Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007 xvi, 156 leaves / The aim of this research is to evaluate students’ perceptions toward the market orientation of Proudly South Africa companies at Durban University of Technology. The Proudly South African campaign is currently very topical, having become a visible brand in its own right within the period of ten years, with the primary objective of creating job opportunities, supporting local companies by buying products that are produced within the boundaries of South Africa and to initiate nationalism among South Africans.

A ready-to-use food (RUF), Sibusiso, has the potential to alleviate protein- energy malnutrition. However, its nutritional composition, physical properties, consumer acceptability, and economic feasibility for use are unknown. This study aimed to determine the nutritional composition and physical properties of a RUF, Sibusiso. As well as to assess the consumer acceptability of Sibusiso to healthy and HIV infected children on antiretroviral (ARV) medication, and the caregiver‟s attitudes towards Sibusiso. The feasibility of using Sibusiso for nutrition rehabilitation was also determined. Methodology: Four samples of Sibusiso and a peanut butter (control) were analysed for their nutritional composition and physical properties. The consumer acceptability of Sibusiso to healthy children and HIV infected children on ARVs (ART group) was determined using a five-point facial hedonic rating scale. Focus group discussions were conducted to assess the attitudes and perceptions of caregivers surrounding Sibusiso. These caregivers had children who were either malnourished or at risk of malnutrition. The financial feasibility of using Sibusiso for nutrition rehabilitation was determined using published data. The results revealed that Sibusiso was a good source of energy (2624 kJ/100 g) and quality protein (15.7 g/100 g). The nutritional composition of Sibusiso met the WHO/WFP/SCN/UNICEF recommendations for RUF. Instrumental colour analysis indicated that both Sibusiso and the peanut butter had a brown colour, although Sibusiso was slightly lighter. Sibusiso had the same spreadability or hardness as the peanut butter, but it was stickier than the peanut butter. Based on the sensory evaluation, Sibusiso was found acceptable to both healthy (n=121) and HIV infected children (n=51). Over 65% of the children in both the healthy and ART group liked the taste, smell and mouthfeel of Sibusiso. The caregivers also found Sibusiso acceptable and were willing to buy it, but at half its current price (60 ZAR/ 500 g). The price of Sibusiso and perception of the caregivers that Sibusiso was a peanut butter were the main factors that affected their willingness to buy the product. Financial feasibility analysis showed that the estimated cost (5.99 ZAR/day) of rehabilitating a child using Sibusiso was higher than the KwaZulu-Natal Department of Health nutrition budget of 0.02 ZAR/day. Sibusiso is a good source of energy and quality protein, and it is fairly acceptable to children with HIV and caregivers. This indicates that Sibusiso has a potential to alleviate protein-energy malnutrition in the targeted groups. Yet, Sibusiso is expensive. There would be a need to somehow reduce the cost of Sibusiso so that it would be financially feasible to use it in nutrition intervention programmes. / Thesis (M.Sc.Hum.Nut.)-University of KwaZulu-Natal, Pietermaritzburg, 2012.

Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007 xvi, 156 leaves / The aim of this research is to evaluate students’ perceptions toward the market orientation of Proudly South Africa companies at Durban University of Technology. The Proudly South African campaign is currently very topical, having become a visible brand in its own right within the period of ten years, with the primary objective of creating job opportunities, supporting local companies by buying products that are produced within the boundaries of South Africa and to initiate nationalism among South Africans.

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.

Thesis (MComm)--Stellenbosch University, 1986. / ENGLISH ABSTRACT: This section of the researchproject examines the needs of the consumer in the Western Cape, with regard to the packaging of fresh produce. Information was obtained by means of questionnaires and analysed by a computer: the chi-square was used to determine statisfactical significance. It was found that the consumer prefers .prepacked fresh produce with the proviso that the product remains visible, for instance the guaze type bag / AFRIKAANSE OPSOMMING: sien item vir volteks.

