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    The influence of digital versus traditional advertising media on consumer behaviour in the Durban Metropolitan Area
    (2023) Ndadziyira, Tafadzwa; Govender, J. P.
    The increase in the use of the Internet has pushed companies to shift their marketing strategies from traditional to digital techniques. The use of advertisements has significantly increased in the 20th century with the expansion of industrialisation. However, during the late 1980s, advertisements were fairly limited to television, radio, billboards and newspapers. Today, businesses are leaning towards digital advertising. Companies are now focusing on social media and mobile advertising to the extent that they may takeover television advertising. The growth of digital platforms has facilitated the way humans act, their habits and their interactions. Previous studies have been conducted on effectiveness of advertising from the company’s point of view. Hence, in this study, the aim is to investigate the impact of digital advertising versus traditional advertising by examining their influence on consumers’ behaviour. The main research question for the study is ‘What is the impact of digital advertising versus traditional advertising on consumer behaviour?’ The study aims to investigate digital advertising versus traditional advertising based on the consumers’ point of view. The rationale of the study is to provide new insights to local marketers on consumer behaviour with regards to advertising, while the results gave marketers access to information on the influence of digital advertising as compared to traditional advertising. In addition, the study was important in providing information with regards to digital advertising versus traditional advertising and consumer behaviour. The study helped to upack these three together whereas they have always been studied separately with no comparison to digital and traditional advertising. The performance of digital advertising and traditional advertising when it comes to consumer behaviour needs to be revealed in order to assist marketers when making advertising choice decisions. In addition, the study added to the literature, thus closing the knowledge gap. The research was carried out in the Durban Metropolitan Area. A quantitative approach was adopted, with the research being descriptive in nature and cross-sectional. Consumers in the Durban Metropolitan Area were the research population for this study. The study’s findings revealed that both traditional and digital advertising media play an important role in influencing the way consumers behave. Traditional advertising offers one-way communication, whilst digital advertising offers two-way communication. This allows consumers to ask if they need more information and thus influences the decision they make. Traditional advertising media platforms are seen as credible sources of information, whilst digital advertising platforms are seen as misleading, exaggerating and not credible. This study recommends that marketers should not underestimate the influence of traditional advertising media on consumer behaviour. Marketers should improve and continue to use traditional advertising platforms, especially for products and services that require a lot of credibility, because customers trust traditional advertising platforms more as compared to digital advertising platforms.
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    Food-related health challenges of children and the role of the Consumer Protection Act 68 of 2008 in regulating unhealthy food advertising
    (2023) Hlongwane, Minenhle; Reddy, Karunanidhi
    This research has shown that the heavy advertising of unhealthy food products and beverages is a likely causal factor in weight gain and obesity. Advertisers are using various techniques to exploit and target children-consumers under the age of twelve years old. As a result of consuming unhealthy foods products, children are victims of non-communicable diseases (NCD’s), which are medical conditions that result in serious health challenges, are non-infectious and cannot be passed from person to person (The Obesity policy coalition 2011: 10). The marketing of unhealthy food products has a destructive influence on children’s food choices and health. It has been established and acknowledged that there is a link between NCD’s and unhealthy food product consumption and this needs to be addressed. The aim of this study is to investigate the food-related health challenges of children and the role of the Consumer Protection Act 68 of 2008 in addressing these challenges. The research design adopted for this study was quantitative in nature. The study’s questionnaire will consist mainly of closed-ended questions with a few openended ones, it was designed to assess the role of awareness of children-consumers; and the food-related health challenges experienced by children and the role of the CPA and other commensurate legislation in regulating unhealthy food product advertising. through the regulation of unhealthy food product advertising. Convenience sample is used, the results cannot be generalized to the whole population. The data was obtained from 377 respondents in the Mpophomeni Township area, the findings of this study will benefit those disadvantaged areas. The gap analysis revealed that the respondents confirmed that their children suffered from health challenges and that their lacked the maturity to understand such harmful effects of advertising. These negative gaps indicated that the regulation of unhealthy food product advertisement aimed at children was below the expectations of the respondents. This implied that the government had to do something to assist the children-consumers and ensure that these food industries complied with the provisions of the CPA. Disadvantaged areas such as Mpophomeni are encouraged to take steps to ensure the regulation of advertisement of unhealthy food product aimed at children. The dissertation provides some recommendations as to how to achieve the possible measures to protect children from unhealthy food product advertising.
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    A comparative study of the influence of brand awareness and brand image in the selection of a university of technology in KwaZulu-Natal
    (2019-11) Matli, Cleopatra Moipone; Veerasamy, Dayaneethie
    Brand awareness and brand image have long played an integral role in a variety of sectors, particularly within the private sectors where billions of rands are invested to entice potential customers. Similar to private entities, public entities such as tertiary institutions equally invest in brand awareness campaigns and brand image. Taking this to account, this study aims to determine the influence of brand awareness and brand image in the selection of a University of Technology in KwaZulu-Natal among first-year students. The objectives of the study were to establish and identify the brand awareness and brand image attributes that entice first-year selection of University of Technology (UoT) students. The study also examined the biographic variables of those students. To achieve these objectives, a quantitative research method was adopted wherein questionnaires were administered to 500 Durban University of Technology (DUT) and Mangosuthu University of Technology (MUT) first-year students. The study revealed that topics such as the investments in brand awareness and brand image, safety and security, the calibre of staff, delays in academics programmes, student-lecturer relationships and service delivery were identified as factors that influenced the DUT and MUT participants in their selection and their willingness to recommend their institutions to potential students. Thus, the study recommends that UoTs should pay more attention on branding strategies as an agendum to ensuring institutional profitability and viability, relationship management and human resource.
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    Cultural diversity and its influence on the attitudes of Africans and Indians toward marketing communication : a South African perspective
    (Open Journal Systems, 2016-12) Ijabadeniyi, Abosede; Govender, Jeevarathnam Parthasarathy; Veerasamy, Dayaneethie
    Culture has been reported to be one of the major factors influencing attitudes toward marketing communication. However, identification across prevailing cultural dimensions could have unique implications for attitudes toward marketing communication. This paper examines how African and Indian cultural values may or may not influence attitudes toward marketing communication. It explores how Africans converge with or diverge from Indians with regards to culturally sensitive attitudes toward marketing communication, based on a Marketing Communication-Specific Cultural Values (MCSCV) model adapted from the individualism-collectivism constructs. Attitudes toward marketing were measured based on the advertising scale of the Index of Consumer Sentiment toward Marketing (ICSM) practices. Data generated for this study were based on responses provided by 283 and 92 African and Indian shoppers at the main shopping malls in the most predominant African and Indian townships in Durban, South Africa viz. Umlazi and Chatsworth, respectively. Analysis of Variance (ANOVA) and Categorical Principal Component Analysis (CATPCA) were conducted on the dataset. Findings revealed that both races displayed more individualistic than collectivistic tendencies toward marketing communication, but Africans exhibited more collectivistic tendencies than their Indian counterparts. In addition, respondents’ individualistic tendencies have a significant influence on attitudes toward marketing communication which showed that consumers’ indigenous cultural disposition play a moderating role on attitudes toward marketing communication. This study builds on the marketing literature by validating the implications of cultural diversity for marketing communication. The study emphasizes how the interplay between target markets’ underlying cultural dispositions and cultural values held toward marketing communication, influence the consistency or inconsistency in consumers’ attitudes toward marketing communication.
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    Marketing communications and environmental turbulence : a complexity theory view
    (IFRD, 2014-04) Mason, Roger Bruce
    This paper investigates how the choice of different marketing communications activities is influenced by the nature of the company’s external environment, when viewing the environment through a complexity theory lens. A qualitative, case method, using depth interviews, investigated the marketing communications activities in four companies in order to identify the promotional activities adopted in more successful firms in turbulent and stable environments. The results showed that the more successful company, in a turbulent market, subtly uses some destabilizing promotional activities but also makes use of some stabilizing promotional activities. This paper is of benefit by emphasizing a new way to consider promotional activities in companies.