Factors affecting consumer behaviour in a black box products in South Africa: particularly in the telematics industry
- Authors: Sebate, Othusitse Ronny
- Date: 2019
- Subjects: Consumer behavior , Marketing research Telecommunication -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/43435 , vital:36881
- Description: Crime has given rise to the telematics market in South Africa, however, not much is known about this industry. The telematics products, or vehicle tracking products, have to be installed in vehicles in such a way that the criminals, let alone the owners, will not be able to find it. It is a “black box” product that it is not known what is inside, and it is not to be seen. This then posed a question of how then does one choose one telematics product over the other. This study was aimed at finding out what influences consumer behaviour in the South African telematics market. This study specifically looked at various factors such as understanding of deeper customer insights, operational excellence, readiness, predictive maintenance, new digital services and marketing mix on how they influence consumer behaviour. An empirical study using online survey was conducted amongst 98 respondents who own or rent a telematics product from various telematics companies in South Africa. The key findings indicated that most important atributes to influencing consumers in the telematics industry were operational excellence, response readiness, and the marketing mix. Recommendations were then given that although other atributes that were investigated such as understanding deeper customer insights, predictive maintenance, and new digital services are important, they will not bear much fruit for any organisation if the basics of operational excellence, response readiness, and marketing mix are not mastered.
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- Date Issued: 2019
Factors influencing parents’ decisions when choosing a private school
- Authors: Arendse, David
- Date: 2019
- Subjects: School choice -- South Africa -- Case studies , Competition -- South Africa , Private schools -- South Africa , Consumer behavior , VRIO framework (Valuable, Rare, Imitable and Organized) , St. Stithians College
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/92628 , vital:30738
- Description: Purpose: Consumers make decisions based on multiple factors that influence their decision-making process. These decisions can be influenced by deep personal reflection to the simple impulsive purchase done to fulfil a need or want. This research study explored the relationship between the resource-based view and the factors considered by parents when selecting a school for their child/children. The Valuable, Rare, Imitable and Organized (VRIO) framework as developed by Barney, J. (1991) outlines the framework through which an organisations resources can be assessed in terms of their potential competitive advantage. The research study was interested in understanding how an educational institution can identify and then leverage its resources to create a competitive advantage. Methodology: Each family that has one or more child enrolled at St Stithians College, which is a private school in Gauteng, South Africa, was invited to participate in the study. This represented a potential population size of 1 700 families, however a sample of 334 was used. The educational institution caters to both boys and girls from Grade R to 12 (Matric). Each family was requested to participate in the study as they had already chosen to have at least one child enrolled. A self-administered close-ended questionnaire was used as the instrument for data collection and the questionnaire was broken into two sections. Section A focused on building a profile of the respondent while section B assessed the level of influence the factors had on a parent’s decision. Section B’s questions were structured as Likert-Scale questions requiring a response between 1 and 5, with 5 being the highest influence, and 1 being the lowest. The responses to the questions were then grouped into the factors they spoke to and the average results per factor were assessed via an ANOVA table to test the null hypothesis that parents do not consider factors when choosing a school for their children. Findings: As a paper, this study set out to discover what the competitive advantage was of a private education institution in South Africa. It did so by identifying what the key factors were when parents selected the school of their choice and then analysed these findings against the resources of the given institution. The ANOVA table analysis of the responses identified that parents do consider factors and that the factor that they were most influenced by was convenience factor, represented by location of the institution and the distance to it. While there are multiple private education suppliers in South Africa, no other provider has the location that St Stithians College has, and as such, its location is its competitive advantage. Significant: This research study will expand the existing but limited competitive advantage body of knowledge in the South African education sector. South African educational institutions will be able to develop similar studies which will then assist in identifying their own competitive advantages. This can better enable education providers to entice consumers to their education services.
