- Title
- Factors affecting consumer purchase intentions towards traditional small grain foods in Zimbabwe
- Creator
- Moyo, Arnold
- Subject
- Consumer behavior -- Zimbabwe
- Subject
- Consumer satisfaction -- Zimbabwe
- Subject
- Consumers' preferences -- Zimbabwe
- Date Issued
- 2024-12
- Date
- 2024-12
- Type
- Doctoral theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/70067
- Identifier
- vital:78289
- Description
- The consumption of traditional small grain foods in Zimbabwe is low and declining. This trend persists despite their nutritional, economic, socio-cultural and environmental benefits. Increasing the consumer demand for traditional small grain foods in Zimbabwe requires empirically based marketing interventions, which, in turn, rely on a holistic understanding of the factors affecting traditional small grain food consumption in the country. However, consumer-focused research that aims to stimulate consumer purchase intentions is both sparse and fragmented. This study addresses this sparsity and fragmentation of research by exploring multiple factors affecting consumer purchase intentions towards traditional small grain foods in Zimbabwe. The overarching purpose of the study was to enhance the understanding of context-specific factors affecting consumer purchase intentions towards traditional small grain foods in Zimbabwe. Pursuant to this aim, four objectives were developed. These are: (i) to identify relevant personal, environmental and food-related factors affecting consumer purchase intentions towards traditional small grain foods; (ii) to examine the extent to which identified factors affect consumer purchase intentions towards traditional small grain foods in Zimbabwe; (iii) to propose an integrated model to guide marketing practitioners and retailers on how to design marketing interventions that stimulate consumer purchase intentions towards traditional small grain foods; and (iv) to recommend marketing strategies that retailers and traditional food marketers could implement to promote consumer purchase intentions towards traditional small grain foods in Zimbabwe. Informed by the stated objectives, the study embraced a positivist paradigm and descriptive design. The hypothesised framework of the study was premised on integrating the Food Preference and Consumption Model, the Consumer Behaviour Model with respect to food and the Theory of Planned Behaviour. Primary data were collected through a survey of 386 respondents selected from Zimbabwe's 10 provinces using quota sampling at the provincial level based on each province's contribution to the national population of 15,178,957. Convenience sampling was used within each province. Data analysis was conducted using IBM SPSS v.26 for covariance-based structural equation modelling and SmartPLS 4 for partial least squares-based structural equation modelling, which was a double-quantitative complementary triangulation approach and was a novel methodology in consumer behaviour studies relating to traditional foods. Ten context-relevant factors affecting consumer purchase intentions were identified, seven of which had a significant influence on purchase intentions. Analysed data led to the development, testing and validation of two novel, explanatory, predictive and context-specific models for consumer purchase intentions towards traditional small grain foods in Zimbabwe (the lower-order component and higher-order component Traditional Small Grain Food Preference models). The study contributes a new measurement instrument and model to consumer behaviour literature, particularly in Africa where related research is sparce. The study makes an additional theoretical contribution by utilising a double quantitative complementary triangulation method of data analysis. Results of the study enables marketers to optimise their resource allocation by prioritising the most influential determinants of consumer purchase intentions. Results on significant demographic differences in purchase intentions demonstrated the need for a more targeted, segmentation-driven approach to marketing strategy formulation by tailoring the marketing mix, communication message and channels and positioning strategies, to the unique needs and preferences of distinct consumer segments.
- Description
- Thesis (PhD) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2024
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (333 pages)
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
- Rights
- All Rights Reserved
- Rights
- Open Access
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Collections
NMU School of Management Sciences
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | MOYO A. .pdf | 6 MB | Adobe Acrobat PDF | View Details Download |