Thesis (MComm (Industrial Psychology))--Stellenbosch University, 2008. / The apparel retail environment is highly competitive. Products and services that are easily replicated, together with informed and demanding consumer markets, add to the complexity of this dynamic, fast changing retail and manufacturing industry. One avenue that companies explore to differentiate themselves from the competition is by the development of their corporate identity. A fundamental element of marketing communication and corporate identity representation is store image, as it is a vehicle that affects the customers’ perception of the store and the store’s identity. To be able to invest in store image optimally, retailers should take cognisance of the need to manage store image in order to increase potential sales. The purpose of the current study was to expand the existing body of knowledge on retail store image and the female apparel consumer in the Western Cape with special reference to the perceived importance of retail store image dimensions. The research question directing the current study was formulated as follows: How do consumers perceive the various store image dimensions in apparel retail and how congruent are customers’ and management’s perceptions of these store image dimensions? The literature review focuses on the importance of store image for retail differentiation purposes as well as independent (demographics, lifestyle, shopping orientation) and dependent variables (patronage behaviour, store loyalty, customer satisfaction) in store image research. Congruity as well as gap analysis are also discussed as these are the focus of the research analysis. The Store Image Scale (SIS) was used as measuring instrument. Management (n -= 14) and customer (n = 200) samples from a leading apparel retailer were used to measure the importance of the various store image dimensions. The questionnaire was adapted for the purpose of reaching all the set empirical objectives. The customer questionnaire included five sections to measure the ideal and the actual store image and the management questionnaire included two sections to measure management’s perception of the importance of store image dimensions for customers. Data was subjected to reliability analysis, descriptive statistics and analysis of variance. Results indicated that Atmosphere, Merchandise and Service were rated as most important dimensions according to customer perceptions of the ideal, while Atmosphere, Promotion and Service were the most important dimensions according to management. Atmosphere, Convenience and Merchandise were rated as most acceptable by customers. Due to the nature of the research design congruency analysis was used. The congruency analysis yielded 29 of the 55 attributes as congruent. The analysis of congruency between acceptability and importance ratings of customers indicated that the dimensions Convenience, Institutional and Sales Personnel showed no significant differences. It therefore was concluded that management’s perception and customers’ perceptions of the importance of ideal store image are closely related for these dimensions. However, closer consideration has to be given to the specific attribute design. Significant differences between management’s and customers’ perceptions were found for the Promotion, Merchandise and Service dimensions. Based on the results, recommendations were made to management from which they could infer possible adjustments to the strategic management of store image dimensions. This is one of the first academic studies to attempt to provide management with feedback on the performance of their retail strategy and is therefore exploratory in nature. The recommendations from the current study could help retailers meet consumer needs, and thereby create a competitive advantage and unique market position for the store. This could contribute to building brand equity, store patronage and, consequently, sales, as well as support the possibility of benchmarking the importance of specific store image dimensions as retail practices in the chain store apparel sector. This could contribute to this retailer’s ability to project a store image that meets customers’ expectations while enforcing the strategic corporate identity.