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- Date Issued: 2019
Sport consumption patterns in the Eastern Cape: cricket spectators as sporting univores or omnivores
- Authors: Brock, Kelcey
- Date: 2015
- Subjects: Cricket -- South Africa -- Eastern Cape , Cricket -- Social aspects , Consumption (Economics) , Consumer behavior
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1115 , http://hdl.handle.net/10962/d1017534
- Description: Since its inception, consumption behaviour theory has developed to account for the important social aspect that underpins or at least to some extent can be used to explain consumption behaviour. Modern consumption behaviour theory is anthropocentric in nature, with people and societal influence at the forefront of the theory. To date, empirical studies on consumption behaviour of cultural activities (for example, music and arts), entertainment and sport have used Bourdieu’s (1984) omnivore/univore theory to suggest that consumption of leisure activities is bound up in social ties. To date, no such investigation has been conducted in the context of sport in South Africa. The aim of the study therefore is to investigate whether South African cricket spectators are sporting omnivores or univores, thus, essentially investigating whether sports consumption behaviour in South Africa is bound up in social ties. A number of positive economic and social ramifications could result from gaining a holistic understanding of sports consumption behaviour in South Africa. Given these ramifications, the secondary goal of the research is to identify motives for consumers making specific sport consumption decisions, and determining whether certain characteristics can be attributed to these consumption decisions. Recommendations based on the findings of the research could help various stakeholders understand sports consumption patterns in South Africa, which could in turn lead to the realization of positive economic and social benefits. The study made use of a questionnaire, administered at four different limited overs cricket matches in the 2012/13 cricket season, to obtain a range of responses reflecting specific types of consumption behaviour as well as motives for consumption decisions of cricket spectators in the Eastern Cape. Using individual binary probit models and post estimation F-tests, the results indicate that consumption behaviour of sport within South Africa predominantly differs on the grounds of education and race. This suggests that there are aspects of social connotations underpinning sports consumption behaviour within South Africa
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- Date Issued: 2015
The impact of internal behavioural decision-making biases on South African collective investment scheme performance
- Authors: Muller, Stacey Leigh
- Date: 2015
- Subjects: Decision making , Investment analysis , Efficient market theory , Consumer behavior , Behavioral assessment , Mutual funds
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1209 , http://hdl.handle.net/10962/d1020308
- Description: Market efficiency, based on people acting rationally, has been the dominating finance theory for most of the 20th and 21st Century’s. This classical finance theory is based on assumptions that people are rational, they absorb all available information and maximise utility. This view is outdated; it has been shown that people are in fact irrational and that this could be the cause of anomalies in the market. Behavioural finance takes into account people, and their natural biases. Behavioural finance has integrated classical financial theories and psychological theories to illustrate the way in which irrational people can impact market efficiency. This research looks at the way collective investment scheme manager decision-making can impact market efficiency. Specifically the behavioural biases: overconfidence, over optimism, loss aversion and frame dependence and whether or not collective investment scheme performance is affected by these. This research was carried out using a questionnaire distributed directly to CIS managers and risk-adjusted returns were used in order to allow for comparative results. The results from the questionnaire show evidence that actively managing South African CIS managers do indeed suffer from overconfidence and loss aversion and they do not appear to suffer from frame dependence or over optimism in this research context. There was also evidence showing that managers who suffer from these biases also demonstrated lower investment returns. “The investor’s chief problem, and even his worst enemy, is likely to be himself.” - Benjamin Graham
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- Date Issued: 2015
The influence of selected variables on motor vehicle-related purchasing behaviour
- Authors: Nkoyi, Anele
- Date: 2014
- Subjects: Motor vehicles -- Purchasing , Consumer behavior , Marketing -- Decision making
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: http://hdl.handle.net/10948/9119 , vital:26466
