The study was conducted to measure brand loyalty of customers in a business-to-business environment, in this case the South African paint manufacturing industry. A brand loyalty conceptual framework developed for the Fast Moving Consumer Goods industry by Moolla (2010) was used to test if it also applies in a business-to-business setting. The framework was adapted to suit the above industry and used to measure brand loyalty levels of South African paint manufacturers. From the results it can be concluded that the model can be applied with some adaptations. Factor analysis was utilised to validate the influences. Factor analysis results were viewed with caution as sample adequacy was found to be marginal in some cases, possibly due to a small data set. Although two of the influences could not be validated, they were still found to be important. All the influences are found to be reliable as evaluated using Cronbach’s alpha. The measured brand loyalty values show that customers in the South African paint industry are quite loyal, with some influences scoring very high. Culture in particular was found to be not very important. This is likely due to the fact that individual culture instead of company culture was measured. More work is required to adapt the questionnaire to measure company culture when assessing brand loyalty in a business-to business setting. Clear brand loyalty differences were identified along with age, company size and the position the respondent holds with the company. Owners/directors, procurement personnel, technical personnel and general managers view different brand loyalty influences as important. / MBA, North-West University, Potchefstroom Campus, 2014

M. Tech. (Marketing, Faculty of Management Sciences), Vaal University of Technology. / Research on apparel store choice and patronage has been widely studied locally and internationally. However, it is still important to understand consumers’ purchase behaviour and to develop appropriate retailing strategy. South Africa is currently experiencing a substantial growth in retail infrastructure especially in townships. Formal retailers are now expanding into township markets. Most of those retailers differentiated themselves from their competitors by developing a corporate identity, inter-alia through their store image. The purpose of the research was to examine apparel store selection criteria amongst black consumers in Soweto. In addition, this research examined the relationship between store satisfaction and loyalty. The literature review focuses on consumer behaviour variables and store image variables influential in store selection. The review was necessary to provide an overview of how consumers decide where, how and when to shop. A structured questionnaire was used to collect data from 489 respondents who were selected using non-probability convenience sampling. The sample size comprised sportswear apparel shoppers (blacks), both male and female, 18 years and older who patronised three shopping malls, namely Protea Gardens, Southgate, and Jabulani Mall. Data were analysed using Exploratory Factor Analysis (EFA), mean rankings, the Mann Whitney U test, correlation analysis and regression. Six factors were found to be appropriate to capture the dimensions of store selection. These factors were labelled sales assistant, store atmospherics, store appeal (interior/exterior), in-store induced appeals, promotion/brand availability and store accessibility. Furthermore, the data obtained revealed a strong linear relationship between satisfaction and loyalty as well as significant relationship amongst the dimensions of store selection. Regression analysis revealed that promotion/brand availability and store satisfaction are strong predictors of loyalty. The Mann Whitney U test revealed no significant difference in the store choice dimensions between female and male respondents. The recommendations arising from the current study could help retailers understand what motivates shoppers to select one store amongst other stores. The identification of in-store and out-of-store activities that encourage consumers to stay store loyal, are critical to the success of retail businesses. Future studies may be extended on the purchase of other products apart from sportswear items.

The thesis explains the term the commercial communication, especially parts of the communication mix. But mainly it analyzes contemporary situation in the commercial communication, which changes are happening and it also describes trends in the adressing the customers. One chapter is dedicated to the Purchasing cycle which is a product of the McCann-Erickson advertising agency.

The study was conducted to measure brand loyalty of customers in a business-to-business environment, in this case the South African paint manufacturing industry. A brand loyalty conceptual framework developed for the Fast Moving Consumer Goods industry by Moolla (2010) was used to test if it also applies in a business-to-business setting. The framework was adapted to suit the above industry and used to measure brand loyalty levels of South African paint manufacturers. From the results it can be concluded that the model can be applied with some adaptations. Factor analysis was utilised to validate the influences. Factor analysis results were viewed with caution as sample adequacy was found to be marginal in some cases, possibly due to a small data set. Although two of the influences could not be validated, they were still found to be important. All the influences are found to be reliable as evaluated using Cronbach’s alpha. The measured brand loyalty values show that customers in the South African paint industry are quite loyal, with some influences scoring very high. Culture in particular was found to be not very important. This is likely due to the fact that individual culture instead of company culture was measured. More work is required to adapt the questionnaire to measure company culture when assessing brand loyalty in a business-to business setting. Clear brand loyalty differences were identified along with age, company size and the position the respondent holds with the company. Owners/directors, procurement personnel, technical personnel and general managers view different brand loyalty influences as important. / MBA, North-West University, Potchefstroom Campus, 2014

Several studies have shown that there is a negative impact of perceived risk on trust and on the online purchasing behaviour of buyers. Other research suggests a positive impact. However, these relationships have been suggested by using evidence obtained from the purchase of inexpensive, uncomplicated, and hence low risk products such as books, compact disks (CD’s, DVD’s), or clothing. Exploring whether such associations could be generalised within the complex, costly high risk and credence products such as gemstones has not been examined. This gap in the literature was addressed in this study. The results of the study suggest that perceived risk and trust are significant determinants of the online purchasing behaviour of gemstone buyers. The study also shows that the type of Internet marketing strategy used by the seller (the place strategy) and the buyer’s privacy, and security concerns influence a buyer’s perceived risk to purchase gemstones online. Furthermore, Internet fraud protection has been found to be the only significant factor that has an influence on the buyer’s trust to purchase gemstones online. These results have implications for the literature, and all sellers and consumers.

