Thesis (M.B.A.)-Business Studies Unit, Durban University of Technology, 2007. xiii, 112 leaves. / Interest in the quality of university education has grown considerably over the last decade. Higher education institutions are increasingly placing greater emphasis on meeting students’ expectations and needs. As universities become more student orientated, student perceptions of higher educational facilities and services are becoming more important. It is apparent that there is a need to measure students’ perceptions of service quality at the Durban University of Technology. To investigate students’ perceptions of service quality, a study was conducted which was guided by four objectives. These objectives were: firstly, to identify students’ expectations in terms of higher educational services provided; secondly, to ascertain the perceptions of students towards the service the Durban University of Technology provides; thirdly, to measure the gaps between the expectations and perceptions, using the SERVQUAL score, and fourthly, to calculate and measure the score of the five SERVQUAL dimensions. / M

La service-dominant logic (S-D logic) est une approche qui montre l'importance de créer le marketing avec les consommateurs (orienté-processus) et non vers les consommateurs (orienté-output). En outre, la S-D logic souligne l'importance des ressources opérantes (immatérielles, par exemple les compétences) plutôt que les ressources opérandes (matérielles). La contribution la plus importante de la S-D logic est que le consommateur n’y est pas considéré comme un acteur passif mais comme un partenaire actif toujours cocréateur de valeur. La compréhension de ce qui mène à la co-création de valeur et son importance est rarement étudiée. De plus, bien que la S-D logic ait des implications majeures pour toutes les autres activités de marketing, il n’existe que peu de recherches abordant le processus de rétablissement de service après un incident. Plus spécifiquement, les études précédentes ont peu abordé des points tels que ce qui contribue à la co-création de la valeur, le rôle des ressources opérantes, le moment de co-création de la valeur et la motivation des consommateurs à contribuer au processus de rétablissement du service. Cette recherche se propose de répondre à ces questions en étudiant le mécanisme psychologique sous-jacent à la façon dont les ressources opérantes sont utilisées pour le processus de rétablissement de service et sur leurs conditions de co-affectation pour générer une valeur co-créée. Cette thèse soutient que la capacité des consommateurs à intégrer leurs ressources pour co-créer le rétablissement de service les motive à exprimer une volonté plus forte de co-création et les amène à profiter de valeurs hédoniques et utilitaires. Pour tester cette hypothèse, cette thèse étudie lΥimpact de la capacité des consommateurs pour la cocréation de rétablissement de service sur leur participation à ce rétablissement en tenant compte des motivations extrinsèque et intrinsèque en tant que médiateurs. De plus, elle explore le rôle de plusieurs variables modératrices (clarté du rôle, blâme interne, confiance dans la capacité de résolution du fournisseur de services et émotions négatives) pour acquérir une meilleure compréhension de la co-création de rétablissement de service. Les résultats révèlent que seulement la motivation extrinsèque médiatise partiellement la relation entre la capacité des consommateurs pour la co-création et la participation des consommateurs au rétablissement du service. En outre, les résultats démontrent que la participation des consommateurs au rétablissement de service augmente sa valeur utilitaire mais diminue sa valeur hédonique. / Service-dominant logic is a mindset in marketing literature which embraces a process orientation rather than an output orientation. Moreover, S-D logic emphasizes the role of operant resources (e.g skills) rather than operand (tangible) resources, which importance is high as there are the source of competitive advantage. The most important contribution of this emerging school of thought is that customers shift from being passive to active, who always co-create value with firms and other stakeholders. Understanding therefore what leads to value co-creation is a major issue and also neglected. Furthermore, although this shift has important implications for all service activities, very little research has focused on service recovery context. What is more it is not yet known what contributes to value co-creation and what is the role of operant resources in a service recovery context, while prior studies have no examined under which circumstances value is co-created and what motivates customers to contribute their resources in the service recovery process. With the goal of addressing these issues, this study focuses on the underlying mechanism of how operant resources are utilized during service recovery and, in turn, under which conditions co-allocation of these resources generates co-created value. It argues that the consumers’ ability to integrate their resources to co-recover from a service failure motivates them to express higher value co-recovery in-role behavior and hence enjoy higher hedonic and utilitarian values. To test this claim, this dissertation investigates the impact of consumers’ ability to co-recover on value co-recovery in-role behavior by taking into account extrinsic and intrinsic motivation as mediators. It also explores the role of several moderating variables (role clarity, internal blame, trust in service provider’s resolution ability, and negative emotions) to gain a deeper understanding of the co-recovery process. The results reveal that only extrinsic motivation partially mediates the relationship between ability to co-recover and value co-recovery in-role behavior. Furthermore, outcomes demonstrate that value co-recovery in-role behavior increases utilitarian value but decreases hedonic value.

