Theses and dissertations (Management Sciences)

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Local rice entrepreneurship and residents’ patronage behaviour in the western region of Ghana
(2023) Ofosu-Appiah, Samuel; Agbenyegah, Albert Tchey
Rice produced in Ghana ought to have been patronized by Ghanaians so that local rice entrepreneurs’ businesses will grow and subsequently contribute to agricultural Gross Domestic Product. Despite the massive campaign on buy made in Ghana products, evidence shows that patronage of local rice is low and local rice farmers are unable to sell their rice produce, thereby creating surpluses. The study therefore assessed local rice entrepreneurship and patronage behaviours among residents in the Western Region of Ghana. The study adopted both quantitative and qualitative approaches. This empirical study adopted quantitative and qualitative (mixed) methods. A structured questionnaire aided the quantitative research approach to source data, while qualitative data was used to access data through focus group discussions utilizing an interview schedule. Participants in the focus group were selected through a purposive sampling technique. Multi-stage sampling technique was used to source 100 adult residents across the research settings as participants in gathering the quantitative data. Data analysis involved the SPSS version of 27 in making meaning of quantitative through two primary analytical tools such as descriptive and inferential, while qualitative data was analysed through the thematic tool in the form of themes and sub-themes. The findings revealed high patronage of local rice among Western Region households. Again, households in the Western Region of Ghana had a better attitude toward local rice. However, there is a neutrality of consumer ethnocentrism in the patronage of local rice. There are factors associated with local rice patronage in the Western Region of Ghana, including gender, marital status, occupation and the average percentage of income spent on food were significant factors associated with the local rice patronage in West Africa Ghana. In addition, local rice entrepreneurs face material or equipment issues, human factors and political issues. It was recommended that local rice should be structured, well packaged and advertised to raise awareness or patronage of households in the Western Region of Ghana. Moreover, Ghanaians should always consider local rice first in the market before other foreign rice. Besides, it was suggested that the government’s plan to establish one district factory should also target local rice produce
The influence of digital versus traditional advertising media on consumer behaviour in the Durban Metropolitan Area
(2023) Ndadziyira, Tafadzwa; Govender, J. P.
The increase in the use of the Internet has pushed companies to shift their marketing strategies from traditional to digital techniques. The use of advertisements has significantly increased in the 20th century with the expansion of industrialisation. However, during the late 1980s, advertisements were fairly limited to television, radio, billboards and newspapers. Today, businesses are leaning towards digital advertising. Companies are now focusing on social media and mobile advertising to the extent that they may takeover television advertising. The growth of digital platforms has facilitated the way humans act, their habits and their interactions. Previous studies have been conducted on effectiveness of advertising from the company’s point of view. Hence, in this study, the aim is to investigate the impact of digital advertising versus traditional advertising by examining their influence on consumers’ behaviour. The main research question for the study is ‘What is the impact of digital advertising versus traditional advertising on consumer behaviour?’ The study aims to investigate digital advertising versus traditional advertising based on the consumers’ point of view. The rationale of the study is to provide new insights to local marketers on consumer behaviour with regards to advertising, while the results gave marketers access to information on the influence of digital advertising as compared to traditional advertising. In addition, the study was important in providing information with regards to digital advertising versus traditional advertising and consumer behaviour. The study helped to upack these three together whereas they have always been studied separately with no comparison to digital and traditional advertising. The performance of digital advertising and traditional advertising when it comes to consumer behaviour needs to be revealed in order to assist marketers when making advertising choice decisions. In addition, the study added to the literature, thus closing the knowledge gap. The research was carried out in the Durban Metropolitan Area. A quantitative approach was adopted, with the research being descriptive in nature and cross-sectional. Consumers in the Durban Metropolitan Area were the research population for this study. The study’s findings revealed that both traditional and digital advertising media play an important role in influencing the way consumers behave. Traditional advertising offers one-way communication, whilst digital advertising offers two-way communication. This allows consumers to ask if they need more information and thus influences the decision they make. Traditional advertising media platforms are seen as credible sources of information, whilst digital advertising platforms are seen as misleading, exaggerating and not credible. This study recommends that marketers should not underestimate the influence of traditional advertising media on consumer behaviour. Marketers should improve and continue to use traditional advertising platforms, especially for products and services that require a lot of credibility, because customers trust traditional advertising platforms more as compared to digital advertising platforms.
Influence of social media on consumer behaviour : a focus on Savanna Dry cider customers in the Durban Central Business District in KwaZulu-Natal
(2023) Shozi, Thobile; Agbenyegah, Albert Tchey
The popularity of online tools and the advent of social media are critical to modern day business as they assist with the advertising and marketing of products and services. Through social media, consumer behaviour and attitudes towards certain products, companies and organisations are changed based on what other consumers say about those products, services or organisations; hence, social media remains a powerful advertising mechanism (Scholz and Smith, 2019). Organisations that market what they offer through contemporary means and methods like social media increase their competitive advantage over those that use traditional advertising and marketing methods such as billboards, newspapers and magazines. This quantitative research investigated the influence of social media on consumer behaviour focusing on Savanna Dry Cider customers in the Durban Central Business District CBD KwaZulu-Natal. The study used the simple random sampling method to select 120 participants (60 each) from two different liquor shops, Liberty Liquors and Tops North Beach in the Durban CBD. The study gathered its primary data through self-administered questionnaires. The data was processed and coded using Microsoft Excel spread sheets. Thereafter, it was entered into SPSS 27 software and analysed using descriptive statistics and inferential statistics. The findings of the study include that Facebook was the most popular online platform used by consumers of SDC, especially ones within the age range of 18 to 25 years. The SDC consumers’ purchasing behaviour was influenced by reviews and information that other consumers presented online pertaining to product, thus this is an important marketing tool. The SDC’s social online platform presence influences the buying decisions of most of its consumers. Evidently, SDC is successfully taking advantage of its social media platform to influence, mostly consumers between 18 to 40 years, to purchase the product. The study concludes that social media influences the behaviour of Savanna Dry Cider consumers in the Durban CBD, KwaZulu-Natal Province. The study further concluded that most people, especially young people between the ages of 18 and 25 years, are swayed to buy or consume Savanna Dry Ciders based on the reviews and comments of other consumers about the product. The findings also concluded that negative reviews of the product deter people from buying it while positive reviews make them want to purchase it more often. The study recommended that Savanna Dry Cider should launch an aggressive social media campaign to market its brand, as this will ensure that many people know about it and change their perceptions.
Factors influencing the consumer decision-making process regarding green fast-moving consumer goods in the greater Durban area
(2023) Dorasamy, Bianca; Govender, JP
There is an urgency regarding climate change. Consequently, environmental consciousness among consumers is more prominent now than in the past. However, although the motives for buying green products have generated scholarly interest due to environmental concerns, there is a gap in the literature in understanding consumer green purchase intention and actual purchase behaviour from developing countries. This study, therefore, aims to develop and test the applicability of green consumption of FMCG products grounded in the Theory of Planned Behaviour (TPB) and thus address the “attitudes–behaviour” gap documented in the literature from the perspective of South African consumers. A quantitative research approach following a descriptive research design was used to examine the factors influencing consumer purchase intention and the actual behaviour of Fast-Moving Consumer Goods in the Greater Durban Area, South Africa. The study uses non-probability convenient sampling collected from 381 South Africans residing in the greater Durban area of KwaZulu-Natal province. Structural equation modelling was applied in analysing the data. The finding of the study shows that pro-environmental attitude and perceived value (quality) of green FMCG products positively influenced green FMCG purchase intention, which in turn, positively impacted the actual purchase behaviour of green FMCG products. The findings further show that perceived value may be a barrier to green FMCG purchase intention, although the relationship was insignificant. This study provides practical implications for FMCG marketers in their bid to shift from conventional products to green products.