Numerous authors are in agreement about apparel being a means of communication, especially in the workplace environment (Howlett et al. 2013; Li et al. 2012; Kang et al. 2011; Kwon 1994; Stuart & Fuller 1991). In fact, business apparel has been found to be used as a tool to communicate perceived meaning about the wearer to others, such as level of education, diligence, and even occupational ability (Kwon 1994; Stuart & Fuller 1991). Business apparel has the ability to be used by the wearer as a means to impress others but have also been found to produce positive feelings like confidence, productivity and dependability in the mind of the wearer (Peluchette et al. 2006). Moreover, minor changes in an outfit can influence the opinions and judgements made by others about the wearer (Howlett et al. 2015; Howlett et al. 2013). Otnes and McGrath (2001) suggest that men may attempt to achieve professional success when purchasing business apparel as the apparel worn at work may be related to achieving success in the workplace. Men are becoming more evident in the ready-to-wear apparel retail market, which may be explained by a shift in the way society sees traditional gender roles (McNeill & Douglas 2011; Otnes & McGrath 2001). In fact, Otnes and McGrath (2001) propose that men who are not limited by the view of traditional gender roles shop with motivation, often displaying shopping behaviour considered as feminine, but do so with a specific goal in mind. Increased marketing activities targeting male consumers (Seo et al. 2001), a greater variety in ready-to-wear business apparel options, due to the tendency towards a more casual dress code in many workplaces (Torres et al. 2001), and an increased consciousness about managing their own appearance (Sindicich & Black 2011) contribute to changes in the apparel purchasing behaviour of male consumers. Kang et al. (2011) suggest that men in particular expect specific outcomes, such as career advancement, communicating a positive impression to others, improving personal performance in the workplace, and feeling good about themselves, which they associate with their business apparel. Well-fitting apparel makes a positive contribution to the appearance of the wearer. Consumers, including men, often consider the fit of ready-to-wear apparel items as an aspect to consider when evaluating alternatives for purchasing. This is significant vi since the fit of apparel contributes not only to the physical comfort of the apparel item but also involves an aesthetic as well as a socio-psychological dimension (Tselepis & De Klerk 2004). Fit problems with ready-to-wear business apparel among male consumers have been reported by various authors (Sindicich & Black 2011; Sindicich 2008). However, getting a clear indication of consumers’ evaluation of apparel fit remains a complicated process (Chen 2007) and with the wide range of body shapes among apparel consumers, as well as their range of preferences towards apparel fit, problems with the fit of apparel items continue to be a topic of concern for manufacturers and retailers (Bye & LaBat 2005; Anderson et al. 2000) and the task of providing consumers with satisfactory fit is notably difficult (Ross 2005). Considering the influence which consumers’ expectations of the fit of their apparel has on the apparel purchase decision, the limited research about male consumer expectations regarding the fit of apparel is a problem worth addressing. This includes what their expectations are with regard to the fit of their business apparel, as well as factors they consider to be important when in the process of purchasing business apparel. Therefore, the overall purpose of this study was to gain knowledge regarding the functional, aesthetic and socio-psychological expectations that South African male consumers hold towards the fit of ready-to-wear business apparel, and to determine the extent to which their expectations influence their apparel purchase decisions. The study employed an exploratory, quantitative research approach. Data were collected by means of an electronic questionnaire through a combination of both purposive and snowball sampling techniques. Descriptive statistics were used to describe the demographic and psychographic profile of the sample by means of frequencies and percentage distributions and to analyse the coded data. A correlation coefficient was calculated and was used to determine the reliability of the constructs, namely the functional, aesthetic and socio-psychological expectations of fit and the importance of these apparel attributes when respondents purchase ready-to-wear business apparel. A multiple linear regression model was applied to determine the relationship between the expectations and the extent to which these influence the purchase decision regarding business apparel. vii The results of this study indicated that respondents showed a higher level of agreement with the functional expectations of the fit of their business apparel than with the aesthetic and socio-psychological expectations. However, the multiple linear regression model indicated that respondents placed greater importance on the aesthetic and socio-psychological aspects of apparel when in the process of purchasing ready-to-wear apparel for the workplace. In terms of functional expectations, respondents expected their business apparel to fit well when in their size, as well as to be comfortable and of good quality. The results further indicated that the respondents expected the fabric of ready-to-wear business apparel to be comfortable, that they like the colour of the apparel item, and that wearing the apparel item would contribute to positive feelings of self. Socio-psychological expectations included that the respondents expected ready-to-wear business apparel with good fit to make them feel fashionably dressed, give them confidence at work and also make them feel like they are a part of the company, as their business apparel should adhere to the dress code of the company. It is therefore recommended that ready-to-wear apparel manufacturers, as well as marketers and retailers, not only consider the functional aspects of apparel fit, but also focus on the aesthetic and socio-psychological aspects of apparel fit, as these also play an important role in the male consumer’s evaluation of ready-to-wear business apparel and therefore also his assessment of his own satisfaction during use. Ready-to-wear business apparel marketers and retailers can integrate male consumers’ expectations towards fit and business apparel in general into marketing strategies and as a means to retain current consumers. / College of Agriculture and Environmental Sciences / M. Sc. (Consumer Science)