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 in Strategic Marketing Johannesburg, April 2016 / The study hypothesized a relationship between the dependent variable, consumers’ intention not to purchase, with four independent constructs, namely, health concerns, perceived price, restricted availability and subjective norms, as de-marketing indicators. The study targeted just over two hundred consumers, aged eighteen and above, who had consumed alcohol in the last seven days, in the greater Gaborone area. The respondents were chosen using random simple sampling and quota sampling. Because of this and the fact that the greater Gaborone area makes up about fifty percent of alcohol sales, the results of the quantitative study are reasonably representative. The data was collected using structured questionnaire. The hypotheses and models were tested, and structural equation modelling performed, using SPSS and AMOS software. The study aims to address the gap of body of knowledge on alcohol policy in Botswana and other developing countries. The undertaken literature review revealed that it is only the developed countries that have implemented and evaluated their policies. The developing countries recently followed suit because their economic growth has increased consumers’ buying power and appetite for aspirational brands. The liquor industry’s advertising, promotion and sponsorships grew consumption significantly, along with socio-economic costs, such as absenteeism, alcohol abuse, car accidents, alcohol-related diseases, and the spread of HIV. Botswana’s alcohol policy has been in effect since 2011, under the Ministry of Health. Among others, legislature was revised, government imposed a tax, liquor trading days and hours amended, health-related alcohol public campaigns rolled out, and the legal blood alcohol level lowered. The study has found that the four independent constructs all influence consumer’s intention not to purchase. The biggest opportunity revealed is the effect of subjective norms, which should be exploited going forward. It is hoped by the researcher that this study, not only adds to the body of knowledge, but stimulates more research on the same. / MT2017

A DISSERTATION Submitted in full fulfillment of the requirements for the degree of MASTERS OF COMMERCE (Marketing) at the UNIVERSITY OF THE WITWATERSRAND 2016 / In the retail sphere of coffee shops, the increase in competition has led retailers to revert to alternative methods of capturing the attention of customers. By means of multi-sensory branding, retailers aim to stimulate consumers‟ emotions towards a brand, which ultimately influences buying behaviour. Although the success of multi-sensory branding is still relatively low, there seems to be an increased awareness of involving the five senses into the retail sphere. Its successful implementation can help marketers benefit financially through increased sales, profits and market share. The purpose of the present study is therefore to fill this void by exploring the effect of multi-sensory branding on purchase intention at coffee shops in Johannesburg. For the purpose of this study, the five senses (sight, touch, taste, smell and sound) are the predictor variables, with customer satisfaction as the mediating variable, and purchase intention as the outcome variable. Despite a number of studies that have been conducted in this field, little research has focused on the South African coffee shop industry, which is gaining increased attraction from global investors. This study follows a quantitative approach in which 400 surveys were distributed among male and female students at University of the Witwatersrand to explore the influence of multi-sensory branding on purchase intention at coffee shops. Although the findings indicate that all six proposed hypotheses are supported, the strongest relationships were found to be between customer satisfaction and sound, taste, and smell respectively. Thus indicating that sound, taste and smell have the most significant influence on customer satisfaction. Likewise, customer satisfaction has a significant influence on purchase intention. The contribution of this paper is firstly, to expand the contextual knowledge multi-sensory branding and its factors that are used to influence consumer purchase intentions. Secondly, it will add to existing literature on multi-sensory branding. Theoretically, it also contributes to the consumer behaviour literature in marketing and retail branding. Lastly, the investigation completed on the influences of purchase intentions, provides marketing practitioners with a proper understanding of techniques and strategies that can be employed to influence buying behaviour through manipulation of multiple sensory cues. / MT2017

