This study aims at understanding the decision to buy "Made in Mozambique" products, which is important for developing marketing strategy and promoting national products. To explore the factors influencing consumers' buying decisions, means-end theory and its associated methodology provide a useful framework for understanding why people buy "Made in Mozambique" rice by characterising the relationships between the attributes, consequences associated with those attributes, and the values those consequences help reinforce. Methodology: a total of 20 consumers were interviewed. It is important to mention that only rice was used in this study. The laddering interviewing technique was then used to link these chains of meanings. Analyses and interpretation of the resulting data provide an effective complement for studying consumer purchasing motives and suggest recommendations for managerial practice and future research efforts. Summary of the study findings include: (i) Attributes: Quality, cost, national; (ii) Consequences: healthy, well-being, affordable, trust, contribution, and fulfillment; and (iii) Values: Feeling happy, longevity and self-esteem.The theoretical component of this research covers the definition and discussion of Means-end theory and consumer decision-making. / Industrial Psychology / M.A. (Industrial & Organisational Psychology)

This study explores the peer group understandings of five male friends between the ages of six and eight years and seeks to examine the ways in which the group’s social dynamics interact to define, regulate and maintain dominant and collective understandings of masculinities. Within a self-selected affinity context, and drawing on their lived and imagined experiences, the boys’ enact and interpret their social worlds. Adopting the principles of ethnography within a framework of feminist poststructuralism and drawing on theories of ‘groupness’ and gender(ed) embodiment, the boys’ understandings of masculinities are captured and interpreted. The key analytic foci are directed towards examining the role of power in the social production of collective schoolboy knowledges, and understanding the processes through which boys subjectify and are subjectified, through social but also bodily discourses. The boys’ constructions of peer group masculinities are (re)presented through a narrative methodology which foregrounds my interpretation of the group’s personal and social relevances and seeks to be inductive in ways that ‘bring to life’ the boys’ stories. The study illuminates the potency of peer culture in shaping and regulating the boys’ dominant understandings of masculinity. Within this culture strong essentialist and hierarchical values are imported to support a range of gender(ed) and sexual dualisms. Here patriarchal adult culture is regularly mimicked and distorted. Underpinned by constructions of ‘femininity’ as the negative ‘other’, dominant masculinities are embodied, cultivated and championed through physical dominance, physical risk, aggression and violence. Through feminist poststructural analysis which enables a theorising of the boys’ subjectivities as fluid, tenuous and often characterised by contradiction and resistance, there exists a potential for interrupting and re-working particular masculinities. Within this framework, more affirmative but equally legitimate understandings and embodiments can be explored. The study presents a warrant for working with early childhood affinity groups to disrupt and contest the dominance and hierarchy of peer culture in an effort to counter-act broader gendered and heterosexist global, state and institutional structures. Framing these assertions is an understanding of the peer context as not only self-limiting and productive of hierarchies, but enabling and generative of affirmative subjectivities.

This study aims at understanding the decision to buy "Made in Mozambique" products, which is important for developing marketing strategy and promoting national products. To explore the factors influencing consumers' buying decisions, means-end theory and its associated methodology provide a useful framework for understanding why people buy "Made in Mozambique" rice by characterising the relationships between the attributes, consequences associated with those attributes, and the values those consequences help reinforce. Methodology: a total of 20 consumers were interviewed. It is important to mention that only rice was used in this study. The laddering interviewing technique was then used to link these chains of meanings. Analyses and interpretation of the resulting data provide an effective complement for studying consumer purchasing motives and suggest recommendations for managerial practice and future research efforts. Summary of the study findings include: (i) Attributes: Quality, cost, national; (ii) Consequences: healthy, well-being, affordable, trust, contribution, and fulfillment; and (iii) Values: Feeling happy, longevity and self-esteem.The theoretical component of this research covers the definition and discussion of Means-end theory and consumer decision-making. / Industrial Psychology / M.A. (Industrial & Organisational Psychology)