Masters Degrees (Marketing)

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An exploratory study of the position accorded to the University of KwaZulu-Natal (UKZN) by business in Gauteng Province.
(2010) Chiweshe, Nigel Tawanda Farayi.; Ellis, Deborah Ann.
No abstract available.
Is a market-led approach crucial to art and craft small and micro enterprises growth and sustainability [i.e. sustainability] in the KwaZulu-Natal midlands?
(2002) Obiri, Noelle Malova.; Hendriks, Sheryl Lee.
The purpose of the study was to investigate if art and craft small and micro enterprises (SMEs) in the KwaZulu-Natal Midlands of South Africa view market analysis as being a vital ingredient to the growth and sustainability of their businesses and whether or not they do adopt a market-led approach to running their businesses. The study went further to ascertain if adopting a market-led approach ensured growth and sustainability as measured by increasing sales turnover and job opportunities created. Motivation for this study came from the realisation that SMEs play a vital role in the world as a whole but especially so in developing countries. As large corporations downsize, SMEs create much needed employment opportunities, jobs that are not easily replaced by technological improvements (machines) because SMEs are highly labour intensive. In so doing they help alleviate poverty albeit in a small way. It is therefore imperative that research be carried out on various aspects and arms of SMEs to assist the Government, SMEs and service providers make informed decisions that will help nurture growth and sustainability in SMEs. The art and craft sector was preferred as a case study because it is one into which the marginalised communities (rural population) especially women can easily enter into. This is because usually they already possess the skill to craft as passed down from their parents and grandparents. Raw materials used in crafting are easily available and are cheap (sometimes recycled). In addition, crafting can be done in the home at a person's convenience while they look after their children or carry out other house chores. Thirty out of a possible sixty art and craft SMEs who produce market and sell their own products were interviewed between February and March 2001. The datacollection instrument used was a questionnaire, filled out by the researcher during face to face interviews. The face to face interview was selected as a data collection method because of the advantages it offers such as the researcher and respondents both being able to clarify either a question asked or an answer given. Findings of the study indicated that only one third of the sampled SMEs adopted a market-led approach in running their businesses and all of these did so after setting up their businesses. This was despite the fact that a larger percentage (53 percent) felt that market analysis was essential to the growth of their businesses. Reasons for this disparity were explored. Further analysis brought out the fact that most of the Sampled SMEs experienced growth in terms of higher sales returns and more job opportunities created irrespective of the business approach adopted. However the market-led businesses had an edge albeit not statistically significant. Based on these findings, recommendations were made to Government, SMEs and service providers on how to assist and ensure growth and sustainability of SMEs. Suggestions for further research were also made.
A SERVQUAL investigation into customer expectations and perceptions of service quality at DTA College Pietermaritzburg during 2010
(2011) Machaka, Zivai.; Soni, Sanjay Shantilal.
The marketisation of higher and further education institutions whereby education institutions adopt commercial practices to operate has led to increased competition in the education industry. Various sources of competitive advantage are being searched for aggressively by education institutions in the hope of securing customers and remaining competitive. Service quality has become one of the biggest sources of competitive advantage for higher and further education institutions as it enables the institutions to differentiate themselves from the competition. Development and Training for Adults (DTA) College in Pietermaritzburg, South Africa also faces similar challenges of the need to be competitive in an increasingly competitive environment. The study investigated the customers‟ perceptions and expectations of service quality at DTA College in Pietermaritzburg in order to identify and assess any existing service quality gaps. The SERVQUAL instrument which consists of 22 statements on perceptions and 22 on expectations of service quality was utilised to collect data for the research study at DTA College. A sample size of 58 was used and it was selected through stratified random sampling to maximise representativeness of the sample. Statistical Package for the Social Sciences (SPSS) was used to analyse the data. Statistical tools that include frequencies, meanscores and tabulations were utilised to present the data from findings. The Wilcoxon signed ranks test was also utilised to further analyse the significance of the gaps. The findings from the study indicated that, a negative service quality gap exists at DTA College. Reliability was the service quality dimension that had the widest gap which indicated that the respondents do not rely on the College as it does not deliver as per promise. Assurance was the service quality dimension which had the narrowest gaps. However, 3 of the 4 assurance gaps were significant according to statistical tests conducted which mean that DTA College has to pay attention to all the service quality dimensions regardless of the gaps being small. Frequent interaction between the college and the customers is recommended for DTA College as it provides the college with important information on customer expectations and perceptions. Continuous employee training to improve the existing skills is also recommended for the college‟s employees as it can have a good impact on meeting the customers‟ expectations of the service quality dimensions.