This study provides a consumer profile of first year Tshwane University of Technology (TUT) Marketing students. To determine influences on students' tertiary education choices, a literature study was undertaken on consumer behaviour, influencing factors and consumer decision-making. An empirical study established consumer behaviour variables impacting on tertiary students, and revealed students' future perspective. A structured questionnaire was distributed. The main findings are: preferred media are E-TV, Metro FM, Drum magazine and The Sunday Times; Internet access is low; most prefer TUT for tertiary education; parents and academic standards predominantly impact tertiary institution choice; the majority will continue their studies and apply for a marketing job in South Africa; their future perspective is predominantly optimistic. In conclusion, the students are impacted by reference groups and institutional marketing efforts. Primary concerns include: successful communication with this group; the effectiveness of the Open Day; and the lack of using reference groups in marketing. / Business Management / M. Com. (Business Management)

This research study aims to obtain a holistic view of the area of store atmospherics, which forms part of the retail industry. A consumer-centred response approach was followed. Store atmospherics and its influence on consumers’ buying behaviour has received very little attention in the literature to date. Consumers’ views on in-store atmospheric elements and the influence of these elements on their buying behaviour were obtained. The primary research aim that was derived from the preliminary literature was therefore to explore the influence of store atmospherics on consumers’ buying behaviour in apparel retail stores in the Tshwane region. The type of research design used in this study was exploratory, making use of a qualitative approach and a communicative technique of interviews. The selected method was focus group interviews and naïve sketches. The data gathered was analysed by means of Tesch’s inductive descriptive coding technique, better known as thematic analysis. It was found that atmospheric elements have the ability to influence consumers in either a subconscious or a conscious way. This has a direct influence on the amount of time that consumers will spend in-store and ultimately influences their buying decisions and behaviour either positively or negatively. This had a direct influence on the amount of time that consumers will spend instore and ultimately influences their buying decisions and behaviours either positively or negatively, meaning that the consumers’ will display either an approach- or avoidance behaviour. / Business Management / M. Com. (Business Management)

This study provides a consumer profile of first year Tshwane University of Technology (TUT) Marketing students. To determine influences on students' tertiary education choices, a literature study was undertaken on consumer behaviour, influencing factors and consumer decision-making. An empirical study established consumer behaviour variables impacting on tertiary students, and revealed students' future perspective. A structured questionnaire was distributed. The main findings are: preferred media are E-TV, Metro FM, Drum magazine and The Sunday Times; Internet access is low; most prefer TUT for tertiary education; parents and academic standards predominantly impact tertiary institution choice; the majority will continue their studies and apply for a marketing job in South Africa; their future perspective is predominantly optimistic. In conclusion, the students are impacted by reference groups and institutional marketing efforts. Primary concerns include: successful communication with this group; the effectiveness of the Open Day; and the lack of using reference groups in marketing. / Business Management / M. Com. (Business Management)

Selecting actors to appear in an advertisement is an important decision which has a crucial impact on the effectiveness of an advertising campaign. The same message, delivered by different actors, produces varying outcomes among consumers. This dilemma concerning the choice of actors occurs particularly in multi-racial societies, such as South Africa, where advertisers have to target different sectors of the community. In multi-racial societies, the choice of actors in advertisements goes beyond the usual commercial reasons. Indeed, two dimensions are generally conferred to multi-racial advertising. Firstly, the use of multi-racial representations allows for the targeting of a wider population that also owns a wider purchasing power. Marketers who want to market their brand use, for example, white and black actors so that white and black consumers can identify with the actors and recognize themselves as the target of the advertisement. Secondly, the multi-racial representations of this type of advertising hold a social role that counteracts the segregated depiction of the society. Consumers who are exposed to a multi-racial advertisement might perceive this social dimension and attribute a social responsibility to the advertisement. The purpose of this thesis is to examine the influence of the above dimensions on the effectiveness of a multi-racial advertisement. On the one hand, this study investigates the Identification Process followed by a consumer exposed to a multi-racial advertisement. On the other hand, it examines how consumers attribute a social responsibility to a specific multiracial advertisement and how this attribution, in turn, influences their responses to the advertisement and brand. Finally, the impacts of both of these dimensions on consumer behaviour are compared and the most persuasive dimension is identified. This thesis draws on Attribution Theory and Identification Theory in arguing that there are strong economic imperatives for adopting a multi-racial advertising approach. The thesis develops a conceptual framework and tests empirically hypotheses regarding the key constructs and moderating variables. The empirical results point out that both dimensions symbiotically influence the effectiveness of a multi-racial advertisement. Specifically, the results highlight that the social responsibility attributed by the viewers to the advertisement influences their behaviour more than the Identification Process.

