Thesis (MSc)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: An opportunity currently exists for retailers to develop store image strategies to target the
female large-size apparel consumer market within the multicultural South African consumer
society. This exploratory study set out to generate and describe retail store image attributes
perceived as important to the female large-size apparel consumer within the South African
context, as well as identifying differences and similarities in the perception of these attributes
based on race and age group. The study also aimed to determine if the existing store image
attribute groupings by Lindquist (1974-1975:31) is applicable when studying the female largesize
apparel consumer.
Focus groups were used as method of data collection in this study. The sample population
(n=37) consisted of account holders who purchased apparel from a specific large-size apparel
retail store during a specific time period. Three race groups, namely Africans, Coloureds, and
Whites, as well as three age groups i.e. 20-29, 30-39, and 40-54 year age groups were
included. Each focus group was homogenous in race and age composition.
A facilitator conducted group discussions by following a focus group schedule. The first part of
the discussion generated retail store image attributes deemed important by the focus group
participants, followed by the rating of the perceived importance of these attributes using the
Schutte Visual Scale. The second part of the discussion generated participants' description of
Lindquist's nine identified store image attribute groupings, followed by the rating of the
perceived importance of each of these attribute groupings using the Schutte Visual Scale.
Transcriptions of all the focus group discussions were made. For the first part of the study the
transcriptions were compiled into composite lists and refined based on Lindquist's nine attribute
groupings. The aggregate ratings for each specific attribute and attribute grouping were
calculated. For the second part of the study's results, the descriptions of each of Lindquist's nine
attribute groupings was compiled into a single list of descriptive attributes. The aggregate
ratings for each of these attributes groupings were calculated.
Respondents perceived Merchandise and Clientele the most important attribute groupings in the
analysis of all race and age groups, followed by Service, Post-transaction satisfaction,
Promotion and Store atmosphere. Institutional factors and Physical facilities were perceived as
the least important attribute groupings. No attributes relating to Convenience were generated.
In the analysis of race and age groups, Merchandise and Service, followed by Store
atmosphere, were perceived as the most important attribute groupings by most of the focus
groups. The specific attributes generated by the different groups showed similarities, whereas
the rating and definition of these attributes differed. Lindquist's descriptions of the nine attribute groupings were compared to the descriptions of the
respondents. Similarities and differences were identified. Recommendations were made to
refine and adapt Lindquist's attribute groupings and descriptions to develop a store image
research framework that could be more applicable to the female large-size apparel consumer.
This exploratory study provides some insight into the perceived importance of retail store image
attributes by the female large-size apparel consumer, given the context of a multi-cultural South
African society. Recommendations for future research were made and the implications for
retailers were outlined. / AFRIKAANSE OPSOMMING: Daar bestaan tans 'n geleentheid vir kleinhandelaars om 'n winkelbeeld strategie te ontwikkel
wat gemik is op die vroulike groter figuur kledingverbruiker binne die multikulturele Suid-
Afrikaanse verbruikersamelewing. Hierdie verkennende studie poog om kleinhandel
winkelbeeldeienskappe wat deur die vroulike groter figuur kledingverbruiker binne die Suid-
Afrikaanse konteks as belangrik beskou word, te genereer en te beskryf, sowel as om die
verskille en ooreenkomste in persepsies van die belangrikheid van hierdie eienskappe tussen
ras en ouderdomsgroep te identifiseer. Die studie het ook ten doeI om te bepaal of die
bestaande winkelbeeldeienskap groeperinge, soos deur Lindquist (1974-1975:31) voorgestel,
toepaslik is wanneer die vroulike groter figuur kledingverbruiker bestudeer word.
Fokusgroepe is as metode van data-insameling gebruik. Die steekproef (n=37) was
rekeninghouers wat aankope gedoen het by 'n bepaalde groter figuur kledingkleinhandelaar
binne 'n spesifieke tydsperiode (n=37). Drie rassegroepe naamlik Swartes, Kleurlinge, en
Blankes, sowel as drie ouderdomsgroepe te wete 20-29, 30-39, en 40-54-jariges is ingesluit.
Elke fokusgroep was homogeen in ras- en ouderdomsamestelling.
'n Fasiliteerder het die fokusgroepbesprekings gevoer deur 'n fokusgroepskedule te volg. Die
eerste deel van die bespreking het kleinhandel winkelbeeldeienskappe, wat deur die
fokusgroepdeelnemers as belangrik beskou is, gegenereer. Dit is gevolg deur die meting van
die respondente se persepsie van die belangrikheid van hierdie eienskappe met behulp van die
Schutte Visuele Skaal. Die tweede deel van die bespreking het beskrywings van Lindquist se
nege winkelbeeldeienskap groeperinge gegenereer en is gevolg deur die meting van
respondente se persepsie van die belangrikheid van hierdie eienskap groeperinge met behulp
van die Schutte Visuele Skaal.
Transkripsies is van al die fokusgroepbesprekings gemaak. Vir die eerste deel van die studie is
die transkripsies in lyste van spesifieke eienskappe saamgestel en georden volgens Lindquist
se nege eienskap groeperinge. Die gemiddelde waarde vir elke spesifieke eienskap sowel as
vir die eienskap groepering is bereken. Vir die tweede deel van die studie is beskrywings van
elk van Lindquist se nege eienskap groepering saamgestel in 'n enkele lys van beskrywende
eienskappe. Die gemiddelde waarde vir elk van hierdie eienskap groeperinge is bereken.
Respondente beskou Goedere (Merchandise) en Kliëntebasis (Clientele) as die belangrikste
eienskap groeperinge in 'n analise van alle ras- en ouderdomsgroepe, gevolg deur Diens
(Service), Na-verkoop tevredenheid (Post-transaction satisfaction), Promosie (Promotion) en
Winkelatmosfeer (Store atmosphere). Institusionele faktore (Institutional factors) en Fisiese
fasiliteite (Physical facilities) is die minste belangrik. Geen eienskappe wat met Gerief (Convenience) verband hou, is gegenereer nie. In die analise van ras- en ouderdomsgroepe is
Goedere en Diens, gevolg deur Winkelatmosfeer, as die belangrikste eienskap groeperinge
beskou deur meeste van die fokusgroepe. Die spesifieke eienskappe wat deur die verskillende
groepe gegenereer is, dui op ooreenkomste, terwyl die gemiddelde waarde en fokus van die
eienskappe verskil.
Lindquist se beskrywings van die nege eienskap groeperinge is vergelyk met die beskrywings
van die respondente. Ooreenkomste en verskille is geïdentifiseer. Voorstelle is gemaak om
Lindquist se eienskap groeperinge en beskrywings te verfyn en aan te pas ten einde 'n
winkelbeeld navorsingsraamwerk te ontwikkel wat meer toepaslik is op die vroulike groter figuur
kledingverbruiker.
Hierdie verkennende studie bied insig in die vroulike groter figuur kledingverbruiker se
persepsies van die belangrikheid van kleinhandel winkelbeeldeienskappe, gegewe die konteks
van 'n multkulturele Suid-Afrikaanse samelewing. Aanbevelings vir verdere navorsing word
gemaak en die implikasies vir kleinhandelaars is uitgewys.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/52988 |
| Date | 12 1900 |
| Creators | Janse van Noordwyk, H. S. |
| Contributors | Visser, E. M., Van Der Merwe, M. E., Stellenbosch University. Faculty of Science. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 263 leaves : ill. |
| Rights | Stellenbosch University |
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