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Faculty of Management Sciences

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Author: search.filters.author.Mason, Roger BruceEnd date: 2019

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Now showing 1 - 10 of 37
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    Perceptions of service provided by South African police service community service centres
    (Informa UK Limited, 2019-07-25) Mason, Roger Bruce; Ngobese, Ndabazinhle; Maharaj, Mandusha
    This study investigated citizens’ perceptions of the service experienced when visiting Community Service Centres (CSC) of the South African Police Service (previously known as ‘police stations’ or ‘charge offices’). The study focuses on factors leading up to the visit and to the service experience as perceived by the visitors, and whether these perceptions differed according to various demographic factors. A survey of 400 respondents at three CSCs measured how and why the CSC was visited, overall satisfaction and respondents’ perceptions of the visit experience (measured via the service quality dimensions). The results indicate that overall satisfaction does not differ significantly according to demo-graphics, but that there are some differences in the lead-up factors and the experience according to education and income. Actions needed to improve the visit experience for citizens include customer service train-ing, regular assessment and monitoring of clients’ experiences, as well as CSC employees’ behaviour.
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    The use of marketing strategies by small, medium and micro enterprises in rural KwaZulu-Natal
    (The Southern African Journal of Entrepreneurship and Small Business Management, 2013) Lekhanya, Lawrence Mpele; Mason, Roger Bruce
    This paper examines the use of marketing strategies by Small, Micro and Medium Enterprises (SMMEs) in rural areas and identifies how they are limited by various internal and external factors. The study aimed to determine whether rural SMMEs have formal marketing strategies, the factors that constrain their marketing activities, their understanding of what marketing entails and the marketing communications techniques that they use. The study was conducted in rural KwaZulu-Natal (KZN), using a survey method. The sample consisted of 374 SMME owners/managers, selected using quota sampling, with respondents completing a questionnaire with the assistance of an interviewer. The results of the research revealed that marketing knowledge and expertise is lacking, with limited use of marketing strategies by the rural SMMEs. The paper will benefit SMME marketers by assisting them to better understand the marketing tactics to use, dependent on the nature of their environment. Most work on SMME marketing has concentrated on urban entrepreneurial marketing, with little emphasis on marketing strategies used in rural areas. Findings were limited by the study’s exploratory nature and the small sample. Further research with larger samples and the consideration of other provinces is recommended.
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    A marketing mix model for a complex and turbulent environment
    (Acta Commercii, 2007) Mason, Roger Bruce; Staude, Gavin
    Purpose: This paper is based on the proposition that the choice of marketing tactics is determined, or at least significantly influenced, by the nature of the company’s external environment. It aims to illustrate the type of marketing mix tactics that are suggested for a complex and turbulent environment when marketing and the environment are viewed through a chaos and complexity theory lens. Design/Methodology/Approach: Since chaos and complexity theories are proposed as a good means of understanding the dynamics of complex and turbulent markets, a comprehensive review and analysis of literature on the marketing mix and marketing tactics from a chaos and complexity viewpoint was conducted. From this literature review, a marketing mix model was conceptualised. Findings: A marketing mix model considered appropriate for success in complex and turbulent environments was developed. In such environments, the literature suggests destabilising marketing activities are more effective, whereas stabilising type activities are more effective in simple, stable environments. Therefore the model proposes predominantly destabilising type tactics as appropriate for a complex and turbulent environment such as is currently being experienced in South Africa. Implications: This paper is of benefit to marketers by emphasising a new way to consider the future marketing activities of their companies. How this model can assist marketers and suggestions for research to develop and apply this model are provided. It is hoped that the model suggested will form the basis of empirical research to test its applicability in the turbulent South African environment. Originality/Value: Since businesses and markets are complex adaptive systems, using complexity theory to understand how to cope in complex, turbulent environments is necessary, but has not been widely researched. In fact, most chaos and complexity theory work in marketing has concentrated on marketing strategy, with little emphasis on individual tactics and even less on the marketing mix as a whole. Therefore, this paper can be viewed as an important foundation for a new stream of research using chaos and complexity theory to better understand marketing mixes and the choice of marketing tactics for complex and turbulent business environments.
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    Selected key external factors influencing the success of rural small and medium enterprises in South Africa
    (World Scientific Publishing, 2014-09) Lekhanya, Lawrence Mpele; Mason, Roger Bruce
    Small businesses are critical to improving economic development in rural areas of South Africa. However, rural entrepreneurs are still faced with challenges and problems which make the success of small businesses, especially in rural areas, uncertain. This paper investigates business environmental, financial and infrastructural factors that influence the success or otherwise of Small and Medium Enterprises (SMEs) in rural areas. Primary data was collected in five rural areas of KwaZulu-Natal (KZN) from a sample of 374 business owners/managers, with respondents completing a questionnaire. Access to finance and skills shortages were the factors that most significantly differentiated between more successful and less successful rural businesses in KZN. The majority of respondents indicated that poor roads/transport and access to electricity were major problems.
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    Service quality at technical and vocational education and training colleges : perception according to demographic factors
    (UNESCO, 2018-06) Mason, Roger Bruce; Mbambo, S. N.; Pillay, M. A.
    TVET colleges are regarded as second-class educational institutions in South Africa. As a result, their enrolment targets are not being met, which is a problem for the development and growth of this educational sector. The objective of this paper is to identify whether students’ satisfaction with the service quality provided by TVET colleges differ according to selected demographic factors, and thus help to understand specific reasons for not meeting their enrolment targets. A survey of 301 respondents from six colleges, using a SERVQUAL questionnaire, comprised the methodology. The results showed little difference in satisfaction with service quality according to the demographic factors tested – all respondents were more or less equally dissatisfied with the service quality of their TVET colleges. Therefore, looking for reasons for the poor enrolment levels amongst the different demographic characteristics of the students is pointless. The poor service quality perceived is probably due to inadequate systems, or inadequate management or staff training, rather than failure to meet specific needs of students from different demographic types. Recommendations are provided for overcoming the poor service, and for further research.
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    A comparative investigation into the changing use of shopping malls in Germany and South Africa
    (JBRMR, 2019-07) Mason, Roger Bruce; Dobbelstein, Thomas; Corbishley, Karen Margaret
    Based on the decline in development of new, and use of existing, shopping malls that is happening in the USA due mainly, it seems, to e-shopping, a comparative study was conducted to investigate perceptions of shopping malls and their use in Germany (a developed country) and South Africa (a developing country). Are attitudes towards mall shopping changing, or are there other factors influencing changes in mall shopping, e.g. increase in e-shopping, lack of security (especially effect of crime in South Africa), preference for localised shopping, etc.? A questionnaire was developed from the literature and distributed via e-mail to a comprehensive database of consumers, collecting a pre-set, socio-demographic quota sample from the defined target groups. The resultant data was analysed using relevant descriptive, inferential and multivariate statistics to identify the importance of the various factors. The main finding was that South African consumers are increasingly using shopping malls, whereas German consumers are using malls slightly less than they did 2 to 3 years ago. South Africans would like to see better entertainment and unique experiences in malls, while Germans would like to see malls developing a stronger identity, integrating themselves more into their communities and acting for the good of the community they serve.
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    Awareness of the space industry as a career opportunity in South Africa
    (IGI Global, 2019) Zuma, Khanya Philani; Mason, Roger Bruce; Maharaj, Mandusha
    The South African space industry is not seen by young learners as a potential career. The objectives of this study were to identify: high school students’ awareness of the industry, their perceptions of employment opportunities, and their knowledge of the industry’s educational requirements. A quantitative, descriptive survey with structured questionnaires was administered to 171 respondents. Purposive and quota sampling selected grade 10-11 students in rural, urban and suburban schools. Most respondents had some awareness of the industry, but had limited knowledge about career opportunities, especially in rural schools. Respondents were unclear about how and where to apply for space-related education. The space industry inadequately markets itself to students, so more outreach programs, sponsoring of science and technological projects, more scholarships, and encouragement of the Department of Higher Education to provide information about, and improve career guidance officers’ knowledge of, the space industry are recommended.
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    Factors that influence perceptions and purchasing of organic produce by South African Consumers : a literature review
    (IGI Global, 2019) Fynn-Green, Geraldine; Mason, Roger Bruce; Giampiccoli, Andrea
    This article provides insight into the literature on consumer perceptions towards organic fruit and vegetables, attempting to identify factors that influence purchasing practices. Several supermarkets and fresh food markets in South Africa are now selling organically produced food items and consequently provide consumers with an alternative to conventionally grown food. However, limited research has been conducted in South Africa regarding consumer awareness and knowledge pertaining to organic produce and how consumer perceptions affect their purchasing practices. This article therefore provides a background to the organic food market in South Africa. From available literature, the article then goes on to explain the consumer behavior related to purchasing organic food produce, specifically with regard to socio-economic demographics and factors influencing willingness to pay a premium for organic produce. The article culminates in suggestions for further research to improve knowledge and understanding of the organic produce consumer in South Africa.
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    E-learning : a means to increase learner involvement in research
    (IGI Global, 2014) De Beer, Marie; Mason, Roger Bruce
    This paper investigates a method for increasing the involvement of marketing fourth year learners in academic research, by encouraging greater participation in, and commitment to, their research project in the Applied Marketing IV subject. It is assumed that greater involvement will result in a greater pass rate. The main rea- sons for this lack of interest were found to be a sense of incompetence and a lack of resources which were the main objectives of a research project. These objectives were addressed by using learner centered methodolo- gies with the research method Action Research. This research method with the slow resolution of problems was used together with a teaching methodology whose objectives supported the resolution of the learners' inadequacies. Formative assessment was used at the start of the measuring of the learners'progress and was found useful with its quick and positive feedback in supporting the learners' con.ftdence. An eClassroom was structured for the implementation of the Applied Marketing IV course. It was designed in such a way that it facilitated the learners' use of the more commonly used devices such as sur.ftng the web, email and Internet over and above the chosen course material. Although it was not possible to complete the main intervention of the project it was possible to use the participants' experiences in the navigation of the course material in the eClassroom, to further develop future follow-up courses.
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    Consumer protection awareness in South Africa
    (2007-01) Mason, Roger Bruce
    This paper addresses the lack of knowledge about awareness of consumer protection in South Africa, especially amongst disadvantaged consumers. Literature shows that there is a high correlation between the level of economic development and the awareness of consumer rights. The more developed a country is, the more aware its people will be in terms of their consumer rights. The less developed a country is, the lower the level of consumer rights awareness consumers will have. Consumers, like any other citizens of a country, have a right to be protected by the law. Private and non-governmental organisations and the consumer councils need to ensure that the interests and rights of consumers are well protected. The study involved a literature review and an exploratory empirical study into the effect of income and education on awareness of consumer protection by a sample of Durban consumers. A strong positive relationship between consumer protection awareness and income and education was found. Recommendations for actions to improve consumer protection awareness amongst low income, poorly educated consumers are made, and further research to develop a deeper understanding of the problem is suggested