Magister Commercii - MCom / Shopping patterns of customers in South Africa since the outbreak of COVID-19 has shifted
in more ways than one way. For instance, where and when consumers purchase household
items. Because of COVID-19, many consumers continue to reassess their shopping
preferences and behaviour. This research aims to determine the switching behaviour of
consumers in Cape Town concerning the choices of retail outlets for groceries and
household items. To date especially given the novelty of COVID-19 and the unprecedented
lockdowns, the factors informing consumers' choices and the resultant behaviours remain
largely unknown. The research opens the opportunity for further research into the
phenomena that the pandemic has revealed. Also, the research adds to the body of
knowledge of switching behaviour within the retail industry. The dissertation adopts the
Theory of Planned Behaviour as a conceptual framework for the research. To more
realistically test the effect of independent variables on the dependent variable (change in a
retail outlet), the moderating effects of gender were also investigated. A survey design in
which 158 respondents participated in the study was conducted. Quantitative data collection
using a questionnaire was employed using Google Forms to comply with social distancing
requirements and limit the possible transmission of COVID-19 between researcher and
participants and among participants themselves if pen and paper questionnaires were used.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uwc/oai:etd.uwc.ac.za:11394/8684 |
| Date | January 2021 |
| Creators | Norman, Maxine Chloe |
| Contributors | Shambare, R |
| Publisher | University of the Western Cape |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Rights | University of the Western Cape |
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