Thesis (Masters Diploma (Technology) -- Cape Technikon, Cape Town, 1993 / This research was undertaken in order to investigate the problems relating to consumers' food buying practice in respect of private households, since it is clear that high food prices are one of the major causes of a decline in the quality of life of the family. The researcher's involvement in Home Economics education and specifically consumerism and in post-school education prompted the hypothesis that training for responsible buying practice may afford a solution to the problem of buying practice in respect of private households. Such training needs, although already identified, have not yet received any real attention. A literature study was undertaken as a point of departure in order to give background knowledge. This information was used to put into perspective buying practices for private households and to define a profile of the buyer. However, it was necessary to further define this field in order to ensure that validity and applicability of the findings arising out of this research. An empirical study was undertaken to test the literature against the reality found in a Cape Town suburban supermarket. Details of this study will be set out in Chapter 4 of this research. In order to establish criteria for the training programme above, curriculum design had to be based on didactically sound principles. At the outset a suitable model for adult-learners was selected. This model consisted of an analysis phase, design phase, implementation phase and evaluation phase.

Thesis (MTech (Education))--Cape Technikon, 1993. / Hierdie studie is onderneem om die probleme rakende die aankooppraktyk van voedselverbruikers in private huishoudings te ondersoek, want dit is duidelik dat duur voedselpryse een van die hoofoorsake vir die afname in lewenskwaliteit van die gesin is. Die navorser se betrokkenheid by Huishoudkundeopleiding en spesifiek die verbruikerswese, asook by naskoolse opleiding, het tot die hipotese gelei dat opleiding tot verantwoordelike aankooppraktyk in 'n besondere mate In oplossing vir die aankoopprobleem vir private huishoudings kon bied. Sodanige opleidingsbehoeftes, hoewel reeds geïdentifiseer, het nog nie daadwerklik aandag geniet nie. As 'n vertrekpunt is 'n literatuurstudie onderneem om agtergrondkennis oor die aankooppraktyk in die algemeen te bekom. Hierdie inligting is benut om die aankooppraktyk vir private huishoudings in perspektief te plaas en om 'n profiel van die aankoper te bepaal. Dit is nodig om die terrein verder af te baken om sodoende die geldigheid en toepaslikheid van bevindinge te verseker.

It is important for business managers to understand customers’ buying behaviours, as customers are the cornerstone of the business’ marketing strategy and the main providers of businesses’ profits. Previous research have identified numerous factors that influence customers’ buying behaviour, factors such as prices, promotions, brand image, brand reputation, customer experience and socio-cultural aspects. Despite the attention given to variables influencing buying behaviour, there was still a gap to be filled in this field of study in the clothing retail industry, especially in the South African clothing retail industry. Thus, the primary objective of this study was to investigate how the understanding of customers’ brand perceptions, customer experience and social considerations can be used by clothing retailers to initiate a purchase. A literature overview was conducted on the global retail industry, the global clothing retail, as well as on the South African retail and, more specifically, the South African clothing retail. In addition, a literature overview on variables influencing buying behaviour was provided, with a special accent on the selected variables for this study, namely brand perceptions, customer experience and social considerations. From the literature overview conducted on variables, seven independent variables were selected to be investigated with the dependent variable, buying behaviour. The independent variables, namely brand perceptions (as measured by brand quality, brand reputation and brand image), customer experience (as measured by store physical environment and staff service), and lastly social considerations (as measured by reference groups and culture/subculture) and the dependent variable (buying behaviour) were then presented in a hypothesised model. An empirical investigation was undertaken to establish the influence of the independent variables on the dependent variable. The measuring instrument used for the investigation was a self-administered questionnaire using seven-point Likert type of scale. The items were constructed based on previous research instruments found in secondary literature sources. The non-probability convenience sampling was implemented in this study to identify respondents. 207 usable questionnaires were collected and were examined through statistical analyses. The validity and the reliability of the measuring instruments were confirmed by exploratory factor analysis (EFA) and the calculation of Cronbach’s alpha coefficients. Descriptive statistics were undertaken to summarise respondents’ demographic information, while Pearson’s Product Moment Correlations were calculated to determine the correlations among variables. Furthermore, the relationships between the variables were assessed through multiple regression analysis, while a t-test and ANOVA tests were conducted to determine the influence of demographic variables on independent variables that showed significant positive relationships with the dependent variable. In addition, post-hoc Scheffe tests were undertaken to elaborate on the significant differences resulting from the t-test and ANOVA tests. Significant positive relationships were found between Brand Image/Reputation and Buying Behaviour, between Store Physical Environment and Buying Behaviour and between Cultural Clothing and Buying Behaviour. The empirical results also showed that there was a significant relationship between Age and Cultural Clothing. In the same way, there was a significant relationship between Population Group and the variables Brand Image/Reputation and Cultural Clothing. This study has contributed to the body of literature on buying behaviour, especially in the field of clothing retail, by extending the factors to consider when aiming at improving buying behaviour. In addition, the development of the hypothesised model significantly contributed towards having a better understanding of customers’ perceptions of the selected variables, and ultimately how these variables could trigger their purchase decisions. As a result, this study enumerated some recommendations and suggestions that should enable retailers to create a positive image and reputation in customers’ minds, assist retailers in arranging the stores in a more attractive way for customers and reach more culture-conscious customers.

Submitted in fulfillment of the requirements for the degree Masters in Management Science: Marketing, Durban University of Technology. Durban. South Africa, 2017. / The role of packaging has changed with the move to self-service retail formats. Marketers have transformed packaging to become one of the major promoting tools of products, which in turn gets the attention of potential customers and communicate the brand value to the target market. Thus, there is a necessity to explore packaging and its elements in more detail, in order to understand which of these elements are the most important factors influencing the consumer’s purchase decision. This study seeks to reveal the influence of visual and verbal packaging elements on international students buying decision of convenience goods specifically fruit juice which is popular among students. A quantitative, non-probability research approach was employed and convenience sampling was used to identify and select study participants constituting 397 students. In the study the visual and verbal elements are both found to influence consumer buying behaviour. The visual elements that influence consumer buying behaviour are colour, graphics and packaging technology. The verbal elements that have an influence on consumer buying behaviour for convenience goods are label information and brand name. The factor analysis shows that the most important factors during buying decisions are label information, brand name, graphics, colour and technology. The regression analysis reveal a significant relationship between consumer buying behaviour and seven predictor variables; colour, graphics, packaging technology, label information, brand name, level of involvement and time-pressure. The results also reveal that when consumers are under time-pressure, they consider visual elements when they make their purchase decisions. On the other hand, the consumers consider verbal elements when they are not under time-pressure. The results also show that consumers regard convenience goods as low involvement products. Thus it is the duty of marketers to utilise packaging as a marketing tool and weapon against competitors. This study recommends that marketers must consider all packaging elements when designing a package because all packaging elements are significant in drawing interest and attention of consumers. If these elements are properly combined the package will be more attractive and attention-grabbing. / M

A Masters Dissertation submitted in fulfilment of the requirements of the degree of Master of Commerce in the faculty of Commerce, Law and Management August, 2016 / Online activity through the Internet and mobile phones has dramatically increased over the last five years in South Africa (Nyirenda-Jere & Tesfaye , 2015). Lower costs for Internet and mobile phones are the main reasons for more and more people being connected (Price Waterhouse Cooper South Africa, 2012). But discrepancies exist, namely between the people who are connected and those who are not. This discrepancy is referred to as the digital divide and contributing factors towards it include income, education, age and other factors which were discussed in this paper (Nievhaves, Gorbacheva & Plattfaut, 2012). Free Wi-Fi is one of the solutions to bridge the digital divide to a certain extent and it is also a very valuable tool to marketers and business owners. This research study was aimed at understanding the impact of free Wi-Fi on consumers’ purchase intentions and likelihood to return in townships in South Africa. People in townships are an important group to analyse, because of the millions of inhabitants. Infrastructure in terms of the Internet is not as good as the infrastructure standards in suburbs or in the city. The purpose of the study was to find out the impact of free Wi-Fi on the likelihood of customers to return and their likelihood to purchase something at a location where free Wi-Fi is offered. For the purpose of this research a quantitative approach was used to investigate the impact of free Wi-Fi and factors leading to return and intention to conduct purchases. Non-probability sampling was used in the form of convenience sampling. A self-administered questionnaire was developed to investigate behaviour. Four hundred questionnaires were distributed to people living in Soweto. The analysis indicated that the four access variables, namely - material, mental, usage and skills access - have an influence on the intention to use free Wi-Fi which, in turn, has an influence on the likelihood to return or purchase something. Implications for marketers and businesses is: the marketers have to consider the digital divide when marketing to consumers in South Africa and that offering free Wi-Fi at a commercial place has positive implications for both customers and businesses. / MT2017

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.

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

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)