A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing, October 2016 / The South African eco-friendly products industry is still growing. With the growth potential existing in this industry, it is evident that marketing practitioners and producers alike need to understand the consumer dynamics involved in order to ensure that the sales of ecofriendly products increase. The growth potential that the researcher refers to is also confirmed by other researchers in their recent work (Sonnenberg, Jacobs, and Momberg, 2014). Eco-friendly products range from eco-friendly shopping bags, green clothing, solar powered electronics, and recyclable goods to name a few. As consumers change to be more environmentally conscious, their choices in products will be influenced by various factors including their decision-making styles.
The “eco-friendly” or “going green” terms are commonly used globally for those products that consumers choose to buy because of their minimum negative impact on the environment. The decision-making styles that are most influential when South African consumers buy these products must be known by the relevant marketing practitioners within the South African context in order to ensure that they their strategies gain traction and also influence buying behaviour.
Relevant branding and positioning strategies must be implemented by the relevant organisations in order to differentiate their eco-friendly products from others that are available to consumers as the market becomes more competitive with local and international brands being sold online and in retail shops. Investment into ensuring that these products are well-known will decrease the level of impulsive and careless buying of these products as the brands are currently not highly differentiated to the South African consumers.
This study sourced primary quantitative data from consumers that buy and use eco-friendly products; a survey questionnaire was used in order to understand the influence of decision-making styles on the careless and impulsive buying of eco-friendly products. The findings of this study will enable the researcher to put forward the results that will demonstrate which decision-making styles mostly influence impulsive and careless buying
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of eco-friendly products. Practitioners will be able to identify which dynamics to focus on when formulating their marketing strategies in order to effectively differentiate their respective products to consumers / GR2018
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:wits/oai:wiredspace.wits.ac.za:10539/23833 |
| Date | January 2016 |
| Creators | Tshabalala, Zamani Sibusisiwe |
| Contributors | Tshabalala, Sibusisiwe Zamani |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Format | Online resource (136 pages), application/pdf |
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