Theses and dissertations (Management Sciences)
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Item Analysing consumer product preferences for selected hedonic and utilitarian shopping goods in Durban(2019) Kamwendo, Andrew Ronald; Maharaj, MandushaThe retailing environment has shown that consumer purchases are dependent upon the consideration and subsequent evaluation of product attributes. As such, retailers have sought to investigate the sales affinities that exist between products. Given that consumer purchases are goal driven, researchers have investigated consumer purchases for goal derived product categories (utilitarian and hedonic products). The aim of this study was to investigate product attribute preferences for the establishment of a consideration set of selected hedonic and utilitarian cross-category shopping products in Durban. The quantitative study design based on a cross-sectional descriptive survey was conducted in two sequential phases. The study population consisted of consumers within the city of Durban. The study sample of 444 students selected from the Durban University of Technology, Mangosuthu University of Technology and the University of KwaZulu-Natal. Phase one of the study sample consisted of 231 respondents while Phase two sample was 213 respondents. Research respondents were chosen using convenience sampling. Quota sampling was also used to select respondent belonging to four generational groups. Respondents were purposely selected based on their capacity to give meaningful information relevant to the study. Two separate, self- developed instruments were used in each phase. The Cronbach alpha test was conducted to test for reliability of the first instrument. The results indicated acceptable, consistent scoring patterns for the sections of the research instrument. Respondents rated the importance of skincare and clothing detergent product attributes during the first phase. The findings of phase one of the study revealed that respondents classified skincare and clothing detergent products as slightly and moderately utilitarian, respectively. The study also revealed that the consideration of clothing detergents and skincare products is predominantly utilitarian in nature. No significant differences were found in the respondents rating of skincare and clothing detergent attributes. Product attributes valued by the consumer were found to be important to the consideration of clothing detergent and skincare product categories. The findings from the first phase of the study were used to develop questions used in the second phase of the study. Through the use of conjoint analysis techniques, skincare and clothing detergent product profiles were identified and ranked by respondents in their order of preferences. Pearson’s and Kendall’s tau correlation coefficient was used to validate the findings of phase two. Phase two of the study revealed that for clothing detergent products, product form is the most important attribute followed by product effectiveness. It is important to note that significant differences were found in the respondent's preferences for product attributes in terms of the respondent's demographics. For clothing detergents, significant differences were found in terms of respondents preferences for the price, scent, size and product form of clothing detergents. For skincare products, durability was the most important attributes followed by the brand of skincare products. In terms of demographics, significant differences were also found in the respondents preferences for skincare product attributes. The findings of the study are limited due to the low response rate among older respondents. Sampled respondents do not represent the population distribution in the city of Durban. The majority of respondents were unemployed students, therefore the findings of the study cannot be generalised. The findings of the study may also be limited due to the broad nature of the purchasing goals as well as the product categories. Consequently, generalised product attribute preferences were obtained. Therefore, future studies may benefit from narrowing the development of narrow purchasing goals and investigating subcategories. This study is the first to use conjoint analysis techniques to measure product category attribute preferences in South Africa. The study enhances to the existing body of knowledge in the South African retailing and marketing environment. The study has produced theoretical and practical contributions to the management of product categories offered by retailers. Moreover, the model proposed by the study simplifies the category management process enabling a retailer to simplify the investigation of consumer category preferences. Future studies should also test the model using other product categories and a larger population sample.Item The effect of customer perception towards electronic Brick-and-Click retailers in Durban, KwaZulu-Natal(2018-04-23) Buthelezi, Makhosazane; Moodley, PadhmaBrick-and-Click retailing was introduced in the 21st century and it was a challenge to traditional retailers (Diamond and Pintel 2013: 91). Kloppers (2014: 1187) reveal that online shopping has grown tremendously worldwide in the last few years but South Africa seems to lag behind the rest of the world where