The perceptions of passenger motor vehicle brands among Generations X and Y in KwaZulu-Natal
(2021) Mhlongo, Bongumusa Bright; Mason, Roger Bruce
The automotive industry is a growing industry in many developing and developed countries including South Africa. However, little research has been conducted on the perceptions of consumers towards motor vehicle brands in South Africa. For motor vehicle brands, marketing, research and development plays an important role in customer perceptions and retention, and in generating profitable sales. The aim of this study was to identify how motor vehicle brands' meaning differs between Generation X and Generation Y, who account for the bulk of car buyers, in KwaZulu-Natal. The study was conducted in KwaZulu-Natal where data was collected from four universities. This was a quantitative, descriptive, and cross-sectional study conducted using a survey among a sample of 400 university staff and students to cover both Generation X and Generation Y. Data was analysed using univariate, bivariate and multivariate statistics, via SPSS version 23. The study investigated specific brand dimensions, namely, quality, value, personal and group identity, status and family traditions. The main finding was that personal or individualistic factors, namely quality, value and personal identity, were more important than group-oriented factors, namely status, group identity and family tradition. The implication is that marketers should focus on the individualistic perceptions, wants and needs of the buyer, rather than those that are influenced by others through group processes. The study reveals the need for motor vehicle brand manufacturers to focus on consumer perceptions among Generation X and Generation Y. Academics, industry practitioners and motor vehicle manufacturers will benefit from the study as it addresses industry, academic and consumer issues regarding perceptions of motor vehicle brands. Furthermore, it tackles factors of quality, value, group identity, status and traditional factors and consumer decision making process. The study extends the existing knowledge of consumer behaviour with regard to motor vehicle brands by investigating the factors that influence the Generation X and Y buyer decision making process in a developing country. The findings of this study can act as a guide to determine a more appropriate marketing strategy to improve consumer perceptions of motor vehicle brands.
The use of digital payment for online shopping amongst millennials in the greater Durban area
(2021-10) Zitha, Themba; Penceliah, Darry Soobramoney
Digital payment performs a vital role in the transaction method of payment for online shopping. Online shopping is often the first step in gaining millennials’ attention before using digital payment. With the evolution of online shopping, there is a shift from traditional payment methods to digital payment methods. Online retail stores, online marketers and banking sectors understand the force behind millennials shopping online. The purpose of this exploratory study was to determine the millennials’ perceptions of using digital payment for online shopping. The cross-sectional study was undertaken using a quantitative method. Three hundred and ninety-three millennials residing in the greater Durban area of KwaZulu-Natal, South Africa completed a self-administered questionnaire. Descriptive and inferential statistics methods were utilised to summarise and analyse the results. Factors such as brand popularity and pricing influenced millennials’ online shopping behaviour. Some of the challenges of the digital payment method are security, privacy, and trust issues. Therefore, there is a need to develop intervention strategies that can create awareness among consumers to address their concerns.
The influence of traffic congestion on shopping location choice in the eThekwini region
(2021-05) Ssemugooma, Dennis Kasirye; Hawkins-Mofokeng, Raymond Hilary
Shopping used to be a key function that defined the Central Business District (CBD) (Evangelista, Low, Nguyen 2019: 150). However, the author believes that the central position occupied by traditional shopping locations as preferred shopping locations has deteriorated. Due to severe urban core traffic congestion, the decline in the dominance of the CBD can be attributed to the decrease in shopping trip frequency (Kusumowidagdo, Sachari, Sachari, and Widobo 2015: 53), as well as the increase in the establishment of nearby shopping locations in the outer areas of the city. Hence the loss of economic viability and the reduction of retail areas (Guimaraes 2018: 128). This study aims to determine the influence of traffic congestion on shopping preference in the Ethekwini area. Quantitative, non-probabilistic research methods, and convenience sampling techniques were used to identify and select the participants that make up the 400 participants. In this study, convenience and accessibility, tenant mix, entertainment, safety, and parking spaces are key attributes of shopping. The results also show that traffic congestion density affects shoppers’ perception of shopping location preferences. This study suggests that city decision makers must consider and combine all mitigation measures to eliminate traffic congestion and restore the economic vitality of the CBD. The results cannot be generalised to a wider population and are only applicable to the specific participants under study.