One of the greatest challenges facing the clothing industry worldwide, including South Africa is to provide well fitting garments to a broadly defined target population (Ashdown, Loker & Rucker 2007:1; Schofield, Ashdown, Hethorn, LaBat & Salusso 2006:147). Yu (2004:32) further states that from the consumers’ perspective, physical and psychological comfort as well as appearance play an important role in determining a well fitting garment and these are most likely to be shaped by the individual’s personal values. According to Kaiser (1998:290), personal values refer to standards or principles that guide an individual’s actions and thoughts that help to define what is important by guiding one’s choices or preferences of how the garment should fit. Hence garment fit and the subsequent appearance serves as a personal expression, communicating some personal values to others (Kaiser 1998:290) that can be achieved through the fitting of the garment. When female consumers encounter garment fit problems either through body shapes, garment sizing or garment size label communication, an emotional experience may result due to the failure to attain the personal values they are aiming to uphold or achieve. Cognitive appraisal theory of emotions is one of the theories among others that attempts to understand why people experience emotions. Lazarus (2001:55) defines cognitive appraisal theory of emotions as a quick evaluation of a situation with respect to one’s wellbeing. The answers to these evaluations directly cause the emotions experienced by a person. Since clothing can be used to express personal values to others (Kaiser 1998:146), the social standards appraisal dimension which can be one of the evaluative questions in the theory of cognitive appraisal concerning a situation, was the relevant evaluative component which this study focused on. This appraisal dimension evaluates whether the situation, in this case the negative experience of an ill-fitting garment affects what the consumer aspires to achieve socially through garment fit. Numerous studies such as Horwaton and Lee (2010); Pisut and Connell (2007) and Alexander, Connell & Presley (2005) on the garment fit problems from a consumer’s perspective have mostly been conducted in developed countries with limited research focusing on the consumers and their emotional experiences with garment fit. Understanding the factors that contribution to the garment fit problem currently being faced by female consumers in South Africa is an essential step in creating awareness of how this problem affects female consumers emotionally and the influence it has on their purchasing decisions. The purpose of this study is, therefore, to determine the female consumers’ personal values attributed to garment fit and to identify the emotions resulting from the perceptions of garment fit. This study predominantly employed an exploratory qualitative research approach. Data were collected from a purposive and convenient sample of 62 females from the UNISA – Florida Campus and King David High School in Victory Park in Johannesburg, South Africa through a self-administered questionnaire. Data on the demographic profile that included the ethnicity and age of the participants as well as data on the psychographic profile of the participants concerning frequently patronized clothing retailers, garment fit preferences and self-reported body shapes were collected through closed-ended questions. These data were analysed using the quantitative method of descriptive analysis. In addition to the psychographic profile of the most frequently patronized clothing retailer and garment fit preferences, participants were further requested to provide reasons as to why they mostly patronized the clothing retailer they ranked number 1, and to provide a reason for their preferred garment fit option. Content analysis, a qualitative method, was used to analyse the reasons provided by the participants for both these questions. Content analysis was also performed on additional information on body shape and garment sizing as well as data on garment size label communication. Furthermore, the means-end chain approach through the hard laddering exercises was used to explore and determine the female consumers’ personal values and emotions depicted through the perceptions of garment fit. Data from the hard laddering interviews on body shapes and garment sizing were carefully coded and categorized into attributes, consequences and personal values. Data were presented through the hierarchical value maps (HVMs) which were constructed through the software program Mecanalyst V 9.1. The analysis established that attributes such as quality of garments, various garment styles, availability of sizes, and fashionable styles directed female consumers’ most frequented clothing retailers. These attributes seemed to be aligned with their personal values they seek when shopping for garments. The findings also showed that most female consumers in this study