Masters Degrees (Marketing)

Permanent URI for this collectionhttps://hdl.handle.net/10413/19589

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Assessing water management practices within the KwaZulu-Natal region: a case study of eThekwini Municipality.
(2020) Samuels, Alexander Bradley.; Ramluckan, Trishana.; McArthur, Brian Walter.
Our primary source of supply of water is through rainfall. It can be simply said that water is stored in dams, purified, and released at a cost to the public. Municipalities purchase water from their suppliers, and in the case of eThekwini, from Umgeni Water. Rainfall patterns have changed over a period and we are experiencing the effects of El Nino, a phenomenon that warms the Pacific Ocean and leads to drought in the southern hemisphere. The climate change scenario means lower and erratic rainfall and reduced water supply. The country will get drier, supply will be reduced while at the same time population increases, and economic and other activities create a huge water demand. Failure to supply water and failure to develop effective and adequate mitigating strategies carry grave human costs in the modern era. Economic losses due to water shortages are immense, impacting food supply, manufacturing, tourism, and other activities. The social cost includes a negative impact on the wealth of people and increasing the gap in living standards in society. The current water crisis affects millions. One of the main objectives of this study was to investigate the accessibility of water supply to consumers within the eThekwini Municipality region. The focus is on investigating the challenges experienced when trying to access water during erratic rainfall patterns. The rationale for conducting this study is therefore to help familiarise citizens of KwaZulu-Natal (KZN) with the various restrictions and remedies that can help them conserve and utilise water more effectively and efficiently. This study emphasised the importance, causes, impacts, and current quality management system used for the limited water supply that is affecting not only the KZN province but South Africa. The study utilised an exploratory case study method to assess the water management practices within KwaZulu- Natal. A qualitative research approach was used which provided more value when determining the critical issues experienced during the supply of water. The research study was conducted in KwaZulu-Natal at the eThekwini Municipality Water and Sanitation Department. Purposive sampling was employed, with the sample size consisting of nine participants. Face-to-face, semi-structured interviews were used as a data collection tool. NVivo 12 was employed as the software tool for thematic analysis for this qualitative study. This research study contributed to the creation of knowledge on a new implementation of a quality management system and how ISO 9001 can be used to ensure effective and efficient ii quality by implementing new practices that will ensure continuous improvement. Findings revealed that water accessibility is seen as a continuous water supply despite the implementation of water restrictions. It was noted that the current water scarcity situation has had an impact on the current water supply and dam levels. Findings also indicated that the eThekwini Municipality and Umgeni Reservoir had a very strong and healthy business relationship and that Umgeni Reservoir was supplying approximately 790MR litres of water daily. The SCADA system was the only criterion that could be used in the implementation of water restrictions. Water management practices were effectively managed in high consumption areas such as Umlazi and Tongaat. There was no actual quality management system in place and the eThekwini Municipality water and sanitation department were using various measures to meet the required quality standards. SANS241 and aggressive awareness programs were suggested to assist sensitive consumers. Revenue leakages were identified within the water supply system and recommendation for smart water metering was suggested for better reading, identifying water flow interruptions and illegal connections.
The association between brand equity and consumer perceptions of smartphones among millennials in Pietermaritzburg.
