The South African food and clothing retail industry is highly sophisticated and dominated by a few large competitors. The market is unique and has been shaped by abnormal political influences that have created a polarised society. The market holds a high potential owing to the burgeoning young middle class that is also attracting global attention. This necessitates an increase in economies of scale through expansion and acquisition strategies. Woolworths Holdings Limited has experienced significant growth in tough trading conditions whilst many competitors have lost ground. The Woolworths’ brand is primarily aimed at the high-income groupings but also appeals to the burgeoning middle class with their private-label products. The clothing and food divisions also provide a unique appeal that concentrates on the strong brand name to cater to the polarised nature of the market. The Woolworths Holding Limited (WHL) business model aims to offer superior quality at a lower cost than competitors which competitors find difficult to imitate. The apparent paradox is solved through tightly-knit supplier relationships and a culture demanding continuous improvement. The company is uniquely positioned to service the Living Standards Measure (LSM) 8-10 niche market whilst improving efficiencies. The company drives its competitive advantage over competitors through the key competencies of a reputable brand name, a strong sustainability programme, a strong operation and supply chain network, all of which are crucially-supported by superior and innovative technology utilisation. The study analysed the strategic brand positioning with a focus on the introduction of the supermarket concept. The study indicated that the supermarket concept was a reaction from WHL to consumer’s requirements for a one-stop shop aimed at increasing existing customers’ basket spend and drawing similar new clients. An increase in spend is potentially lucrative to WHL, and the strategy is a viable option as long as the company remains focussed on the core principles of the business model.

Customer profiling has recently gained much recognition in the e-commerce domain because of the benefits it is capable of bringing to online business. Customer profiling has been implemented in various systems development approaches such as in a client-server environment. Recently there has been an increase in the number of organisations adopting and implementing e-commerce systems using service-oriented architecture (SOA) principles. This research set out to determine how a customer profile can be implemented using open source SOA implementation tools, and how SOA-based customer profiles can be utilised to provide appropriate personalisation in an SOA environment. The research further endeavoured to complete a comparative study on customer profile implementation in two different architectures, namely SOA and client-server. An extensive literature review was conducted on SOA, customer profiling and e-commerce systems development. SOA enabling technologies, such as, web services, enterprise service bus (ESB) and open source Sun Java SOA implementation tools, for example, Open ESB, GlassFish application server and Netbeans IDE were analysed. A Java web services-based customer profiling system was prototyped following SOA design principles. An end-user evaluation survey was conducted using eye tracking with a sample of 30 participants. The evaluation was done on two e-commerce systems with the same interface but running on two different customer profile back-ends, SOA and client-server. The results show that participants did not experience significant difference between the two systems, however, eye tracking results showed a significant difference between the two systems. The research concluded that customer profiling using SOA offers more benefits than implementations using other architectures such as client-server. SOA component-based development proved to be easier to manage, develop, integrate and improves interoperability between different technologies. The research brought together necessary techniques and technologies that organisations can use to implement SOA. Using SOA, organisations can integrate and utilise different technologies seamlessly to achieve business goals.