preferred semi-fitting pants, a blouse and garments in general, a reasonable number of the participants preferred tight-fitting pants (31%), and some participants preferred loose-fitting pants, a blouse and garments in general. The specific personal values such as the comfortability of the garment, modesty, cover-up perceived body shape “flaws” and slimming effect which female consumers in this study desire to achieved through clothing also influenced their garment fit preference. With regard to the perceived self-reported body shapes of the participants, the study reflected that the majority of the participants were triangular body shaped. The study further found that female consumers in this study have expectations of how a garment ought to fit their body. Their expectations seem to be shaped by certain personal values such as “confidence”, “freedom” or “look good” which they aspire to achieve through clothing and garment fit. However, due to variations in body shapes, problems of garment sizing they encounter when purchasing ready-to wear garments and the incorrect information communicated on the size labels or the lack thereof, the majority of the female consumers failed to achieve their personal values. As a result mainly negative emotions such as “frustrated”, “sad”, “confused” and “depressed” were expressed by the participants. With regards to the effect of the perceived garment fit on the purchasing decision, the study found that fit of the garment is an important determinant of making a purchase. However, where female consumers in this study showed an interest of purchasing, while aware of some fit problems, the study found that exceptional conditions such as the possibility of altering the garments and design features such as colours that would conceal their perceived “figure flaws, made it easier for them to decide to purchase. The study further highlighted that some participants only purchased their ready-to-wear garment at certain shops where their needs were catered for and only when they had enough time to try-on the garment they intend to purchase instead of relying on the garment sizing and garment size label communication. Where participants indicated they would not purchase a garment with fitting problems, the study found that some female consumers in this study copied the designs of the garments in the clothing retailers and had someone reproduce it for them, whilst a few female consumers refused to purchase a garment whose size label was incorrectly communicated. Lastly the study also revealed that most female consumers thought that body shape, garment sizing and garment size label communication contribute to garment fit problems female consumers are currently facing in South Africa. It is, therefore, recommended that clothing manufacturers consider the various body shapes in their garment charts, know the needs of their target market and also use uniform sizing and size labelling systems that are easily understood by consumers that purchase ready-to-wear garments from retailers in South Africa. / Life and Consumer Sciences / M. Sc. (Consumer Science)

Thesis( MTech( Marketing Management)) -- Cape Peninsula University of Technology, 2011 / South Africa’s retail sector is competitive, and is characterized by a tough and uncertain business environment (Barlow, 2002:21). Amidst such challenges, Dotson and Patton (1992:15-28) found that retailers do not deliver desired services to their customers. To ensure competitive survival, retailers should differentiate themselves and continuously seek ways to maximize the value that they offer to their customers (Parikh, 2006:45-55). Service quality has been identified by Berry (1986:1-9) as the most basic strategy for retailers to create competitive advantages and to improve customers’ shopping experience. This study focuses on determining consumer perceptions of service quality of large clothing retailers within the Cape Metropolitan area, with the aim of identifying areas for improvement, as well as service quality determinants, which are most important to consumers.Secondary objectives include: to establish consumer expectations in terms of service quality determinants; to establish, which areas of service quality require improvement; to provide recommendations to improve service quality based on findings from the study, and to compare consumer perceptions of service quality amongst ad hoc shoppers against those who have accounts (credit facilities) at various retail stores. Quantitative research was conducted by means of face-to-face survey research, and includes results from 120 questionnaires. Interviews, which took the form of store intercepts, were conducted outside the entrance of selected retail stores, and took place during the last week of March. Stores were selected through random multi-stage sampling, while respondents were selected through a systematic sampling process. A descriptive research design was used. The content of the questionnaire was developed based on Dabolkar, Thorpe and Rentz’s (1996:3-16) RSQS structure, which captures the dimensions of service quality in retail stores. Data was analyzed by using SPSS software, and was presented numerically by making use of charts. The major findings of the study relates to levels of consumer satisfaction with the existing levels of service quality delivered by large clothing retailers within the Cape Metropolitan area for ad-hoc shoppers, as well as account holders. The findings of this study could bring about new strategies for the improvement of service quality among large clothing retailers in the Cape Metropolitan area. These strategies will contribute towards creating a competitive advantage through the use of service quality, and will ultimately contribute towards the long-term success of large clothing retailers within the Cape Metropolitan area.