Abstracts in English, Xhosa and Zulu / This quantitative study explores procedural knowledge, perception of GM food products and factors that influence the purchasing decision of 326 respondents by means of a questionnaire. Recruitment of the respondents was done by approaching various businesses and Schools in Mooi River to which the questionnaire was distributed to their respective personnel. The respondents’ showed that they were not very knowledgeable of GM food products, but were not particularly ignorant either. The results also showed that they did not look for any GM-related information from various sources and believed that scientists were the most credible source of GM-related information. In general, the respondents did not perceive GM food products as having any nutritional benefits; did not perceive GM food products to provide an economic benefit, except to increase food supplies by boosting the economy through the implementation of biotechnology; and perceived longer shelf life as a beneficial GM food product quality. The respondents also feared the susceptibility to cancer, toxicity, allergic reactions, alterations in kidney functions, immune malfunction and especially infertility problems after consumption of GM food products. The respondents did not show particular fear towards the ethical aspects of GM food products, except in that GM food products are produced in an unethical manner. Fear was also not shown towards the consumption aspects of GM food products including scepticism towards the safety GM food products and possible threats to living things. The respondents indicated that increased food supplies through the production of GM food products, possible cancer development after consumption, allergenicity, reduced usage of pesticides and harmful effect on the environment were GM-related factors that would influence their purchasing decision of GM food products. The general GM-related barriers that influenced the respondents purchasing decision of GM food products included not looking out for GM food products in particular, knowing too little about GM food products, not having a particular interest in GM food products and never knowing if a product contains a GM component or not. / Esi sifundo, nesiqhutywa ngokuqwalasela amanani ezenzeko, saphanda ngolwazi lwendlela ebonwa ngayo inkqubo yeemveliso zokutya zeGM (iimveliso ezinyangwe ngobuchule obaziwa ngelesiNgesi elithi genetically modified) kwakunye neemeko eziphembelela izigqibo zokuthenga ezi mveliso, zigqibo ezo zathathwa ngabathathi nxaxheba abangama-326 nabathi baphendula uluhlu lwemibuzo. Ukuloba/ukurhwebesha abathathi nxaxheba kwenziwa ngokucela uncedo kumashishini nezikolo eziseMooi River. Abathathi nxaxheba baveza ukuba abanalwazi kakuhle ngeemveliso zokutya zeGM, kodwa banalo ufifana. Iziphumo zadiza ukuba azange baphande ulwazi olumalunga nonyango lweemveliso kwaye babekholelwa ukuba iingcali zenzululwazi zizo ezaziyimithombo yolwazi ethembekileyo malunga nalo mbandela. Ngokuthe gabalala, abathathi nxaxheba babengaziboni ziluncedo kwisondlo okanye kuqoqosho ezi mveliso zokutya zeGM, kwaye babelindele ukuba ezi mveliso zandise ukutya okuveliswayo ngokukhuthaza ezoqoqosho ngokusebenzisa ubuchwepheshe bezendalo, (ibiotechnology). Babecinga ukuba uphawu oluluncedo lokutya okuveliswe ngeendlela zeGM kukuba kuhlala ixesha elide, akonakali msinya. Abathathi nxaxheba babesoyika ukuba bangasifumana lula isifo somhlaza, bangafumana ukutyhefeka kokutya, ukusoleka (iallergy), ukuchaphazeleka kokusebenza kwezintso, ubuthathaka bamajoni omzimba, okanye ubuthathaka benzala emva kokutya iimveliso zokutya