No description available.

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)

Requirements are features or attributes which we discover at the initial stage of building a product. Requirements describe the system functionality that satisfies customer needs. An incomplete and inconsistent requirement of the project leads to exceeding cost or devastating the project. So there should be a process for obtaining sufficient, accurate and refining requirements such a process is known as requirement elicitation. Software requirement elicitation process is regarded as one of the most important parts of software development. During this stage it is decided precisely what should be built. There are many requirements elicitation techniques however selecting the appropriate technique according to the nature of the project is important for the successful development of the project. Traditional software development and agile approaches to requirements elicitation are suitable in their own context. With agile approaches a high-level, low formal form of requirement specification is produced and the team is fully prepared to respond unavoidable changes in these requirements. On the other hand in traditional approach project could be done more satisfactory with a plan driven well documented specification. Agile processes introduced their most broadly applicable technique with user stories to express the requirements of the project. A user story is a simple and short written description of desired functionality from the perspective of user or owner. User stories play an effective role on all time constrained projects and a good way to introducing a bit of agility to the projects. Personas can be used to fill the gap of user stories.

<p>During the past years, wooden one and two family houses showed a higher growth rate on the German construction market compared to conventional material like brick and stone. Wood as construction material became more and more attractive. Furthermore, a growing demand on multifamily houses could be recognized, yet, wood has not been considered as an alternative in this field of application until now. Trying to understand the end-users attitudes towards wooden multifamily houses, this licentiate thesis aims at exploring German end-users’ perceptions of wooden multifamily houses.</p><p>To collect the necessary data, the Association Pattern Technique (APT) was applied, which is a two-stage method and has its foundations in the Means-End theory. In the first stage, 31 in-depth laddering interviews were carried out, which served as the base for the matrix-survey in the second stage, where 229 answers were received. Extending the existing method in the matrix-survey stage allowed for important additional data to be uncovered.</p><p>The results show that individuals associate certain product attributes with wooden multifamily houses and that these attributes are thought to entail specific consequences. These consequences are in turn linked with the personal values of the respondents. The most dominant perceptual orientations of different groups of respondents are shown and significant differences could be found in how individuals in German perceive wooden multifamily houses depending on age, income and habitation.</p>

隨者社會網絡網站在全球流行的同時，其相關的學術研究也如雨後春筍般地冒出頭來，主要可分為隱私權議題、線上與下線的聯繫、友情聯繫與印象管理、網絡與網絡結構這四大塊領域。目前的文獻缺乏以質性研究深入了解網友偏好哪些社會網絡網站的功能、這些功能帶給網友哪些利益，以及是哪一些價值觀驅使網友追求這些利益。因此本研究以「方法目的鏈理論」為基礎，透過「階梯訪談法」，深入訪談社會網絡網站的使用者，了解其對於社會網絡網站認知的「價值階層圖」（HVM），並將使用者分為大學生和上班族兩群，分析其價值階層圖之異同，並提供社會網絡網站業者對於網站功能改善的建議。 本研究之訪談結果，經內容分析法分析後，繪製成價值階層圖，大學生HVM的要素的連結路徑包括「小遊戲-調整心情」、「微網誌-調整心情」、「微網誌-獲得關懷」、「微網誌-關懷他人」、「完整的網誌-關懷他人」、「完整的網誌-保存回憶」、「影音存取-保存回憶」、「調整心情-樂趣與享受」、「獲得關懷-歸屬感」、「關懷他人-與他人的溫暖關係」、「影音存取-與他人的溫暖關係」；上班族HVM的要素的連結路徑包括「完整的網誌-保存回憶」、「完整的網誌-關懷他人」、「完整的網誌-獲得關懷」、「微網誌-關懷他人」、「微網誌-獲得關懷」、「微網誌-廣告宣傳」、「影音存取-關懷他人」、「影音存取-獲得關懷」、「影音存取-增加話題」、「相片標籤-禮貌」、「關懷他人-與他人的溫暖關係」、「獲得關懷-歸屬感」、「完整的網誌-樂趣與享受」。 本研究為社會網絡網站業者提出的功能改善的建議為：一、提供使用者偏好的網站屬性，二、提高使用者互動的質量，三、提供更簡易操作的隱私分級制度，四、提高娛樂價值，五、不同的社會網絡網站業者應發展自己的特色。 / As the social network sites（SNSs） have became widespread, the relevant research has also increased. These resaerches have focused on privacy issues, online/offline connections, impression management and friendship performance, and networks and network structure. To date, there lacks research that using qualitative methods to analyze which SNSs attributes users prefer, which benefits the attributes bring, and which values motivate users to gain the benefits. This thesis adopts the “Means-End Chain Model（MEC）” as the research methodology, and the researcher interviews survey candidates by laddering method. The goal of the interview is to obtain the hierarchical value maps（HVM） perceived by the survey respondents. The survey respondents are divided into two groups: college students and full-time workers, and their HVMs are compared. In the end, there are suggestions for improving the functions of SNSs. The interview data are analyzed by content analysis method, and then drawn as HVM. The connections between elements in HVM of college students include “Flash game connects to Mood-adjusting”, “Micro blog connects to Mood-adjusting”, “Micro blog connects to Concern-gaining”, “Micro blog connects to Concern-offering”, “Blog connects to Concern-offering”, “Blog connects to Memory-remaining”, “Visual and auditive elements access connects to Memory-remaining”, “Mood-adjusting connects to Fun and enjoyment”, “Concern-gaining connects to Sense of belonging”, “Concerning-offering connects to Warm relationships with others”, and “Visual and auditive elements access connects to Warm relationships with others”. The connections between elements in HVM of full-time workers include “Blog connects to Memory-remaining”, “Blog connects to Concern-offering”, “Blog connects to Concern-gaining”, “Micro blog connects to Concern-offering”, “Micro blog connects to Concern-gaining”, “Micro blog connects to Advertisement”, “Visual and auditive elements access connects to Concern-offering”, “Visual and auditive elements access connects to Concern-gaining”, “Visual and auditive elements access connects to Increasing the topic of conversation”, “Photo tag connects to Manners”, “Concern-offering connects to Warm relationships with others”, “Concern-gaining connects to Sense of belonging”, and “Blog connects to Fun and enjoyment”. The suggestions for improving the functions of SNSs are: 1. Provide the website attributes users prefer; 2. Improve the quality of interaction among users; 3. Provide the simple privacy classification interface; 4. Increase the entertainment value; 5. Different SNSs should develop different characteristics.

