the two public HEIs were contacted and asked if they would distribute the questionnaires (four versions) to their students to complete during lecture periods. The questionnaires were hand delivered to the relevant lecturers and those completed were immediately collected. The questionnaire requested respondents to indicate on a six-point Likert scale their perceptions of the four selected celebrities‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, respondents were asked to provide certain demographic data. Findings from the study indicated that black Generation Y students have positive perceptions of the selected local black celebrity endorsers‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, the results of both the confirmatory factor analysis and the structural equation modelling suggest that the scale developed by Ohanian (1990) to be a valid measure for selecting celebrity endorsers when applied in South Africa. Insights gained from this study will assist both marketing academics and practitioners understand the perceptions of the black Generation Y students towards the use of local black celebrities in product promotions in the South African market. / MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2013

The effective and efficient management of personal finances is critical for everyone, particularly in a world where uncertainties prevail. Owing to continuous change, new financial challenges frequently confront individuals that culminate ultimately in uncertainties concerning individuals’ financial position and future. Having low levels of debt, an active savings and retirement plan, as well as following an expenditure plan, will lead to financial wellness, which demonstrates an active state of financial wealth. A comprehensive financial plan makes individuals attentive when dealing with financial issues, and acts as a guide when making financial decisions. Owing to insufficient financial literacy and skills, personal financial management is challenging and often results in erroneous financial decisions. Financial knowledge forms the basis for financial skills and competence, which are influenced by personal attitudes in both spending and saving. Therefore, in order to plan effectively, and control and manage financial risks and opportunities in the future, financial skills and abilities are essential. Adequate financial knowledge and skills lead to effective personal financial management and sound financial decisions in the short-term as well as in the long-term. Planning for financial independence should start as early as possible during the financial life cycle, usually at 18 years of age. Students are a rewarding market for financial institutions such as banks, insurance companies, pension funds and brokerage companies, potentially leading the way forward to establish brand-loyalty throughout adulthood. However, the lack of financial management and planning experience, as well as financial literacy and financial skills, make students particularly susceptible to the aggressive marketing tactics of financial institutions, which may be harmful to students’ financial freedom. As such, financial institutions and professionals have to gauge effective ways to convey financial knowledge and product information to a target market to deliver improved financial service as well as understand the relevant consumer behavioural aspects of a target market when developing marketing strategies. Published literature on the South African Generation Y consumer behaviour is limited and none that is focused specifically on attitudes towards personal financial planning, financial literacy and perceived personal financial management skills of the significantly sized black Generation Y cohort. This cohort is defined as individuals born between 1986 and 2005. In South Africa, Generation Y individuals accounted for 38 present of the South African population, with the black Generation Y individuals representing 83 present of this generational cohort. Additionally, the black Generation Y cohort of South Africa account for approximately 32 present of the total population, resulting in a highly salient market segment. Of particular interest to marketers and professionals, including financial institutions and those involved in financial management, especially financial planning, are those individuals attaining tertiary qualifications, and as such they are likely to enjoy higher earnings and a higher social standing, which together is likely to make them opinion leaders and trendsetters amongst their peers. The primary objective of this study was to investigate black Generation Y students’ knowledge of and attitudes towards personal financial management within the South African context. The target population, relevant to this study, was defined as full-time undergraduate black Generation Y students, aged between 18 and 24 years, enrolled at South African registered public higher education institutions (HEIs). From the sampling frame, comprising 23 registered South African public HEIs, one traditional university and one university of technology located in the Gauteng province, were selected using a judgement sampling method. A convenience sample of 400 full-time black Generation Y students, who were enrolled at these two South African HEIs during 2013, was drawn for this study. To conduct this study, a structured format was applied where lecturers of the applicable classes were contacted and permission was requested to carry out the survey. Thereafter, during the scheduled class times of the full-time undergraduate students, hand delivered self-administered questionnaires were distributed for completion, which were collected thereafter. The students’ attitudes towards personal financial planning were measured on a six-point Likert scale, whereby participants were requested to indicate the extent of their agreement/disagreement with items pertaining to personal financial planning. The students’ financial literacy was measured, using multiple-choice questions, whereby the students were asked to choose one of the four alternatives provided. The students’ perceived personal financial management skills were measured on a six-point Likert scale, whereby the participants were requested to indicate the extent of their agreement/disagreement with items pertaining to personal financial management skills. Additionally, certain demographical data were requested from the participants. The findings of this study indicate that South African black Generation Y students exhibit a positive attitude towards personal financial planning, have low levels of financial literacy and perceive themselves as being equipped with having the necessary personal financial management skills. More specifically, students’ attitudes towards estate planning were ranked the highest, whereas attitudes towards the financial planning process were raked the lowest. In terms of financial literacy, students scored the highest in general financial knowledge and the lowest in spending related financial literacy questions. Students’ perceptions towards decision-making skills were rated the highest, whereas stress management skills were rated the lowest. Insights gained from this study will help academics, government, financial institutions and other economic role players understand current black Generation Y consumers’ attitudes towards personal financial planning, their level of financial literacy and their perceived personal financial management skills. / MCom (Business Management), North-West University, Vaal Triangle Campus, 2014

