Whether utilising online or offline communication media, the consumer progresses through specific response phases when being exposed to communication messages that have the intent of moving the consumer to buy a product, use a service or proceed to specific action. The focus of this study is on the online consumer response process. The study firstly commenced with a discussion on the concept of web-based commercial communication (WBCC). The unique characteristics and needs of the online consumer were secondly discussed. Thirdly, the theoretical discussion focussed on, analysed and critically examined advertising response models. Fourthly followed a theoretical discussion on the general theory of consumer response. Theoretical criteria for web-based commercial communication and the consumer response process were fifthly developed. Lastly, the primary research objective of this study was addressed by developing a theoretical framework for the online consumer response process. / Communication / MA (Communication)

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: In a global era of growing consumer economies, retailers rely extensively on the exploitation of consumers’ personal and behavioural information, in order to successfully execute and sustain their business models and strategic objectives. The gathering and mining of consumers’ personal and behavioural information represent tremendous potential in the application of relationship marketing tactics, towards consumer intimacy, and ultimately towards competitive advantage. However, in their quest to understand consumers better, retailers need to be acutely aware of consumers’ views regarding the gathering and use of their personal and behavioural information, in order to derive the associated benefits whilst mitigating the risk of alienating consumers. To this end, the main objective of this research assignment was to understand the thoughts and feelings of a selected sample of retail consumers, regarding the use of their personal and behavioural information in relationship marketing tactics. The research aim was achieved through a qualitative exploration of the thoughts and feelings of thirty millennial retail consumers who shared their individual views in written format and small group interviews. Cognitive mapping was used as the central technique for the coding and interpretation of written and interview data, depicting the central themes of consumer rationale, as well as the causal relationships of the concepts, which influenced their sentiment and decisions. The insights produced by the cognitive mappings were triangulated using additional techniques of sentiment analysis and word frequency analysis. The combination of research techniques produced robust overarching insights of universal value, coupled with insights of specific subtleties alluding to consumer groups with differentiated engagement needs. Universal insights included strong negative sentiment whenever consumer participants considered the possibility that retailers with whom they engage on the basis of their personal information could potentially share such personal information with third-party entities outside of their explicit or implicit relationship with a particular trusted retailer. Similarly, the personally intrusive nature of telemarketing as an engagement and communication channel was met with universal disdain at every mention thereof, clearly eliminating it as a viable channel for any retailer who would seek to build and sustain trusted consumer relationships. The sample of participants revealed four broad groups of millennial consumers, each with different preferences of engagement with retailers. The majority of the participants across two groups recognised a conditional and transactional basis for exchanging varying degrees of personal information for a variety of derived benefits. A small group of participants indicated a clear preference towards avoiding engagement on a personal basis and sharing of personal information with retailers. A similarly small group of participants exhibited general openness and willingness to engage retailers and share personal and behavioural information with little restraint or concern. The insights derived from this research assignment provide a solid foundational exploration for future research on the specific and related topics, whilst the application of the cognitive mapping technique provided profound multi-dimensional insights. Businesses stand to gain potential material benefit through the careful consideration of the terms of engagement with their consumers, as provided through the universal and specific insights of this research assignment.

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / China Area Studies / Master / Master of Arts

Our purpose of this paper is to seek an understanding of which service quality factors that affects customers in their decision making progress regarding purchasing financial services such as pension products. We also seek to evaluate the different service quality factors by compare their relative strength against each other. The study aim to investigate if there are any connections between customer behavior variables such as gender, age and income in comparison to these service quality factors related to pension products.The findings aim to help a small financial institute such as our case company Plain Capital to understand how their customers experience service quality regarding pension products. In order to find empirical results we conducted a qualitative research as well a quantitative research. The qualitative research employed both a focus group interview with pension savers and an interview with our case company Plain Capital. We were able to identify the service quality factors for pension’s products with help from the focus group interview. The quantitative research employed a visited survey, which measure connections between customer behavior variables such as gender, age and income in comparison to these service quality factors related to pension products. The qualitative endings show that the service quality experience regarding pension products is based on eight service quality factors. The eight service quality factors identified in this study are physical environment, Webb environment, phone environment, financial performance, pension advising, level of individualization, characteristics of financial advisors and level of feedback. The quantitative findings show that characteristics of financial advisors are the one with the highest average out of the eight service quality factors, followed by level of individualization and Webb environment. The hypotheses tests show that there are four significant connections between the eight service quality factors and consumer behavior variables. This study identifies eight service factors that together represent the total service quality for pension products in Sweden. The financial institutions that offer pension products can, by improving these eight service quality factors, increase their customers perceived service quality. The finding of this study shows that small and local companies like our case company Plain Capital should focus on their characteristics of financial advisors to build a long term customer relations, increase their individualization in their offers depending of gender and level of income and finally increase their quality of their Webb environment in order to expand in new geographical locations.