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 dental services industry has suffered in recent years, a decline in profitability due to increased competitiveness in a faster rate than demand growth. In this scenario, we highlight the importance of knowing the consumer behavior of this sector, with the goal of improving the marketing activities and, consequently, to adapt the different aspects of the service to guide professionals and entrepreneurs. Thus, this study sought to identify what are the values to the client in the consumption of dental services in clinics and this city. For this, we performed a literature review of services marketing, the concept of personal values and the theory of means-end chain. Data were collected and analyzed using the laddering technique, also known as scaling, which is a technique developed to understand and grasp how consumers translate the attributes of products, through its effects on associative meanings about yourself that according to the theory of means-end, are the instrumental values and terminal. We identified important dimensions of values, with greater emphasis on "conservatism" and "autoaprimoramento. Specifically, we have in relation to personal values, we identified some patterns of behavior guided by them, such as "capacity" and some statesfinals of existence, including: welfare, development, happiness, and socialization. Regarding the attributes, we can highlight the price, references, cleaning, care, expertise and professional training. We noticed a concern of consumers in having quality assurance of treatment, recovery of the relationship with the dentist, the need for confidence in the profession, concern for aesthetics, with their self-esteem and your health, to achieve personal values. / O setor de serviços odontológicos sofreu, nos últimos anos, uma queda da rentabilidade devido ao aumento da competitividade em um ritmo superior ao crescimento da demanda. Nesse cenário, destaca-se a importância de conhecer o comportamento dos consumidores desse setor, com o objetivo de melhorar as ações de marketing e, consequentemente, adequar os diferentes aspectos que envolvem o serviço para orientar os profissionais e empresários do setor. Assim, o presente trabalho procurou identificar quais são os valores para o cliente no consumo de serviços odontológicos, em clínicas e consultórios de Uberlândia. Para isso, foi realizada uma revisão de literatura sobre marketing de serviços, o conceito de valores pessoais e a teoria da cadeia meios-fim. Os dados foram colhidos e analisados utilizando-se da técnica laddering, conhecida também por escalonamento, que é um processo elaborado para compreender e apreender como os consumidores traduzem os atributos dos produtos, passando por suas consequências, em significados associativos a respeito de si mesmo que, de acordo com a teoria de meios-fim, são os valores instrumentais e terminais. Foram identificadas dimensões importantes de valores, tendo ênfase maior em conservadorismo e autoaprimoramento . Especificamente, já em relação aos valores pessoais, foram reconhecidos, também, alguns padrões de comportamento guiado por eles, tais como capacidade e alguns estados-finais de existência, entre eles: bem-estar, realização, felicidade e socialização. Em relação aos atributos, podemos destacar o preço, as referências, a limpeza, o atendimento, a capacidade técnica e a formação do profissional. Percebemos uma preocupação dos consumidores em ter garantia da qualidade do tratamento, a valorização da relação com o dentista, a necessidade de confiança no profissional, a preocupação com a estética, com a autoestima e com a saúde, para alcançar os valores pessoais. / Mestre em Administração