- Description: Marketers are faced with informed and highly complex consumers. The consumer market is becoming more competitive and more difficult to predict as consumers make purchase decisions in their everyday life. An ongoing need exists for information and an examination of purchasing behaviour for marketers to succeed in their pursuit of business endeavours. This study examines the influence of selected variables on motor vehicle-related purchasing behaviour. Five independent variables, namely branding, price, promotion, safety features and colour were investigated and the dependent variable (purchasing behaviour) was examined. In doing so, various stages which consumers undergo when making purchasing decisions were discussed. These stages were outlined as need recognition, information search, and evaluation of alternatives, purchase and post-purchase behaviour. The primary research objective of this study was to determine the influence of selected variables on motor vehicle-related purchasing behaviour. In order to achieve the objectives of the study, an empirical investigation was undertaken. The quantitative (positivistic) paradigm was used in this study, as the aim was to test the hypotheses and conceptualmodel of the study using statistical analysis. In gathering primary data, 192 self-administered questionnaires were issued to respondents for completion by means of convenience and quota non-probability sampling. Upon completion of all the questionnaires, data was analysed in order to arrive at the conclusions regarding the research questions. The empirical findings and analysis followed a systematic and statistical process, where exploratory factor analysis using target rotation was used to test the validity of the measuring instrument. Cronbach alpha correlation coefficients were used to confirm the reliability of the measuring instrument, while multiple regression analysis was carried out to test the hypothesised relationships between the independent variables and the dependent variable of the study. ANOVA was applied to determine differences in the demographic characteristics of respondents. The main findings on the validity and reliability of the measuring instrument proved to be statistically satisfactory. The main findings which emerged from the multiple regression analysis suggested that price and colour had statistically significant influence on motor vehicle-related purchasing behaviour. Findings revealed that branding, promotion and safety conditions had no significant effects on motor vehicle related purchasing behaviour. Accordingly, the hypotheses for price and colour were accepted and those for branding, promotion and safety conditions were rejected. Therefore according to respondents, price and colour of a motor vehicle are the most important considerations when undertaking purchasing decisions regarding motor vehicles. Additionally, the empirical investigation revealed that significant differences exist between age groups of respondents, meaning that different age groups of respondents had different perceptions and opinions with regard to their purchasing patterns relating to price. Furthermore, significant differences were also found between male and female respondents in terms of price and colour, meaning that the two genders had different perceptions and opinions with regard to their purchasing patterns in these areas. The empirical findings of this study are relevant for motor vehicle retailers and original equipment manufacturers, as the findings provide important information regarding the influence of selected variables on motor vehicle-related purchasing behaviour. Secondly the findings of this study contribute to the body of knowledge regarding purchasing behaviour.
- Full Text: false
- Date Issued: 2014
The influence of persons and marketing related variables on consumers purchasing of environmentally-friendly products
- Authors: Jonas, Altouise Glowdean
- Date: 2012
- Subjects: Consumer behavior , Marketing research , Natural resources , Human ecology
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9368 , http://hdl.handle.net/10948/d1011098 , Consumer behavior , Marketing research , Natural resources , Human ecology
- Description: The human environment is under serious threat as natural resources such as air, water and forests are being overused. Worldwide, people have become more aware of the threatening situation and consequently many more individuals are showing concern for the environment. Often this concern is not displayed in consumers’ purchasing behaviour, as consumers who claim to be concerned about the environment are not necessarily consuming or showing a preference for environmentally–friendly products. This study examined two sets of variables, namely, person related and marketing related factors, and determined the extent to which these factors influence consumers’ behaviour when buying environmentallyfriendly products. The empirical data was collected by means of a survey, using self-administered questionnaires distributed to adult employed consumers residing in Port Elizabeth. Two hundred usable questionnaires were received. Three person related factors, namely, norms, environmental concern and environmental knowledge, and four marketing related factors, namely, price, product, place and promotion - were found to influence respondents’ behaviour when purchasing environmentally-friendly products. Environmental concern explained the largest portion of variation in purchase behaviour, while promotion explained the smallest portion of variation. Significant differences in the influence of age were found for norms, nvironmental concern, environmental knowledge and price. It is recommended that suppliers of environmentally-friendly products should ensure that these products are located at outlets which are convenient to consumers; more should be done by the relevant stakeholders to increase environmental knowledge and educate South Africans about the benefits of leading a more environmentally-friendly lifestyle; marketers find more innovative methods to convince consumers to act on their environmental concern; further attempts be made to minimise the price difference between environmentally-friendly products and traditional products; marketers should pay more attention to advertisements promoting environmentally-friendly products to ensure that these appeal to their target markets; and the performance of environmentally-friendly products should be on a par with the performance of traditional products.