(2022) Oliver, Shanice Abegail Mary.; Soni, Sanjay Shantilal
Mobile technologies, particularly smartphones, have become an essential part of millennials’ lives. It is imperative to understand the fundamental building blocks of the influence that brand equity and consumer perceptions have on the purchasing decisions made by millennials in the long haul. Therefore, offering and designing attractive smartphones is crucial to increasing sales and revenue in the mobile industry, especially because the purchasing decision of millennials is still indecipherable and hybrid. The purpose of this study is to determine the key brand equity associations between consumer perceptions of smartphones among millennials at the University of KwaZulu-Natal (Pietermaritzburg) campus. This study employed a quantitative research approach. A sample of 165 students, between the ages of 24 and 39, who have a smartphone were selected to represent the population. The data collection process was conducted by means of analysing the respective constructs of this study. Furthermore, the Statistical Package for Social Science (SPSS) was employed in this study. Descriptive statistics were presented in the form of graphs and tables, while cross tabulations and chi-square tests were used to present inferential statistics. Lastly, the essence of reliability was tested through Cronbach Alpha statistics. The findings of the study indicated that all key concepts were positively correlated, meaning that a relationship exists between the variables. There were moderate correlations between brand awareness and brand association (r=.537), brand loyalty (r=.518), brand image (r=.558), perceived quality (r=.604), product packaging (r=.649), online and offline presence (r=.538) as well as overall brand equity (r=.540). Weak correlations were shown between brand awareness and product pricing (r=.317) as well as brand values and ethics (r=.354). On the other hand, brand association was highly correlated with brand loyalty (r=.806), brand image (r=.745), perceived quality (r=.722), and overall brand equity (r=.744). The results obtained in this study had revealed that the overall brand equity in the smartphone industry continues to grow rapidly and the offering in the market becomes more multifaceted. Therefore, it is imperative that organisations incorporate more than just the handset and the whole package from software systems, applications, and network services. Most significantly, it is imperative to understand the fundamental building blocks of the influence that brand equity and consumer perceptions has on the purchasing decisions amongst millennials in the long haul. Hence, offering and designing attractive smartphones are crucial to increase sales and revenue in the mobile industry, especially since smartphones' purchasing decision among millennials is still indecipherable and hybrid. Keywords: Brand equity, consumer perceptions, smartphones, millennials, University of KwaZulu- Natal, Pietermaritzburg, brand awareness, brand association, brand image, perceived quality, brand loyalty, product pricing, product packaging and brand values and ethics.
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.
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.
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.
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.
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.
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.
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.
The effects of cellular phone innovation on brand image and purchase intention amongst UKZN students.
(2015) Osman, Dina Faisal.; Soni, Sanjay Shantilal.
Abstract Given the rapidly and continually changing economy, innovation has become a necessity for companies that wish to endure and grow. This study approached innovation from a consumer perspective and aimed to discover whether innovation is associated with brand image and purchase intention in the cellular phone industry amongst Generation Y consumers. Brand image is important as it influences purchasing decision; when customers see one brand as more innovative as compared to others, they are more likely to purchase. The importance of purchase intention stems from its ability to determine actual purchase of a product and thereby to determine the success of innovation; therefore these two variables, brand image and purchase intention, were selected. The study also aimed to answer the question of which innovation factors - performance or appearance - are most valued by consumers, with focus on the cellular phone industry from the perspective of South African students. A quantitative approach was employed in the study to survey students and a four part questionnaire was physically distributed to 372 students at the Westville Campus of the University of KwaZulu-Natal (UKZN). A five point Likert scale was used with responses to questions ranging from 1 (strongly disagree) to 5 (strongly agree). An interval scale was used to measure the responses. The data was captured and a software program, Statistical Package for the Social Sciences (SPSS), was used to analyse the data and create graphs to present the findings. Descriptive statistics, factor analysis, t-tests and regression were conducted so as to obtain comprehensive results. The highly competitive nature of the cellular phone industry and high penetration in South African markets has created a demand for brands to become more innovative and to differentiate their products in order to survive and maintain a competitive advantage. The findings of the study were consistent with the literature sources and indicated that features related to performance were slightly more important than those related to appearance. Based on the findings it was also concluded that by improving innovation in cellular phone technology, brand image is consequently improved. Enhancing innovation and strengthening brand image in turn increases purchase intention. This creates a further incentive to implement and practice innovative initiatives which have a positive trickledown effect.
An examination of the barriers in the effective use of outsourcing in the public sector.
(2020) Msiya, Mondli Victor.; Okeke-Uzodike, Obianuju Ebele.
The government of South Africa has strived to centralize the procurement of goods and services, to address inefficiencies in the outsourcing of non-core activities in the public sector. This is deemed necessary to improve the efficiency of outsourcing processes in the public sector. Public sector outsourcing has faced various challenges, including unethical practices such as corruption, fraud and price inflation, resulting in inefficiency and increased operational costs. This study examined the barriers facing the outsourcing of functions at the South African Social Security Agency, Umzumbe Local Office. The design of this study was of an exploratory nature and the researcher used a qualitative approach and a non-probability, purposive sampling method. The sample size for the study comprised forty-one employees from the South African Social Service Agency, in Umzumbe Local Office. Primary data was collected via in-depth face-to-face interviews with six senior government officials, and focus group discussions involved thirty-five discussants. The research instrument used for the study was an interview schedule. Data was analysed using content analysis. The findings of the study reveal inefficiency in daily operations, a lack of accountability, poor communication and proper planning, non-compliance with supply chain laws, poor monitoring and evaluation mechanisms, and a shortage of capable human resources. As such, the outsourcing of activities in the public sector does not achieve efficiency in its operations. The study recommends the hiring of skilled personnel in the SCM unit, that the department must work closely with law enforcement agencies, and that a consequence management approach be adopted to deal with inefficiency in the procurement unit, unethical practices, non- compliance with SCM laws, and poor monitoring and evaluation mechanisms. The study contributes to the existing body of knowledge on the barriers facing the outsourcing of functions in the public sector.