The South African Organic farming industry has indicated a stable increase in the production of organic products from insignificant informal sectors to a fast-growing formal sector. Although there is no documented evidence of the origins of the sector, it can be considered that the formalisation of the organic industry started in 1994 with the formation of Organic Agriculture Association of South Africa (OAASA). The expanding organic food sector is a current organisational change in food demand in South Africa. Therefore, it is becoming vital for food marketers to know consumer needs and demands for food in South Africa, particularly organic food, as consumer preferences sturdily affects the direction of the marketers’ approach, in terms of what is in demand and consumed. Accordingly, this research investigated the factors that influence consumer attitude towards organic food and how consumer attitude influences consumers’ buying intentions. A non-experimental quantitative approach was employed to respond to the purpose and goals determined for the study. A survey was circulated to South African purchasers residing in the Gauteng Province, who were over the age of 18 years and liable for their own domestic food acquisitions. A total of 310 questionnaires were completed, but only 301 responses without errors were utilised for statistical analysis. Data collection was conducted by means of an in-store intercept approach and snowball sampling was applied to supplement the purposive sampling approach to achieve a statistically significant respondent sample. In order to examine and understand the socioeconomic characteristics of the sample and further determine the type of respondents who took part in the research, descriptive statistical analysis was used for this current research. Furthermore, to meet the goals of the research, inferential statistical analysis was used to attain the description view of every recognised variable’s performance of the participants. The findings of this research firstly showed that product quality, subjective norms, health and environmental concerns had a positive influence on consumer attitude towards organic food. The analysis further indicated that health concerns had the strongest influence on the respondents’ attitude for organic food, followed by product quality, then subjective norms. Surprisingly, environmental concerns showed no statistically significant influence on the consumers’ attitudes towards the purchase of organic foods. Secondly, the results showed that the respondents had a favourable and positive attitude for organic food. The participants believed that organic food was higher quality, healthier, safer, fresher and tastier than conventionally grown food. Thirdly, the results showed that even though the respondents considered price as a significant influence when purchasing food, and also considered organic foods to be expensive than conventional food products, they still intended to purchase more organic food. The results further showed that, though some respondents had access to organic food in the retail-stores where they regularly shop, other respondents still expressed difficulty in finding organic food products. However, this does not change their intent to purchase more organic food. Lastly, the results indicated that, although respondents had a great intent to buy organic food, this did not translate into actual purchase behaviour, because actual shopping behaviour of organic food was low, which reiterates the intention-behaviour gap. This means that, although the respondents had a strong intention to purchase organic foods, there are still hurdles which hindered them from making the actual buying of organic foods. The intention-behaviour gap among consumers is mostly triggered by the inaccessibility of organic food products, consumers’ lack of confidence in the trustworthiness of organic food certifications, and the high price of organic food. It is therefore advised that organic food sellers must aim to expand purchasers’ awareness of organic food, in terms of what makes organic food distinctive from non-organic food and the justifications for high prices of these products, so they will be more prepared to buy organic food. Organic food traders and marketers must improve the accessibility of these foods by supplying them where it is convenient for purchasers to buy such products. It is also suggested that the South African government must put in place official certification and inspection programmes for organic food products to improve consumer confidence in certified organic food products. This current research can contribute by adding value to the literature on environmental sustainability in the perspective of a growing economy, specifically South Africa. The research further extends its contribution in assisting organic food producers, operations, sellers, government and regulatory institutions to further understand the factors that influence consumer attitude for organic food and consumers’ buying intentions. This will enable the effective development of organic agricultural programmes (e.g. certification) and improve marketing campaigns that will motivate South Africans to select organic food products. / Life and Consumer Sciences / M. Cons. Sci.

Despite the widespread adoption of Internet banking, no guidelines exist on what functionality the techno-savvy Generation-Y customer segment (20–37 years) expects from Internet banking websites. This research investigated the functionality that South African Generation-Y customers require from this transacting platform. A user-centred design philosophy with a mixed method research design was used. The technological characteristics of Generation-Y, abstracted from the literature, were aligned with functionality trends of future Internet banking websites to formulate an initial list of Internet banking functionality guidelines. These were evaluated using a survey and interviews, and were also used in a heuristic evaluation of the Internet banking platforms of five South African banks. The findings were integrated to synthesise functionality guidelines. A visual representation of these guidelines was constructed as wireframes for evaluation by Generation-Y users. This study makes a contribution by providing a validated list of Internet banking functionality guidelines for Generation-Y banking customers. / College of Engineering, Science & Technology / M. Tech. (Information Technology)

Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007 xiv, 129 [19] leaves / This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change.