The impact of social media browsing on purchasing behaviour in the youth market.
(2011) Ramnarain, Yavisha.; Govender, Krishna Kistan.
Over the last century, technology has had one of the most significant influences on the way in which marketers conduct business. The advent of technological innovations, Web 2.0 and new media such as social media have altered the dynamics of business and has transformed the way in which marketers interact, communicate and conduct business with consumers. The increased and widespread use of social media in particular, amongst the youth has increased the importance of social media as a marketing and communication tool and sales driver. The youth in particular, have actively embraced social media which has become pervasive in their lives. The youth are actively involved and engaged on social media platforms and, as these consumers proliferate, engage, and interact on these platforms, they are creating new opportunities and avenues for marketers to influence their purchasing behaviour and increase their sales. The growing usage of social media is thus indicative of a rich interactive platform for marketers to capitalize on in order to remain prevalent and influence the purchasing behaviour of post-modern consumers such as the youth. Social media has created endless opportunities for marketers in order to influence and increase the purchasing behaviour of consumers. However, despite the significant opportunities and benefits, several marketers are hesitant and have failed to make use of social media as a medium for marketing and communication and influencing consumer purchasing behaviour. In light of the above, this study will establish, by means of quantitative analysis, the impact of social media browsing on the purchasing behaviour of consumers in the youth market, with a view of enabling marketers to utilize social media as a medium for influencing the purchasing behaviour of consumers.
Fast foods : UKZN Westville students' awareness of the health risks and their consumption patterns.
(2017) Govender, Ruvania.; Bozas, Alexander Robert.
The research reveals that although University of KwaZulu-Natal (UKZN) Westville students are aware of the health implications of excessive fast food consumption, they do not base their purchasing and consumption decisions on the risk factors. It has been found that students base their consumption decisions regularly on convenience. Majority of the registered students at the Westville Campus consume fast food at least two to three times a week whilst a few students do so more than once a day. It has also been determined that the risk factors of excessive fast food consumption do not directly influence the consumption behaviour of these students. Consumers are overwhelmed by numerous advances from marketers with the intention of persuading consumers into making the ultimate consumption decisions for goods or services. This study entails the awareness of UKZN Westville students according to excessive fast food consumption and will analyse such perceptions relating to the independent variables (preferences, factors affecting choice, information, trends and patterns and health implications) and the dependent variable (consumption behavior). According to the statistics from the South African Consumer Satisfaction Index (SAcsi), South African consumers rated fast food outlets with a 79% satisfaction score. However, UKZN Westville students have indicated that hunger (as a mean of satisfaction) does not occur. Moreover, whilst these individuals prefer fast food, the stronger preference is toward home cooked meals. This allows for the understanding of student preferences and the decisions relating to their ultimate consumption of fast food. The core focus provided the analysis of Westville students’ awareness in relation to fast food consumption leading to unhealthy lifestyles. In order to analyse these perceptions, 373 UKZN Westville students aided in administering questionnaires to understand the factors that influence these individuals into making the ultimate purchase. This convenience sampling occurred at the lecture venues, library as well as the main cafeteria in the Westville Campus. This study recommends that future research could be based on mediums such as the Internet due to its popularity, to discover if these aid in influencing consumers consumption decisions of fast food. It is also recommended that researcher be conducted in the wider Durban vicinity to acquire an adequate distribution sample.
Factors influencing coupon redemption rates among shoppers in the Durban area.
(2017) Dube, Portia Noluthando.; Arbee, Aradhna.
