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Research Publications (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/217

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Author: search.filters.author.Kamwendo, Andrew Ronald

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    South African consumer ethnocentrism and attitudes towards foreign convenience products
    (Business Perspectives, 2014) Kamwendo, Andrew Ronald; Corbishley, Karen Margaret; Mason, Roger Bruce
    The 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.
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    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 Ronald
    County 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.