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Just as the Internet did before, mobile information technology (IT) is radically changing the way we interact with the world. Already there have been many innovative applications of this technology based on the unique attributes of mobiles. IT companies and IT service providers rely on meaningful and provable information about the influence of technical possibilities and the views of IT experts on consumer needs. The purpose and objectives of this research are to investigate the influence of mobile IT solution design and architecture on consumer behaviour related to a specific business area – the German financial market and services industry. The main research question was: “What shapes the development of mobile IT applications?” In thisresearch, the focus was on the technical context; that means the key drivers of the technological development, as they are named (in alphabetical order): efficiency, engagement, flexibility, security, simplicity, and visibility. The literature review identifiedthe factors influencing technology development and related these to the consumer behaviour theory. The research methodology is based on the phenomenological approach in which the ‘lived' experiences were described from the perspectives of interviewees'. Qualitative data were gathered related to the key drivers to understand what kind of influence factors are taking effect. Based on the assumption that IT experts will provideessential and significant inputs regarding the technical aspects, 18 semi-structured interviews were conducted. From the in-depth expert interviews, the key elements (variables) were determined and a conceptual framework was evolved with respect to literature and with the aim of answering the research question. Based on the findings from field data, the framework forms a foundation for a retrospective analysis to study the influence factors and to emerge remarkably consistent patterns that influence the development of mobile solutions. Furthermore,the proposed framework provides the basis to describe the effect of technological development on an existing information system theory. The thesis closes the gap left by the lack of a technical point of view in recent literature. This research identified consumer opinions and behaviours from the perspective of IT experts with regard to the perceived values and usability of mobile IT. The contribution to practice is that this study will bring together the technical viewpointand the viewpoints of consumers. In addition, this study will provide a set of recommendations to clarify interactions between the architecture and design of mobile IT and the consumer behaviour.

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Materialism has long been a subject of interest to researchers. More negative than positive consequences have been reported from studies on the lifestyles of materialists. For example, increased consumer and credit card debt, shrinking saving rates, increased number of consumers filing for bankruptcy, lower levels of life satisfaction and the depletion of natural resources are reported to be emanating from the increasing levels of materialism in societies. It is thus important to investigate the factors that can be implicated for the growth of materialism. Most of the studies attempt to explain materialism at a given point in time in isolation of the events people have experienced in their early life or childhood. Realizing that this practice is a shortcoming in consumer research, there is a call that consumer behaviour, such as materialism, be studied as a function of past life experiences using the life-course approach. While few studies have applied this approach to understanding materialism, little is known about the psychological processes that link childhood family structure to materialism. It is against this background that this study used the life-course approach to study how childhood family structure affects materialism through psychological processes of perceived family resources (tangible and intangible), perceived stress from the disruptive family events, and money attitudes of Generation Y South Africans. The study also assessed the moderating role of money attitudes on the relationship between childhood family experiences and materialism. Money attitude dimensions of status, achievement, worry, security and budget were introduced to broaden the life-course study of materialism because they are reported to begin in childhood, to remain in adulthood and they function in the background of every behavioural intention and action. Generation Y (commonly reported to be born between 1977 and 1994) were the subject of this study, because the literature reviewed revealed that these emerging consumers are not only numerous (about 30 percent of South Africans are Generation Y), have considerable influence and spending power, but most have been raised in disrupted single-parent/income families. With reports from family sociologists on the outcomes of divorce and single-parenthood (for example, stress, inadequate family resources, and low self-esteem) questions were raised as to how these outcomes would affect Generation Y money attitudes and materialistic values. Ten hypotheses were formulated to empirically answer the research questions. Using quantitative methodologies based on the nature of the research questions and problems, data were collected through online questionnaire from 826 business undergraduate students from the Nelson Mandela Metropolitan and Western Cape Universities. University-aged respondents were appropriate for this study since they are ideally suited to remember their past family circumstances and must have already formed consumption habits, attitudes and values at their age. The first research problem was to evaluate how two of the life-course theoretical perspectives (i.e., family resources and stress) selected for this study would explain the materialistic values of Generation Y South Africans raised in non-intact (did not live with both biological parents before 18th birthday) and intact (lived with both biological parents before 18th birthday) family structures through the money attitudes adopted. The results showed that even though a significant difference in perceived family resources (both tangible and intangible) and stress was found between subjects raised in non-intact (or disrupted) and intact families, the difference in materialism as a whole was not significant. In terms of the three materialistic values of success, happiness and centrality, subjects raised in disrupted families significantly scored higher in the happiness dimension. For the money attitude dimensions of status, achievement, worry, budget and security they significantly scored higher in the worry money attitude. Results of the correlation analyses showed that perceived decrease in tangible (food, clothing and pocket money) family resources was a childhood factor that affected later worry money attitude to significantly and positively influence all of the three materialistic values. Perceived decreases in intangible family resources (for example, love and emotional support) negatively affected the symbolic money attitudes of status and worry, which in turn, positively affected only the happiness dimension of materialism. Perceived increase in stress positively affected all of the symbolic money attitudes of status, worry and achievement. These, in turn, positively influenced only the success and happiness materialistic values. The second research problem was based on an assessment of the moderating role of money attitudes on the childhood family experiences to materialism relationship. Using hierarchical regression analyses, it was found that only the achievement and worry money attitude dimensions moderated the family resources to materialism relationship. This means that when subjects hold higher worry and achievement money attitudes, an increase in family resources (tangible and intangible) will have less effect in reducing materialistic tendencies. For the stress to materialism relationship, only the worry money attitude dimension had a moderating effect, meaning that when higher worry money attitude is held, an increase in stress from family disruptions would have a greater effect in increasing materialistic tendencies. None of the five money attitude dimensions did, however, moderate the childhood family structure to materialism relationship. The results of this study do not only have theoretical implications, but also provide valuable information to consumer-interest groups, banks and retailers, especially in terms of the money attitudes of Generation Y consumers in South Africa.

