Theses and Dissertations (Marketing & Sport Management)
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Browsing Theses and Dissertations (Marketing & Sport Management) by Author "Dhurup, M."
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Item Decision-making styles of generation Y consumers in the purchase of fashion apparel in Kempton Park(2012-11-01) Mandhlazi, Lawrence; Dhurup, M.The underlying determinants of how and why people shop has been a topic of study for many years, when typologies of shopping styles were developed. These studies have been successful in demonstrating that some shoppers display consistent shopping orientations that can be diametrically opposed, for example, the functional shopper versus the recreational shopper. This study concentrates on purchasing patterns of consumers by examining the decision-making styles of Generation Y consumers with regard to fashion apparel. The study reports on various stages that consumers undergo when confronted with a decision situation. These stages are outlined as need recognition, information search, pre-purchase evaluation, purchase, consumption and post-consumption. The buying behaviours influencing consumers were categorised into internal and external factors. The internal factor includes perception, motivation, learning, attitudes, personalities, self-concept, lifestyle and demography. The external factors comprised the following variables, namely, cultural background, subculture, family influence, and the social factor. The general characteristics of Generation Y were briefly discussed. Various dimensions used to measure consumer decision-making styles were reviewed in the study related to perfectionism, brand consciousness, novelty-fashion consciousness, recreational consciousness, price-and-value-for-money consciousness, impulsiveness and confusion as a result of overchoice of brands. The study adopted quantitative approach. A structured questionnaire was used to survey 230 students who were selected using non-probability convenience sampling. Seven dimensions measuring consumer decision-making styles were found to be applicable within the Generation Y context. These consumers were profiled as being quality conscious, brand conscious, novelty-seeking, hedonistic, confused by overchoice, habitual, brand loyal and fashion conscious. Differences were found between consumers who are confused by overchoice and younger Generation Y consumers. Younger consumers were found to be more confused by overchoice compared to their older counterparts. It is suggested that apparel retailers should try to use communication channels which will be more understandable by Generation Y consumers, and they should provide information that assists buyers to make a rational decision in the buying process. Differences were also confirmed between habitual, brand-loyal consumers and age. It was found that younger consumers are more likely to be loyal to specific brands as compared to their older counterparts. Differences were noted between brand conscious, confused by overchoice and gender. Brand consciousness was regarded as a reflection of men‟s desire to use shopping as a demonstration of their superiority, as well as being beneficial because they reduce search costs. It was revealed that males were more brand conscious than their female counterparts. It also highlighted that males were more confused by overchoice than females. The study found that the majority of Generation Y does pursue quality, even if it means paying higher prices. It is recommended that retailers should continue to emphasise their well-known brand names and set prices at levels where consumers perceive the quality of the product by its price. Retailers should focus on diverse designs, sizes and colours in their product assortment and range. The introduction of new products through the use of fashion shows, fashion magazines and advertisements may provide added advantages in terms of brand awarenessItem Green consumer buying behaviour: antecedents, selection attributes of generation Y consumers and the relationship with future behavioural intentions(2015) Muposhi, Asphat,; Dhurup, M.; Surujlal, J.The concept of green marketing has gained prominence in academia in recent years with concomitant implications for marketing strategy. The considerable attention accorded to green marketing is accentuated by concerns about global climate change and its threat to the sustainability of livelihoods. As the debate on green marketing continues to unfold, there are important issues yet to be addressed, one of which relates to the antecedents of green consumer buyer behaviour and selection attributes of green products. In view of the growing importance of green consumer buyer behaviour in contemporary markets, the purpose of the present study was to examine empirically the antecedents of green consumer buyer behaviour and the selection attributes of Generation Y consumers. The Generation Y cohort was considered as the ideal target population for the present study owing to its size, bespeaking a profitable market segment with the potential to provide a “snap-shot” of future pro-environmental behavioural intentions. The theories of Reasoned Action and Consumption Values provided the theoretical lens through which to examine and delineate the antecedents of green consumer buyer behaviour and the selection attributes of Generation Y consumers in the context of a developing country such as South Africa. The present study