Research Publications (Management Sciences)
Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/217
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Item Social norm compliance and involvement with Covid-19: demographic differences in developing and developed countries(www.ssbfnet.com/ojs/index.php/ijrbs, 2022-06-30) Mason, Roger Bruce; Corbishley, Karen Margaret; Dobbelstein, ThomasConsumer decisions are influenced by various variables, including compliance with society’s social norms and by involvement by consumers with the issue under consideration. Both variables have influenced consumers’ actions during previous pandemics. Therefore, this study investigated involvement with the Covid-19 pandemic, together with social norm compliance (SNC), their mutual influence, and how demographic characteristics and country of residence influenced these three issues. The methodology involved a quantitative descriptive cross-sectional survey, with a quota sample of 1096 responses, based on age, gender, education, habitation, and income. The research was conducted with populations representing the consumers who patronize major retailers in a developed country (Germany) and a developing one (South Africa). Data was collected via questionnaires e-mailed to commercial consumer panels covering both countries. The findings showed that involvement is influenced by gender, age, education, habitation, and country of residence, but that SNC is not influenced by demographics but does differ according to country. Further findings were that involvement with Covid-19 strongly influences SNC and, similarly, SNC also strongly influences involvement with Covid-19. Furthermore demographics, excluding habitation, also influence these variables. However, the relationship between the involvement and SNC variables does not differ between the two countries. This study has provided a better understanding of consumers’ involvement with Covid-19 and SNC as components of consumer behavior, which is important since, during the Covid-19 pandemic, retailers have been instrumental in implementing health protocols. Therefore, understanding the relationship between involvement with Covid-19 and SNC, and how they are influenced by consumer demographics, is important.Item Measurements to support farmers’ markets - a South African German comparison(ISER Explore, 2022-05-25) Dobbelstein, Thomas; Mason, Roger Bruce; Corbishley, Karen MargaretFarmers’ markets have become fashionable places for shopping, entertainment, and socializing, and in many cases are not only sources of cheaper or more convenient shopping. With the growth of the craft and the organic food movements, such products are often marketed through farmers’ markets. Entertainment is also often provided. Such shopping locations often charge premium prices. Why farmers’ markets have become so popular may be due to a variety of reasons such as shopping, entertainment, and socializing. Furthermore, a variety of different factors may cause customer satisfaction or dissatisfaction. This research identifies what attracts customers to farmers’ markets and what creates satisfaction for the customer. A quantitative study was used, based on a sample of 1141 respondents from an e-mailed survey. It is also a comparative study between a developed nation (Germany) and a developing nation (South Africa). The research culminated in a Kano model for farmers’ markets in each of the countries. There was considerable similarity in the ‘delight’ and ‘performance’ factors in the two countries, but only South Africa has ‘basic’ factors, while Germany had none. The study has thus contributed to knowledge about consumer behaviour and attitudes towards farmers’ markets and provides suggestions to increase their attractivity.Item Quick response and the supply chain in fast fashion in South Africa : a case study(2021) Biyase, Nokwanda; Corbishley, Karen Margaret; Mason, Roger BruceThe purpose of this study was to identify the factors that comprise the quick response and supply chain activities in the fast fashion clothing industry in a developing country, namely South Africa, and then to investigate the relative importance of these factors via a case study of one of the main fast fashion retailers in South Africa. The research used a case study method with a quantitative, questionnaire-based survey to collect data from a sample of 100 employees, self-selected via a convenience sample, from departments that were purposively selected. Data was collected via an e-mailed survey, resulting in a 45% response rate. The study findings confirmed the importance of both quick response and supply chain efficiency to a successful fast fashion implementation in a developing country like South Africa, in terms of picking up trends quicker, faster lead times and less mistakes, all leading to greater competitiveness. An additional benefit identified was the revival of local production. Since this was the first research of its type in South Africa, it will contribute to knowledge about fast fashion in South Africa, and possibly in other developing countries, and hopefully will initiate a continuing stream of research into fast fashion, especially with other retailers and provide more detail on the key drivers of drivers and barriers of fast fashion implementation.Item A comparative investigation into the changing use of shopping malls in Germany and South Africa(JBRMR, 2019-07) Mason, Roger Bruce; Dobbelstein, Thomas; Corbishley, Karen MargaretBased on the decline in development of new, and use of existing, shopping malls that is happening in the USA due mainly, it seems, to e-shopping, a comparative study was conducted to investigate perceptions of shopping malls and their use in Germany (a developed country) and South Africa (a developing country). Are attitudes towards mall shopping changing, or are there other factors influencing changes in mall shopping, e.g. increase in e-shopping, lack of security (especially effect of crime in South Africa), preference for localised shopping, etc.? A questionnaire was developed from the literature and distributed via e-mail to a comprehensive database of consumers, collecting a pre-set, socio-demographic quota sample from the defined target groups. The resultant data was analysed using relevant descriptive, inferential and multivariate statistics to identify the importance of the various factors. The main finding was that South African consumers are increasingly using shopping malls, whereas German consumers are using malls slightly less than they did 2 to 3 