Submitted in fulfillment of the requirements for the Degree of Master of Management Sciences: Marketing, Durban University of Technology, Durban, South Africa, 2017. / It is widely evident that the mobile phone industry is facing rapid growth, with the increased introduction of cheaper mobile phones in South Africa intensifying competition between such companies. A number of studies have been conducted in other countries on brand preferences, but there remains a gap in knowledge with regard to the South African market. It was therefore warranted to academically research factors influencing consumer brand preferences when purchasing mobile phones, in order to understand these preferences, and what consumers consider when making such purchases. The rationale of the study was to provide new insights for local marketers into the factors consumers consider most when looking at mobile phone brands. The aim of this study was therefore to determine brand preferences for mobile phones amongst students at a selected higher educational institution in South Africa. The study adopted a quantitative research approach, where the data obtained was descriptive and cross-sectional in nature. The research population was made up of students studying at the Durban University of Technology (DUT), where convenience sampling was performed on a target population of 378 students. The sample size was selected by giving questionnaires to those students most available to the researcher. The results were then analysed using the Statistical Package for Social Sciences (SPSS) Version 24.0 software. Validity was ensured by conducting a pre-test of the questionnaire, and the study’s reliability was measured using Cronbach’s Co-efficient Alpha test. The study findings showed that brand popularity, prices, product attributes, social influences and marketing communications all affect mobile phone brand preferences amongst students. The study results also showed, however, that there were some product attributes and social influences that did not influence these preferences. Recommendations are given to industry players to increase their knowledge of these important factors, to aid with the improvement of their brands and increasing their market preference in this highly competitive industry. / M

Submitted in fulfillment of the requirements for the Masters in Business Administration, Durban University of Technology, Durban, South Africa, 2016. / This study is aimed to explore the perceptions and attitudes of South African towards products or services of foreign origin, in particular a Jamaican restaurant in Pretoria. The study objectives were to explore that perceptions and attitudes of South Africans toward products and services of foreign origin, investigating the various factors influencing the consumer buyer behaviour towards products including foreign products and services, and to make recommendations regarding the marketing of foreign products and services. A literature review was conducted which detailed the factors influencing consumer buyer behaviour and the various components of the country of origin effect that has consequences on the marketing of products of foreign origin. The study was a quantitative study where a sample of 231 participants between 18 and 65 years of age were selected using availability sampling at a shopping mall in Pretoria. Questionnaires were given to selected participants who completed and returned the completed questionnaire to the researcher. All the selected participants completely filled the questionnaires. The data from the questionnaires was collated using Microsoft Excel spreadsheets. The data was then presented as pie and bar charts generated from the frequency tables. Data was analysed using simple descriptive statistics, interpreting the meaning of the data and discussing the data in line with the findings of the literature review. The results showed that the participants’ responses displayed significant phenomena that relates to the perceptions and attitudes of citizens towards foreign products and services. The results demonstrated that many of the participants displayed a significant degree of animosity against foreign products, with ethnocentrism and patriotism. There was also a display of a degree of protectionism of the local industry from the influx of foreign products and services. A significant number of participants also stated that foreign goods must be regulated through higher taxation to protect the local manufacturing industry and prevent further unemployment. However, the results also showed that a significant number of participants do not display animosity towards foreign goods, and neither do they feel bound by ethnocentrism and patriotism, hence they perceive that buying foreign goods is an option. Participants also noted that they consider the country of origin of the products so as to determine the perceived quality, price and utility, often from the perceived country image. / M