The primary aim of this thesis is to apply chaos theory to consumer behaviour research. Chaos theory is essentially a theory of time series. The specific focus is product choice consumption behaviour. The conceptual basis for the work is taken from a theory thus far developed entirely outwith the topic focus of consumer research and marketing. The concepts and methods developed by chaos theorists in the natural sciences and some social and behavioural sciences are synthesised with concepts and methods from consumer research. The objective is to both shed light on the consumption process and explore the potential of chaos theory in this field. Ultimately the work attempts to address the question of whether consumer behaviour can be 'chaotic' as described by chaos theory.In order to facilitate these objectives a diary study was conducted using sixty respondents. They were required to record their consumption of branded products for a period of three months. Five product categories were used with informants recording consumption of only one product type (twelve informants in each group). The product groups were as follows: soft drinks; savoury snacks; beer; chocolate snacks and packaged yoghurts and desserts. The data was coded and analysed by methods selected prior to data capture: weighted time series, spectral analysis and phase space analysis. One of the principal findings of the research was that distinctive forms of behaviour were identifiable within the data set as a whole from which a five-fold typology is proposed. However the complexity and individuality of the forms was marked despite this apparent typology. The spectral analysis shows little evidence of regular or periodic patterned behaviour; the series are essentially aperiodic. The phase space analysis reinforces and enhances the analysis of the weighted time series and suggests the series tend more towards chaos than ordered behaviour. The series obey certain 'rules' (i.e. they are 'randomised' but not random) consistent with the existence of determnistic chaos. Moreover they appear globally stable and locally unstable. These findings have a number of implications for various areas of consumer research (e.g. varety seeking, loyalty and other aspects of consumption) and successfully extend the application of chaos theory to another area of human behaviour research.

Coupons are one of the most popular and attractive tools of promotion. Redeeming coupons makes shoppers feel that they are doing something good for their family's budget, because coupons offer 'savings.' On the other hand, a coupon might have several negative effects on purchase behavior as well, which might 'devalue' the promoted product in the consumer's perception. But a review of the literature shows a lack of attention afforded to the above-mentioned aspects of coupon redemption. In addition, the consumer's coupon redemption behavior is moderated by several factors drawn from research in the fields of market pricing, economics and psychology, each of which have contributed to the current study in their own way. Finally, there does not exist any substantive research as to why coupon redemption rates have been on the decline, despite an increase in distribution of coupons. Therefore, this research not only fills existing gaps in the literature but also enriches it by synthesizing views from different academic disciplines. This dissertation concentrates on grocery products. Data is collected from about 2500 adults, primarily residing in the Dallas-Fort Worth area. The conceptual framework is based on the theory of reasoned action, which suggests that an individual's beliefs influence his/her attitude towards the consequences of actions, and attitudes, in turn, influence the individual's actions. Toward this end, the model incorporates intention to redeem coupons, intention to keep or spend savings and intention of how to spend savings from coupon redemption as the dependent variables, and several other independent variables. Behavioral independent variables are measured using items borrowed from established scales, as well as those developed exclusively for the current study. Standard statistical tools such as factor analysis and accepted measures of reliability and validity (Cronbach's alpha) are applied and reported, while structural equation modeling has been used to re-validate certain findings. Multivariate regression is applied for testing the hypotheses. Results indicate that several psychological (e.g. arousal-seeking, novelty-seeking tendency), socio-economic (e.g. income effect, opportunity cost) and behavioral factors (e.g. savings propensity, switching behavior) influence the individual's intention to redeem a coupon. The current research offers several academic and managerial implications, while providing promising prospects for further studies.

No description available.

Aquaculture and fisheries hold promise for supplying a growing world population with healthy food produced without undermining the earth’s carrying capacity. However, just as livestock production and agriculture, seafood production can have negative environmental impacts and if a continuous or even increased supply is to be guaranteed, the pressure on affected ecosystems needs to be limited. Due in part to a perceived failure of other governance mechanisms in improving the environmental performance of the sector, a large number of voluntary market based standards for farmed and wild caught seafood have been developed. Nonetheless, the knowledge base on the extent to which implementation leads to environmental improvements remains limited. Moreover, the role of consumers in driving demand for eco-labeled seafood is presently an under-researched area. This thesis aims at reducing this knowledge gap through an examination of the potential environmental effectiveness of aquaculture eco-certification and internal, psychological variables predicted to be of importance for sustainable seafood consumption. Put differently, what is the potential of eco-certification in greening the blue revolution and fuel ‘turquoise growth’, and how can consumer demand be spurred? In Paper I, the role of eco-certification in improving the growing aquaculture sector at large was explored. Results showed that environmental effects at global scale likely will be limited due to e.g. partial coverage of species groups and environmental impacts, and a lack of focus on Asian markets and consumers. In Paper II the environmental performance of eco-certified and non-certified mangrove-integrated shrimp farms in Vietnam was compared by using Life Cycle Assessment and put in relation to conventional, more intensive farms. While there was no substantial difference between certified and non-certified farms in terms of environmental impacts, emissions of greenhouse gasses were higher for mangrove-integrated than conventional farms due to mangrove land use change. The results from Paper III demonstrated that the body of literature investigating ecological effects of seafood eco-certification is limited. ‘Spatially explicit ecosystem service information’ (ES-information) on e.g. key ecosystem services and biodiversity in a given area is suggested to have potential to improve sustainability standards. Taking guidance from the pro-environmental behavior literature, consumers in Stockholm, Sweden were consulted on awareness of and attitudes towards eco-labeled seafood (Paper IV-V). Two variables, concern for environmental impacts and knowledge about seafood eco-labels were the best predictors for stated eco-labeled seafood purchasing. Moreover, there seemed to be a misalignment between consumers’ expectations on eco-labeled food in general and certification requirements for eco-labeled seafood. From this set of findings, a number of improvements of current seafood eco-certification are suggested. First, include an LCA-perspective in standards to a higher degree than presently done and provide readily available ES-information in the implementation and evaluation phase of certification. Second, introduce standardized mechanisms for capturing potential environmental improvements over time. And finally, stimulate demand by targeting Asian consumers and markets as well as strengthen consumer eco-label awareness and emotional involvement. / <p>At the time of the doctoral defense, the following paper was unpublished and had a status as follows: Paper 5: Manuscript.</p><p> </p>