'n Ontleding van privaatverbruiksbesteding in Suid-Afrika
- Le Roux, Wilhelmina Catharina
- Authors: Le Roux, Wilhelmina Catharina
- Date: 2015-02-09
- Subjects: Consumer behavior - South Africa , Consumption (Economics) - South Africa , Consumers - Research - South Africa
- Type: Thesis
- Identifier: uj:13160 , http://hdl.handle.net/10210/13191
- Description: D.Com. (Economics) , Please refer to full text to view abstract
- Full Text:
- Authors: Le Roux, Wilhelmina Catharina
- Date: 2015-02-09
- Subjects: Consumer behavior - South Africa , Consumption (Economics) - South Africa , Consumers - Research - South Africa
- Type: Thesis
- Identifier: uj:13160 , http://hdl.handle.net/10210/13191
- Description: D.Com. (Economics) , Please refer to full text to view abstract
- Full Text:
Extension and validation of the consumption value theory with specific reference to the patronage of shopping centres
- Authors: Price, Dennis
- Date: 2014-03-11
- Subjects: Consumption (Economics)| - South Africa , Consumer behavior - South Africa , Shopping centers - South Africa
- Type: Thesis
- Identifier: uj:4273 , http://hdl.handle.net/10210/9629
- Description: D.Com. (Marketing) , Study Objectives The primary objective of this study was to validate the consumption value theory developed by Sheth et al (1991), and to extend it to the patronage decision. Procedure A comprehensive survey of patronage research was conducted, and all the determinants of shopping- and patronage behaviour were identified. These eterminants were then classified as attribute level, or higher order level factors. The attribute level factors were used to prompt respondents in the laddering interviews that were conducted. The interviews were analysed, and the contents of the interviews were coded according to the laddering methodology. This resulted in the generation of a implication matrix, as well as hierarchical value maps the linkages between attributes, consequences and linkages. The results of these qualitative interviews were the identification of further attributes, consequences and values. The consequences so identified were then compared to the results of the extensive literature survey, and then aggregated and evaluated to determine whether they conceivably fit the consumption value categories. Findings The consumption value theory (which identifies five value constructs) was triangulated with the means-end theory (which postulates that attributes, consequences and values form a hierarchical relationship) and it is concluded that both these theories integrate well into an extended consumption value theory. The CVT can then be considered to be theoretically validated. The validated theory was applied in the context of the patronage (-of shopping centres) decision, and it was found to extend to this previously untested decision. The research revealed a sixth value construct (significant value), but did not allow for the testing of the conditional value construct. Conclusion The consumption value theory is a significant advance in consumer behaviour theory, and has been successfully applied to the patronage decision.
- Full Text:
- Authors: Price, Dennis
- Date: 2014-03-11
- Subjects: Consumption (Economics)| - South Africa , Consumer behavior - South Africa , Shopping centers - South Africa
- Type: Thesis
- Identifier: uj:4273 , http://hdl.handle.net/10210/9629
- Description: D.Com. (Marketing) , Study Objectives The primary objective of this study was to validate the consumption value theory developed by Sheth et al (1991), and to extend it to the patronage decision. Procedure A comprehensive survey of patronage research was conducted, and all the determinants of shopping- and patronage behaviour were identified. These eterminants were then classified as attribute level, or higher order level factors. The attribute level factors were used to prompt respondents in the laddering interviews that were conducted. The interviews were analysed, and the contents of the interviews were coded according to the laddering methodology. This resulted in the generation of a implication matrix, as well as hierarchical value maps the linkages between attributes, consequences and linkages. The results of these qualitative interviews were the identification of further attributes, consequences and values. The consequences so identified were then compared to the results of the extensive literature survey, and then aggregated and evaluated to determine whether they conceivably fit the consumption value categories. Findings The consumption value theory (which identifies five value constructs) was triangulated with the means-end theory (which postulates that attributes, consequences and values form a hierarchical relationship) and it is concluded that both these theories integrate well into an extended consumption value theory. The CVT can then be considered to be theoretically validated. The validated theory was applied in the context of the patronage (-of shopping centres) decision, and it was found to extend to this previously untested decision. The research revealed a sixth value construct (significant value), but did not allow for the testing of the conditional value construct. Conclusion The consumption value theory is a significant advance in consumer behaviour theory, and has been successfully applied to the patronage decision.
- Full Text:
Applying a psychodynamic approach to the means-end chain : implications for advertising theory and practice
- Authors: Jonkheid, Klaas
- Date: 2014-02-10
- Subjects: Advertising - South Africa , Consumer behavior - South Africa , Brand choice - South Africa
- Type: Thesis
- Identifier: uj:3688 , http://hdl.handle.net/10210/9071
- Description: D.Com. (Marketing Management) , The reality is that the advertising industry has not yet achieved this kind of effectiveness - in fact, it will be argued in this chapter that the advertising industry is in trouble because there is considerable doubt as to how effective advertising works and whether it works at all. There is therefore an urgency in the advertising and marketing industries to find ways of making advertising more effective, and to develop methods of measuring the effectiveness of advertising. This study will deal with this subject, and will demonstrate that a micro approach to consumer behaviour, including an understanding of human values -and the motivation that drives behaviour, will contribute to making advertising more effective. This study will show that by enabling consumers to experience self related values which will create or reinforce a favourable disposition towards the brand, the effectiveness of marketing communications can be improved. When a market is very competitive with many similar brand offerings - as is the case with the luxury car market in South Africa - consumers are likely to choose between brands on the basis of value-expressive considerations (Reynolds & Gutman, 1984 : 27-37). Parity perceptions will increase the likelihood that consumers will choose a luxury car brand that they think has an image most consistent with their values. Values have been used successfully in the car market to help segment the market, or to help predict buying behaviour in this market. (Thekey findings of some of these studies are discussed in Chapter 5). A study ofvalues is therefore very relevant to the car market. A research study in the car market, particularly the medium/large sedan market, has for this reason been chosen to illustrate how a micro approach to consumer behaviour, including an understanding of values, could make the advertising for a brand in this market more effective.
- Full Text:
- Authors: Jonkheid, Klaas
- Date: 2014-02-10
- Subjects: Advertising - South Africa , Consumer behavior - South Africa , Brand choice - South Africa
- Type: Thesis
- Identifier: uj:3688 , http://hdl.handle.net/10210/9071
- Description: D.Com. (Marketing Management) , The reality is that the advertising industry has not yet achieved this kind of effectiveness - in fact, it will be argued in this chapter that the advertising industry is in trouble because there is considerable doubt as to how effective advertising works and whether it works at all. There is therefore an urgency in the advertising and marketing industries to find ways of making advertising more effective, and to develop methods of measuring the effectiveness of advertising. This study will deal with this subject, and will demonstrate that a micro approach to consumer behaviour, including an understanding of human values -and the motivation that drives behaviour, will contribute to making advertising more effective. This study will show that by enabling consumers to experience self related values which will create or reinforce a favourable disposition towards the brand, the effectiveness of marketing communications can be improved. When a market is very competitive with many similar brand offerings - as is the case with the luxury car market in South Africa - consumers are likely to choose between brands on the basis of value-expressive considerations (Reynolds & Gutman, 1984 : 27-37). Parity perceptions will increase the likelihood that consumers will choose a luxury car brand that they think has an image most consistent with their values. Values have been used successfully in the car market to help segment the market, or to help predict buying behaviour in this market. (Thekey findings of some of these studies are discussed in Chapter 5). A study ofvalues is therefore very relevant to the car market. A research study in the car market, particularly the medium/large sedan market, has for this reason been chosen to illustrate how a micro approach to consumer behaviour, including an understanding of values, could make the advertising for a brand in this market more effective.
- Full Text:
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