adopted a sequential mixed-methods methodology that commenced with a qualitative study and was followed by a quantitative study. For the qualitative study, data were collected from a purposively selected Generation Y student sample comprising sixteen participants. The principle of technical saturation was employed to ascertain the adequacy of the sample size. The credibility and trustworthiness of the qualitative study were achieved through pretesting of the interview guide, bracketing, prolonged ngagement with participants, member checks, peer de-briefing, an audit trail of the interviewing process and researcher reflexivity. The analysis of the qualitative data was conducted through the use of content and thematic analyses. The qualitative study identified environmental attitude, environmental concern, social influence, environmental responsibility, government influence, selection attributes and green purchase intention as the main determinants of green purchase behaviour. The qualitative study also revealed that the demand for green products is thwarted by marketing-related barriers such as high prices, misleading green marketing messages and unavailability of products. In line with the methodology of the study, the determinants of green purchase behaviour that emerged from the qualitative study were further examined through a quantitative study. The data for the quantitative study were generated from a conveniently selected Generation Y student sample of 386 respondents, using a structured selfadministered questionnaire. The historical evidence method and the pre-conditions of multivariate data analysis (confirmatory factor analysis) guided the determination of the sample size for the quantitative study. The statistical data analysis procedures utilised for the quantitative study were descriptive statistics, reliability and validity analysis, correlation analysis, confirmatory factor analysis and structural equation modelling. Prior to questionnaire administration, a pilot study was conducted to improve the accuracy of the survey instrument. The collected quantitative data were analysed using the Statistical Package for the Social Sciences (SPSS) 22.0 and Analysis of Moment Structures (AMOS) 22.0. The preliminary data analysis involved the process of coding and checking the distribution of scores. The results of the normality test revealed that the data were not normally distributed. Thus, non-parametric statistics were employed for correlation analysis and for testing gender difference in green consumer buyer behaviour. The Mann-Whitney U Test and the Kruskal-Wallis Test revealed that Generation Y female consumers are more apt to engage in pro-environmental behaviours than their male counterpartsIn order to verify the reliability of the measurement items, Cronbach’s alpha coefficient, the item-to-total values and composite reliability were computed. In addition, the validity of the survey instrument was enhanced through content, convergent, discriminant and predictive validities. The reliability and validity measures employed in the present study attested that the survey instrument utilised in the quantitative study was both reliable and valid. The results of correlation analysis indicated that environmental concern, environmental attitude, environmental responsibility, government influence, social influence and selection attributes have a positive association with green purchase intention. The correlation analysis also revealed a weak association between green purchase intention and actual purchase behaviour. Prior to testing the hypothesised relationships, the fitness of the measurement and structural models was assessed. The model fit indices that included the chi-square value over degree of freedom ( 2/df), Goodness-of-Fit Index (GFI), Root Mean Square Error of Approximation (RMSEA), Comparative Fit Index (CFI), Incremental Fit Index (IFI) andTucker-Lewis Index (TLI) yielded satisfactory results that are consistent with acceptable thresholds, demonstrating that the measurement and structural model fitted well with the data. The posited relationships were tested using structural equation modelling. The hypotheses testing results revealed that green purchase intention was significantly and positively influenced by environmental attitude, environmental concern, social influence, environmental responsibility and selection attributes, but not by government influence. The results also showed that the relationship between green purchase intention and actual purchase behaviour was moderated by selection attributes. The findings of the study imply that marketers need to formulate and implement green marketing strategies that enhance environmental attitudes and concerns, initiate programmes that foster environmental responsibility, understand the selection attributes of Generation Y consumers and utilise social networks to stimulate pro-environmental behaviours. The results also suggest that the South African government needs to re-invigorate its environmental initiatives to foster green purchase intention and the purchase of green products. Finally, the study also provided evidence that suggests an insignificant relationship between green purchase intention and actual purchase behaviour. This result suggests an urgent need by marketers to understand the underlying factors causing the gap between green purchase intention and actual purchase behaviour. To effectively promote green consumer buyer behaviour, marketers need to understand the determinants of green purchase intention and craft effective strategies to translate green purchase intentions into actual purchasing behaviour. The findings of the present study provide avenues for further study in a discipline that is increasingly gaining theoretical and practical prominence. Future research efforts should consider the use of an integrated research model that encompasses more variables, utilising a broader sample frame and employing a longitudinal study in order to enhance the generalisability of the research findings. Overall, the study offers valuable insights for stimulating green purchase behaviour among the potentially profitable Generation Y cohort and equips marketers with green marketing strategies to position green products competitively in the marketplace.Item Marketing of Universities of Technology: examining the relationships between market orientation elements, barriers and University performance(2015) Mokoena, Bakae Aubrey; Dhurup, M.; Penceliah, S.;The marketing concept is posited as the philosophical foundation of the marketing disciplines and market orientation invariably refer to the operationalisation of the marketing concept into a management orientation. Engaging in marketing activities may be important but market orientation is a vital ingredient in determining an institutional success, despite inherent barriers towards its successful implementation. A higher education institution (HEI) can be market oriented only if it understand its market. This study was conducted with the main objective of seeking to establish Universities of Technology (UoTs) implementation levels of market orientation, possible barriers to market orientation and their influence on university performance. A non-probability sampling method (convenience sampling) was used in the study. The sampling frame for the study included full-time employed academics in all six UoTs in South Africa. Pre-testing and a pilot study preceded the main survey and reliabilities were measured using the Cronbach alpha coefficients. Out of 1250 questionnaires sent to participating institutions, a total of 528 responses were received and this resulted in a return rate of 42.24% for the main study. The statistical analysis of the collected data included exploratory factor analysis, descriptive statistical analysis, correlation analysis, confirmatory factor analysis and structural equation modelling to test the posited hypotheses. The findings of the study supported the predetermined theoretical and the empirical objectives as well as the hypotheses of the study. The findings further indicated that the market orientation of UOTs in South Africa was determined by seven fundamental factors within the institutions being market intelligence generation, interfunctional coordination, customer orientation, market intelligence dissemination, intelligence response design, intelligence response implementation and interdepartmental dynamics. Furthermore, three key barriers to market orientation were identified, namely internal, external and organisational environmental factors. In addition, the study also found a significant impact of market orientation on university performance as consistent with previous market orientation studies undertaken in other contexts. Recommendations emanating from the study will address various concerns on effective incorporation of the market orientation paradigm. Commitment and communication from top management to all units to support market orientation is critical. The support of those making strategic decisions is needed to garner the necessary support of other employees in UoTs, especially top and senior management buy-in and support. Marketing information generation should be a starting point when developing or adapting marketing strategies. HEIs should realise that marketing information dissemination is an effective way to reach prospective students and to create credible and persuasive communication channels. The development of a marketing strategy should also involve the inter-functional coordination and interdepartmental dynamics that enables HEIs to meet students’ needs and enhance service delivery to all its stakeholders. Key aspects that need to be prioritised includes: establishment of structures for marketing coordination, marketing efforts to be driven by teams to bring about synergy and cross fertilisation of ideas across departments and marshalling of resources in order to improve performance of all business units. Managers in different HEIs can also enhances performance of their instituions by implementing these key recommendations. This study will significantly contribute to the critical challenge facing HEIs, being to create the combination of the culture and the climate that maximises organisational learning, resources and capabilities to create superior university performance that is prescribed by the Department of Higher Education and Training (DoHET). Other HEIs could learn from this study and utilise the research to diagnose and remedy barriers within their operational spheres.Item The role of servicescapes in spectators' attendance at selected soccer stadia(2012-11-01) Mofoka, Makha Agatha; Dhurup, M.; Surujlal, J.Spectators are key constituents of sport organisations’ success as a large spectator base attracts sponsors. Once a spectator enters a sport stadium, the physical environment and the experience of the game may lead to a relationship with the environment and a team resulting in the