A Research Report Submitted to the Faculty of Commerce, Law and Management, Witwatersrand University School of Economics and Business Sciences, In partial fulfilment of the requirements of a Master Degree in Marketing, May 2017 / The consumer market of Smart wearable technology has shown a massive growth, therefore convincing that Smart wearable technology will be the next great thing, with market analysts forecasting its market to be worth over $30 billion by 2020. However this belief is mainly driven by major new technology manufacturers to produce Smart wearable devices that commoditise cellphones, tablets, and portable computers to influence consumer purchase intention. Consumers purchase intention is crucial for every business survival, therefore cannot be overemphasised. With the increasing number of Smart wearable technology brands on the electronics market, South African consumers have to make a choice on which brands to purchase. This study examines the factors influencing the purchase intention of Smart wearable technology in South Africa, with a special focus on product quality, design, price, and consumer attitude. From the academic side, the study makes a significant contribution by exploring the impact of product price and consumer attitude on consumer purchase intention. As a result, manufacturers in the wearable technology industry may apply this study information to develop proper strategies that will help influence more people to purchase wearable devices and ensure Smart wearable technology market growth. The study data were collected through the aid of a self-administered hardcopy questionnaire, which was circulated by the researcher in the University of the Witwatersrand Johannesburg. The research findings show that both consumer attitude and product price have a significant positive effect on the intention to purchase Smart wearable devices. Nevertheless, to be more precise, the effect of consumer’s attitude on purchase intention goes through the positive effect of a product design on consumer’s attitude. Both product quality and price are found to extend the effect of positivity of consumer’s attitude toward the product or brand, and the price tag of the product. These scenarios are fully supported in hypotheses one, two, and three. Although both quality and design positively influence product price, Product design is found to have an enlarging effect on product price. Generally, it can be stated that the design of a product successfully influence the price set for product. / XL2018

This dissertation is part of requirement for the completion of the Master of Commerce in Marketing within the School of Economic and Business Science, January 2017 / The purpose of the study was to investigate the factors that influence young consumer’s acceptance of electronic cars in South Africa. A modified technology acceptance model was adopted in order to develop the research conceptual model that was used to test hypothesised relationships. The research examined the effect that perceived usefulness has on perceived trust and value. Further the relationship that potentially existed between perceived value and trust was also assessed. Lastly the effect of perceived trust, value and risk on the intention to potentially use electric cars was examined. The study was quantitative in nature whereby 380 surveys were self-administered to willing participants selected through probability sampling at the University of the Witwatersrand. To analyse research data structural equation modeling approach was adopted whereby AMOS 23 and SPSS 23 were utilised. A key finding of the study revealed that the perceived usefulness of electric cars was positively related to its perceived value and perceived trust. However it was important to note that the influence that the perceived usefulness had on perceived value was significantly greatly than that of perceived trust. The main implication of this finding was that potential customers of electric car were of the notion that if they were to purchase the vehicle it would be based more on the potential value and less on their trust. The overall finding of the study was that all proposed hypotheses were supported whereby it was clearly indicated that the youths sample had favourable attitudes towards the use of electric cars. This TAM was indeed a model that could be used to predict users’ acceptance of a new technology. The chief contribution of this study was introducing a unique approach through a modified TAM to assess youth’s potential acceptance of electronic cars. / XL2018

A research report submitted to Wits Business School, Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, in partial fulfilment of the Degree of Master of Management in Strategic Marketing November 2015 / Building, maintaining and measuring consumption frequency over a specific period of time has become the primary driver of success for nonalcoholic beverage organisations; however, there is limited research on youth consumption frequency within South Africa. Using the Theory of Planned Behaviour, the study aimed to investigate the impact of brand association, flavour variety, peer influence and perceived value on consumption frequency intention in the sparkling soft drink (SSD) category amongst youth in South Africa. A quantitative research design was followed and data collected from 300 research participants aged between 16 and 24 years in Soweto, Gauteng Province in South Africa. The collected data was analyzed using SPSS 22 and AMOS 21 statistical packages for structural equation modelling. All four hypotheses are supported, with results indicating a positive relationship between brand association, flavour variety, peer influence, perceived value and consumption frequency intention. Peer influence and perceived value have a significantly stronger influence on consumption frequency intention. The results also indicate that flavour variety “ambiguous SSD flavour names” scored higher amongst 16 to 18 years olds. Ambiguous flavour naming strategies have proven to be successful in other beverage categories. Quantity-frequency (QF), a consumption frequency measurement instrument has been used, with consumption skewed towards “sharing” with friends or family. This study contributes significant new knowledge to the existing body of marketing literature in Africa and consumer behaviour in emerging markets. This study has implications for practitioners, academicians and public policy makers. / MT2017