There are a number of different sales promotion strategies that marketers employ in an attempt to appeal to consumers and encourage them to buy. In recent years, couponing has emerged as a pop culture phenomenon in some parts of the world. However, many questions remain unanswered concerning the factors that influence coupon redemption rates among shoppers. Research shows a significant amount of low coupon redemption in South Africa, but no substantial research has thus far revealed an in-depth understanding of why this might be so. This study seeks to explore the reasons for low FMCG coupon redemption, as well as potential strategies to address this problem, with specific focus on consumers in the Durban area. Most existing research on the use of coupons explores sales promotion, with coupons investigated only briefly and superficially; such research has tended to focus on the advantages and disadvantages of coupon use. This study aimed to determine the extent to which shoppers in Durban use coupons when purchasing FMCG goods. It also sought to explore what factors encourage and discourage FMCG coupon redemption among the Durban shoppers. Lastly, it aimed to understand how FMCG coupon redemption rates among this group can be increased. In terms of the research methodology, taking an angle of qualitative exploratory study was relevant in order to gain initial insights into an area about which not much is already known. The study was conducted in Durban and the target population comprised both males and females aged 20 years to 50 years. Purposive sampling was used to select participants. A sample of 36 Durban residents participated in one of four focus group discussions. Guba’s model of trustworthiness was used to assess the rigour of the study. Data (audio recordings/transcripts) was analysed via qualitative content analysis. The main findings of the study include that the monetary value of coupons is a key factor influencing coupon redemption. Convenience (in terms of the types of coupons offered, the method of distribution and ease of redemption) is another important factor; participants indicated that in-store instant coupons are attractive for these reasons. Participants also prefer coupons for products that they purchase often, and not on brands that they do not already purchase. In particular, many are not willing to try other brands of personal care products, even with the added incentive of a coupon.
A content analysis of green information on three major online search engines.
(2017) Mabaso, Mandy Gweneth.; Ellis, Deborah Ann.
In a world where information is critical to decision making, the search for information has been made easier by the ease of access to online platforms such as articles, reviews, statistics, videos, images and even social media. A growing trend and concern is green behaviour which has emerged from concerns about the sustainability and condition of the environment. A study of the content of available online information related to how consumers can be greener would be beneficial to marketers and businesses in the process of developing their strategies to address the needs of the green consumer. The objectives of this study were to determine the extent and content of the environmental information available online which is targeted at consumers and to identify who is providing the environmental information. The content of each website listed from the search engines was evaluated against criteria from a structured research questionnaire. The study was conducted in the form of a content analysis of three major search engines which were Google, Yahoo and Bing. The study found that recycling, reducing, green products and energy efficiency were the most prevelant solutions on the environmental information sites. Profit-orientated companies and educational institutions are the major providers of environmental information available online as they collectively contributed about 70% of the information available online. Businesses should align their products in such a way that they offer solutions to environmental challenges. This should further be translated and be visible in their product labels and websites. Green marketers should consider uploading environmental information which appeals to a child audience.
Attitudes and perceptions of mobile advertising among rural youth in the Limpopo Province.
(2017) Nebaimoro, Madzanga Precious.; Arbee, Aradhna.
Mobile advertising, a form of advertising that targets people using mobile devices such as cell phones and tablets, has opened a platform for advertisers to communicate with their target markets at any given time and location. The mobile market continues to multiply in South Africa, and devices are continuously becoming more technologically advanced, resulting in more sophisticated advertising vehicles and mobile users. In addition, mobile advertising has been referred to as one of the best means to communicate with the youth. This study explores the attitudes and perceptions of youth in rural communities towards mobile advertising. As such, it addresses a gap in the literature on youth and mobile advertising, which tends to focus on youth in more urban contexts. The study focuses on the following types of mobile advertising: SMSs, video advertising, mobile web banner advertising and app advertising. An exploratory qualitative study was conducted, involving a sample of 38 participants. Six focus group sessions were conducted in Thohoyandou and Turfloop. The study used the ARF Model (that is, vehicle exposure, advertising attentiveness, advertising communication, advertising persuasion, and advertising response) and the ABC model of attitudes (that is, affect, behaviour, and cognition) to develop the research instrument, and then additionally used the Ducoffe Extended Model (that is, informativeness, entertainment, credibility, and irritation) to guide the analysis of the collected data. The following are the main findings of this study:  The majority of participants show low responsiveness towards mobile advertising; however, some welcome mobile advertising. Most participants find mobile advertising ‘annoying’ or ‘irritating’, mainly because they feel that the content advertised to them is not always relevant, has poor timing and invades their privacy. Other participants are happy receiving mobile adverts if the content is relevant, informative, helpful, creative and entertaining. Participants generally appear to have negative overall attitudes towards SMS advertising in particular, again largely due to irrelevant content. Video, mobile web banner and app advertising receive mixed reactions. Implications and recommendations are provided, for marketers and future researchers.