zeGM. Abazange babonakalise uloyiko olumandla malunga nombandela weenqobo zesimilo ezayanyaniswa neemveliso zokutya zeGM, ngaphandle kokuba ezi mveliso ziveliswa ngendlela engenasimilo sisulungekileyo. Kwakhona, abazange babonakalise loyiko malunga nokutya iimveliso zokutya zeGM, bengazange bakrokrele ukungakhuseleki kwezi mveliso okanye ukuba yingozi kwazo kwezinye izidalwa. Abathathi nxaxheba baxela ukuba izigqibo zabo zokuthenga iimveliso zokutya zeGM zingaphenjelelwa kukucinga ngokwanda kokutya okuveliswayo, ukuvela komhlaza emva kokuzitya, ukusolwa, ukucutha ukusebenzisa izibulali zinambuzane kunye neziphumo ezinobungozi kwindalo esingqongileyo. Imiqobo jikelele engqamene nonyango lweGM neyaphembelela izigqibo zabathathi nxaxheba malunga nokuthenga iimveliso zokutya zeGM ziquka ukwazi kancinci ngeemveliso zokutya zeGM, kukungabi namdla kwiimveliso zokutya zeGM nokuba ubani angabi nalwazi lokuba imveliso ethile inalo na unyango lweGM okanye ayinalo. / Lolu cwaningo olugxile kwinani luye lwaphenya ulwazi olumayelana nolwazi lwengqubo, umqondo omayelana nenhlobo yokudla okuguquliwe (GM food) kanye nezinto ezinomthelela phezu kwesinqumo sokuthenga sabaphenduli bemibuzo abanga-326, lokhu kwenziwe ngokusebenzisa umbhalo oqukethe imibuzo. Abaphenduli bemibuzo batholwe ngokunxenxa amabhizinisi kanye nezikole ezihlukahlukene endaweni yaseMooi River. Abaphenduli bemibuzo bakhombisile ukuthi babenganalwazi ngemikhiqizo yokudla eguquliwe (GM), kanti laba baphenduli abazange bakhombise ukungabambisani nalolu cwaningo. Imiphumela iyakhombisa ukuthi abaphenduli abazange bafune ukuthola noma yiluphi ulwazi olumayelana Nokudla kwe-GM kwimithombo eyahlukahlukene kanti baye bakholwa ukuthi ososayensi bayimithombo yolwazi ethembekayo. Empeleni, abaphenduli abazange baqonde imikhiqizo yokudla kwe-GM njengokudla okunenzuzo yomsoco noma inzuzo yezomnotho kanti bebelidele le mikhiqizo ukuba yongeze inani lokudla elithunyelwayo ngokuxhasa umnotho ngokusebenzisa uhlelo lwe--biotechnology. Bakholelwa ekutheni umkhiqizo uhlale isikhathi eside emasheluvini, lokho okuyinzuzo kwikhwalithi yemikhiqizo yokudla kwe-GM. Abaphenduli baye besaba ukungenwa yisifo somdlavuza, ushevu, ukuguliswa yinhlobo yokudla okuthile, ukushintshana kokusebenza kwezinso, ukungasebenzi kahle kwamasosha omzimba kanti ikakhulu izinkinga zokwehluleka ukuzala ngemuva kokudla imikhiqizo yokudla kwe-GM. Abaphenduli abazange bakhombise ukwesaba mayelana nokuziphatha kwimikhiqizo yokudla kwe-GM, ngaphandle kokuthi nje le mikhiqizo ikhiqizwa ngendlela ephambene nomthetho. Abaphenduli abazange futhi bakhombise ukwesaba mayelana nodaba lokudliwa komkhiqizo wokudla kwe-GM,kuxutshwa phakathi ukuthandabuza mayelana nokuphepha kwale mikhiqizo kanye nalokho okungahle kuphazamise izinto eziphilayo. Abaphenduli baye bakhombisa ukuthi imizamo yokuthi kube nokudla okuningi ngokukhiqiza imikhiqizo yokudla kwe-GM, amathuba wokuphathwa yisifo somdlavuza ngemuva kokudla lokho kudla, ukungathandwa wukudla okuthize, ukunciphiswa kwezinga lokusebenziswa kwezibulalizinambuzane kanye nomphumela oyingozi phezu kwemvelo bekuyizinto ezihlobene nokudla kwe-GM lokho okuzoshintsha indlea yabo yokuthenga imikhiqizo yokudla kwe-GM. Izihibhe ezejwayelekile ezihlobene ne-GM eziye zashintsha isinqumo sabaphenduli sokuthenga imikhiqizo yokudla kwe-GM bekuxuba phakathi ukuphuma bayofuna ikakhulu imikhiqizo yokudla kwe-GM, luncane kakhulu ulwazi abanalo ngemikhiqizo yokudla kwe-GM, kuxuba ukungathandi imikhiqizo yokudla kwe-GM kanye nokungazi ukuba ngabe umkhiqizo wequkethe umkhakha we-GM noma akunjalo. / Life and Consumer Sciences / M.A. (Consumer Science)