M. Tech. (Marketing Management, Faculty of Management Sciences), Vaal University of Technology. / Supermarket store brands are affordable alternatives towards the customers’ intended brands. For many years, marketers and retailers of store brands have positioned this brand as a cheap or low-cost brand that could be afforded by most customers. This positioning has catapulted the popularity of store brands. However, on the downward side, most consumers associate cheap or low cost with low quality. The low-cost and low-quality association and perception has been a major impediment towards the real success of store brands. Store brands have long since moved from competing on price, to competing on quality. The shift of focus by marketers and retailers of store brands from price to quality puts store brands on an equal footing with national brands and, consequently, a fierce competitor. This study investigated the influence of consumer-based brand equity elements, namely brand awareness, brand association, brand loyalty and perceived quality on brand preference and purchase intention of store brands. This study restricted its scope to the food brands. Investigating store brands within a South African context is particularly important since store brands are produced and owned by local retailers as opposed to national brands. The literature suggests that store brands are more profitable to retailers compared to their counterparts and serve as a point of differentiation from one retailer to another. A quantitative research design was employed in this study and a non-probability convenience sampling technique was adopted. The target population comprised students from a tertiary institution within the Vaal triangle, namely Vaal University of Technology. A total of 400 questionnaires were distributed to the participants, of which 361 participated in the study. To ensure reliability of the scales, pre-testing and piloting of the questionnaire preceded the main survey. Results from correlation and regression analysis revealed that brand equity elements, namely brand awareness, brand association, brand loyalty and perceived quality explain 68.4 percent of the variance in brand preference. This result suggests that consumer-based brand equity elements significantly contribute towards building consumer brand preference towards the store brands. In addition, amongst all the variables, brand loyalty made the strongest contribution towards explaining brand preference (β= 0.342). Moreover, brand preference explains 65.3 percent of the variance in purchase intention. These results suggest that brand preference strongly contributes towards building purchase intention of store brands. Based on the results of this study, recommendations for retailers of store brands are provided as follows:  Retailers of store brands should implement greater awareness programmes for store brands and create positive word-of-mouth through superior product quality.  Retailers of store brands should strengthen store brands’ brand associations to improve the image of store brands.  Retailers of store brands should pay special attention to creating brand loyalty of store brands through implementing store brands’ loyalty programmes. Limitations, future research opportunities and contributions of this study are discussed in the study.

Das Ziel der vorliegenden Studie ist, die Herkunftspräferenzen der slowakischen Verbraucher zu untersuchen und die Schlussfolgerungen und Empfehlungen für die marketingstrategischen und kommunikationspolitischen Maßnahmen zur Förderung der heimischen Produktion in der Slowakei zu konkretisieren. Der theoretische Abschnitt der Arbeit widmet sich den Prozessen des Verhaltens der Konsumenten aus psychologischer sowie marketingpolitischer Sicht und bietet eine ausführliche theoretische Bestandaufnahme zu den Themenbereichen Konsumentenverhalten, Image, Herkunft, Country-of-Origin. Darüber hinaus werden die Rahmenbedingungen für das Agrarmarketing und herkunftsbezogene Marketingmaßnahmen sowie die Ausgangssituation für das Marketing von Lebensmitteln der slowakischen Herkunft erläutert. Die Sekundäranalyse der Agrarmärkte Tschechiens, Polens und Ungarns bieten die Grundlage für die Verbesserung und neue Vorschläge zu den herkunftsbezogenen Marketingmaßnahmen in der Slowakei. Die empirische Forschung besteht aus 3 Teilen: Aus der standardisierten Konsumentenbefragung mittels Fragenbogens, aus Experteninterviews und aus dem Store/ Produkt-check. Im Fokus der schriftlichen Befragungen stehen die jungen slowakischen Konsumenten mit hohem Bildungsniveau, bei denen die Präferenz für die slowakischen Lebensmittel und deren Abhängigkeit von dem Image der Slowakei sowie die Einstellung zu den Ländern Deutschland, Tschechien und Polen untersucht werden. Die Experteninterviews bieten einen vertieften fachlichen Einblick auf das untersuchte Thema. Die Ergebnisse der Untersuchung offenbaren deutliche positive Einstellung zum Heimatland und positives Image der Slowakei. Dies lässt sich zum positiven Image der slowakischen Lebensmittel übertragen. Die kognitiven Kaufmotive spielen beim Kauf von slowakischen Lebensmitteln eine übergeordnete Rolle, wobei dem Herkunftskriterium eine gewisse Wichtigkeit zugeschrieben wird. Die erforschten Ergebnisse münden anschließend in die Erarbeitung von Hinweisen, Erweiterungs- und Verbesserungsvorschlägen des in der Slowakei angewendeten Förderungsprogramms für die einheimischen Lebensmittel. / This exploratory study examines the consumer perception and attitudes toward domestic food products among Slovakian consumers. Furthermore this gives recommendation for the improvement of marketing activities to promote domestic food products in Slovakia. The theoretical section of this work is dedicated to the investigation of the processes of consumer behaviour from a psychological and marketing point of view. This section explores and offers a detailed theoretical explanation to the following topics: consumer behaviour, image, origin, country-of-origin. In addition, the framework of agricultural marketing and marketing activities based on origin of the products as well as the situation for the marketing of food products with Slovakian origin are explained. The secondary analyses of the agricultural markets in Czech republic, Poland and Hungary are the basis for the improvement and new suggestions for the marketing activities for the food products in Slovakia. The empirical research consists of 3 parts: consumer standardised surveys, interviews with experts and methods of store-check/ product-check. The consumer surveys focus on young Slovakian consumers with higher education level and their attitudes and preference toward domestic food products and check if they are dependent on portraying the image and assosiations with their home-country. The surveys explor the attitudes toward foreign food products from Germany, Czech republic and Poland as well the country-image of these countries. Interviews with experts provide deeper academic and professional exploration to the investigated field. The results of the scientific surveys reveal significant positive attitudes to the home- country and positive image of Slovakia among the chosen group of Slovakian consumers. This has an influence on the positive image of Slovakian food products. The cognitive buying motives play a significant role in the purchase of Slovakian food products, however the country-of-origin criteria demonstrates an importance as well. The results lead to the formulation of references, improvement recommendations and suggestions for the marketing program for domestic food products in Slovakia.

