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Faculty of Management Sciences

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Author: search.filters.author.Dobbelstein, ThomasSubject: search.filters.subject.Consumer behaviour

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    Millennial’s consumer behaviour during the COVID-19 pandemic : perspectives from an emerging and a developed economy
    (Adonis & Abbey Publishers Ltd, 2022-11-10) Tshikovhi, Ndivhuho; Dobbelstein, Thomas; Moyo, Sibusiso
    One of the impacts of the COVID-19 pandemic was on shopping behaviour patterns due to lockdown restrictions and social distancing requirements. In this study, South African and German millennials (those born between 1980 and 2002) are analyzed to determine their buying behaviour during the COVID-19 pandemic in the year 2020. We demonstrate the choices of purchases amongst African Journal of Business and Economic Research (AJBER) (Online) ISSN 1750-4562 (Print) ISSN 1750-4554 Indexed by SCOPUS, UGC CARE List, IBSS, EBSCO, ProQuest, ABDC, SAJE, COPERNICUS,ERIH PLUS, CABELL, Sabinet and J-Gate Vol. 17, (Issue 4), December 2022 Pp 283–309 Millennial’s consumer behaviour during the COVID-19 … 284 millennials between the two countries, that is, South Africa as an emerging and Germany as an advanced economy. This study shows how consumers' choice was influenced by the pandemic before, during, and after the first lockdown. Making use of an online survey (meaning accessing millennials with internet access in both countries), it was found from a data set of 949 millennials in Germany and 676 millennials in South Africa that millennial’s shopping behaviour varied for specific product categories before, during and after the lockdown. As a result, this study concluded by providing recommendations for retailers, policymakers and researchers taking into account a pandemic scenario.
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    Factors encouraging and discouraging attendance at farmers’ markets : an application of The Kano Model
    (2021-07-27) Mason, Roger Bruce; Dobbelstein, Thomas; Corbishley, Karen M.
    Farmers’ markets have become fashionable places for shopping, entertainment, and socialising, and in many cases are no longer sources of cheaper or more convenient shopping. With the growth of the craft and the organic food movements, such products are often marketed through farmers’ markets. Entertainment (e.g., music) is also often provided. Such shopping locations often charge premium prices. Why farmers’ markets have become so popular may be due to a variety of reasons such as shopping, entertainment, and socialising. Furthermore, a variety of different factors may cause customer satisfaction or dissatisfaction. This research is trying to identify what attracts customers to farmers’ markets and what creates satisfaction for the customer. A quantitative, descriptive, cross sectional study was used, based on a sample of 1141 respondents from an e-mailed survey to an online-accessed panel of consumers provided by a commercial panel provider. It is also a comparative study between a developed nation (Germany) and a developing nation (South Africa). The research culminated in a Kano model for farmers’ markets in each of the countries. There was considerable similarity in the ‘delight’ and ‘performance’ factors in the two countries, but only South Africa has ‘basic’ factors (two), while Germany had none. The study has thus contributed to knowledge about consumer behaviour and attitudes towards farmers’ markets and has added to the literature on the use of the Kano model, especially in South Africa.