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Faculty of Management Sciences

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Subject: search.filters.subject.Decision making

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    Factors influencing the consumer decision-making process regarding green fast-moving consumer goods in the greater Durban area
    (2023) Dorasamy, Bianca; Govender, JP
    There is an urgency regarding climate change. Consequently, environmental consciousness among consumers is more prominent now than in the past. However, although the motives for buying green products have generated scholarly interest due to environmental concerns, there is a gap in the literature in understanding consumer green purchase intention and actual purchase behaviour from developing countries. This study, therefore, aims to develop and test the applicability of green consumption of FMCG products grounded in the Theory of Planned Behaviour (TPB) and thus address the “attitudes–behaviour” gap documented in the literature from the perspective of South African consumers. A quantitative research approach following a descriptive research design was used to examine the factors influencing consumer purchase intention and the actual behaviour of Fast-Moving Consumer Goods in the Greater Durban Area, South Africa. The study uses non-probability convenient sampling collected from 381 South Africans residing in the greater Durban area of KwaZulu-Natal province. Structural equation modelling was applied in analysing the data. The finding of the study shows that pro-environmental attitude and perceived value (quality) of green FMCG products positively influenced green FMCG purchase intention, which in turn, positively impacted the actual purchase behaviour of green FMCG products. The findings further show that perceived value may be a barrier to green FMCG purchase intention, although the relationship was insignificant. This study provides practical implications for FMCG marketers in their bid to shift from conventional products to green products.
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    An assessment of strategic decision-making processes in small and micro enterprises in the services sector in South Africa
    (2019-02) Gopaul, Roger; Rampersad, Renitha; Pillay, Gnanam
    The thesis assesses the strategic decision-making process in small and micro enterprises in the services sector in South Africa. The mortality rate of small and micro enterprises remains undesirably high in South Africa. Among the factors affecting small and micro enterprise sustainability is poor managerial skills including deficiencies in the strategic decision-making process. A review of the literature revealed that there is a gap pertaining to an assessment of strategic decision formation among this sector. On the basis of the literature review, the process of strategic decision-making was assessed in different situational contexts consisting of the external environment and internal environment which influences the decision formation. The study assumed a qualitative methodology in order to understand the phenomenon of strategic decision-making. SSemi-structured interviews, focus group sessions and observation methods were employed, as the essential form of data collection. The sample population comprised thirty businesses that satisfied the criteria of small and micro in the services sector. A content analysis was conducted in order to present the findings of the research study and offer an integrated theoretical model of the strategic decision-making process. The findings of the research indicate that the process of strategic decision-making is pivoted on the intuitive decision-making tendencies of the business owners. As such, there was diminutive reliance on a procedural rational mode towards formulating decisions among small and micro businesses. The phases of the decision formation process within these businesses were simplified with few steps involved. The phases of the decision-making process consisted of information gathering, interpretation of information and option generation for implementation. The findings show that the process of strategic decision formulation within small and micro enterprises adopts an intuitive approach consistent with a descriptive mode of decision-making. The phases of the intuitive approach to strategic decision-making among small and micro enterprises were deemed iterative and overlapped during the process of formulating the decisions as compared to a decision-making mode that is fundamentally sequential in character. The findings of this study have many potential theoretical contributions to the stock of knowledge as well as practical contributions to governmental policy-makers, supporting agencies and business owners. Recommendations for future research were advocated which have the propensity to further augment the understanding of the strategic decision-making process.
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    An investigation into the factors that influence students' choice of a selected private higher education institution in South Africa
    (2017) Singh, Divanisingh Kuber; Govender, Saths
    “Education is the most powerful weapon which you can use to change the world|” (Educational Quotes – BrainyQuotes: 2001) Education is not a luxury, education is compulsory……. The world’s population is ever growing: children are entering school and completing school in their masses year in and year out. Unemployment is a crisis for countries and individuals. Living in poverty is as good as inviting death. With so much emphasis on education, it is intriguing to find solutions and use success to overcome the desire for revenge. However, in South Africa the challenge is the number of individuals entering Higher Education. The particular challenge is the limited number of government subsidised institutions in South Africa. The country has over 500 000 students completing Grade 12 each year and the Department of Education is constantly striving to improve annual pass rates. However, the challenge remains that the number of seats available at government-subsidised institutions are extremely limited and cannot gratify the number of students completing the NSC examinations annually. They have a right to education. However, the university options offered to these individuals are extremely limited. Private Higher Education Institutions (PHEIs) are endeavouring to bridge the gap in education and provide alternatives to higher education for individuals who have been rejected for seats at universities. Yet, another challenge is the plethora of PHEIs available in South Africa, making it a difficult choice for students. Whilst PHEIs in South Africa should not be regarded as a business option but rather a necessity, they are not subsidised by government. Most are privately owned. These institutions compete for survival and unfortunately, revenue margins determine the future existence of these institutions. The current study focuses on the alternative option for students at private higher education institutions. The researcher sets out to identify the factors that influence individuals to select a PHEI when exposed to the alternative of a university. It is clearly understood that there are criteria involved, which individuals will take into consideration before making a decision. The process of this decision is a lengthy one. However, this option only arises at a latter stage for the individual student as they receive rejection letters from universities. As a last ditch attempt, they are placed in a situation of taking hasty critical decisions. The researcher was interested in how these students reach a final decision on their selected PHEI and which factors play a role in the decision? The overall aim of the study was to identify the factors that influence students’ decision to choose a selected PHEI to further their studies after Grade 12. A quantitative research method was undertaken to achieve the objectives of the study. One hundred and seventy five students in a program were targeted to complete the survey. The outcomes of this research will be used to improve the quality at PHEIs and ultimately the PHEIs will adopt strategies that will enable them to plug the gap that government-subsidised institutions cannot fill. The research will assist PHEIs in increasing the number of enrolments by adopting a more precise marketing strategy and using marketing budgets more appropriately; decreasing costs and increasing the profit margins. This will ensure stronger establishments for PHEIs and contribute to the security of their existence. In this study it was found that several factors impact on the choices made by students- these include factors driven by social forces, economics, school and community and habitus. The main choice factors to influence the student’s decision considered during this study were accessibility, branding, quality and cost. In concluding the research the outcomes and variables is discussed in detail in Chapter Five.