Conducts a deep research of the online and smartphone consumer behaviour with a focus on the Spanish Millennials. The main goal of the thesis is to identify a different online and smartphone pattern among Millennials in Spain, compared to the general population. At the same time, obtaining valuable and insightful information about the Spanish Millennials consumer behaviour and trends is another goal of the thesis. This thesis aims to provide key findings on the topic, adding valuable knowledge, based on the current situation and behaviour of this segment of the Spanish population.

Economists have long known that different cultures pay for goods and services in different ways. This thesis complements the economic research by identifying several elements of social construction for payment method demand in the UK, creating new knowledge in this under researched area. Further social and cultural influences on payment choice can be identified in future consumer behaviour research. As the full social construction of demand for payments is built, it will complete the economic research and more accurately predict future payment method demand. Smartphones, contactless cards and Bit coins may all contribute to a change in the way we pay, but without understanding why we choose a payment method it is impossible to really know. This thesis uses quantitative analysis of primary research to ascertain that there is a correlation between payment methods and shopping value, location of shopping, amount paid and goods/services purchased. The survey (n=676) also collects data on preferences to use cash by amount paid and goods purchased. As a by-product of this survey a correlation between shopping value and demographic segment (gender and ethnicity) is revealed. Factor analysis and structural equation modelling show that hedonic shoppers prefer tactile and exciting forms of payment (attributes associated with cash) and utilitarian shoppers prefer convenient, cost effective, speedy, rewarded and recorded forms of payment (attributes associated with card payments). The mean value for shoppers to switch from cash to cards is £35 but this varies with shopping value, payment preferences and demographic group. Shoppers also habitually buy certain goods with cash, one common factor being the avoidance of a record of their indulgences. This thesis demonstrates that shopping value and various subjective norms of behaviour influence our choice at the checkout, proving the principle that there is a social construction to the demand for payment methods.

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Marketers increasingly face challenges in trying to understand the decision-making processes and behaviours of those consumers located at the Bottom of the Pyramid (BOP). It has been proven that 73% of fast-moving consumer goods (FMCG) purchases are made at the point-of sale, and product packaging has been found to play a strategic role in seven of the ten in-store purchase decision criteria. Packaging is, therefore, an important basis through which companies can differentiate products from the plethora of competing brands. On average, big retailers carry 50 000 items and the typical shopper passes 300 items per minute. The packaging must, therefore, perform many of the sales tasks, making an overall favourable brand impression and experience. The research has attempted to understand the constructs of packaging and brand experience as purchasing decision criteria for FMCG products. The researcher administered 250 surveys with low-income consumers in the Star Hyper supermarket in the mining town of Carltonville. The findings demonstrated how low-income consumers have an appreciation of all product packaging as they often re-use it once the product is consumed. Furthermore, lower income consumers enjoy a greater brand experience with 'premium' product brands when compared to their brand experience levels with what they perceive to be 'cheaper' brand products. Even though a statistical weak relationship between product packaging and brand experience was found, the qualitative findings support the notion of a strong relationship as lower income consumers gain more value/greater brand experience not just out of consuming 'premium' brand products, but also from the use of the packaging for other needs afterwards. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

Genetic testing offers disease diagnosis and other information based on genetic material provided by an individual. Direct to consumer genetic tests bypass clinicianadministered tests in favour of direct sales and usage by consumers. The relative newness of consumer genetic testing to the South African market provides an opportunity for understanding the factors that would drive adoption of these products. An established technology acceptance model was enriched with factors important to clinical genetic testing and individual innovativeness. The model was tested through an online questionnaire with a nonprobability sample of 109 individuals. Factors including performance expectancy, social influence and discrimination concerns, were found to exhibit significant influence on consumers’ behavioural intention to use consumer genetic tests. These findings provide a theoretical framework of individuals’ attributes of importance for marketing and sales of consumer genetic tests. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted