published_or_final_version / Business / Master / Master of Philosophy

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This study analyses the purchasing behaviour of households and briefly on industrial consumers with regard to their detergent purchases. Following from this analysis, the scope for a new detergent business venture will be investigated. The local industry has a plethora of detergent manufacturing companies supplying the retail and industrial markets, thus an appropriate analysis and strategy developed from this study will enable a new detergent business venture to have an improved understanding of the detergent industry in Pietermaritzburg leading to some minimisation of the risks for potential detergent entrepreneurs. The objectives for the study is detailed below. Primary Research Objectives : 1. To examine whether mcome accounts for household purchasing preferences between branded and non-branded detergents. 2. To determine whether location is a factor that must be considered m the marketing of detergents. 3. To examine whether there are gender differences in the purchasing behaviour of detergents among households. 4. To determine which are the major factors that influence detergent buying behaviour among industries. Secondary Research Objective: To determine whether there is scope for the introduction of a new detergent venture among households in Pietermaritzburg. This study found that income accounts for differences in purchasing of detergents. The manufacturer of detergents needs to be aware that location is a factor that must be considered in the marketing of detergents. Branded detergents carry a premium price whereas non-branded detergents are cheaper. Correspondingly, the marketer must match the type of detergent product to the consumer profile of the location in which the business is operating. It was found that gender does not account for differences in monthly expenditure on detergents. Price and quality of detergents were found to be important characteristics for both the household and business user. In addition, it was found that consumers were willing to support a new detergent business venture in Pietermaritzburg. The major variables influencing detergent brand choice in the Pietermaritzburg market seem to be attitudinal variables such as perception regarding the efficacy (QUALITY) of the brand, closely followed by the perception on the valuefor- money (PRICE). Field level promotional activities such as price-offs, freebies associated with different pack sizes of the same brand also seem to impact the choice of the brand, although the impact was low. Base price reduction is generally resorted to quite infrequently and hence a price elasticity measure may be found to be statistically insignificant. A critical result drawn from this study is the importance of attitudes in affecting behavior in the purchase of detergents. In the South African market, it is generally believed that brand attitudes are primarily influenced by advertising. If this assertion is assumed to be true, this research makes a case for better management of consumer attitudes through the deployment of appropriate advertisements using the correct media (Banerjee, 2004: 3). The major recommendations from this study found that manufacturers of household detergents need to dedicate resources to print media when advertising their products. Targeting the most appropriate consumer and capturing potential consumers by television should be looked at by marketers (Dutta-Bergman, 2006: 103). Liquid detergent manufacturers need to major more on the price of the product and the quality. These two factors are critical in ensuring a new detergent business venture is successful and sustainable . Davis (1993: 19) punts 'green marketing' as one of the strategies that may shift consumers to purchase products. Accordingly, companies that can market a 'green' detergent product would have a greater chance of penetrating the market, and gaining market share from the dominant and larger multi-national detergent companies. / Thesis (MBA)-University of KwaZulu-Natal, Pietermaritzburg, 2006.

This study examines the attitudinal and behavioural dimensions of Indian consumers, in the Chatsworth area, to brand loyalty. A survey was undertaken in the designated area and data for the investigation was obtained from a sample of 237 households, drawn by means of the stratified random sampling technique. The data was qualitatively and quantitatively analysed using numerous descriptive and inferential statistical techniques. The findings indicate that Indian consumers are more brand loyal to food than to non-food products. This result reflects that the type of merchandise involved and the relative strength of brands have an important influence on brand loyalty. Furthermore, Indians are rational buyers, who evaluate the cost and benefits of products, and increasingly consider the purchases of house brands as opposed to branded products. The determinants of brand loyalty for products in general. was found to be quality, whilst the main product evalutation criteria for food items is freshness, followed by nutritional value. The majority of consumers do not base their judgement of quality on price. Finally, non-brand loyal buyers assign higher ratings to product attributes on most of the specific products studied, than brand loyal consumers. / Thesis (M.Admin.)-University of Durban-Westville, 1993.

[Truncated abstract] It has been argued that the demand for a product is largely dependent on price and quality (Dodds, Monroe & Grewal, 1991) and that it is possible to provide a global product with a universal brand, as consumers desire reliable and quality products at low prices (Levitt, 1983). As global companies extend their reach around the world and such “global” products become available world wide, it is important for marketers to understand if other factors play a significant role in consumers’ purchase processes, especially in Asia where cultural and social influences can be very different from Western societies . . . Since numerology is deeply rooted in Chinese culture, the present study was undertaken to examine the impact that two important numbers (4 and 8) had on Chinese consumers’ value perceptions when used in sub-brand extensions. These numbers were chosen as Ang (1997) had noted the numbers represented “death” (4) and “prosperity” (8) in Chinese numerology and, consequently, may have a negative or positive impact on the value Chinese consumers attach to a product. While there are many types of products available to consumers and possible juxtapositions of numbers are almost endless, the present study was restricted to examining the impact that the numbers 4 and 8 had on the value Chinese consumers attached to cars and mobile phones to ensure the study was manageable. The study was undertaken in Singapore, but it was hoped that the results could be translated to other Chinese markets so more cost-effective and efficient approaches could be developed for such markets.

Thesis (Ph. D.)--Michigan State University. Dept. of Advertising, 2006. / Title from PDF t.p. (viewed on June 19, 2009) Includes bibliographical references (p. 94-109). Also issued in print.

Thesis (M.S.)--Auburn University, 2008. / Abstract. Vita. Includes bibliographical references (p. 75-79).

Thesis (M.B.A.) - Carleton University, 2007. / Includes bibliographical references (p. 214-221). Also available in electronic format on the Internet.

Thesis (Ph. D.)--Ohio State University, 2005. / Abstract available online via OhioLINK's ETD Center; full text release delayed at author's request until 2006 July 21.

Thesis (Ph. D.)--University of Texas at Austin, 2007. / Vita. Includes bibliographical references.