Submitted in fulfilment of the requirements for the Degree of Master of Technology: Marketing, Durban University of Technology, 2014. / The establishment of choice set from which consumers identify their preferred product and/brand choices arouses some interest among researchers, specifically within the context of international marketing. This curiosity about the influence of a product’s place of origin (country-of-origin: COO) on the establishment of consumer choice sets chiefly emanates from the growth of international trade and globalisation. The gap within the knowledge base surrounding consumer behaviour with respect to the purchase of foreign and domestic brands, specifically within Africa created the potential for research. As part of the evolution of COO research, this study looks into the construct of consumer ethnocentrism (CE) and its relationship with product selection and consideration. The aim behind the study can be summed up in the following objectives: firstly, to identify the moderating effects of consumer demographic variables on ethnocentric tendencies; secondly, to determine consumer attitudes towards foreign convenience goods; and, thirdly to establish the association between consumer ethnocentrism (CE) and brand selection for a consideration set. A structural model was developed illustrating the relationships (assumed) between consideration and CE. This resulted in the developed of five hypotheses. A cross-sectional descriptive survey was conducted within Durban. A research instrument was developed combining ethnocentrism research and the concept of consideration. Within the study, an explanation of the research methodology utilised was provided. 500 questionnaires were distributed in order to obtain primary data for the purpose of the study. A presentation of the results obtained was provided. An analysis of the collected data was also provided using SPSS 21.0 with the aid of graphs and the appropriate inferential statistics. The research hypotheses were tested using an independent sample Kruskal-Wallis test and a Mann-Whitney U-test. A Spearman’s correlation test was used to test the relationship between consumer ethnocentrism and brand consideration. The chi-square test was used to test for the existence of variances within the responses provided by the respondents. The study revealed that only race had a significant relationship with consumer ethnocentrism while other demographic characteristics did not. Ethnocentric tendencies were strongest among Black South Africans. An association was also discovered between consumer ethnocentrism and the consideration of convenience products. The study, therefore, provides a better understanding into South African consumers’ selection of convenience products as influenced by consumer ethnocentrism. The theoretical and practical implications from the research findings have also been discussed within the report with the provision of suggestions regarding future research.

Thesis (MBA)--Stellenbosch University, 2007. / Socially responsible consumption plays a major role in achieving environmental sustainability in any part of the world. The aim of this investigation was to identify whether consumers in the Western Cape are socially responsible. The research was conducted using a sample of 200 consumers in the Cape Town area as a representative sample of the Western Cape. Data were gathered from respondents by means of a questionnaire. The statistical interpretation of the survey results were done by means of constructing frequency distribution tables since the data are nominal. The results of the analysis of the data pointed out that while consumers in the Western Cape demonstrated willingness to know how products are made before buying; they do not take into consideration the environmental and social impact of their purchases, meaning that they are not socially responsible consumers. Out of 167 completed questionnaires, 36% of respondents based their buying decision on the price and quality of products. This constitutes the single largest group of respondents in the survey. The results also revealed that consumers are willing to boycott products that are proven to be unethically produced, which is a positive development. Radio and television were the main sources of information for consumers about entities. In terms of the definition of moral standards, consumers proved to be idealistic, meaning that they believe that moral standards should be viewed as universal regardless of the society in which it occurs. These findings clearly indicate that while consumers in the Western Cape are not socially responsible, there are positive indications from the survey that can be used to improve the situation. Consumers' willingness to know how products are produced before buying, the willingness to boycott products proven to be produced unethically, and their idealistic view on moral standards are all positive indications for improvement. The recommendations provided in the study, if implemented, will go a long way towards making consumers more conscious about the social and environmental impact of their purchases.

Thesis (MComm)--University of Stellenbosch, 2007. / ENGLISH ABSTRACT: Lifestyles offer a comprehensive view of behaviour and the motives that underlie many of the purchases made by consumers. Impulsive buying behaviour is a complex phenomenon, and it has not yet been actively researched within a South African context. The aim of this study was to investigate the lifestyle of an impulsive student buyer, and to compile a lifestyle profile of such a buyer. A total of 499 respondents from the particular tertiary institution participated in the study. The sample population reflected young consumers in the age group 17 to 33 years. The students were mostly undergraduates studying in a full-time capacity. This study was exploratory and descriptive in nature. An electronic web-based survey was used as the method of data gathering. The survey was programmed and posted for a period of three weeks on the student portal of the tertiary institution where the survey was conducted. The validation of participation in the electronic survey was done in accordance with the requirements of the sample selection criteria. The questionnaire was tested during a pilot study. Factor analysis and Cronbach’s coefficient alpha was used to assess the validity of the questionnaire and to determine its internal consistency. Mean scores and standard deviations were computed to divide the data into three groups. To determine the current lifestyle dimensions of the students, the Activities, Interests and Opinion statements (AIOstatements) were factor analyzed. The factor matrix was rotated by means of an oblique rotation of axes, making use of the Direct Oblimin rotation technique. This resulted in a solution of five activity and interest factors, and two opinion factors. Mean scores and standard deviations were computed for all the valid life style characteristics. The frequency of impulsive shopping was measured through frequency distribution. Pearson’s product moment correlation coefficient analysis was performed between the differentiating variables, namely lifestyle and impulsive shopping behaviour to establish the relationship between these variables. Multivariate analysis of variance (MANOVA) and univariate (one way) analysis of variance (ANOVA) were used to determine differences between the groups. The five activity and interest factors that were identified, included clothes shopping/clothing specific lifestyle, social interaction, media usage, fashion oriented clothes shopping/fasion oriented clothing lifestyle, and cultural activities and interests. The two opinion factors identified, were positive vision for the future and importance of training/education. However, the opinion factors did not differ in terms of statistic significance between the groups, and was therefore not used in the consequent typology of the groups. Three groups of student consumers were identified based on the respondents’ perceptions of their activities and interests, and impulsive shopping behaviour. The students were categorized into the following three groups: Group 1: Non-impulsive shoppers – Non-impulsive Conservatives/ Traditionalists Group 2: Low impulsive shoppers – Moderates Group 3: High impulsive shoppers – Impulsive Trendsetters The three groups differed in terms of their activities and interests, and impulsive shopping behaviour. The following activities and interests characteristics were considered important: clothes shopping/clothing specific lifestyle, social interaction and media usage. The activities and interests factors that are responsible for differences between the groups could provide retailers with valuable means to identify market segments, and to satisfy their specific needs. Young South African consumers should not be considered as a homogeneous group of consumers. The South African market is a highly competitive environment providing a wide variety of shops and products to consumers which can be targeted at a specific segment to exert an impact on shopping and specifically impulsive shopping. Therefore the retailer and marketer ought not to underestimate this type of shopping behaviour. Implications for retailers and marketers are stated and recommendations for future research are suggested in order to encourage further investigation in a scientific manner in the field of impulsive shopping behaviour, and lifestyle. / AFRIKAANSE OPSOMMING: Lewenstyl bied ‘n uitgebreide en omvattende beeld van verbruikers se gedrag en die motiewe onderliggend aan die aankope van verbruikers. Impulsiewe aankoopgedrag is ‘n komplekse fenomeen en ‘n studierigting waarin beperkte navorsing in Suid- Afrika gedoen is. Hierdie studie poog om ondersoek in te stel na die lewenstyl van ‘n impulsiewe studente-aankoper en om dan gevolglik ‘n lewenstyltipering van hierdie student te doen. ‘n Totaal van 499 respondente het aan hierdie studie deelgeneem. Die steekproef is uit jong verbruikers in die ouderdomsgroep 17 tot 33 jaar geneem. Die studente was meerendeels voorgraads voltyds ingeskrewe studente. Hierdie studie was verkennend en beskrywend van aard. Data is deur middel van ‘n elektroniese webgebaseerde-opname versamel. Die vraelys is tydens ‘n loodsstudie getoets. Die vraelys is geprogrammeer en vir ‘n tydperk van drie weke op die portaal van die studente aan die betrokke tersiêre instansie geplaas. Die vraelys het uit vier afdelings bestaan. Die kontrole van die deelnemers aan die elektroniese opname is in ooreenstemming met die steekproefseleksiekriteria opgestel. Faktorontleding en Cronbach se koëffisiënt alfa is gebruik om die geldigheid en interne konsekwentheid van die vraelys te ondersoek. Deur gebruik te maak van gemiddelde tellings en standaardafwykings is die data in drie groepe verdeel. Om die bestaande lewenstyldimensies van die studente te bepaal, is die Aktiwiteite, Belangstellings en Opinie-stellings (AIO-stellings) aan faktorontleding onderwerp. Die faktormatriks is volgens die skuinsas-rotasietegniek met behulp van die Direct Oblimin-metode geroteer. Vyf aktiwiteite-en-belangstellingsfaktore en twee opiniefaktore is uit die data verkry. Gemiddelde tellings en standaardafwykings is vir al die geldige lewenstyleienskappe bereken. Die frekwensie van impulsiewe aankoopgedrag is deur middel van frekwensieverspreiding gemeet. Pearson se produk-moment korrelasiekoëffisiënt-ontleding is op die data toegepas om die korrelasies tussen die onderskeie veranderlikes, naamlik lewenstyl en impulsiewe aankoopgedrag, te bepaal. Meervoudige ontleding van variansie (MANOVA) en enkelvoudige ontleding van variansie (ANOVA) is gebruik om verskille tussen die groepe te bepaal. Die belangrikste aktiwiteite-en-belangstellingsfaktore wat geïdentifiseer is, sluit klereaankope/klere-spesifieke lewenstyl, sosiale interaksie, mediaverbruik, modieuse klereaankope/modieuse klere-lewenstyl en kuns en kulturele aktiwiteite en belangstellings in. Die belangrikste opiniefaktore sluit positiewe toekomsvisie en belangrikheid van opleiding in. Die opiniefaktore het egter nie statisties beduidend tussen die groepe onderskei nie en is gevolglik nie in die tipering van die groepe gebruik nie. Drie groepe studenteverbruikers is geïdentifiseer, gebaseer op die respondente se persepsie van hul lewenstyl en impulsiewe aankoopgedrag. Die drie groepe is soos volg gekategoriseer: Groep 1: Nie-impulsiewe kopers – Nie-impulsiewe Konserwatiewes/ Tradisioneles Groep 2: Lae impulsiewe kopers – Gematigdes Groep 3: Hoë impulsiewe kopers – Impulsiewe Tendensaanwysers Die drie groepe het volgens hul impulsiewe aankoopgedrag en aktiwiteite en belangstellings verskil. Die volgende aktiwiteite en belangstellingseienskappe is oor die algemeen die hoogste aangeslaan: klereaankope/klere-spesifieke lewenstyl, sosiale interaksie en mediaverbruik. Die aktiwiteite en belangstellings wat beduidend tussen die groepe onderskei, kan moontlik aan kleinhandelaars waardevolle inligting bied om marksegmente te identifiseer en om aan die behoeftes van die onderskeie verbruikersgroepe te voldoen. Jong Suid-Afrikaanse verbruikers behoort nie as ‘n homogene groep verbruikers beskou te word nie. Die Suid-Afrikaanse mark is hoogs kompeterend met ‘n wye reeks winkels en produkte wat op ‘n spesifieke segment gerig kan word om sodoende ‘n impak op aankope en spesifiek impulsiewe aankope uit te oefen. Die kleinhandelaar en bemarker behoort derhalwe nie hierdie tipe aankoopgedrag gering te skat nie. Implikasies vir die kleinhandelsektor en bemarker is gestel en aanbevelings vir verdere navorsing word gemaak ten einde toekomstige navorsing op ‘n wetenskaplik gefundeerde wyse op die gebied van impulsiewe aankoopgedrag en lewenstyl aan te moedig.

Thesis (PhD)--Stellenbosch University, 2011. / ENGLISH ABSTRACT: The continued growth of international trade has resulted in levels of global product availability that is not only unprecedented, but would have been regarded as impossible not too long ago. Products of almost every conceivable national origin are now readily available in numerous countries throughout the world. Because the “country of origin” label of a product is a factor that could influence the buying behaviour of consumers, prescient international marketers know that they need to investigate consumer attitudes toward both domestic and imported products and the findings of these investigations should be used to formulate more effective marketing strategies. Previous research into the “country of origin” phenomenon has focused on consumer ethnocentrism as a possible reason why consumers would buy a domestic rather than an imported product. The basic premise of the concept of consumer ethnocentrism is that the attitudes and purchase intentions of consumers can be influenced by what could be called nationalistic emotions. In short, consumer ethnocentrism implies that consumers might regard the purchase of foreign products as “wrong”, as it might harm the domestic economy and result in job losses in industries that compete with imports. As a result, consumer ethnocentrism has been actively researched in developed countries in particular, but there seems to be a dearth of knowledge about consumer ethnocentrism in developing countries. This study‟s primary objective is therefore to investigate consumer ethnocentrism in a developing country, in this case South Africa. The study is based on a review of the literature, covering aspects such as marketing, consumer behaviour, globalisation and especially the phenomena of country of origin and consumer ethnocentrism. The literature review was followed by an empirical, survey-based study investigating consumer ethnocentrism in South Africa. A novel contribution of this study is that consumer ethnocentrism was investigated among different racial groups in the same country. This was done to assess whether there are significant similarities and/or differences between different racial groups in terms of consumer ethnocentrism and any of the attitudinal variables relevant to international marketing. A conceptual model (containing sixteen variables) was developed as a guideline from the literature review to investigate consumer ethnocentrism and how it could influence the attitudes of South African consumers (of different races) towards the import of foreign products (Chinese clothing in this case) and ultimately the willingness of these consumers to buy imported clothing. A questionnaire was subsequently developed to collect data from a sample of black and a sample of white South African respondents. An exploratory factor analysis of the data was done and the results indicated that for the samples of both black and white respondents, the original number of variables (excluding demographic variables) that drive consumer ethnocentrism could be reduced to ten. These variables were exactly the same for both sub-samples studied. The proposed theoretical model was also empirically tested by means of the structural equation modelling technique. The result of these tests was the creation of structural models for both sub-samples, illustrating all the variables and indicators of the measurement model and the structural relationships among the different variables. From the results it is clear that even though there were differences in terms of the impact of a number of antecedents on consumer ethnocentrism, the two sub-samples responded in a relatively similar way. The results also indicated that the antecedents, cultural openness, patriotism, individualism, age, income, attitude towards human rights and history of oppression, were regarded as antecedents for consumer ethnocentrism by both sub-samples. The differences confirmed were that the sample of white respondents also regarded nationalism and gender as predictors of consumer ethnocentrism. The results also revealed that black respondents seemed to be more ethnocentric than their white counterparts. From the results it seems that, due to the differences between the two sub-samples of this study, marketing strategies related to consumer ethnocentrism should not be identical for white and black South African consumers. Based on the results, a number of marketing strategies that could be implemented by both local and international marketers for the South African market are proposed. / AFRIKAANSE OPSOMMING: Die volgehoue groei in internasionale handel het daartoe gelei dat ʼn verskeidenheid produkte van verskillende nasionale oorspronge deesdae in baie lande regoor die wêreld beskikbaar is. Weens die feit dat die sogenaamde “land van oorsprong” van ʼn produk verbruikers se aankoopgedrag kan beïnvloed, het vooruitdenkende internasionale bemarkers begrip vir die feit dat hulle verbruikers se houdings teenoor beide plaaslike en ingevoerde produkte moet ondersoek, en hierdie resultate moet gebruik in die formulering van meer suksesvolle bemarkingstrategieë. Vorige navorsing oor “land van oorsprong” studies het die konsep van verbruikers-etnosentrisme geïdentifiseer as ʼn moontlike rede waarom verbruikers eerder „n plaaslike as ʼn ingevoerde produk sou aankoop. Die uitgangspunt is dat hul nasionalistiese emosies die houding en aankoopintensie van verbruikers kan beïnvloed. In kort impliseer verbruikers-etnosentrisme dat verbruikers sal voel die aankoop van buitelandse produkte is verkeerd, aangesien dit die plaaslike ekonomie kan skaad en werkverliese tot gevolg mag hê in industrieë wat deur invoere geraak word. Oor die jare is die konsep van verbruikers-etnosentrisme aktief nagevors in veral ontwikkelde lande, maar dit blyk dat daar ʼn groot leemte bestaan ten opsigte van kennis oor verbruikers-etnosentrisme in ontwikkelende lande. Om hierdie probleem aan te spreek is die primêre doelstelling van hierdie studie om verbruikers-etnosentrisme in ʼn ontwikkelende land (Suid-Afrika) te ondersoek. Die studie begin met ʼn literatuuroorsig wat aspekte insluit soos bemarking, verbruikersgedrag, globalisasie, die land van oorsprong fenomeen en verbruikers-etnosentrisme- verskynsel. Die literatuuroorsig is gevolg deur ʼn empiriese studie om verbruikers-etnosentrisme in Suid-Afrika te ondersoek. ʼn Unieke bydrae van hierdie studie is dat verbruikers-etnosentrisme ondersoek is tussen verskillende rassegroepe. Dit is hoofsaaklik gedoen om vas te stel of daar wesentlike verskille sou wees tussen verskillende rassegroepe ten opsigte van verbruikers-etnosentrisme en ander veranderlikes wat verband hou met internasionale bemarking. Uit die literatuur is ʼn konseptuele model (met sestien veranderlikes) ontwikkel as ʼn riglyn om die volgende te ondersoek: verbruikers etnosentrisme, hoe dit die houding van Suid-Afrikaanse verbruikers (van verskillende rasse) teenoor buitelandse produkte (Chinese klere) beïnvloed en uiteindelik die bereidwilligheid van hierdie verbruikers om ingevoerde produkte te koop. ʼn Vraelys is ontwikkel om data van ʼn steekproef swart en ʼn steekproef wit Suid-Afrikaanse respondente in te samel. ʼn Verkennende faktoranalise is op die data uitgevoer en die resultate het aangedui dat die oorspronklike hoeveelheid veranderlikes (uitsluitend demografiese veranderlikes) gereduseer kon word na ʼn totaal van tien vir beide steekproewe wit en swart respondente. Hierdie veranderlikes was presies dieselfde vir beide subgroepe wat gebruik is. Die voorgestelde model is ook verder empiries getoets met behulp van die structural equation modelling-tegniek. Die resultaat van hierdie toets was die skepping van strukturele modelle vir beide steekproewe. Hierdie modelle illustreer al die veranderlikes asook die aanduiders van die metingsmodel en die strukturele verhoudings tussen die onderskeie veranderlikes. Die resultate toon duidelik dat ten spyte van die feit dat daar verskille met betrekking tot die impak van ʼn aantal veranderlikes op verbruikers-etnosentrisme was, die twee subgroepe relatief konsekwent gereageer het. Die resultate dui daarop dat die veranderlikes, cultural openness, patriotism, individualism, age, income, attitude towards human rights and history of oppression deur beide groepe as voorspellers van verbruikers-etnosentrisme geag is. Die verskille wat bevestig is, is dat die steekproef van wit respondente ook nasionalisme en geslag as voorspellers van verbruikers-etnosentrisme gereken het. Die resultate het verder bevestig dat die swart respondente skynbaar meer etnosentries as hul wit eweknieë is. Weens die verskille wat tussen die twee steekproewe aangeteken is, blyk dit dat bemarkingstrategieë wat verband hou met verbruikers-etnosentrisme nie presies dieselfde moet wees vir swart en wit Suid-Afrikaanse verbruikers nie. Gegrond op die resultate is ʼn aantal bemarkingstrategieë vir die Suid-Afrikaanse mark geformuleer en voorgestel wat deur plaaslike en internasionale bemarkers geïmplimenteer kan word.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management specialising in Entrepreneurship and New Venture Creation / Resistance to technological innovation by its end users is a crucial indicator which highlights information which could be utilised for a successful implementation of an innovation. The adoption of a technological innovation puts in jeopardy the internal environment, culture, identity and traditional practices of an industry. End-users have been known to be receptive to innovations as long as they do not change industry practices and help improve industry performance. This research seeks to address how an industry in the second economy characterised by high poverty, less education and minimum skills adopts and diffuse technological innovations. A survey was conducted and responses from 182 taxi owners was analysed. The research has identified that education, technology experience, relative advantage and trialability influence the probability of adoption. The results indicated that due to the nature of a social system there are different results about innovation attributes and different adopter categories can be identified in different social systems. Education and knowledge need to be addressed in order to formalise and modernise the taxi industry not just taxi owners but for taxi drivers and other members of the social system. The results have indicated that most taxi owners have positive attitudes about the electronic fare collection system. This research can contribute to the actual adoption and diffusion of the electronic payment system in the south African taxi industry. The electronic fare collection system needs to be sold for its commercial benefit to the taxi industry instead of being presented as a regulatory case for change. / MT2017