years ago. South Africans would like to see better entertainment and unique experiences in malls, while Germans would like to see malls developing a stronger identity, integrating themselves more into their communities and acting for the good of the community they serve.Item Selection of causes according to socio-demographic status in South Africa(Taylor and Fancis, 2011-06-21) Corbishley, Karen Margaret; Mason, Roger BruceCause related marketing links charities to the sales of products, brands, or services. The charity is mentioned in promotional campaigns and a percentage donated to the cause according to unit sales or turnover. This article aims to establish which charities are more popular with South African consumers, and whether different socio-demographic groups (age, gender, income, and education) prefer to support different causes. A quantitative study was conducted in South Africa using a structured questionnaire administered via interviews at shopping malls. Different groups were found to prefer to support considerably different causes and these causes were identified.Item Factors that influence the marketing of professional services(Business Perspectives, 2016) Enerson, Meg; Mason, Roger Bruce; Corbishley, Karen MargaretThis study explores the marketing in a multinational professional services organization and attempts to identify marketing factors relevant to the organization. The main objective is to identify critical factors that influence the successful marketing of professional services. To accomplish this objective, research is undertaken as a case study with a quantitative survey of employees from the professional services organization. The main finding was that the 7P framework (product/service, price, place, promotion, physical evidence, people, process) was applicable and that place, physical evidence and product components were seen as most critical, with promotion and price appearing to be least critical, maybe because conservative attitudes to marketing still exist within professional service organizations. The study added to the literature on professional services marketing, giving insight into the marketing of professional services in today’s dynamic and changing economic environment. Our findings will, therefore, assist professional service organizations to utilize their marketing resources more effectively and efficiently.Item South African consumer ethnocentrism and attitudes towards foreign convenience products(Business Perspectives, 2014) Kamwendo, Andrew Ronald; Corbishley, Karen Margaret; Mason, Roger BruceThe evolution of country-of-origin research has led to the development of the consumer ethnocentrism concept. This study looks into the concept of consumer ethnocentrism (CE) and its relationship with product selection and investigates the relationships between consumer ethnocentrism and South African consumers’ attitudes towards foreign convenience products. The aim of the study is to determine the extent to which CE affects consumer behavior among South African consumers. Through the use of the CETSCALE questionnaire, an analysis of the levels of consumer ethnocentrism displayed by consumers of different demographic characteristics is conducted. A research model highlighting the antecedents to consumer ethnocentrism is developed and tested using an Analysis Of Variance (ANOVA) test. The study is in the form of a descriptive survey. 500 questionnaires are distributed, with 476 useable questionnaires being obtained. SPSS 21.0 is used to analyze the data. Non parametric tests are used as the data was not normally distributed using a Kolmogorov Smirnov test. The research hypotheses were tested using a nonparametric Chi square test. The Pearson chi-square test is used to test for the existence of variances within the responses provided by the respondents to individual question. The study reveals that only ethnicity has a significant relationship with CE. Ethnocentric tendencies are the strongest among Black South Africans. Theoretical and practical implications of the study are presented with the provision of suggestions regarding future research.Item The Country-of-Origin effect and its influence on consumer attitudes and convenience product consideration in Durban, South Africa(MCSER Publishing, 2014-11) Mason, Roger Bruce; Corbishley, Karen Margaret; Kamwendo, Andrew RonaldCounty of origin studies have analysed the influence of the origins of a product on consumer attitudes. In the same context, the categorisation both domestic and foreign products into sets for selection possess the potential for research especially within the convenience product category. The literature suggests that the country of origin effect will mean that South African consumers would prefer local over foreign convenience products. Consequently, a cross-sectional descriptive survey was conducted within Durban, South Africa using a research instrument developed from preceding attitudinal studies. 476 useable questionnaires were obtained for the purpose of the study and a presentation of the results obtained was provided. Data was analysed using SPSS 21.0. A Wilcoxon Signed Ranks Test was conducted to measure consideration. The Pearson’s chi-square test was used to test for the existence of variances within the responses provided by the respondents. The results showed the existence of a weak positive effect on attitudes and consideration for foreign products among South African citizens. Theoretical and practical implications of the study are presented with the provision of suggestions regarding future research.Item Socio-demographics and their link to selection of charitable causes in South Africa : a correspondence analysis approach(Virtus Interpresss, 2014) Corbishley, Karen MargaretCause related marketing describes an activity in which contributions are made to selected charities in response to customers' purchases. In South Africa, the number of causes requiring help is large due to the on-going shortage of funds and the number of people in need. The objective of this study was to establish the relationship between selected causes and socio-demographic variables. This was a quantitative, cross-sectional study. Quota sampling was used, and questionnaires were administered to 400 candidates in major shopping centres. Correspondence analysis was used to compare and map the results of cause choices against the selected socio-demographic factors. The findings indicated that there are relationships between the demographic factors and the causes selected by the respondents