The influence of store atmospheric on consumer behaviour in clothing stores in Durban
(2021) Kwenda, Sheila; Corbishley, Karen Margaret
Store atmosphere is a critical force driving consumer response in the retail business (Lunardo 2015: 196). Store atmospherics are the store environmental designs intended to produce emotional effects on consumers to enhance purchase decisions, or the physical characteristics of the store that create an image to attract customers (Soomro, Kaimkhani and Iqbal 2017: 22). Clothing stores have unique ways of using store atmospheric cues to catch the attention of consumers to make themselves stand out from among their competitors. A large volume of financial resources are invested by clothing retailers to improve their store atmosphere to create an improved environment that enhances consumers’ immediate buying behaviour. However, there is a need to investigate the level of influence these store atmospheric cues have on consumer buying behaviour, especially in the South African clothing retail context. The main objective of the study was to investigate how different types of store atmospheric cues contribute towards consumer attitudes and buying behaviour in clothing stores in Durban. This study is quantitative and therefore conducted by means of a descriptive survey. The sample size of this study was 400 customers of Durban clothing stores. Nonprobability sampling was used to select the sample. A structured questionnaire with closed-ended and scaled response questions was used as the research instrument. This research found that fitting rooms, product display and cleanliness have the greatest influence on consumer attitudes and buying behaviour. The results also indicated that most of the consumers are content with the store atmospheric cues provided by their selected clothing retailers in Durban, and will continue to visit, spend more time there and recommend their stores to their family and friends. It is therefore recommended that clothing retailers should continue to invest in store atmospheric cues, focusing on fitting rooms and product displays. The results from this study will contribute towards the body of research in the field of retail atmospherics, as well as making practical contributions towards the retail clothing industry.
Buyer behaviour of fabrication customers at Afrox
(2008-10-27) Naidoo, Rajendra; Govender, Jeevarathnam Parthasarathy
Industrial buying stands for more than half the whole economic activity in industrialised countries. Therefore, it is important to understand how customers of Afrox perform buying activities. The fabrication industry is a fast growing industry and is, therefore, interesting to study. The understanding of the buying behaviour of industrial organisations is of paramount importance to the industrial marketer. The study is a quantitative, cross sectional and descriptive investigation into buyer behaviour in the fabrication industry of Afrox. It highlights that industrial buyer behaviour has an extensive area, both for the practical marketer as well as from an academic perspective. As the fabrication industry is once again expanding, it is of essence to understand the buying behaviour in this industry. This report has the intention of highlighting how industrial buyer behaviour can be described in the fabrication industry. The purpose of this dissertation was to investigate the characteristics of industrial buying behaviour of fabrication customers at Afrox. The purpose has been further developed in forms of research questions dealing with the buying process, buyer behaviour, buying centre and buyer choice criteria. The sample studied is from a current company data base. With regard to the buying process, the most significant factors are price, quality, and technical capability.
Store layout and its impact on consumer purchasing behaviour at convenience stores in Kwa Mashu
(2009) Tlapana, Tshepo Peter; Garbharran, Hari Lall; Docrat, Suleman
Store layout is an important factor affecting consumer behaviour and a critical determinant towards the creation of store image. Well designed layouts are extremely important because they strongly influence in-store traffic patterns, shopping atmosphere, shopping behaviour, and operational efficiency (Vrechopoulos et al., 2004: 13). When an inconsistency occurs, some consumers will abandon that establishment in search of another one which offers fast, convenient and better services (Andersen, 1997: 118). Taking a more strategic approach to store layout can reap big rewards by boosting sales, increasing customer loyalty and ultimately increasing turnover (Clark, 2003: 42). The overall aim of the study was to ascertain if independent convenience stores in Kwa Mashu are aware of the impact of store layout on purchasing patterns of consumers. In order to accomplish the objectives of the study, a quantitative study was conducted at the convenience stores at Kwa Mashu by means of self-administered questionnaires. A sample of 400 respondents was asked questions pertaining to the study. The respondents were selected through non-probability sampling within which convenience sampling was applied. Conclusions and recommendations were thereafter drawn from the literature and the findings of the study. The results of this study show that consumers experience problems with store layout. It was found that appearance of the store, merchandise display, store atmosphere, instore service and accessibility are the major causes of this discomfort. Therefore, it is recommended that convenience retail owners in Kwa Mashu attend to those areas and see to it that necessary strategies are implemented to help customers where there is a need.

Theses and dissertations (Management Sciences)

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