With the South African retail industry being a major and attractive industry, marketers and retailers are pressured to obtain and maintain a competitive advantage by developing marketing strategies that appeal to various consumers. Retailers need to focus on satisfying consumers’ needs, as well as offering a full shopping experience. Shopping entails more than the mere selection of products. Consumers’ motivation or driving force behind the act of shopping is embedded in satisfying internal needs. These motivations are grouped into two collections, namely hedonic and utilitarian shopping motivations. Consumers driven by hedonic shopping motivations are interested in the shopping experience, as well as the experiential and emotional aspects thereof. However, consumers driven by utilitarian shopping motivations are goal-oriented and concerned with the task-related value and the functional aspects of shopping. Marketers and retailers may use consumer-shopping motives to divide the market into segments and develop strategies to target specific segments. Published literature on the consumer behaviour of the South African black Generation Y cohort is limited and an absence occurs with reference to the shopping motivations of this cohort. In the South African context, individuals born between 1986 and 2005, labelled Generation Y, account for 38 percent of the total South African population, and the black Generation Y individuals represent 83 percent of the total Generation Y cohort. Individuals within the black Generation Y cohort attaining tertiary qualifications are likely to represent the future ‘Black Diamonds’, enjoying higher earnings and a higher social status, which together is likely to make them opinion leaders amongst their peers. For that reason, the black Generation Y student cohort is an exceptionally attractive market segment, and it is critical for retailers and marketers to understand their shopping behaviour and motivations in order to develop effective marketing strategies. The purpose of this study was to determine South African black Generation Y students’ utilitarian and hedonic shopping motivations. The target population of this study comprised full-time undergraduate black Generation Y students; aged between 18 and 24 years and enrolled at South African registered public higher education institutions (HEIs). The sampling frame comprised the 23 registered South African public HEIs. A non-probability judgement sample method was utilised to select one traditional university and one university of technology in the Gauteng province, from the sampling frame. For this study, a convenience sample of 600 black Generation Y students enrolled at these two South African HEIs during 2013 was drawn. The relevant primary data was obtained by means of a self-administered questionnaire, which was hand delivered to the contacted lecturers at each of these two HEIs. These lecturers distributed the self-administered questionnaire during one lecture period. This questionnaire requested the participants to indicate on a six-point Likert scale the level of their agreement or disagreement on 26 items designed to measure their utilitarian and hedonic shopping motivations, as well as to provide certain demographic data. The findings of this study indicate that within the hedonic subscale, black Generation Y students found value and adventure shopping to be the strongest motivators for shopping. Within the utilitarian subscale, black Generation Y students found achievement to be the strongest motivator for shopping. Previous research found gender to have an influence on the hedonic and utilitarian shopping motivations of consumers. This study confirms previous findings where statistically significant differences were found between the shopping motivations of male and female black Generation Y students. The study found significant differences concerning the first-, second- and third-year black Generation Y students’ hedonic and utilitarian shopping motivations. Insights gained from this study will help both marketers and retailers understand the current black Generation Y consumers’ motivations for shopping with reference to hedonic and utilitarian shopping motivations. / MCom (Marketing Management), North-West University, Vaal Triangle Campus, 2014

