M.Comm. (Investment Management) / It was postulated that the aim of consumer psychology as a science is to create constructs which can serve as a framework according to which consumer behaviour can be explained, predicted and influenced. The consumer decision-making process approach proves to be the most comprehensive and integrated approach to explain and predict consumer behaviour in terms of the individualised consumer. A fundamental problem, however, is that, as a result of their complexity and cognitive substructure, the models which have been designed to express this approach cannot easily be verified in practice. It was indicated that the model designed by Overton (1981) provides a way out of this dilemma. On the one hand the model relates well to existing consumer decision-making models, and on the other hand it is extremely useful from the viewpoint of the marketer, since consumers can be segmented according to two scales resulting from 'the model in terms of their cognitive orientation towards prcxiJct purchasing in general. The two scales were defined operationally as a rational and social consumer orientation respectively. The aim of this study was to obtain more information about cognitive consumer orientation. Contently, the study also aimed to promote scientific unity by integrating cognitive consumer orientation theoretically with field dependence and field independence, to provide a broader classification system from which new hypotheses could be derived. It was shOW1 that field independence and a rational consumer orientation both point to autonomous and cognitive-analytical functioning. A social-interpersonal disposition, on the other hand, underlies both field dependence and a social consumer orientation. Hierarchically, the constructs were set out with field dependence and field independence as the two general constructs, and the social and rational consumer orientations as the two consumer-specific constructs. The theoretical implications which the broader classification system has for cognitive consumer orientation were spelled out; amongst others, that it indicates that "field independent" could be substituted for the troublesome term "rational" . It was also shown what implications research of field dependence and field independence with regard to certain biographical correlates has for cognitive consumer orientation in terms of certain existing market segments. scenarios for certain demographic and socia-economic market segments, as well as for the so-called black and white consumer markets, were outlined. Recently it was found that field dependence does not occupy a bipolar position with regard to field independence in a•unitary construct, as has been traditionally accepted, but that the two are independent constructs. Consequently, the empirical study could be conducted more narrowly than the literature study to which it refers. Cognitive consumer orientation was also only tested in terms of cross-Cultural and gender differences…

M.Tech. (Business Administration) / The purpose of this study was to determine the service quality perceptions of the internal clients who use Radiopark Studios' facilities. This subject is regarded as important in that Radiopark Studios now competes with outside facilities. Internal clients can hire studio facilities and personnel from different production houses. Radiopark Studios should, therefore, improve its clients relationship. The aim was to find out whether there were gaps between the internal clients' service expectations and the services delivered by Radiopark Studios. Zeithaml, Parasuraman, and Berry (1990) Servqual analysis was used as the primary theory base. The researcher investigated the following sections: • Booking office, • Production assistants, • Radio block (studios), • Technicians, • Radio main control, • Security and reception, and • Marketing. The main findings were that there were gaps between the service received by Radiopark Studios internal clients and the service they would like to get. It also showed that Radiopark Studios internal clients were receiving inconsistent service in that some were satisfied with the service delivery whereas others were dissatisfied. Recommendations are made in this report on how to close the service gaps identified in the study.

LL.M.

M.B.A. / Straddling the tropic of Capricorn, land-locked Botswana spans a vast 581,730 square kilometres in area. The country shares borders with Namibia to the north and west, Zambia and Zimbabwe to the north-east, and South Africa to the east and south. The Botswana Central Statistics Office (CSO) estimate a 2001 population of 1,68 million with an annual growth rate of 2.4% (Annual Economic Report, (2003)). The population is concentrated mainly in the fertile eastern and southern one third of the country. The remaining two thirds of the country's land is covered with the thick sands of the Kgalagadi Desert. Rainfall in the country is sporadic and erratic. According to the 2001 National Census the urban population of the country stands at 52.1% with the capital Gaborone accounting for 10.1% of the country's population. Francistown, the second and only other city, accounts for 4.9% of the country's population. The remainder of the urban population is distributed among 14 smaller urban centres. Gaborone accounts for 26.9% of the country's population between the ages of 25 and 54 years (Annual Economic Report, 2003.) 1.1.2. Communication The communication network is fairly sophisticated with 19.4% of the county's roads paved. The telephone network is fully digital, with Internet, e-mail, fax facilities available in all major centres of the country. Telex, data-switching, satellite-link and voice-mail service are also available nationwide. There are two cellular phone service provides and eleven internet service providers (ISPs). There are 27 Batswana to a telephone. (See Table 1: Botswana Social Statistics 2001 Table 1: Botswana Social Statistics: 2001 Life Expectancy 65.2 Population per Physician 3448 Persons per telephone 27 Persons per radio 95 Daily Newspapers 1 Persons per vehicle 21 Paved roads % 19.4 Primary School numbers 330,767 Tertiary education numbers 128,744 Literacy rate % 70 (Source: Annual Economic Report: 2003) 1.1.3. Economic performance Domestic output, as measured by Gross Domestic Product (GDP), is estimated to have grown, in nominal terms from P16.54 billion (SAR 25,47 billion) in 2000/2001 to P16.91 billion (SAR 26,04 billion) in 2001/2002, representing an increase of 2.3%. The increase for the previous year had been 17.2% (Annual Economic Report 2003) A slump in mining, with a growth rate of 3.1% (17.2% the previous year) was the major contributor to the slow growth. Banks, Insurance and Business services also shared significant growth among the non-mining sectors of the economy. (See Table 2: Economic Structure).