spectator either revisiting a sport stadium, recommending the venue to others or avoiding the environment. Spectator attendance at sports stadia is also a primary sources of revenue for sport events. Stadium attendance also brings different benefits for spectators as a stadium can add excitement and atmosphere to an event experience and opportunities for socialisation within the environment. The main purpose of this study was to determine the role of servicescapes in spectators’ attendance at selected sport stadiums in Gauteng. Since sport depends on the facility for its production and service delivery, place (distribution) is an essential component in the marketing mix, as it can lead to approach or avoidance behaviours. The study was conducted at two different stadiums namely (Soccer City (formerly FNB) and Orlando stadiums) in the Gauteng Province. A quantitative research approach was used. A structured questionnaire was administered to 200 spectators using non-probability convenience sampling. Data from a total of 170 completed questionnaires were analysed. Data analysis was undertaken in two phases: firstly by pilot testing the questionnaire and secondly by the consolidation of the main survey findings through a more detailed analysis. The data was analysed with a view to address the objectives of the study. In order to ensure high quality analysis, all evidence was considered and all major rival interpretations were also addressed. Factor analysis was used to determine the various servicescape dimensions. Seven factors of servicescape were extracted, namely scoreboard quality, refreshment provisioning, facility aesthetics, space allocation, stadium accessibility, seating comfort and stadium cleanliness. The findings in this study indicate that there is significant positive correlation between the seven factors and future attendance and also a desire to stay within the stadium. The regression analysis reported significant predictive relationships between the stadium servicescape, future attendance and also a desire to stay within the stadium. Regression models depict that spatial allocation and functionality followed by stadia cleanliness made the greatest impact on spectators’ desire to stay within a servicescape and seating comfort and facility aesthetics significantly contributes to future patronage. Recommendations in this study suggest that stadium management and sport marketers should not concentrate on one factor but on several servicescape factors in order to maintain spectator patronage on sport stadium. By fulfilling spectators’ expectations, sport marketers and stadium management should ensure that spectators are satisfied with the stadium facilities and the physical environment to maintain their retention and loyalty to the stadium.Item Store selection criteria amongst black consumers in the purchase of sportswear apparel in Soweto and the relationship with store satisfaction and loyalty(2013-01) Mathaba, Ryan Lesetja; Dhurup, M.; Surjlal, J.Research on apparel store choice and patronage has been widely studied locally and internationally. However, it is still important to understand consumers’ purchase behaviour and to develop appropriate retailing strategy. South Africa is currently experiencing a substantial growth in retail infrastructure especially in townships. Formal retailers are now expanding into township markets. Most of those retailers differentiated themselves from their competitors by developing a corporate identity, inter-alia through their store image. The purpose of the research was to examine apparel store selection criteria amongst black consumers in Soweto. In addition, this research examined the relationship between store satisfaction and loyalty. The literature review focuses on consumer behaviour variables and store image variables influential in store selection. The review was necessary to provide an overview of how consumers decide where, how and when to shop. A structured questionnaire was used to collect data from 489 respondents who were selected using non-probability convenience sampling. The sample size comprised sportswear apparel shoppers (blacks), both male and female, 18 years and older who patronised three shopping malls, namely Protea Gardens, Southgate, and Jabulani Mall. Data were analysed using Exploratory Factor Analysis (EFA), mean rankings, the Mann Whitney U test, correlation analysis and regression. Six factors were found to be appropriate to capture the dimensions of store selection. These factors were labelled sales assistant, store atmospherics, store appeal (interior/exterior), in-store induced appeals, promotion/brand availability and store accessibility. Furthermore, the data obtained revealed a strong linear relationship between satisfaction and loyalty as well as significant relationship amongst the dimensions of store selection. Regression analysis revealed that promotion/brand availability and store satisfaction are strong predictors of loyalty. The Mann Whitney U test revealed no significant difference in the store choice dimensions between female and male respondents. The recommendations arising from the current study could help retailers understand what motivates shoppers to select one store amongst other stores. The identification of in-store and out-of-store activities that encourage consumers to stay store loyal, are critical to the success of retail businesses. Future studies may be extended on the purchase of other products apart from sportswear items.