Submitted in fulfilment of the requirements for the Degree of Master in Technology: Marketing, Durban University of Technology, 2011. / Satisfying consumers’ needs and wants has always been a primary goal of marketing. These are fulfilled when consumers make the right choices of products to purchase. The driving force behind such purchasing decisions is generally regarded as motivation and this varies between consumers, with each one having their own reasons for their respective choices. For the convenience of consumers, women’s clothing is displayed in stores according to the body sizes of the garments, as reflected on each of their labels. However, this practice can be confusing to consumers because manufacturers use differing sizing systems. The resultant sizing and fit problems in women’s clothing have been documented in many studies around the world. The aim of this study is to explore the emotional effects of sizing and fit on purchasing behaviour in women’s clothing. It looks at current literature regarding emotions in purchasing, consumer decision making and sizing and fit and focuses on sizing and fit problems encountered when women try on clothing in a store. Their emotions whilst going through this process are identified and the subsequent effects of these emotions on their purchasing behaviour are examined. The study firstly reveals that emotions are felt, in varying degrees, by women consumers arising from sizing and fit problems when trying on clothing in stores. The results show that positive emotions are not felt strongly. Secondly, the study identifies the influences which emotions have on purchasing behaviour. The results indicate that positive emotions have a significant influence on purchasing, whilst negative emotions have a lesser effect. Thirdly, the study reveals that in the relationship between satisfaction and the demographic profile, age played a significant role in the scoring of positive emotions when respondents experience inconsistency of sizes between stores.

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.

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 Labour Relations Act 66 of 1995 provides an elaborate dispute resolution system which seeks to resolve disputes in a speedy and cost-effective manner. However, this system is faced with a number of challenges. The application of common law and administrative law causes tension between the Labour Court and civil courts. It creates uncertainty in the development of our labour law jurisprudence and also leads to the problem of forum shopping. These problems in effect undermine the objectives of the Act. This dissertation analyzes problems in the LRA and other legislations leading to forum shopping. It also analyses the view of the courts on this problem and further expounds a number of possible solutions. The analysis revolves mainly around an observation of South African literature and case law. / Mercantile Law / LL.M.

The Labour Relations Act 66 of 1995 provides an elaborate dispute resolution system which seeks to resolve disputes in a speedy and cost-effective manner. However, this system is faced with a number of challenges. The application of common law and administrative law causes tension between the Labour Court and civil courts. It creates uncertainty in the development of our labour law jurisprudence and also leads to the problem of forum shopping. These problems in effect undermine the objectives of the Act. This dissertation analyzes problems in the LRA and other legislations leading to forum shopping. It also analyses the view of the courts on this problem and further expounds a number of possible solutions. The analysis revolves mainly around an observation of South African literature and case law. / Mercantile Law / LL.M.