This pilot study consists of two parts. The first part investigates the extent to which the domestic electricity consumers intend to use and use energy efficiently using the Theory of Planned Behaviour. The second part investigates the extent to which the Energy @ Home educational intervention changed the domestic electricity consumers’ behaviour. For the first part of the study an advertisement was published and a convenience stratified sample of 61 domestic electricity consumers were selected from the 290 respondents. Data was collected from the domestic electricity consumers via a questionnaire and a telephone response log. The co-relational research design was used to investigate the relationship between the predictor variables the independent variables in the constructs of the Theory of Planned Behaviour. Simple linear regression analysis resulted in F statistic for the predicted behavioural intention was 29.74 with a p value less than 0.0001 which indicates significant statistical evidence of a linear relation between the predictor variables and the independent variables. The r2 of 0.87 implies that data points that fall closely along the best fit line. Therefore the predictor variables were good predictors of the response variable. All the participants that intended to use electricity efficiently confirmed via the telephone that they were using electricity efficiently. In the second part of the study 11 out of the 61 participants were chosen to participate in the Energy @ Home educational intervention and television program. Data was collected via the Energy audit log and the electricity consumption log. The participants intended to save between 2% and 35% of their electricity consumption and the actual electricity consumption savings were between 2% and 30%. / Science and Technology Education / M. Sc. (Mathematics, Physics & Technology Education (Physics Education))

This pilot study consists of two parts. The first part investigates the extent to which the domestic electricity consumers intend to use and use energy efficiently using the Theory of Planned Behaviour. The second part investigates the extent to which the Energy @ Home educational intervention changed the domestic electricity consumers’ behaviour. For the first part of the study an advertisement was published and a convenience stratified sample of 61 domestic electricity consumers were selected from the 290 respondents. Data was collected from the domestic electricity consumers via a questionnaire and a telephone response log. The co-relational research design was used to investigate the relationship between the predictor variables the independent variables in the constructs of the Theory of Planned Behaviour. Simple linear regression analysis resulted in F statistic for the predicted behavioural intention was 29.74 with a p value less than 0.0001 which indicates significant statistical evidence of a linear relation between the predictor variables and the independent variables. The r2 of 0.87 implies that data points that fall closely along the best fit line. Therefore the predictor variables were good predictors of the response variable. All the participants that intended to use electricity efficiently confirmed via the telephone that they were using electricity efficiently. In the second part of the study 11 out of the 61 participants were chosen to participate in the Energy @ Home educational intervention and television program. Data was collected via the Energy audit log and the electricity consumption log. The participants intended to save between 2% and 35% of their electricity consumption and the actual electricity consumption savings were between 2% and 30%. / Science and Technology Education / M. Sc. (Mathematics, Physics & Technology Education (Physics Education))

Abstracts in English and Zulu / Airline choice is of interest to both airline product development and marketing personnel and academics. While most of the studies airline choice/service quality only identify airlines service attributes essential to customers, this study employed personal values to extend and provide the reasons why airline service attributes are not or essential to passengers. Personal values are presented in the literature as the ultimate life goals individuals seek to attain in all aspects of their lives; hence, guide their behaviour. Based on this, the main objective of this study was to examine and identify the consumer (passenger) personal values that underpin the evaluation of airline service attributes used to choose an airline within the South African domestic passenger market. To achieve this objective, together with the secondary objectives, a quantitative descripto-explanatory research design was employed to guide data collection and analysis. A sample of 324 respondents was selected using a hybrid technique of convenience, and snowball sampling techniques and data were collected using both an online and