The primary objective of this study was to apply the Elaboration Likelihood Model of persuasive communication to consumers' perceptions of food additive labelling. The model was used to explain how consumer information processing influences consumers' decision-making and consequent purchasing behaviour with regard to food products that contain food additives. To date, few studies have explained consumers' perceptions, viewpoints and understanding of additive labelling, or of their related purchasing behaviour. However, the increased marketing of processed foods containing additives and the concern expressed by consumers regarding the risks of additives call for the development of a theoretical basis for research into these issues. There is currently a lack of such data in South Africa. This study was conducted from a phenomenological qualitative approach with a descriptive exploratory nature. Eight focus group sessions with 39 food additive label readers were held in the Vanderbijlpark-Vereeniging area. A content analysis of the focus group discussions resulted in the categorising of concepts, and 33 subtle underlying themes were identified. The main findings of the study were that the participants' general perceptions suggested that food additives can be defined as unnatural chemical substances that are added to food and that hold some benefits and/or risks to the consumer. The participants' use of food additive information was influenced by the situational factors associated with each individual participant. Moreover, the participants were more aware of tartrazine, MSG and aspartame than of any other food additive. Participants were also confronted with various blocking mechanisms when searching for and selecting food products containing additives. These included a lack of standardisation of terminology, illegible ingredient listing, a lack of food control and regulation, information overload, incomprehensible information, manufacturers' dishonesty, time constraints and incorrect, untrustworthy, insufficient information. On the other hand, participants used various coping or risk-reducing strategies to reduce their concerns. In order to interpret the results, the Elaboration Likelihood Model of persuasive communication was adapted and applied to food additive labels. The adapted model illustrates how the consumers' perceptions of additive labels and their search for additional information influence their purchasing behaviour to varying extents. It is recommended that more attention be given to consumer education with regard to additive-related terminology used on food labels and that the results be put to use in the current revision of labelling regulations. Marketers and retailers could use the information to better understand the behaviour of consumers who read food additive labels. The value of this study was to show that consumers' prior perceptions of food additives are an important determinant of their purchasing behaviour, / Thesis (Ph.D. (Consumer Science))--North-West University, Potchefstroom Campus, 2008.

Title: Research on purchasing behaviour of runners in choosing running shoes Objectives: The main objective of this thesis is to identify and describe purchasing behaviour of runners in all the phases of choosing running shoes. Purchasing behaviour is therefore investigated in the phase before purchasing running shoes, when purchasing running shoes and after that as well. Methods: An online survey method through a specialized website Click4survey has been used to obtain the resulting data. A questionnaire consisting of 26 questions, which helped to determine the results and to achieve the objectives of this thesis, was created on this website. Results: Purchasing behavior of runners in choosing running shoes was described based on information obtained from the online questionnaire. Runners collect information mostly from the internet, they highlight the comfort of the running shoes and they belong rather to satisfied and loyal customers. The ascertained values have brought also other interesting findings and also have brought a new perspective on the issue of purchasing behavior and decision-making process of a very specific customer group, the runners. Key words: running shoes, runners, purchasing behaviour, marketing research

<p>Background: Beauty is a subject which is not easy to grasp especially as it is perceived differently. In advertising it is expressed through aesthetic messages and images which we relate to symbolic and social meanings. The professional hair care industry in Sweden serves as a good example where the creation of aesthetic experience influences consumer purchasing behaviour.</p><p>Purpose: The purpose of our thesis is to study how consumers´ subjective view on beauty and aesthetics can be influenced by the professional hair care industry and how a market is created for products which mainly satisfy emotional needs rather than fulfil utilitarian function.</p><p>Research Method: In our study we have applied an abductive research method approach. The empirical findings were based on 3 interviews with P&G Salon Professional representatives and 15 end consumers combined with a survey, conducted in 25 hair salons in the city of Linköping.</p><p>Conclusion: Consumers act in a socially constructed world in which products are shaped around impulse and feeling rather than their rationality. When buying a professional hair care product people receive much more than the actual product itself. People improve not only physical appearance but they also feel beautiful from within. While the utilitarian function is basically the same in both professional hair care and retail products, the former contributes to higher degree of satisfaction.</p>

Thesis (Ph.D. (Consumer Science))--North-West University, Potchefstroom Campus, 2008.

Background: Beauty is a subject which is not easy to grasp especially as it is perceived differently. In advertising it is expressed through aesthetic messages and images which we relate to symbolic and social meanings. The professional hair care industry in Sweden serves as a good example where the creation of aesthetic experience influences consumer purchasing behaviour. Purpose: The purpose of our thesis is to study how consumers´ subjective view on beauty and aesthetics can be influenced by the professional hair care industry and how a market is created for products which mainly satisfy emotional needs rather than fulfil utilitarian function. Research Method: In our study we have applied an abductive research method approach. The empirical findings were based on 3 interviews with P&amp;G Salon Professional representatives and 15 end consumers combined with a survey, conducted in 25 hair salons in the city of Linköping. Conclusion: Consumers act in a socially constructed world in which products are shaped around impulse and feeling rather than their rationality. When buying a professional hair care product people receive much more than the actual product itself. People improve not only physical appearance but they also feel beautiful from within. While the utilitarian function is basically the same in both professional hair care and retail products, the former contributes to higher degree of satisfaction.