Service quality at a skin care franchise: a case study of placecol skin care clinics in Durban, South Africa.
(2018) Botha, Reiner Johannes Jacobus Petrus.; Naidoo, Vannie.
The objective of this study is to gain insight on the perceptions and expectations of Placecol skin care clinic clients’ and staff on service quality of skin care franchises in Durban. The skin care ndustry is a private sector that is highly concerned with face to face client interaction. Challenges that Placecol skin care clinic face is, measuring service quality within a skin care franchise is an indicator of whether the franchise clients’ is satisfied or dissatisfied with the service offered. The literature review emphasized that the skin care sector, being a sector that is strongly service orientated, would achieve a greater level of trust and confidence in their relationships with their clients’ through an attainment of service excellence. An investigation on this service quality perception and expectation in the skin care franchise in Durban would inspire other skin care franchises in South-Africa. The main theories utilized in this study was the SERVQUAL and Gaps model of service quality. Both theories were created by Parasuraman, Zeithaml and Berry (1985: 41). A questionnaire was used by the researcher to capture the data, the questionnaire was based on a five-point Likert scale that is linked to the quality dimensions relating to the skin care franchise. The sampling method utilized in this research study is probability random sampling. All the customers’ of Placecol skin care clinic had the same equal chance of being selected in the research study. This resulted in 53 clients and 7 staff members being selected from a population size of 100. Due to the nature and size of the skin care franchise all management and staff where used in the research study. The researcher made use of questionnaires to gather information and the data finding was administer by the researcher. According to Sekaran and Bougie (2010:296) sample size of 60 would be the most accurate examination of clients and staff if the total population is a 100. Data was presented in a form of tables, graphs and figures. Descriptive as well as inferential statistics were used to analysis the data. The research presents relevant recommendations to address these service quality gaps as well as offer short – medium term goals for the skin care sector. The study’s findings revealed the statistically significant differences between the expectations and perceptions of the service quality gaps amongst Placeol skin careclients’ and staff.
Consumers buying decision process towards cosmetics: a comparison of the generations X and Y in Durban.
(2018) Ilunga, Kateta Concordia.; Naidoo, Vannie.
Understanding the factors influencing consumers through the buying decision process is of vital importance, most especially in recent times whereby marketing is more consumeroriented. The main purpose of this study was to compare the behaviour of two different generations (X and Y) group consumers through the cosmetics-buying decision process. However, this study used the buying model, which includes five stages; needs recognition, information search, alternative evaluation, purchase decision and post-purchase evaluation. This study used a quantitative research approach. A sample size of 379 (Westville campus and Howard college students born between 1965-1999) was determined using the probability random sampling method. Furthermore, data was collected by means of a survey questionnaire, and a satisfactory return rate of 99 per cent, or 377 questionnaires, were submitted for statistical analysis. After analysis result revealed that out of 377 respondents, the majority of them was from the generation Y with 60.2 per cent (n=227) whereas the generation X was only 39,8 per cent (n=150). Furthermore, findings indicated that through the cosmetics-buying decision process, each generation (X and Y) consumers’ needs are triggered by different motives. Most of the generation X consumers buy cosmetics products to satisfy the need to enhance beauty, whereas the generation Y is more likely to be driven by physiological needs than compared to generation X. Furthermore, the generation Y is more likely to be influenced by advertisements than compared to generation X. Findings suggested that during the cosmetics-buying decision process both generations (X and Y) consider social network platforms as a source of information, moreover the generation Y is also more likely to consider previous brands as a source of information than compared to the generation X. Findings suggested that loyalty, quality, and price are the basic criteria that generations X and Y consumers use during the cosmetics-buying decision process. However, generation Y is also partially likely to consider recommendations from sales persons. Finally, findings suggested that both generations (X and Y) use satisfaction as a basic criterion in the cosmetics-buying decision process. Nevertheless, statistical test results indicated that there are significant behavioural differences between the generation X and Y consumers during the cosmetics-buying decision process.
Factors influencing consumption behaviour of fashion clothing brands amongst Generation Z female consumers in Durban.
(2018) Naidu, Rivani.; Salence, Marc Jan Louis.
The competitive environment amongst fashion retailers is volatile. The need for differentiation has never been more important. At the heart of every business is the consumer. There is a new generation on the rise, ‘Generation Z’. Understanding the factors that influence the consumption behaviour of fashion clothing brands amongst female Generation Z consumers’ will provide marketers with valuable insight in developing effective marketing programs in appealing to the youth market. This research paper seeks to investigate factors that are believed to positively influence the consumption behaviour of fashion brands amongst Generation Z consumers in Durban. These factors include: self-concept and brand-image congruity, perceived quality, reference groups and social media browsing. The study utilised a descriptive research design to accurately describe traits of variables regarding the phenomenon of interest. To accomplish this, quantitative methods were used to obtain relevant data. Self-administered questionnaires were utilised. The findings highlighted, depicted positive correlations between aspirational reference groups such as celebrity inspired trends and consumption behaviour. Quality was ranked strongly as an important consideration and influential factor when deciding to purchase fashion clothing brands. Furthermore, the study identified that smartphones were the most often used to connect to social media. YouTube, Instagram and Facebook were amongst the most popularly used and influential social platforms that should be strategically used in conversing with Generation Z consumers during their browsing activities. While there were no strong correlations between self-concept and consumption, it is evident that consumers purchase items of clothing from brands that reflect their lifestyles, personalities, attitudes and fashions styles. Therefore, fashion retailers should market their products with an element of personality that the youth can connect and identify with. Although this study offers valuable insight to fashion retailers, more in-depth analysis should be conducted utilising a larger sample across geographic locations, also taking sustainability into consideration, which is growing in importance each year. Keywords: Generation Z, Quality, Reference groups, Self-concept, Brand Image, Social Media Browsing, Fashion Clothing Brands, Consumer Behaviour.
Students’ perceptions on the effectiveness of product placements: a case study of a private higher education institution in Durban.
(2017) Koopman, Aaron Owen.; Perumal, Sadhasivan.
The development of technology has changed the way in which business is practiced and has had a profound impact on marketing and advertising. Organisations and brands have identified that it is important to attract and retain loyal customers. Advertising and the implementation of marketing communications strategies has been designed to create awareness about a product or brand and change the purchasing behaviour of consumers The saturation of advertisements within the various media has propelled marketers to employ not only a variety of approaches but to seek unique ways in which to market their products. The introduction of television has opened the door for companies to strategically place their products in movies, television programmes and music videos. The youth market represents an attractive market for many organisations, as satisfying this demographic’s needs early in their life cycle can result in the development of long-lasting and profitable relationships. As the youth are highly exposed to movies and television programmes, many marketers have been attracted to add product placements in visual media into their overall marketing communications strategy. However, results have indicated that product placements are similar to traditional advertising in terms of capturing the audience’s attention, developing positive feelings towards the product and recall when faced with a purchase decision. It was also established that students believe other marketing communication tools, such as digital and social media advertising, sponsorships, sales promotions and even traditional advertising as being more effective than product placements. This finding allows marketers to question whether they should use this approach when targeting a younger demographic, such as students.
The impact of celebrity endorsements on consumers’ perceptions of the Nike sports brand.
(2019) Pillay, Delwyn Harlon.; Oodith, Pravina Devpersadh.
Celebrity endorsements are constantly growing and increasing in popularity in marketing campaigns and especially in the marketing of sports brands. The aim of this research is to study celebrity endorsements and to determine the impact it has on consumers’ perceptions of the sports brands and the Nike brand in particular. The sample size consisted of 378 students from UKZN. They completed the questionnaire compromising of 9 sections. The sampling method that was used in this study was the simple random sampling method. A probability sampling technique was used to achieve a higher generalisation of results. Section A of the questionnaire was based on the biographical particulars of respondents. Section B to Section I of the questionnaire pertains to questions dealing with the sub-dimensions of this study. The Validity and Reliability of the questionnaire was assessed using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Descriptive and Inferential statistics was employed to generate the results of the study. The literature study revealed that celebrity endorsements play an important role in the marketing of sports brands, even though the cost of using a celebrity as an endorser is high. It also highlighted the importance of choosing the correct endorser for the brand. If the endorser behaves in a negative manner, this behaviour impacts on the perceptions that consumers have of the brand. Therefore marketers need to select their endorsers correctly. Marketers need to be aware that if a celebrity endorsement does not go according to plan, they need to know how to respond appropriately in order to prevent this from harming the image and perceptions of the brand in the minds of the consumers.
Measuring service quality delivery at Impendle Local Municipality in KwaZulu-Natal.
(2019) Mkhwanazi, Vusumuzi David.; Soni, Sanjay Shantilal.
The study explored service quality provided to citizens at the Impendle Local Municipality. The study is stimulated by the continuous violent protest and sometimes taxi conflicts at the Impendle Local Municipality, resulting in poor service delivery. The service quality model was used to inform the study. A case study research design, quantitative research methodology and cluster sampling was used to select 240 community members. Reliability and validity was upheld to ensure that the findings are credible. Data was analysed using SPSS version 25. The findings show a significant gap between citizens’ expectations and experiences: reliability (-3.2); assurance (-2.88); tangibility (-2.02), empathy (-2.88) and responsiveness (-3.17). Based on the findings presented in this study, in order to understand and deal with the gap between citizens’ expectations and experiences of service quality, the Impendle Local Municipality management should pay special attention to the dimension of reliability, assurance, tangibles, empathy and responsiveness as they influence service quality. The findings in this study may help the Impendle Local Municipality to understand and enhance the effectiveness of service quality efforts.
Durban customers' perception of cash back premiums marketing campaigns for Afrikaanse Verbond Begrafnis Ondernemings Beperk.
(2021) Ngwabe, Jane Nompumelelo.; Naidoo, Vannie.
The prime aim of this study is to evaluate customers’ perceptions of AVBOB cashback premium marketing campaigns and how it impacts on customers’ performance based on the Attention, Interest, Desire and Action (AIDA) model. This study draws on the AIDA model to determine the influence of the AVBOB cashback premium marketing campaigns on consumers purchasing decision – based on attention, interest, desire and action with reference to the AVBOB cashback funeral cover. AIDA, which is an abbreviation for Attention, Interest, Desire and Action is used by marketing staff to create powerful communication techniques that better reflects customers’ necessities and wants (Hadiyati, 2016: 51-52; Rawal, 2013: 38-39; Winer & Dhar, 2011:441). This study adopted a non-experimental quantitative approach for collecting data. It enables the researcher to explore the phenomena that is being investigated. Consequently, a convenient sampling technique was used to enrolled participants into the study. With 73.2% of the sample being females. 88.3% of the sample being Africans, 58.5% of the sample being single, 77.1% of the sample employed, and 48.8% of the sample having between 1 – 3 children, the results from this study revealed that this study used a sample of 205 respondents. The findings from this study revealed that 97.5% of the respondents buy the AVBOB’s cashback funeral cover as a family necessity. On customers’ performance or buying behaviour, the results from this study indicated that AVBOB cashback premium marketing campaigns influences customers’ attention toward the product, with p-values of <0.05. However, the results from this study suggested that AVBOB cashback premium marketing campaigns has no influence on customers’ interest toward the product, with p-values of >0.05. Similar, the findings from this study also revealed that cashback premium marketing campaign has no influence on customers’ desire toward the product, with p-values of >0.05. Furthermore, the findings from this study revealed that AVBOB cashback premium marketing campaigns influences customers’ decision to buy the product based on family necessity, with a p-value of 0.037.
Understanding the factors influencing green purchase intention.
(2020) Aigbe, Vivian Chineye Ofili.; Ellis, Deborah Ann.
Rapid worldwide economic growth has given rise to increased consumption by consumers, raising concern about the ecological decline and overconsumption of natural resources. Environmental sustainability issues and problems encountered around the world are affecting and altering the consumption patterns of humans lives and actions. Stimulated by the seriousness of the deterioration of the environment, consumers’ attitudes and behaviours in consumption matters are steadily changing, but consumption levels of sustainable products in South Africa are still low. Factors such as perceived high price, perceived inferior quality of green products, and greenwashing has been found in some studies to affect consumers’ perceptions of green products. The focus of this study was to determine the extent to which these negative perceptions limit consumers’ green consumption amongst a sample of South African consumers. To understand the factors potentially limiting green behavioural intentions the following factors were investigated: perceived quality, perceived price, social value, environmental concern, trust in green products and demographics. A casual research design with a survey of 301 adult respondents was used. Descriptive analysis of the profile of the sample presented, and the subsequent analysis of the reliability and validity tests carried out. Univariate analysis was also carried out and to conclude, a multivariate analysis was examined to determine how well the independent variables predict the dependent variable and to test the hypotheses. Findings showed that the independent variables (perceive quality, perceived trust, environmental concern, and social value) positively influence South Africa consumers’ intention to purchase green products, while perceived price had a negative influence. However, the two main variables that had a greater impact were environmental concern and perceived trust. The perceived higher price of green products was found to be a significant but relatively minor constraint’ to consumers purchasing these products. Given the major findings from this study, it is recommended that green products should be advertised more intensively and positioned in a way that portrays the benefits that are associated with purchasing and using them. This will raise awareness and trust in green products and may reduce the sensitivity to the higher prices. Marketers should invest in the quality of green products and both marketers and government should put in place environmental awareness campaigns to increase green consumer knowledge on the effect of not going green on the environment. This will raise a concern and in turn intention for green consumption. Limitations are identified and recommendations for future research are proposed.
The effect of family communication structure on children’s influence strategies and parental responses in a purchasing context.
(2020) Sookdew, Revasha.; Ellis, Deborah Ann.
Children are seen to have increasing power over family decision making and are regarded as being major participants in the consumer market and are an important target market. Not only do children have more power over their own spending, but they also have a greater influence over their parents’ spending. At the same time, family structures have changed, and parents have become more lenient with their children. Anitha and Mohan (2016) propose a conceptual model in which family communication structures affect the influence strategies used by children, which in turn affect parents’ responses. This research aimed not only to determine the relationship between family communication structures, children’s pestering, and parents’ responses, but also to test the model. A positivist paradigm and quantitative research design was used. Data was collected using a structured questionnaire. Using exponential snowball sampling, the sample consisted of 165 parents who completed the child portion of the questionnaire separately for each child thus giving a total of 300 child questionnaires. Non-parametric testing was then used to analyze the data showing the impact the various factors have on the final purchasing decision within a family household. Results were presented in the form of graphs and tables for ease of understanding. It was found that children exhibit low levels of both persuasive and emotional pestering, proving the relationship that family communication structure affects the kinds of influence strategies that children are likely to use. These family communication styles are associated with low levels of both persuasive and emotional pestering. In this sample, a consensual family communication style was most common, revealing that children belonging to consensual families use influencing strategies to get what they want and parents belonging to this family style are more open to accepting the views of their children. It was found that most of the participants agree to their children’s requests. Parents tend to agree more to food and snacks, clothes and shoes and grocery requests. As the most common pestering form was persuasive and the common parental response to this influencing strategy was to accept children’s requests, marketers should target both children and their parents in their communication strategies. Encouraging and endorsing a consensual family communication style would also make good business sense as children’s roles in family decision making are likely to be more accepted in families with this family communication style.
Consumer understanding of green symbols on beverage packaging and its influence on green behaviour.
(2020) Dumakude, Sinegugu Samukelile.; Ellis, Deborah Ann.
Climate change is no longer an idealistic but rather a critical reality faced by people worldwide with severe and urgent forecasts for the future. It is all very well for marketers to go green and implement green marketing initiatives such as the placement of green symbols on packaging; however, for sustainability to be achieved, consumers need to behave in a green manner. The purpose of this research was to evaluate consumer understanding of green symbols on beverage packaging and determine the implications for green behaviour. The study makes a practical contribution as it will assist marketers to understand what aspects of their green labelling communication influences consumers’ buying behaviour Theory contributions of this study are in understanding the role that knowledge plays in terms of behaviour and understanding the content of that knowledge. The study applied a cross-sectional descriptive research design and adopted a quantitative approach. Data was collected through an online questionnaire sent through Facebook, applying snowball mom-probability sampling resulting in 325 participants. Findings reveal that although about half of the respondents buy non-alcoholic beverage products that can be reused or recycled, behaviour to purchase products with green symbols is low. While non-alcoholic beverages are frequently bought, only about a third of respondents look for green symbols when making this purchase. Consumer knowledge of green symbols, attitudes toward green symbols, and the level of confidence consumers have in green symbols, has a positive impact on green behaviour. Moreover, consumer demographic factors affect attitudes and behaviour relating to green symbols on beverage packaging. Recommendations for marketers and government are to try and increase consumers’ level of knowledge of green symbols by establishing educational programs. Recommendations for future research are to use a probability sampling technique for better generalization of findings, and research how environmental studies are incorporated in educational institutions at all educational levels.