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.
Exploring the efficacy of digital marketing to promote higher education using social media platforms.
(2022) Oodith, Devina.
In recent years, businesses have adopted different marketing strategies and digital marketing has become a frequent way that businesses connect with their customers. This research aimed to explore if digital marketing is an effective method of promoting higher education using social media platforms. The study was conducted within a private tertiary institution in KwaZulu-Natal. 224 students completed the online questionnaire comprising 5 sections. Section A was based on the biographical particulars of respondents, while sections B to E were related to questions dealing with the sub-dimensions of the study. The sampling method adopted in this study was non-probability sampling. The Validity and Reliability of the questionnaire were evaluated using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Descriptive and Inferential Statistics were implemented to initiate the results of this study. The empirical findings of this study indicate that there is a positive relationship between the effectiveness of digital marketing, the impact of digital marketing in higher education through social media, the effectiveness of social media and prevalence, frequency, and purpose of social media in promoting higher education. There were no significant differences in biographical profiles (gender, age, race, programme of study, and level of study) regarding each dimension of the study except for the level of study at the 1% level of significance. A framework with recommendations for improving efficacy has been developed based on the key dimensions of the study. It is recommended that future research investigate the efficacy of other social media platforms in higher education and increase the scope and exposure to include a broader spectrum of tertiary institutions to gain a broader perspective.
Exploring the efficacy of digital marketing to promote higher education using social media platforms.
(2022) Surujpal, Vidata.; Oodith, Devina.
In recent years, businesses have adopted different marketing strategies and digital marketing has become a frequent way that businesses connect with their customers. This research aimed to explore if digital marketing is an effective method of promoting higher education using social media platforms. The study was conducted within a private tertiary institution in KwaZulu-Natal. 224 students completed the online questionnaire comprising 5 sections. Section A was based on the biographical particulars of respondents, while sections B to E were related to questions dealing with the sub-dimensions of the study. The sampling method adopted in this study was non-probability sampling. The Validity and Reliability of the questionnaire were evaluated using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Descriptive and Inferential Statistics were implemented to initiate the results of this study. The empirical findings of this study indicate that there is a positive relationship between the effectiveness of digital marketing, the impact of digital marketing in higher education through social media, the effectiveness of social media and prevalence, frequency, and purpose of social media in promoting higher education. There were no significant differences in biographical profiles (gender, age, race, programme of study, and level of study) regarding each dimension of the study except for the level of study at the 1% level of significance. A framework with recommendations for improving efficacy has been developed based on the key dimensions of the study. It is recommended that future research investigate the efficacy of other social media platforms in higher education and increase the scope and exposure to include a broader spectrum of tertiary institutions to gain a broader perspective.
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.
The extent to which corporate social responsibility activities in South Africa address invasive alien plants.
(2021) Mdletshe, Mapule Nomvula.; Ellis, Deborah Ann.
The problem posed by Invasive Alien Plants (IAPs) threatens all sectors of society. Government’s limited budget and resources to address issues necessitate the involvement of businesses. This can be implemented through Corporate Social Responsibility (CSR), however, no study has established the extent to which businesses get involved in IAP management using CSR. There still is no study even comparing the extent to which CSR is focused on environmental versus philanthropic causes. Literature indicates that there have been successful (CSR) initiatives which give an indication that environmental CSR can be a useful tool which private companies can utilise to assist in the problem of IAPs. From the top 200 Johannesburg Stock Exchange (JSE) listed companies the research investigated the extent to which environmental preservation and specifically IAP management are incorporated into the CSR activities. The types of existing partnerships held with local organisations to carry out CSR activities as well as the stakeholders involved in and beneficiaries to, the CSR activities were identified and discussed. Stakeholder theory formed the basis for identifying active stakeholders. Qualitative research analysis was selected for its use of analytic strategies to make sense of trends from research findings. Research themes related to CSR types and participating stakeholders identified in the literature and stakeholder theory were used in a deductive content analysis of the websites of the top 200 JSE listed companies. Key findings showed that, majority of companies participate in CSR related to climate change with very little attention given to IAP management. Private companies are given recommendations on ways to incorporate environmental CSR, specifically IAP management. There are recommendations also to government to incentivise CSR active companies through tax policy transformation. Further research is recommended to investigate the cost of sourcing indigenous plants as a result of native locations being dominated by IAPs.