- Full Text:
- Date Issued: 2012
How the internet supports the consumer decision process: the case study of McCarthy Call-a-Car
- Authors: Limbada, Suhayl
- Date: 2006
- Subjects: McCarthy Call-a Car , Automobile dealers -- South Africa , Automobile industry and trade , Internet marketing , Consumer behavior , Customer services , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1171 , http://hdl.handle.net/10962/d1002787 , McCarthy Call-a Car , Automobile dealers -- South Africa , Automobile industry and trade , Internet marketing , Consumer behavior , Customer services , Consumer satisfaction
- Description: This thesis aims to provide a better understanding of the ways in which the Internet supports the consumer decision process of potential customers in an online car retail environment. The thesis is mainly focused on how this can be done in South Africa. A case study approach was adopted in investigating the case of McCarthy Call-a-Car. Interviews were carried out with McCarthy Call-a-Car employees and documents and the Call-a-Car website, were analysed. It was revealed that Call-a-Car focuses on using the Internet to support customers in the pre-purchase phase only. The purchase and post-purchase phases are carried out offline at its dealership network and Club McCarthy respectively. The findings showed that Call-a-Car views the Internet as a marketing tool that provides convenience to customers searching for product information in the pre-purchase phase. The interviews revealed that due to Call-a-Car's strategy, as well as practical problems of selling online, the customer will still have to visit a dealership to conclude a purchase and for post-purchase support. From this research it appears that there are three main issues arising out of Call-a-Car's usage of the Internet in the customer buying process: firstly, the research revealed that instead of cutting out the middle-man, the Internet has created new types of intermediaries called "cybermediaries" and that Call-a-Car is one such intermediary. Secondly, it was revealed that trust is crucial in the online environment and that Call-a-Car builds trust through branding. Thirdly, the Internet has not affected prices online, despite theoretical estimations that the Internet would induce lower prices. The main recommendations for future research are empirical studies to investigate if the cybermediary model is unique to the car industry and whether this business model could be applied to other look and feel industries such as real estate. Future studies could also investigate the mechanics of trust-building and brand-building in the online environment and finally, studies from the customer perspective considering what Internet tools the customer would like to see online to support them during their buying decision process.
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- Date Issued: 2006
An analysis of the influence exerted by the pharmacist and pharmacy assistant in the purchase decision of health and beauty aid products
- Authors: Suttner, Raymond Sharl
- Date: 1986
- Subjects: Cosmetics -- Marketing , Consumer behavior , Pharmacists -- Information services , Drugstores -- Marketing
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1189 , http://hdl.handle.net/10962/d1004383 , Cosmetics -- Marketing , Consumer behavior , Pharmacists -- Information services , Drugstores -- Marketing
- Description: [Introduction] The 1980s have ushered in an era of extreme competitive pressure for the modern business organisation. In previous times many business organisations have succeeded simply because of the excellence of their products, with little concern or attention being paid to the wants and needs of potential customers. As the business environment has become more competitive, however, the point of focus has changed. There is ample evidence which suggests a correlation between success in business and firms which have adopted a marketing-orientated philosophy of business. The evolution of marketing as a discipline has been hastened in recent times by the need of the firm to survive in the face of increasing competition. This "increasing attention" is occurring because of the realisation that sheer product excellence alone will not necessarily mean that the firm will succeed in establishing a group of satisfied customers in the long term. It is the adoption of the so-called "marketing concept" which provides the opportunity for the firm to develop a competitive edge which will more likely eventuate in success.
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- Date Issued: 1986