Faculty of Management Sciences
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Item Factors influencing the demand and consumption patterns of green products (FMCGS) in the greater Durban area(2019-09) Chauke, Obed Freedom; Hawkins-Mofokeng, Raymond HilaryThe study focuses on analysing factors influencing the demand and consumption patterns of green products (FMCGs) in the greater Durban area (Glenwood, Greyville and Durban Central). Over the years green marketing has been an evolving topic, yet the market share of green products is significantly low. Green products are part of holistic green marketing and the progression of this type of marketing has also evolved to the point where almost every consumer is aware of it.Item Fortification of food products : a consumer perspective(2019-04) Serubugo, Ayub; Penceliah, Darry S.The prevalence of malnutrition and hidden hunger in developed but largely in developing countries, has led to the introduction of mandatory food fortification for the purpose of overcoming micro-nutrients malnutrition. Consumers have inadequate knowledge and are not aware of the relevance of food fortification. It is important for consumers to be conversant with fortified food products in order to make healthy food choices in a bid to overcome the phenomenon of micro-nutrient deficiency. The purpose of the study was to assess consumers’ level of awareness of food fortification in South Africa. A sample of n=400 consumers in the Durban central region was selected to participate in the survey. Non-probability convenience sampling was applied to nominate the participants in the study. The positivist cross-sectional study was undertaken using a quantitative paradigm to assess the various factors responsible for consumers’ inadequate knowledge of fortification. The measuring instrument was a five-point Likert scale questionnaire that constituted twenty-five questions and one open ended question. The results were captured on excel spreadsheet and analysed using SPSS version 25.0 software package. Descriptive and inferential statistical methods were utilised to summarise and analyse the results respectively. The study established that most of the consumers are not familiar with food fortification and its importance. The findings indicate further that there is a positive relationship 𝑝 < 0.05 between knowledge of the benefits of fortified products and motivation to buy fortified food products. On the other hand, it was also found that, there is a significant relationship between the shortcomings of food fortification and barriers for fortified food purchase intention. Therefore, there is a need to develop intervention strategies that can create awareness of food fortification basing on the findings of the study.Item South African consumers' perceptions of and attitudes towards a Jamaican restaurant : country of origin effect(2016) Neshehe-Mukhithi, Fhelani; Lekhanya, Lawrence MpeleThis study is aimed to explore the perceptions and attitudes of South African towards products or services of foreign origin, in particular a Jamaican restaurant in Pretoria. The study objectives were to explore that perceptions and attitudes of South Africans toward products and services of foreign origin, investigating the various factors influencing the consumer buyer behaviour towards products including foreign products and services, and to make recommendations regarding the marketing of foreign products and services. A literature review was conducted which detailed the factors influencing consumer buyer behaviour and the various components of the country of origin effect that has consequences on the marketing of products of foreign origin. The study was a quantitative study where a sample of 231 participants between 18 and 65 years of age were selected using availability sampling at a shopping mall in Pretoria. Questionnaires were given to selected participants who completed and returned the completed questionnaire to the researcher. All the selected participants completely filled the questionnaires. The data from the questionnaires was collated using Microsoft Excel spreadsheets. The data was then presented as pie and bar charts generated from the frequency tables. Data was analysed using simple descriptive statistics, interpreting the meaning of the data and discussing the data in line with the findings of the literature review. The results showed that the participants’ responses displayed significant phenomena that relates to the perceptions and attitudes of citizens towards foreign products and services. The results demonstrated that many of the participants displayed a significant degree of animosity against foreign products, with ethnocentrism and patriotism. There was also a display of a degree of protectionism of the local industry from the influx of foreign products and services. A significant number of participants also stated that foreign goods must be regulated through higher taxation to protect the local manufacturing industry and prevent further unemployment. However, the results also showed that a significant number of participants do not display animosity towards foreign goods, and neither do they feel bound by ethnocentrism and patriotism, hence they perceive that buying foreign goods is an option. Participants also noted that they consider the country of origin of the products so as to determine the perceived quality, price and utility, often from the perceived country image.Item Brand preference for mobile phones among students at a selected higher education institution(2017) Ndadziyira, Tafadzwa; Govender, Jeevarathnam ParthasarathyIt is widely evident that the mobile phone industry is facing rapid growth, with the increased introduction of cheaper mobile phones in South Africa intensifying competition between such companies. A number of studies have been conducted in other countries on brand preferences, but there remains a gap in knowledge with regard to the South African market. It was therefore warranted to academically research factors influencing consumer brand preferences when purchasing mobile phones, in order to understand these preferences, and what consumers consider when making such purchases. The rationale of the study was to provide new insights for local marketers into the factors consumers consider most when looking at mobile phone brands. The aim of this study was therefore to determine brand preferences