Research report submitted in partial fulfillment of the requirements for the degree Master of Commerce in Development Theory and Policy at The University of the Witwatersrand 2016 / This study investigates the nature of labelling and regulation in South African free-range dairy production. It aims to reveal the complexities of designing and implementing regulation on process characteristics and policy’s failure to address the heterogeneous needs of consumers and producers. In parallel, the tensions that arise in the policy-production interaction are considered. This research addresses a gap in the theoretical and industry literature regarding understanding and explaining labelling, certification and regulation of credence attributes, such as animal welfare, within food systems. It provides interesting and important insight into regulation’s role in developing alternative production structures and niche markets as a response to variety in consumers’ needs and tastes. It is therefore relevant more broadly for understanding drivers for and governance of other niche production structures such as organic, fair-trade and religious or cultural influences. / MT2017

Thesis (M.Com. (Marketing Management and Information Systems))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2014. / This study evaluates the impact of the TOMS Shoes one-for-one campaign on the perceptions, attitudes and purchase intentions of Generation Y (GenY) consumers in the United States. The theoretical framework of the study is based on the CRM Response Model, which integrates several psychological and behavioural measures in describing GenYs‘ response to campaign messages (Waters 2006, Hyllegard 2009). The model was operationalised by a hypothetico-deductive research design and data was analysed through Confirmatory Factor Analysis. The strongest determinant of the model‘s outcome variable (i.e. ‗purchase intentions') is brand motivation or ‗attitude towards the brand‘. Consequently the causes chosen must have affinity with the company‘s products for GenY to respond favourably to the campaign messages. Combining emotionally evocative stimuli/imagery with a cause that GenY consumers care about or are ‗involved‘ is bound to make them like or believe (accept) the campaign. The ‗emotional‘ reactions of GenY determine whether they will pay ‗attention‘ and/or 'like the campaign message' or not. The cohort‘s ‗involvement‘ in the shoe cause is partially mediated by ‗attention‘ and has a weak but significant influence on ‗attitude towards the brand‘. Likeable and/or memorable ads tend to be more effective in persuading consumers than neutral advertisements. ‗Attention‘ has a direct influence on ‗attitude towards the advertisement‘ or liking the campaign message, with communications effects in essence minimal without ‗attention‘.

Background:           Fast fashion is a rather new business strategy and is defined to be affordable and fashionable apparel that is directly copied from catwalks. The concept was initially introduced by Amancio Ortega’s well-known store, called Zara which mostly targets Generation Y consumers. Due to globalization and progress in technology it makes it possible for retailers to use cheap resources and cheap manufacturing from third-world countries which makes this strategy profitable. In these third world countries the working conditions and wages are poor, and the workers are exposed to toxic chemicals used in the fabrics. These toxic chemicals also affect the environment negatively by polluting the oceans and the earth. It also contributes to the overconsumption due to the rapid change in trends and their short life cycle.   Purpose:                  The purpose is to understand how Swedish Generation Y consumers behave towards fast fashion and their attitudes toward this.   Method:                  This study has used a qualitative approach, so the data was gathered through 12 interviews. All the participants were of Generation Y, age 17-37. The interviews were semi-structured with open-ended questions. A method of purposive sampling was used meaning that the participants were chosen by the judgement of the authors. Furthermore, the thesis is a case study where the case is the fast fashion industry.   Findings:                 The results show that there is an existing link between attitudes and behaviour where several factors affect this. For this particular generation, style and price were two important factors linked to behaviour. Social media and other social surroundings, such as family and friends, also affect their consumption pattern. The findings also show that Generation Y view sustainability as something important, however regarding fast fashion something else is indicated.