- Title
- Influence of product variables on consumers’ buying behaviour in the South African skin care industry
- Creator
- Mabuyana, Brian
- Subject
- Consumer behavior -- South Africa
- Subject
- Product management Packaging Branding (Marketing)
- Date Issued
- 2019
- Date
- 2019
- Type
- Thesis
- Type
- Masters
- Type
- MCom
- Identifier
- http://hdl.handle.net/10948/40713
- Identifier
- vital:36229
- Description
- The aim of this study was to develop, validate and test a hypothesised model on the product variables that can possibly influence consumers’ buying behaviour in the skin care industry in South Africa. The product variables that can possibly influence consumers’ buying behaviour are product attributes, product packaging, product labelling, product pricing and product branding. A positivistic quantitative research methodology was followed by collecting data with a structured, self-administered questionnaire using convenience and snowball sampling. The validity and reliability of the measuring instrument were confirmed by means of an Exploratory Factor Analysis (EFA) and the calculation of Cronbach’s alpha coefficients. A sample of 220 respondents was obtained. Descriptive statistics were provided to summarise the sample data. Pearson’s product moment correlations were calculated to establish the correlations between the variables used in this study. Multiple regression was performed to test the significance of the relationships hypothesised between the independent and dependent variables. A T-test and Analysis of Variance (ANOVA) tests were performed to assess the influence of demographic variables on respondents’ perceptions regarding the independent and dependent variables used. To establish significant differences between individual mean scores, post-hoc Sheffé tests were calculated, and practical significance was assessed by calculating Cohen’s d values. The multiple regression analysis indicated a positive significant relationship among the independent variables (Product attributes, Product packaging and Product branding) and the dependent variable (Consumer buying behaviour). The ANOVA tests indicated significant relationships between three demographic variables namely ethnicity, occupation and average spending and the dependent variable (Consumer buying behaviour). Black and White respondents and Asian and Coloured respondents had different perspectives regarding Product labelling and Product branding respectively when purchasing skin care products. Respondents with different occupations had different perspectives on Product packaging, Product branding and Consumer buying behaviour respectively. Consumers in two different spending groups had different perspectives on Consumer buying behaviour. This study has made a contribution to the shortage of literature on the impact of product variables on consumers’ buying behaviour in the skin care industry. The hypothesised model for this study assisted in understanding the influence of product variables (tangible and intangible) on consumers’ buying behaviour. As a result, this study provides recommendations and suggestions for role players in the skin care industry to ensure a positive image in the minds of consumers and to ultimately use product variables to positively influence the buying behaviour of consumers in the skin care industry.
- Format
- xv, 143 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | BRIAN MABUYANA.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |