- Title
- Factors influencing the buyer behaviour of Generation X and Y consumers in Johannesburg
- Creator
- Maqula, Sive
- Subject
- Consumer behavior -- South Africa -- Johannesburg
- Date Issued
- 2021-12
- Date
- 2021-12
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/54025
- Identifier
- vital:46181
- Description
- The purpose of the study described in this treatise was to determine the factors that influence the purchasing behaviour of Generation X and Generation Y sports apparel consumers in Johannesburg. Understanding why customers buy specific products presents an opportunity for companies to design marketing communications strategies that will ensure more customer buying decisions. Studying consumer behaviour is important for sports apparel companies so that they can meet changing customer needs, build customer loyalty and stay in touch with their consumers. Quantitative research methods were used in this study. Primary data were obtained using a closed-ended questionnaire that was completed online. In total, 70 responses were obtained. After collection, the data were analysed using STATISTICA. Based on the proposed research model, perceived product quality and brand image were found to have no positive influence on attitude. Subjective norms and perceived behavioural control were found to have a positive influence on attitude. In addition, attitude was reported to have a positive influence on purchase intention. There were no significant differences in the buying behaviour of Generations X and Y consumers in the present study. Also variables such as gender, race, educational qualifications and income levels had no significant influence on consumer purchase intentions for sports apparel. Therefore, the study recommended that managers and marketers of sports apparel companies use similar marketing strategies for both generational cohorts in order to minimise promotional costs. Managers and marketers can also use experts in the field to run their promotional campaigns. Furthermore, they need to make it easy for their consumers to access sports apparel and provide them with enough information so that their consumption is informed by knowledge. Moreover, managers and marketers need to create favourable consumer attitudes towards their products or brands by using reputable celebrities to endorse them and genuinely engage in charitable initiatives. Sports apparel companies should ensure that they study consumer behaviour on an on-going basis because consumer needs, wants and preferences evolve.
- Description
- Thesis (MBA) -- Faculty of Business and Economic Sciences, 2021
- Format
- computer
- Format
- online resource
- Format
- Format
- 1 online resource (xii, 121 pages)
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- rights holder
- Rights
- All Rights Reserved
- Rights
- Open Access
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Maqula, S.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |