Theses and dissertations (Management Sciences)
Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/14
Browse
3 results
Search Results
Item The role of digital marketing in the sustainability of the formal retail sector in Flagstaff(2024-03) Noqazo, Zizipho; Madondo, ElvisMarketing is a fundamental part of any retail business as it is the means of promoting products and services to the target market (Grönholm 2012). Digital marketing has transformed retailers’ marketing strategies significantly. Online marketing channels are undeniablyoneof the most advanced digital technologies to be used in marketing, which makes it essential for retailers to incorporate these strategies into their businesses. The internet and its rapid technological developments have provided retailers with numerous tools for online marketing, such as email marketing, social media, pay-per- click, search engine optimisation, pop-ups and so forth. While many rural South African businesses are starting to adopt these marketing tools in their businesses, the role of digital marketing in the sustainability of the formal retail sector in the rural areas of South Africa (SA) has not been explored fully. The aim of this study was to explore the role of digital marketing in sustaining retail businesses in Flagstaff, while the primary objective of the research is to identify and describe the role of digital marketing in retail businesses in rural areas. According to Bala and Verma (2018), digital marketing is the greatest platform to transform a product into a brand and has the potential to increase sales tremendously, provided that businesses have knowledge and understanding of how to apply it properly. The study adopted a mixed research method in order to achieve the set objectives. This study followed the probability sampling method in recruiting participants. Random sampling was the probability sampling method employed to generate the sample for this study. Retailers operating in Flagstaff and members of the public (customers) were the two populations targeted for this research. The study used a structured self administered questionnaire consisting of 20 items to collect quantitative data from retailers. Focus group discussions were also conducted with members of the public to gather qualitative data. The researcher adopted the census method, whereby all 52 stores in Flagstaff took part in the study. The sample for the focus group interviews comprised of thirty (30) participants that were allocated into six groupsof 5 participants in each group. The study used version 27.0 of the Statistical Package for the Social Sciences (SPSS) to analyse quantitative data, and thematic analysis was used to analyse qualitative data. According to the study's findings,retailersutilise a variety of digital marketing methods, including social mediamarketing, email marketing, andmobile marketing, to exchange information, contact with customers, send them sales pitches and other marketing materials, and interact with them online. Retailers claimed that digital marketing had introduced novel ways to conductonline business,such as onlineshopping.However, this activity is connected to a numberof difficulties in rural areas, which hasprevented many retailers from offering it as a substitute for traditional shopping.As a result, there is little use of online shopping in Flagstaff retail businesses. Consumer feedback indicates that retailers' use of SMS communication, Facebook, and emails to convey information about sales pitches and promotions has inspired and encouraged customers to make purchases from particular retailers. However, participants have stressed that they prefer hearing from retailers through traditional channels sincethey are simpler to access because they have trouble getting information on digital platforms. The study recommends that rural retailers should integrate digital marketing into their marketing activities, which will increase awareness of the brand; reach a wider audience; aid in keeping up with trends and staying ahead of the competition; and maintain their presence on social media platforms. The study suggests that further research be conducted on the impact of specific online marketing tools in order to allow retailers to focus on online channels that align with their brand to generate profitable results for the businessItem Key success factors for digital personal banking in the iLembe District : a consumer perspective(2023-04) Ramsundra, Avikar; Mason, Roger BruceThe study provides insight into the constructs that influence the use of digital banking within the iLembe District, KwaZulu-Natal, South Africa. Financial technology improvements have made personal banking simpler, allowing a range of services to be accessed anytime and anywhere. It is known that financial technology advances have drastically improved the ways in which consumers bank, but it has not yet been established what impact the growth of financial technology has on the perception and use of digital personal banking among people in developing economies. The aim of this study was to identify the key success factors for digital personal banking among consumers in the iLembe district, KwaZulu-Natal. It clarifies the link between financial technology developments, and the perception and use of digital personal banking by consumers. The objectives of the study were to: (1) investigate consumers’ level of adoption of digital personal banking, (2) establish the constructs encouraging the use and growth of digital personal banking, and (3) assess the relationship between consumers’ level of adoption of digital personal banking and the constructs encouraging digital banking. At the conclusion of this study, the relationship between financial technology and the different constructs of digitisation in consumer banking were identified. Income is shown to have the highest level of significance of all demographic variables influencing preference for digital personal banking, followed by the age variable. Gender and education had no significant influence. Although all the independent variable constructs had significant relationships with preference of digital personal banking, online service quality, usability and consumer experience were the most important. Branch service quality relationship was negative, while all the others were positive. How this can influence consumers in a developing economy such as South Africa is discussed, as are recommendations for banks on how better they can promote digital personal banking, and to which type of consumers. Further empirical research is suggested to further understand this situation in a developing economy.Item Perceptions of retail managers and consumers of green products at select Pick & Pay stores in Durban(2018-01) Mncwabe, Silungile Brightness; Meintjes, CornéGreen marketing is about marketing products and services based on environmental factors or awareness. Consequently, companies involved in green marketing make decisions relating to the entire process of the production of the company’s products, such as methods of processing, packaging and distribution. Green marketing focuses on the green marketing efforts companies use, including corporate social responsibility plans and sustainability efforts. Most consumers are environmentally conscious, seeking eco-friendly products and services from companies that are socially responsible. Green marketing is aimed at encouraging consumers to buy products which are less harmful to the environment, to help save the planet. This study aimed to investigate this from both a retailer and consumer perspective. Selected Pick & Pay retail managers and their consumers in Durban were asked their views on product quality, price and availability of information (advertising). A mixed method (quantitative and qualitative) strategy was adopted. Participants and respondents were purposefully selected, while their participation in this study was voluntary and confidentiality was maintained. The research included interviews with the five retail managers of the selected stores and a survey of 200 consumers. In the survey, 250 questionnaires were despatched and 200 were returned, which constituted a response rate of 80%. Content validity ensured that the survey focused on concepts and constructs that emerged from the review of literature on the awareness of green products. Cronbach’s alpha index was used to confirm the reliability of the instrument. The findings suggest that the awareness of green products varied among South African consumers. Furthermore, the data obtained from the quantitative instrument indicated that the location of the consumers (rural, urban, and sub-urban) as well as the ethnic group (African, Coloured, Indian, and White) identified by the consumers strongly correlates with their use of green products. In addition, the quantitative results showed that more consumers, particularly white South Africans living in urban or sub-urban areas, will adopt green products irrespective of the price of green products.To further support the quantitative findings, interviews conducted with five retail managers, were recorded and transcribed to ensure credibility. The results were interpreted and analysed against existing literature using thematic content analysis. The interviews conducted revealed that retail managers are of the view that most South African consumers do not understand what green products are. This was largely attributed to a lack of adequate information on green products. The salient feature of this study therefore suggests that the use of indigenous languages will help educate the South African consumers on the benefits associated with the use of green products. Ultimately, adopting green products by South African consumers will add a positive benefit to the environment as well as encouraging future generations to adopt green products. In view of the above, and to ensure proper awareness and marketing of green products, it is highly recommended that government and non-government companies should play an important role in encouraging consumers to go green and embrace green purchasing behaviour. This could be in the form of creating effective marketing campaigns or environmental-related activities, and developing a policy that will issue grants to companies implementing green marketing, which will encourage companies to utilise their resources to provide environment-friendly products.