Factors affecting environmentally preferable purchasing of sustainable fish products: a theory of planned behaviour perspective.
(2021) Hlophe, Simphiwe Lincon.; Ellis, Deborah Ann.
Fish stocks have been in crisis for a long time. Many fish species are on the brink of extinction due to exploitation. As per the Millennium Development Goals 2010, green consumption is one of the core pillars in achieving environmental sustainability. Given that there is a high level of unsustainable fishing and fish consumption leading to the depletion of fish resources, it is critical to understand consumers and their perceptions and behaviours in relation to sustainable fish products. Better comprehension of factors influencing sustainable fish product purchases can help improve green marketing efforts to achieve sustainable consumption of these products. The current study followed a causal research design and quantitative method. The target population for the study was working individuals. The study population was formed by consumers who are part of the South African LinkedIn community and who eat fish, whether concerned or not about sustainability. Judgmental and snowball sampling techniques were used to draw a sample of 200 respondents. Univariate, regression and mediation analyses which were carried out through SPSS 27, provided crucial insights. The extended TPB as a theory underpinning the current study, led to the discovery of the following key findings: the independent variables (attitude towards sustainable fish products, subjective norm, perceived behavioural control, moral attitude, environmental concern, health consciousness, subjective knowledge and objective knowledge) predict intention to purchase sustainable fish products when they are all together. However, other than attitude towards sustainable fish products, no variable on its own is significant predictor of intention to buy sustainable fish products. Therefore, other than improving attitudes towards sustainable fish products, marketers cannot focus on one specific variable to increase sustainable fish consumption. All variables need to be addressed to achieve the desired behaviour of sustainable fish consumption. Recommendations are provided to social & green marketers to do this.
Factors affecting intention to buy organic personal care products: a comparison of generations X & Y in Cape Town.
(2021) Mhlamvu, Mbali Noluthando.; Soni, Sanjay Shantilal.
Organic personal care products are deemed to provide more benefits to consumers and the environment, with the provision that manufacturers have ensured a rigorous certification process. In previous studies, research on organic consumption has placed a significant amount of focus on organic food in comparison to organic cosmetics. A gap in knowledge exists in understanding the consumers underlying motivations to purchase organic personal care products versus conventional products, more so in the South African market. The purpose of this paper is to research the factors affecting the intention to buy organic personal care products among generation X and generation Y in Cape Town. A conceptual framework integrating the Theory of Planned Behaviour, Kim and Chung’s consumer values, and Chen’s green trust metric has been developed and applied for this study. For this, a quantitative online survey using Google Forms was distributed to a sample of 150 respondents, which generated 123 valuable responses for further analysis. Descriptive statistics were conducted to display frequencies and mean of the study’s variables. Cronbach’s alpha scores for all variables were all above the acceptable reliability criteria of r=.06, which indicated they all capture the same underlying construct. Thereafter, principal component analysis was conducted to pinpoint the item with the largest variance on an underlying construct. From the findings, environmental consciousness was the consumer value that significantly influenced consumer attitudes, for both generation X and Y. For generation X, subjective norms had the strongest influence towards purchase intention, whereas for generation Y, the findings revealed that consumer attitudes were significant and positively influenced purchase intention towards organic personal care products. This study provides tangible insights to environmentalists and marketers of green products on ways of effectively conveying their green message to the intended target market in South Africa. As the study focused on generation X and generation Y, a combination of those actively and not actively engaged in environmental practices and issues; future researchers could consider a nationwide survey covering samples from other generation groups who are actively organic cosmetic purchasers.
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.
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.

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