Previous research has provided insights into factors influencing attitudes toward advertising in general, and those factors influencing attitudes toward advertising in a particular medium. However, attitudes towards Facebook advertising, especially those of Generation Y, have received relatively little research attention, especially in the South African context. The Generation Y cohort (individuals born between 1986 and 2005) are heavy users of Facebook, and access the site on a daily basis. In South Africa, approximately 20 million of the country’s population of 52 982 000 fall into the Generation Y cohort; this makes them a salient market segment. Those engaged in tertiary education are of particular interest to marketers as a tertiary qualification is often an indication of higher future earning potential, and higher social status within a community. The purpose of this study was to propose and test a model of the possible determinants and inhibitors of Generation Y students‟ attitudes towards advertising, in the Facebook environment, within the South African context. The proposed model suggests that information value, entertainment value, credibility, self-brand congruity and trust in site are predictors of attitude towards advertising in the Facebook environment, while invasiveness of advertisements and time cost are inhibitors of attitude towards advertising in the Facebook environment. The study hypothesised that information value, entertainment value, credibility, self-brand congruity, trust in site, invasiveness of advertisements and time cost impact on Generation Y students‟ perceived value of advertisements on Facebook that in turn directly influence attitudes towards advertising on Facebook. The study followed a descriptive research design using a single cross-sectional sample and a self-administered survey questionnaire. A non-probability convenience sample of 450 students enrolled at three public higher education institutions (HEIs) of South Africa located in the Gauteng Province was drawn for the study. Lecturers at the three HEIs were contacted and asked if they would allow the questionnaire to be distributed to their students during class. Of the questionnaires completed, there were 306 usable self-administered questionnaires. Data were analysed using exploratory factor analysis, Pearson’s Product-Moment correlation analysis and structural equation modelling. Before testing and confirming the hypothesised construct paths, a measurement model was developed based on the exploratory factor analysis and correlation analysis. The results of the correlation analysis showed that invasiveness of advertisements and time cost did not have a significant relationship with the two endogenous constructs of value and attitude towards advertisements on Facebook. As such, the measurement model excluded these two constructs. The measurement model identified seven latent variables identifying attitudes towards advertisements in the Facebook environment as a seven-factor structure. Confirmatory factor analysis was performed, and the results confirmed the existence of convergent and discriminant validity. The measuring scale of this study also demonstrated composite reliability. The initial structural model (Structural Model A) hypothesised that information value, entertainment value, credibility, self-brand congruity and site trust directly influence perceived value, which, in turn, influences overall attitude towards advertising in the Facebook environment. Despite the fit indices indicating the overall fit of the hypothesised structural model as acceptable, the path between self-brand congruity and value, as well as the path between site trust and value, were negative and not significant. As such, a revised model based on the original measurement framework was tested. The revised structural model (Structural Model B) was tested to determine whether self-brand congruency and site trust have a direct positive influence on Generation Y students‟ overall attitude to advertising in the Facebook environment, rather than an indirect influence via their influence on perceived value. In Structural Model B, information value, entertainment value and credibility have a significant positive influence on Generation Y students‟ perceived value of advertisements on Facebook, and perceived value has a significant positive influence on attitudes towards advertisements on Facebook. Similar to the findings of previous studies, Structural Model B revealed that self-brand congruity and site trust have a significant positive and direct influence on Generation Y student‟ overall attitude towards advertising in the Facebook environment. Furthermore, the revised model (Structural Model B) appears to fit the data better than that of Structural Model B. This study contributes to the body of knowledge in the area of attitude towards advertising by empirically testing a model of factors influencing Generation Y‟s attitudes towards advertising in the Facebook environment, and ascertaining which factors act as antecedents to successful advertising on Facebook. It suggested that attitude towards advertising in the Facebook environment is a seven-factor structure composed of overall attitude, information value, entertainment value, credibility, self-brand congruity, trust in site and perceived value. The study also offers recommendations and guidance for marketers who seek to incorporate Facebook in their marketing communication mix. / PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

I dagens samhälle sker en konstant utveckling av sociala medier, vilket har ändrat förutsättningarna på arbetsmarknaden. Det är lättare än någonsin för företag och organisationer att vara delaktiga på de plattformar som målgrupperna de söker befinner sig på. Därför är syftet med denna studie att studera hur sociala medier inverkar vid rekryteringsprocesser utifrån ett företagsperspektiv. De frågeställningar som utgåtts ifrån är “Hur ser sociala mediers inverkan ut vid rekryteringsprocessen?” och “Hur viktiga blir personliga egenskaper vid rekrytering?”. De teoretiska utgångspunkterna består av den sociala ansatsen, som handlar om betydelsen av personligheten vid rekryteringar, generation Y vilket handlar om de som är födda på slutet av 1980- och mitten av 1990-talet och e-rekrytering. Detta har undersökts via semistrukturerade intervjuer av sju företag, där antingen en eller fler representanter varit närvarande. Resultatet visade att olika sociala medier används för olika syften och målgrupper där det även skiljer sig hur implementerat det är i företags rekryteringsprocesser. Vidare betonades sociala mediers effekter på deras rekryteringsprocesser, där både fördelar och nackdelar framfördes, och att sociala medier tillåter företaget att nå ut till ett brett åldersspann och speciellt till den yngre generationen. Dock framkom det ändå att personligheten spelar en viktig roll i rekryteringsprocessen då individer fortfarande behöver passa in i företagskulturen och även att rekryteringen kan gynnas av att fler rekryterare är involverade. Även den hänsyn som behövs tas till personligheter och till företag som inte är lika involverade i sociala medier. I slutsats och diskussion diskuteras resultatet i koppling till de teoretiska utgångspunkterna och tidigare forskning, vilket visade sig vara i enlighet med dessa.

Introduction: Recent trends have shown a steady growth regarding environmental concerns along with the pro-environmental attitudes among the consumers, yet a contradicting behaviour is observed in the purchase of environmentally friendly products, giving birth to the phenomena of attitude-behaviour gap. A fair amount of researchers have studied this attitude-behaviour gap over the recent years, investigating this very inconsistency in order to present a solution. This specific study is based on the findings of Davari &amp; Strutton in relation to this attitudebehavior gap, where the researchers presented a simplified model of their study as an effort in overcoming this inconsistency. This specific study is based on the simplified model, where the research unearths the effect of green marketing mix elements on four dimensions of consumerbased brand equity with Swedish Generation Y and clothing fashion industry in perspective. Purpose: The purpose of this study is to explain the impact of green marketing mix elements (product, price, place and promotion) on dimensions of consumer-based brand equity (brand loyalty, brand association, brand trust and perceived brand quality). Methodology: The research is based on quantitative approach designed in respect with the explanatory purpose. A closed-end online questionnaire was designed as the data collection method, resulting in 127 responses. The results were based on the multiple regression analysis, while the validity was tested against pearson's correlation method and reliability was tested through cronbach’s alpha. Conclusion: The study did not measure significant results, where green product stands out as the only element on the green marketing-mix having a positive relationship on one consumerbased brand equity dimension in this case, brand loyalty. Whereas the other elements were concluded as having no significance. Even t

Background: Sweden is one of the biggest coffee consuming countries in Europe with the average annual coffee consumption per capita as high as 8.2kg. This mass consumption of coffee therefore creates high level of competition amongst coffee providers in the Swedish coffee market. There are numerous coffee shops and even some food chains and retail stores selling their own brand of coffee. This study will focus on Generation Y, as they will soon be the majority of consumers Purpose: The purpose of this thesis is to investigate and analyze what factors affect Generation Y’s loyalty to coffee shops and examine what forms the basis of Generation Y’s loyalty for coffee shops. Methodology: In this thesis, the research method is based on a quantitative approach using a questionnaire to collect data. The findings are established by using both existing literature and primary data. The questionnaire consists of 432 respondents and 400 respondents’ data was used to answer the research question. The respondents consist only of Generation Y who has lived in Sweden for longer than six months. Conclusion: This study has shown that the most important factor that affects people of Swedish Generation Y to become loyal customers to coffee shops is being provided a comfortable and suitable environment. The second important factor is product quality. The third factor is service. However, for those who are students and unemployed Swedish Generation Y, price is also a factor that could influence their loyalty. Moreover, Coffee shops can use loyalty programs to get their customers’ higher customer loyalty. Key words: Coffee shops, Generation Y, Customer loyalty, Customer satisfaction

The empirical data indicates that Generation Y generally has a very high average financial literacy. The rationality they exhibit in the mastery of financial information and tools does not affect their savings and investments. Instead, the investment behavior is given in expression by their character, but also demographic basis.

This thesis highlights the lack of responsible commitment among emerging adults and proposes biblical analyses and direction toward fostering an authentic commitment in emerging adults in the context of mentoring and discipleship. The thesis begins with an introduction of the emerging adult and how this social construct developed among young people ages 18 to 29. Further, generational trends and patterns are explored to illuminate the lack of responsible commitment and to direct attention towards the need for biblically based solutions of formidable commitment. Specifically, David Powlison’s Comprehensive Internal framework is discussed and utilized in order to provide a structure and lens for critical biblical analysis. Additional resources are employed in order to provide specific direction for Christian mentoring and discipleship for emerging adults in order to foster and develop responsible commitment to forge the proper path to full adulthood.