The mature market presents challenges to marketers because much of the information about the marketplace is based on younger consumers, differing from older consumers in many important ways. The research project was commisioned with two main objectives: to determine what is required to cater for customers falling into the age bracket of 60-75, enabling marketers to successfully target the mature consumer and retain these customers. A qualitative methodology was selected to collect and analyse information to enhance understanding of the perceptions with regard to the functional, social and emotional needs of the mature market sector. Abraham Maslow is known for postulating the 'Hierarchy of Needs Theory', stating that human beings are motivated by their unsatisfied needs. It is necessary to understand and investigate the relative importance of the functional, emotional and actualisation components of mature consumer needs. / Thesis (M.A. (Psychology ))

Submitted in fulfilment of the requirements for the Degree of Master in Technology: Marketing, Durban University of Technology, 2011. / Satisfying consumers’ needs and wants has always been a primary goal of marketing. These are fulfilled when consumers make the right choices of products to purchase. The driving force behind such purchasing decisions is generally regarded as motivation and this varies between consumers, with each one having their own reasons for their respective choices. For the convenience of consumers, women’s clothing is displayed in stores according to the body sizes of the garments, as reflected on each of their labels. However, this practice can be confusing to consumers because manufacturers use differing sizing systems. The resultant sizing and fit problems in women’s clothing have been documented in many studies around the world. The aim of this study is to explore the emotional effects of sizing and fit on purchasing behaviour in women’s clothing. It looks at current literature regarding emotions in purchasing, consumer decision making and sizing and fit and focuses on sizing and fit problems encountered when women try on clothing in a store. Their emotions whilst going through this process are identified and the subsequent effects of these emotions on their purchasing behaviour are examined. The study firstly reveals that emotions are felt, in varying degrees, by women consumers arising from sizing and fit problems when trying on clothing in stores. The results show that positive emotions are not felt strongly. Secondly, the study identifies the influences which emotions have on purchasing behaviour. The results indicate that positive emotions have a significant influence on purchasing, whilst negative emotions have a lesser effect. Thirdly, the study reveals that in the relationship between satisfaction and the demographic profile, age played a significant role in the scoring of positive emotions when respondents experience inconsistency of sizes between stores.

Retailers are turning to loyalty marketing to attempt to sustain profitability by encouraging consumer loyalty. This study aimed to explore the factors that influence consumer loyalty towards Edgars, the largest clothing retailer in South Africa. The study found that the strongest influence of consumer loyalty towards Edgars was price, followed by service and then merchandise selection. The effect of method of payment on loyalty was also measured and it was concluded that the more closely consumers are contractually tied to a retailer, the less of an influence price has on their loyalty towards the retailer. The results can guide retail organisations in determining the focus areas of their marketing efforts for consumers that favour different payment methods. / Business Management / M. Com. (Business Management)

This research study acquired a consumer response centred approach to visual merchandising stimuli, in an attempt to holistically consider this area of the retail industry. Consumers‟ perceptions towards visual merchandising displays and the effect these displays have on consumer behaviour were exposed. The primary research question that pended from the preliminary literature was to determine the effect of visual merchandising displays on consumer perceptions. Explorative research was performed and qualitative data were collected by means of focus groups and naïve sketches. The data was analysed by means of a thematic analysis process. Perceptions of visual merchandising displays that were identified were subliminal in creating an interest and desire to further peruse the merchandise and aesthetically to beautify the store. Consumers expressed that the impact that visual merchandising displays had on their buying decisions depended on their personal preferences. / Business Management / M. Com. (Business Management)