The nature of relationships that consumers form with their brands has been well documented in the marketing literature, but research conducted to date has not focused on the relationships that low income consumers form with brands, despite this being an extremely important market globally. Through understanding the consumer-brand relationships with low-income consumers better, companies have greater opportunities for new markets as well as leading to increased innovation. This paper highlights low-income consumers as value-conscious consumers through the brand relationships they have. Results from thirteen in-depth, face-to-face interviews with 13 women from Alexandra Township in South Africa are presented. Low-income consumers form many different relationships based on value, quality, choice and service, to name a few – with very few relationships being based on price. The low-income consumer requires trustworthiness, innovativeness and a willingness to do things differently. Understanding of their situation and a willingness of management to design processes and procedures around this is found to relate to improved relationships with an extremely brand-loyal market. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

The research project investigated the applicability of the Service-Profit Chain model in the context where there are bottom of the pyramid customers who service bottom of the pyramid consumers in a middle income country. All businesses are concerned about creating value for themselves. In the past a lot of initiatives have focused on internal restructuring measures as well driving one of the most valuable assets they have their brands. However, there is now a growing realisation by businesses driven by a number of factors that a the management of customer relations is one of the most effective tools to manage and increase profitability. In view of the increasing emphasis that is being placed on the role of customers in creating value for businesses the service-profit chain is an appropriate response to how businesses can go about managing customer profitability. The research project was done using a quantitative research method with customers of one of the leading softdrinks beverage companies in the country. Prior to this a thorough literature review was conducted which showed the relevance of the service-profit chain model in managing customer profitability. The main finding from the research is that the service-profit chain does not apply to the context described above and in the study. This is mainly because there was no relationship found between customer loyalty and customer profitability. However, the last chapter proposes a model to help with establishing this relationship. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

Consumer behaviour focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. The objective of this research study was to determine the factors that influence the decision-making process of the black middle class when purchasing a passenger vehicle in South Africa. Results of the study confirmed that the steps in the decision making process were followed by this segment of the population. Further analysis resulted in establishing both the product and situational factors that played a vital role in influencing the purchase decision. It was concluded that the majority of the black middle class, purchase vehicles primarily out of necessity and circumstances. Information sources including but not limited to influential family members were extensively used by this segment, resulting in an informed decision. This study also established that extensive alternative evaluation of vehicle brand options were conducted by the black middle class. Risks factors were also determined which suggested a strong weighting towards financial implications of such a decision. The majority confirmed that that they were satisfied with their choices and the value derived from their purchases. It was concluded that the same or a similar process of decision-making would be followed by the black middle class when purchasing a passenger vehicle. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

The results of the exploratory research revealed the existence of perceptions and myth amongst low-income consumers in respect of the banking sector. Numerous pieces of research have been undertaken deriving reasons for people’s continued refusal to access the banking sector. Some of these reasons have been cited as cost, access and complexity of available products. A key factor to success in reducing the number of unbanked consumers in South Africa is the understanding of the aspects of human psychology that drives consumer behaviour. This was an exploratory piece of research that derived its questions from the disciplines of Philosophy, Behavioural Economics, Social Psychology and Strategy. The questions this research sought to answer were viz • What are the myths and perceptions people have about the banking sector? • How do myths and perceptions influence consumer behaviour in respect of financial services? As a result of it being exploratory research, qualitative surveys using in depth interviews was the chosen methodology. The results of the qualitative survey revealed the existence of perceptions and myths among consumers in the Banking Sector. The extent, to which these impacted consumer behaviour, was derived from a combination of direct feedback from the participants and a sense of what could potentially happen. The concluding discussion points out that sustainable solutions will follow an organisational approach, which reveals a deep respect for these consumers as capable human beings who require a collaborative (and not paternalistic) partner to improving their lives. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

In the highly competitive and dynamic world of fashion retailing, developing and retaining loyal customers is a requirement for survival, let alone success. Marketing practitioners have found that to keep customers loyal, a firm must go beyond merely satisfying to truly delighting them (Schlossberg, 1990; Arnold, Reynolds, Ponder and Lueg, 2005). However, only Arnold et al. (2005) explored the concept of customer delight in a generic (multi-format) retail environment. To the author’s knowledge, there has not been any similar research conducted in the South African retail environment and none specific to fashion apparel retailers. Therefore, the purpose of this study was to examine customer delight in the context of fashion retailing. Specifically, qualitative research was conducted to determine the antecedents and outcomes of delightful shopping experiences for these customers. Critical incident analysis of 33 depth interviews with shoppers revealed several factors associated with delightful shopping experiences and the resultant business outcomes. Together with presenting a model that fashion retailers can use to stage delightful shopping experiences, a number of strategic implications are discussed, and limitations and directions for future research are also addressed. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

In South Africa’s automotive industry where product features are very similar among vehicles, where there is huge competition between the vehicle brands, whether they are imported or locally produced, what is the leverage one can use to gain a competitive advantage? What will be the means of differentiation? The answer and the ultimate business advantage may very well be customer service excellence. In an effort to measure service excellence, South African customer satisfaction questionnaires, have historically via the questions that they ask and the weightings they give to these questions emphasised the transactional component of customer satisfaction. South African automotive retailers however need to understand the relationship component of the satisfaction of customers. This research shows that the current definition of Customer satisfaction does not measure this relation component as defined by emotional intelligence of the service advisors. Suggestions are given at the end of the report as to how this situation can be changed and the advantages that can be taken for automotive retailers. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted