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Faculty of Management Sciences

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Author: search.filters.author.Corbishley, Karen M.

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    Drivers and barriers of fast fashion implementation in South African retail
    (2023) Biyase, Nokwanda; Mason, Roger Bruce; Corbishley, Karen M.
    This study aimed to identify the factors that comprise the drivers of, and barriers to, the implementation of fast fashion clothing in the retail industry in South Africa via a case study of one of South Africa’s major fast fashion retailers. Using a quantitative, questionnaire-based, e-mailed survey to collect data from a self-selected convenience sample of 78 managers and employees, the study findings confirmed the importance of both information (store feedback and stock planning) and supplier relationships (capability and flexibility) as drivers of fast fashion. Overall, ‘capability’ was perceived overall as the most important factor, enabling adjustments to range, order size and market closer to the selling season. Barriers were confirmed as issues related to product (quality, authenticity, perishability) and social responsibility (environmental and exploitation/ethics) in the opinion of this retailer. Although both were perceived as important, environmental issues dominated, with respondents seeing the wastefulness and excessive consumption of fast fashion as the main barrier to its implementation in South Africa. The first research of its type in South Africa, the study contributes to knowledge about fast fashion in South Africa, and possibly in other developing countries, and should assist with the implementation of this strategy by South African retailers. Furthermore, a clear understanding of some of the negative opinions about FF might assist with a more socially responsible implementation.
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    COVID-19 involvement, shopping motives and buying behaviour : a German/South African comparison
    (Expert Journals, 2022-04-25) Corbishley, Karen M.; Mason, Roger B.; Dobbelstein, Thomas
    This study aimed to investigate whether consumers’ personal involvement with the COVID-19 pandemic led to hedonic or utilitarian buying motives, and how these buying motives might encourage impulse or planned buying behaviour. Furthermore, it examined whether these influences differed between a developed country (Germany) and a developing country (South Africa). The methodology involved a quantitative, descriptive, cross sectional survey, using a questionnaire based on the literature and sent by e-mail to a quota sample from an online-accessed consumer panel. Useable responses of 548 each from the two countries were analysed, showing that respondents with high levels of involvement with COVID-19 also show high levels of hedonic motivation, whereas utilitarian motivation appeared less important and not linked to a greater involvement with COVID-19. The study also found that a high hedonic motivation is associated with more impulsive shopping, whereas utilitarian motivation is not. The implication is that those with a utilitarian motivation tend towards planned shopping. Finally, the findings show that there appear to be no significant differences between the buying behaviour of consumers in a developing country and a developed country. This study contributed new knowledge about consumer shopping behaviour by examining the interaction of the hedonic/utilitarian construct and the impulsive shopping construct as components of consumer behaviour, research that has not been done before, and especially not in a developing country nor relative to the COVID-19 pandemic.
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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.