Introduction: Malnutrition is a health issue directly and indirectly contributing towards high rates of morbidity and mortality globally, particularly in developing countries. South Africa (SA) is faced with a double burden of diseases with a high prevalence of both under and over nutrition. The high prevalence of Human Immunodeficiency Virus/Acquired Immune Deficiency Syndrome (HIV/AIDS) in SA worsens undernutrition. HIV/AIDS increases nutrient requirements and inadequate food intake results in malnutrition. Nutrition support through food supplementation is important to combat the high prevalence of malnutrition in sub-Saharan African countries including South Africa. Thus, a groundnut-soya based supplementary paste, Sibusiso, has been produced. However, its nutritional composition and acceptability have not been studied. Objectives: (i) To determine the nutritional composition and physical properties of a ready-to-use supplement, Sibusiso, (ii) To determine the sensory acceptability of Sibusiso among healthy subjects; and sensory acceptability and perceptions of Sibusiso by subjects treated for HIV and HIV/TB. Materials and methods: The nutritional composition, colour and texture of Sibusiso and a commercial peanut butter (control) were analysed following standard procedures. A cross-sectional consumer acceptability test was done using a 5-point facial hedonic scale (healthy control group, n = 68; HIV, n = 88 and HIV-TB co-infection treated, n = 51). A total of six focus group discussion sessions (HIV subjects = 4 sessions and HIV/TB co-infected subjects = 2 sessions) were also conducted. Results and discussions: The protein content of Sibusiso (16 g/100 g) was almost half that of the commercial peanut butter (control), (25 g/100 g). However, Sibusiso contained 1.4 times more ash (4 g/100 g) and almost twice as much carbohydrate (40 g/100 g) compared to the commercial peanut butter (22 g/100 g). The fat (40 g/100 g) and energy (2 624 kJ/ 100 g) content of Sibusiso was not substantially different from that of the commercial peanut butter which was 43 g/100 g and 2 852 kJ/100 g, respectively. The lysine content of Sibusiso (58 mg/g) was about 1.7 times higher than that of the commercial peanut butter. The methionine (11 mg/g) and histidine (35 mg/g) content of Sibusiso was almost twice that of the commercial peanut butter, respectively. The nutrient content of Sibusiso was either similar or slightly more than that of other ready-to-use supplements such as Plumpy’nut®. Sibusiso met the FAO/WHO/UNU recommendations for essential amino acids. The consumption of 50 g of Sibusiso per day may provide approximately 35% of the Estimated Energy Requirements (EER) and 30% of the Recommended Dietary Allowance (RDA) for protein for adults. Sibusiso was brown in colour, similar to the commercial peanut butter. Its textural attributes were found similar to that of the commercial peanut butter but harder and stickier. The acceptability of Sibusiso was significantly associated (p ≤ 0.05) with the health status of consumers. Overall, Sibusiso was liked by 94% of HIV and HIV/TB individuals (mean score: 4) compared to 85% for the healthy group (control). More than 90% of the HIV/TB and HIV treated individuals liked the taste compared to the control group (86%, mean score: 4). The colour and mouthful were rated 'good' by more than 80% of the HIV and HIV/TB group, mean score: 3, with only 68% among the healthy group, mean score: 4.1. Conclusion: Sibusiso is a good source of nutrients and was found to be acceptable to HIV and HIV/TB treated consumers. It may be effective in alleviating disease-related malnutrition among vulnerable individuals such as those infected by HIV and HIV/TB. / Thesis (M.Sc.Hum.Nut.)-University of KwaZulu-Natal, Pietermaritzburg, 2012.

The mature market presents challenges to marketers because much of the information about the marketplace is based on younger consumers, differing from older consumers in many important ways. The research project was commisioned with two main objectives: to determine what is required to cater for customers falling into the age bracket of 60-75, enabling marketers to successfully target the mature consumer and retain these customers. A qualitative methodology was selected to collect and analyse information to enhance understanding of the perceptions with regard to the functional, social and emotional needs of the mature market sector. Abraham Maslow is known for postulating the 'Hierarchy of Needs Theory', stating that human beings are motivated by their unsatisfied needs. It is necessary to understand and investigate the relative importance of the functional, emotional and actualisation components of mature consumer needs. / Thesis (M.A. (Psychology ))