Theses and dissertations (Management Sciences)
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Item 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.Item 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 TcheyThe 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.