The extent and nature of green advertising in magazines in South Africa: a content analysis.
(2020) Ndlovu, Sibusiso David.; Ellis, Deborah Ann.
This study provides a South African perspective that is increasingly important in a globalised economy. Research shows that South African consumers are becoming environmentally conscious. As consumers are increasingly becoming aware of the negative impact of conventional products, organisations are encouraged to devise new strategies that reflect these consumers' interests. As a result, the use of green advertising by organisations targeting the green consumer segment is growing, with organisations interested in enhancing their green message. However, the extent or nature of such advertising has not been established within the South African context. This research seeks to assess and understand the extent of green advertisements in magazine advertising in South Africa and how the green message is communicated in these advertisements. This study followed the qualitative method, using a descriptive design and deductive analysis of magazine advertisements that were selected using a simple random sampling. This content analysis research on magazine advertising in South Africa provides insight into the nature of green advertisements. The findings revealed a limited number of green advertisements. The results provide evidence of the different green advertising appeals, message elements, message explicitness, green problems addressed and green solutions proposed in the green advertisements. Past research does not indicate how the green message is communicated in magazine advertising in South Africa. With insufficient information often reported as the cause of a lack of green behaviour, this study provides evidence of the extent to which this is true in South African advertising. Thus, recommendations are made to green product marketers on how to incorporate the green message into various elements of message structure to enhance green communication. The research also contributes to marketers using a green message, to understand the types of message elements currently being used in magazine advertising in South Africa and possible alternatives for making the green message unique. The study recommends future research to expand its investigation of green communications into websites, social media and television advertisements. Further, recommendations for green marketers, academics, policymakers and future research are provided.
Consumer-to-consumer influence on attitude towards, and intention to buy South Korean food: an Instagram study.
(2020) Ramjathan, Shéfali Rokush.; Ellis, Deborah Ann.
Background – With the emergence of the internet and the introduction of social networking services, opportunities for consumer-to-consumer (C2C) communication have expanded exponentially. Virtual communities enable consumers to access and exchange information with each other, independent of companies, allowing consumers to influence each other’s attitudes and behaviours. Instagram, a free photo and video sharing mobile application, is a platform with great potential and growth and has caught the attention of marketers seeking to understand and use C2C influence. With the increase of user-generated content (UGC), interest has shifted onto consumers and what factors influence them in a C2C context. Purpose – The purpose of this research was to investigate the factors of Source Credibility, Tie Strength, Informational Quality and Consumer Susceptibility to Interpersonal Influence (CSII) in the C2C context of Instagram and their effect on consumers attitudes towards and intentions to purchase South Korean food. The contribution is for marketers to better understand C2C influence. Research Methodology/Approach – A quantitative approach involved an Instagram account called @shaynanigans_sk being specifically set up and images and videos of South Korean food consistently posted. Research data on the constructs in the conceptual framework was collected using an online survey, with a total of 163 Instagram followers who made up the final sample. Findings – The research found that Source Credibility and CSII significantly impact consumers’ attitudes towards South Korean food, and Informational Quality was found to significantly impact consumers’ purchase intentions towards South Korean food. Managerial implications – Marketing practitioners spend a significant amount of time determining the driving forces that influence consumer behaviour. The outcomes of this study confirmed that the relationships between Source Credibility, CSII, and Attitude; and Informational Quality and Intention were significant. These results emphasise the need for marketers using consumers in Influencer marketing strategies on Instagram to consider and pay attention to the chosen consumers’ credibility, their content quality, and the types of other consumers they target, as these factors will influence the success of Influencer marketing on this platform. Research limitations – Limitations and recommendations for future research are identified.

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