hardcopy questionnaire. Data obtained were sorted and cleaned for analysis using the Statistical Product and Service Solutions (SPSS 26) and the Analysis of a Moment Structures (AMOS Version 26) software. Exploratory factor analysis (EFA) was conducted to assess factor structures of observed variables and identify latent constructs. The factorability of portrait value questionnaire (PVQ) items was determined using the confirmatory factor analysis (CFA). Hypotheses were tested using the backward multiple regression analysis, Whitney-Mann test, Spearman correlation and hierarchical regression with Hayes’ Process Macro. The study identified five of Schwartz’s 19 refined values as significantly influencing the evaluation and prioritisation of airline service attributes. A state of indifference among customers was found when the impact of airline service attributes was tested, with only onboard services found to significantly influence post-purchase outcomes such as satisfaction, loyalty and repeat purchase behaviour. It was also found that passengers did not distinguish between low-cost and full-service carriers. Income only moderated the influence of stimulation and self-direction thought values on airline service attributes while marketing communications effort was found to have a direct than a moderating role. In the main, these findings bring a novel and rich way of explaining airline choice through personal values. The results are essential for airline market segmentation, positioning and the development of airline products or features that match passenger desired life goals (personal values) which are touted as a guide to their choice behaviour. / Ukuqoka inkampani yezindiza ozoyisebenzisa kumayelana nokuthuthukisa umkhiqizo nabasebenzi bokumaketha kanye nabacwaningi. Phezu kokuba ukucwaninga ngezindiza nokuqokwa kwazo/ ikhwalithi yesevisi kukhomba kuphela izimfanelo zesevisi ezibalulekile kumakhasimende, lolu cwaningo lumbandakanye okungamagugu abantu ukunweba nokuletha izizathu zokuthi kungani izimfanelo zesevisi zenkampani yezindiza zingabalulekile noma zibalulekile kubagibeli. Okungamagugu abantu kwethulwe ngemibhalo kwaba ngamaphupho ekusasa ahlonzwayo ezimpilweni, ngakho,ebe eqondisa indlela yokuziphatha kwabo. Kuncike kulokhu, eyona nhlosongqangi yalolu cwaningo kwaku wukuhlola nokuhlonza okungamagugu omuntu ongumthengi (umgibeli) ukusekela ukuhlolwa kwezimfanelo zesevisi ezisetshenziswa ukukhetha inkampani yezindiza azoyisebenzisa ezimakethe zalezi ezihambela ngaphakathi eNingizimu Afrika. Ukufezekisa le nhlosongqangi kanye nezinye izizathu zocwaningo, idizayini yokucwaningo ye’quantitative descripto-explanatory’ isetshenziswe ukuqokelela idatha nokuhlaziya ulwazi. Isampula yababambe iqhaza abangama-324 ikhethiwe kusetshenziswa i hybrid technique of convenience, kanye nendlela yesampula yemihlathi eyazanayo (snowball sampling), kanti idatha iqoqwe ngakho kokubili, ‘online’ namaphepha anemibuzo ebuzelwa ukuthola okuthile. Idatha etholakele ihlukanisiwe yenzelwa ukuhlaziyeka kahle kusetshenziswa iStatistical Product neService Solutions (SPSS 26) kanye ne-Analysis of a Moment Structures (AMOS Version 26) software. I-Exploratory factor analysis (EFA) yenziwe ukuze kuhlolwe ukuthi izakhiwo eziyizimiso ukuqaphela okuguqukayo kwabuye kwaqashelwa ne-identify latent constructs. I- factorability yeportrait value questionnaire (PVQ) izinto zanqunywa kusetshenziswa iconfirmatory factor analysis (CFA). Umbono ube usuhlolwa kusetshenziswa ibackward multiple regression analysis, Whitney-Mann test, Spearman correlation ne hierarchical regression ene Hayes’ Process Macro. Lolu cwaningo lube nezinkomba ezinhlanu zika’Schwartz’s 19’ ezingamagugu acwengisisiwe abe nomthelela wazo ethonyeni lokuhlola nokubeka phambili kwezinkampani zezindiza izimfanelo zesevisi. Kutholwe isimo sokunganaki kubagibeli uma kuhlolwa izimfanelo zesevisi yenkampani yezindiza, kuphela nje isevisi yangaphakathi endizeni ithathwa njengebaluleke kakhulu enomthelela emiphumeleni yokuthenga kamuva okubalwa kukho ukwaneliseka kwabagibeli, ukwethembeka nokuphinda kuthengwe amanye ngokuzayo. Kutholakele ukuthi abagibeli abakwazanga ukwahlukanisa phakathi kosizo olusezingeni eliphansi nalolo olusezingeni eliphezulu. Inzuzo ibe nomthelela kuphela ekukhuthazeni isiqondiso ngasinye ngokwamagugu okuziphatha ezinsizeni zesevisi yenkampani yezindiza ngakolunye uhlangothi ezokuxhumana kwezezimakethe kuyimizamo etholakele kube neqondile kuneqhaza elisezingeni elilinganayo. Ngokwesidingo, lokhu okutholakele kwethula indlela entsha ecebileyokuchaza ukuqokwa kwezinkampani zezindiza ezisethenziswa abantu abawuhlobo oluthile. Imiphumela ibalulekile emakethe yezinkampani zezindiza ukuze kwahlukaniswe, kubekwe endaweni, kuthuthukiswe imikhiqizo yezinkampani zezindiza noma izinto ezithandwa abagibeli nezidingo zabo zempilo okuyizona eziwumhlahlandlela wokuqoka inkampani abazoyisebenzisa / Business Management / D. Com. (Business Management)