Emerging markets have generated a lot of interest during the last couple of years;
one reason for this is the economic growth potential of emerging markets and the
opening up of new, interesting and potentially very lucrative groups of consumers.
South Africa has a rich and diverse culture and shows signs of major socio-economic
inequalities that are symptomatic of emerging economies. In South-Africa,
department stores are significant to the emerging market female consumer market as
they provide an extensive assortment of products and services. Department stores
also offer a number of product categories and each provide an opportunity for indepth
analysis. Work apparel is one such product category where more research is
required in order to understand how these consumers evaluate product assortments.
The purpose of this study was to explore and describe how the emerging market
female consumer market (EFC) evaluates work wear product assortments in major
South African department stores. The study makes a contribution to the field of retail, marketing and consumer
behaviour in terms of a better understanding of the emerging market. It is also
valuable in providing insight in consumers’ decision making processes towards work
wear and preferences towards product assortment. The theoretical approach to the
study included a literature review on the emerging market female consumer in South
Africa, the South African retail environment and department stores, product
assortment and product attributes. The cue diagnostic framework was used as a
theoretical perspective for the study. This consumer-based approach was considered
particularly appropriate for this study, in terms of the prioritization by a female
consumer in an emerging market of product attributes when she is shopping for work
wear and evaluating retailers’ product assortments. Combined with the literature
review the cue diagnostic framework offered a theoretical basis for the study and
provided an overall perspective on the specific phenomenon to be studied.
An exploratory survey research design was employed together with a conjoint
analysis method to provide insights into attribute ranking and level of influence of
specific attributes. The sample consisted of 120 (n=120) female consumers living and
working in Gauteng between the ages of 20 and 60, currently working with some sort
of training, diploma or degree. Non-probability sampling methods were used,
including purposive and snowball sampling. Respondents completed an online selfadministered
questionnaire. To ensure an appropriate sample, the online
questionnaire was also distributed in paper-based format.. An exploratory survey research design was employed together with a conjoint
analysis method to provide insights into attribute ranking and level of influence of
specific attributes. The sample consisted of 120 (n=120) female consumers living and
working in Gauteng between the ages of 20 and 60, currently working with some sort
of training, diploma or degree. Non-probability sampling methods were used,
including purposive and snowball sampling. Respondents completed an online selfadministered
questionnaire. To ensure an appropriate sample, the online
questionnaire was also distributed in paper-based format.
The results of the study indicated that the emerging market female consumer market
has set ideas and preferences which appeal to them when purchasing work wear
from department stores in South Africa. Certain product attributes were found to be
more important than others while some were used in conjunction with other
attributes. This combining of attributes helped to strengthen the importance of these
attributes in the decision making process. The study adds value, knowledge and
insight to the existing literature on consumer preferences in emerging markets and
the apparel attributes that inform these preferences. This research will be useful for
researchers as well as marketers who are interested in marketing campaigns,
product assortment planning and retail settings. / Dissertation (MConsumer Science)--Universityof Pretoria, 2013. / gm2014 / Consumer Science / unrestricted
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:up/oai:repository.up.ac.za:2263/41105 |
| Date | January 2013 |
| Creators | Bezuidenhout, Lizet Nicolene |
| Contributors | Jacobs, B.M. (Bertha Margaretha), lizet_botha@hotmail.com, Sonnenberg, Nadine Cynthia |
| Publisher | University of Pretoria |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Dissertation |
| Rights | © 2013 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
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