for mobile phones amongst students at a selected higher educational institution in South Africa. The study adopted a quantitative research approach, where the data obtained was descriptive and cross-sectional in nature. The research population was made up of students studying at the Durban University of Technology (DUT), where convenience sampling was performed on a target population of 378 students. The sample size was selected by giving questionnaires to those students most available to the researcher. The results were then analysed using the Statistical Package for Social Sciences (SPSS) Version 24.0 software. Validity was ensured by conducting a pre-test of the questionnaire, and the study’s reliability was measured using Cronbach’s Co-efficient Alpha test. The study findings showed that brand popularity, prices, product attributes, social influences and marketing communications all affect mobile phone brand preferences amongst students. The study results also showed, however, that there were some product attributes and social influences that did not influence these preferences. Recommendations are given to industry players to increase their knowledge of these important factors, to aid with the improvement of their brands and increasing their market preference in this highly competitive industry.Item Influence of convenience goods package on consumer buying behaviour : an international student's perspective(2017) Tinonetsana, Faith; Penceliah, SoobramoneyThe role of packaging has changed with the move to self-service retail formats. Marketers have transformed packaging to become one of the major promoting tools of products, which in turn gets the attention of potential customers and communicate the brand value to the target market. Thus, there is a necessity to explore packaging and its elements in more detail, in order to understand which of these elements are the most important factors influencing the consumer’s purchase decision. This study seeks to reveal the influence of visual and verbal packaging elements on international students buying decision of convenience goods specifically fruit juice which is popular among students. A quantitative, non-probability research approach was employed and convenience sampling was used to identify and select study participants constituting 397 students. In the study the visual and verbal elements are both found to influence consumer buying behaviour. The visual elements that influence consumer buying behaviour are colour, graphics and packaging technology. The verbal elements that have an influence on consumer buying behaviour for convenience goods are label information and brand name. The factor analysis shows that the most important factors during buying decisions are label information, brand name, graphics, colour and technology. The regression analysis reveal a significant relationship between consumer buying behaviour and seven predictor variables; colour, graphics, packaging technology, label information, brand name, level of involvement and time-pressure. The results also reveal that when consumers are under time-pressure, they consider visual elements when they make their purchase decisions. On the other hand, the consumers consider verbal elements when they are not under time-pressure. The results also show that consumers regard convenience goods as low involvement products. Thus it is the duty of marketers to utilise packaging as a marketing tool and weapon against competitors. This study recommends that marketers must consider all packaging elements when designing a package because all packaging elements are significant in drawing interest and attention of consumers. If these elements are properly combined the package will be more attractive and attention-grabbing.Item The emotional effects of sizing and fit on purchasing behaviour in women's clothing(2012-10-16) Feather, Wendy; Penceliah, Soobramoney; Docrat, SulemanSatisfying consumers’ needs and wants has always been a primary goal of marketing. These are fulfilled when consumers make the right choices of products to purchase. The driving force behind such purchasing decisions is generally regarded as motivation and this varies between consumers, with each one having their own reasons for their respective choices. For the convenience of consumers, women’s clothing is displayed in stores according to the body sizes of the garments, as reflected on each of their labels. However, this practice can be confusing to consumers because manufacturers use differing sizing systems. The resultant sizing and fit problems in women’s clothing have been documented in many studies around the world. The aim of this study is to explore the emotional effects of sizing and fit on purchasing behaviour in women’s clothing. It looks at current literature regarding emotions in purchasing, consumer decision making and sizing and fit and focuses on sizing and fit problems encountered when women try on clothing in a store. Their emotions whilst going through this process are identified and the subsequent effects of these emotions on their purchasing behaviour are examined. The study firstly reveals that emotions are felt, in varying degrees, by women consumers arising from sizing and fit problems when trying on clothing in stores. The results show that positive emotions are not felt strongly. Secondly, the study identifies the influences which emotions have on purchasing behaviour. The results indicate that positive emotions have a significant influence on purchasing, whilst negative emotions have a lesser effect. Thirdly, the study reveals that in the relationship between satisfaction and the demographic profile, age played a significant role in the scoring of positive emotions when respondents experience inconsistency of sizes between stores.Item The market orientation of proudly South African companies : students' perceptions(2007) Thoola, Tebello PaulThe aim of this research is to evaluate students’ perceptions toward the market orientation of Proudly South Africa companies at Durban University of Technology. The Proudly South African campaign is currently very topical, having become a visible brand in its own right within the period of ten years, with the primary objective of creating job opportunities, supporting local companies by buying products that are produced within the boundaries of South Africa and to initiate nationalism among South Africans.