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Theses and dissertations (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/14

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Author: search.filters.author.Musasa, Tinashe

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    Consumer decision-making styles of generation Y cohorts : validation of the Consumer Styles Inventory (C.S.I) in South Africa
    (2020-05) Musasa, Tinashe; Moodley, P
    The aim of this study was to assess the applicability of the Consumer Styles Inventory (CSI) proposed by Sproles and Kendall (1986 cited by Azizi 2012:91) in determining consumer decision-making styles within South Africa. Likewise, the major problem of this study revolved around generalisability of US and European based data of consumer decision-making styles in an African context. Moreover, generational evolution necessitated the need for current introspection within an African context. Accordingly, objectives of this study included determining consumer decision-making styles of millennial South Africans, determining additional dimension(s) of the CSI model characteristic of a multi-cultural society, ascertaining an updated consumer decisionmaking style model and explore the implications associated with cohorts identified as recreational shoppers. The study adopted a quantitative survey in gathering data from millennial consumers. Structured questionnaires with Likert scales were utilised in data collection. These encompassed four aspects of research: demographic profile of sample, decision-making styles of sample, psychological orientation of sample under study and innovativeness thereof. The targeted population comprised of 400 generation Y South African consumers in which 320 were successfully selected and tested through convenience sampling. The Statistical Package for Social Sciences (SPSS) version 22 was utilised in data analysis. Factor analysis and bivariate correlation analysis were used in determining hypothesis, testing the tenability of the exploratory framework and ascertaining consumer decision-making styles characteristic of South African millennials. Empirical findings of this study were linked to literature in the latter chapters of this study. Suggestions for future research work concluded this study.
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    The influence of customer service on consumer buying behaviour at selected supermarkets in the greater Durban area
    (2016) Musasa, Tinashe; Moodley, Padhma
    Customer service has been identified as a crucial aspect of the retail mix that can pose great significance in the creation of a store image. The modern retail sector has become highly competitive, with consumers demanding exceptional service that surpasses the expectations of service such that, comprehensive service strategies remain crucial for retailers to succeed (Timm, 2008:110). Furthermore, the increasing sameness of merchandise among supermarkets has induced retail giants in South Africa to rely on offering high quality service to remain competitive and build some source of differentiation (Beneke et al., 2012:173). Comprehensive service strategies are a requirement for retailers to remain competitive as they positively influence consumer perception of service that ultimately creates a store image (Harris 2010:17). Failure of service delivered to meet or exceed consumer expectation results in negative perception among consumers and customers end up deserting that particular retailer in search of better service elsewhere (Johnston and Marshall 2010:173). The main aim of this study was to determine the influence of customer service on consumer buying behaviour at selected supermarkets within the greater Durban area. To accomplish the objectives of this study, a quantitative study was conducted in the form of a descriptive survey. A sample of 400 respondents was questioned. Self- administered questionnaires were distributed amongst participants. Non-probability sampling was used in selecting respondents in the greater Durban area. Reviewed literature and findings of the study made the basis for conclusions and recommendations of this study. Results of this study indicate the following: • There is a positive perception towards service delivery in most Durban supermarkets and the majority of respondents indicated their willingness to continue visiting specific stores and recommend them to others. • There is a relationship between customer service and consumer buying behaviour. It is therefore recommended that supermarket management continue to uphold service quality as it not only ensures customer retention but also generates positive attitudes towards the stores.