the development of Brick-and- Click is concerned. Gupta, Mittal and Nayyar (2011: 401) state that electronic retailing is now a trending shopping tool. Laudon and Traver (2010: 6) assert that as electronic retailing drastically grows, most customers act and react based on their perceptions, not objective reality. According to Hawkins and Mothersbaugh (2010: 278) customer’s perception are much more vital than their knowledge of objective reality. Customer’s perception affects their actions, leisure and buying habits which has a great impact on the Brick-and-Click retailers. Laudon and Traver (2010: 5) believe that electronic retailing is challenging to most retailers, as there are many factors that need to always be considered. Botha et al., (2008: 277) mention that the South African online retail market needs to overcome a number of obstacles in order to enhance the growth of online shopping. The aim of this study is to identify the factors that affect customer perception on electronic retailing in Brick-and-Click retailers in Durban, KwaZulu-Natal. The primary objective of the research is to examine the effect of customer perception of electronic retailing in Durban. Durban is known as the largest city in KwaZulu-Natal, therefore using Durban as the sample was advantageous to the study in terms of results. Furthermore, this study obtained permission (see appendix C-gatekeepers letter) from Mr Price Clothing who is one of the largest retailers in Durban to engage in this study. The study followed a quantitative research method in order to attain the set objectives of the study. Non-probability sampling technique was employed in recruiting the participants. Convenience and purposive sampling techniques were used to generate the sample population in this study. The target population for the study were all the customers that shop at the Brick-and-Click retailers in Durban, KwaZulu-Natal. Questionnaires were administered electronically via the database of Mr Price. The study used both descriptive and inferential statistics. Statistical Package for Social Scientists (SPSS) version 23.0 was used to analyse the data. The results suggest that Brick-and-Click retailers pay more attention towards the factors that affect the customer perception as they can determine the success or failure of the business. Researchers in the literature review highlight that customer perception is the way customers view shopping quality of the stores performance and effectiveness in terms of its product or services (Ha and Stoel 2011: 199). Aspfors (2010: 10) believes that it is essential to identify customer’s needs and wants by knowing customer perceptions. The study revealed that majority of customers indicated that they are aware of electronic retailing, a frequency of 2-3 times a month was the highest followed by never shopped online customers. The study also discovered that customers were influenced by different factors to shop online, less are of the opinion that online shopping is secure, and even fewer are prepared to make online payments. Finally, only few have a positive attitude toward online shopping. Lastly, the study also discovered that prices and delivery are the main motivating factors for customers to shop online while the least motivators were referrals from friends, family and review site, company reputation and appealing product description. Lee and Barnes (2016: 48) suggest that Brick-and-Click retailers invest in Research and development (R&D) to discover various factors affecting the customers to buy electronically. Brick-and-Click retailers are further advised to develop strategies pertaining how to retain customers especially strategies suitable for their target market as they all differ from one retailer to another. Research and development can assist in implementing the right strategies at the right time minimizing cost. Through research and development, the retailer can also determine the needs and wants through understanding perception of customers. Retailers must be aware of all the factors in order to provide ideal strategies. Recommendations on how to use the important factors in online shopping could be aimed at developers of websites and owners of Brick-and-Clicks. They should change their marketing strategies giving priority to customer orientation and they should be particularly focused on the ease of use of online shopping services. Brick-and-Click retailers should devote resources to better understand consumer behaviour, technologies of the future and their development (Baubonienė and Gulevičiūtė 2014:81).Item An investigation into the level of socio-economic empowerment of women by identifying their lingerie buying behaviour in the Durban area(2001) Heurtebis, Solene; Mason, Roger BruceThe purpose of this investigation is to define the level of socio-economic empowerment of South African women by identifying their lingerie buying behaviour in the Durban area. This research set out to establish if there are relationships between the following three variables: * The level of emancipation of women - If they are high or low In socio-economic emancipation according to criteria identified in the literature review * Their buying motivations - When buying lingerie, do they consider it as a pleasurable and enjoyable experience or a task to complete? * The type of shops they patronise - Shops with a high level of service or self-service shops In order to reach this aim, the literature review provided information about the evolution of women since the beginning of the 1960's, about the evolution of South African women, especially since the end of the Apartheid system, and finally, about the influence of these evolutionary changes on fashion and on the lingerie field in particular. The purpose was to emphasise the link that exists between the level of empowerment of women and their fashion buying habits. Thus, it has been established that women do not only buy to please the members of their family, but also to affirm their personal identity. Moreover, four categories of women were identified according to their level of emancipation; that is, whether they are career oriented (plan to work or career women) or whether they are home ivpreventItem The influence of cultural diversity on marketing communication : a comparison of Africans and Indians in Durban(2014-05-20) Ijabadeniyi, Abosede; Govender, Jeevarathnam Parthasarathy; Veerasamy, DayaneethieConsumer behaviour towards marketing communication has a cultural undertone. The forces of globalisation have made it imperative for marketing practitioners to further integrate culturally sensitive variations in marketing strategies. While cultural values are changing due to global trends, culturally sensitive consumer behaviour has attracted more complexities due to media learning. Therefore, the journey to creating a sustainable competitive advantage in a multicultural market such as South Africa entails the realisation of the growing individualistic tendencies of consumers’ cultural dispositions toward marketing communication. The study aimed at investigating the influence of cultural diversity on the perceptions of Africans and Indians in Durban toward marketing communication. The study investigated respondents’ cultural values in terms of the individualism-collectivism (IC) constructs based on marketing communication-specific cultural values (MCSCV). A quantitative study was conducted to attain the objectives of the study, with the use of a self-administrated questionnaire. African and Indian respondents were recruited using judgmental sampling at the main shopping malls in Umlazi and Chatsworth, respectively. The sample selection was based on the representation of respondents’ population in Durban. The study covered a sample size of 283 Africans and 92 Indians. The SPSS software was used to analyse data. The findings of the study reveal that both races showed more individualistic rather than collectivistic tendencies toward marketing communication. The choice of media of Africans and Indians is significantly influenced by their racial identities. Overall, the findings suggest that it is erroneous to direct stereotypic marketing strategies at culturally homogeneous/diverse groups. The study recommends that a thorough study of prevailing cultural cues in ethnic segments should precede the development of marketing communication strategies.Item Marketing implications of hip-hop culture in the greater Durban area(2010) Hawkins, Raymond Hilary; Garbharran, Hari Lall; Raap, Peter JohnHip-Hop culture has created a lot of interest and controversy around the world. Most people have used and engaged in debates without having a clear understanding of it. Although there are numerous articles to be found on Hip-Hop culture, very little research has been done on this particular topic. The confusion that surrounds Hip-Hop culture highlights the need for marketers to conduct more research on this particular area. This particular study was conducted within the South African marketplace, in four Durban areas using a quantitative research method. The sample for the study was supposed to consist of 400 hundred respondents, but only 350 respondents were selected using a convenience sampling. Respondents were required to complete a six paged questionnaire with the interviewer's assistance. The main objective of the research was to identify and analyze the marketing implications of Hip-Hop culture in the greater Durban area. The results revealed that 60% of the respondents are strongly committed to Hip-Hop culture and they are brand fanatics. Therefore, this seeks to say, that marketers need concentrate on promoting Hip-Hop products and services. And is the high time to know the Hip-Hop culture's needs and wants.Item Consumer perceptions of charity shops in the Durban area(2006) Lekhanya, Lawrence MpeleMany people have used the term “charity shop” without having a clear understanding of it, even although there are numerous articles and a previous research survey about charity shops in the UK, Canada and Australia. It seems that no research has been done in South Africa on this particular topic. Also, the confusion that surrounds consumer perceptions of charity shops highlights the need for marketers to conduct more research on this particular area. The following study was conducted within the South African marketplace, specifically in four Durban areas, using quantitative research methods. The main objective of the research was to determine consumer perceptions of charity shops in the Durban area and the factors influencing these perceptions.