South African female millennial consumers’ responses toward traditional and virtual fashion window displays
- Authors: Van Heerden, Salomien
- Date: 2016
- Subjects: Consumers - South Africa - Attitudes , Fashion merchandising - South Africa , Generation Y , Women consumers - South Africa - Attitudes
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/122934 , uj:20726
- Description: Abstract: The retailing of consumer merchandise has always had to keep up with dynamic consumer wants, needs and expectations in a competitive environment (Mover, Minjeong & Childs 2012:442). Technology, which includes the internet and a virtual world, competes with real-life retail stores in the sense that it can also meet the demands of consumers Koontz & Gibson 2002:442). Fashion is an important product category on the internet and there has been substantial growth with regard to online fashion purchases (Jacobs & De Klerk 2010:255). This implies that virtual fashion stores that use visual displays do exist in industry, and have the potential to satisfy consumer needs and wants. Retailers could stay competitive in the current trend of online shopping by using and implementing multichannel strategies, for example, by providing virtual purchasing options in addition to the traditional retail store (Koontz & Gibson 2002:381–395). Nevertheless, most fashion retailers keep the traditional store option, as opposed to online-only options, because consumers find it difficult to judge the fit, texture and quality of fashion products if displayed virtually, even though virtual shopping may have benefits like convenience (Ruane & Wallace 2013:316). These strategies can influence the retailer’s choice of visual display, as retail strategies should be aligned to consumer groups’ needs and preferences. A consumer group that is associated with convenience, as well as virtual shopping, is the female millennial generation consumer group (Ruane & Wallace 2013:317). Since the millennial generation started to enter the working-class market, this large global market has developed into one of the fastest-growing consumer segments, with a substantial amount of disposable income (Faruk, Stuart & Griffin 2013:657; Ruane & Wallace 2013:316; Leen, Thurasamy & Omar 2012:111; Tapscott 2009:188; Djamasbi, Tullis, Siegel, Capozza, Groenzinger & Ng 2008:1). This large generation is therefore regarded as a market segment with high consumption patterns and large spending potential (Pinzaru, Savulescu & Mitan 2013:321; Waters 2006:1). Although the millennial generation is seen as one of the largest consumer market segments to date, they have not been included in much literature with specific reference to their consumption of, and preferences and attitudes towards... , M.Tech.
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- Authors: Van Heerden, Salomien
- Date: 2016
- Subjects: Consumers - South Africa - Attitudes , Fashion merchandising - South Africa , Generation Y , Women consumers - South Africa - Attitudes
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/122934 , uj:20726
- Description: Abstract: The retailing of consumer merchandise has always had to keep up with dynamic consumer wants, needs and expectations in a competitive environment (Mover, Minjeong & Childs 2012:442). Technology, which includes the internet and a virtual world, competes with real-life retail stores in the sense that it can also meet the demands of consumers Koontz & Gibson 2002:442). Fashion is an important product category on the internet and there has been substantial growth with regard to online fashion purchases (Jacobs & De Klerk 2010:255). This implies that virtual fashion stores that use visual displays do exist in industry, and have the potential to satisfy consumer needs and wants. Retailers could stay competitive in the current trend of online shopping by using and implementing multichannel strategies, for example, by providing virtual purchasing options in addition to the traditional retail store (Koontz & Gibson 2002:381–395). Nevertheless, most fashion retailers keep the traditional store option, as opposed to online-only options, because consumers find it difficult to judge the fit, texture and quality of fashion products if displayed virtually, even though virtual shopping may have benefits like convenience (Ruane & Wallace 2013:316). These strategies can influence the retailer’s choice of visual display, as retail strategies should be aligned to consumer groups’ needs and preferences. A consumer group that is associated with convenience, as well as virtual shopping, is the female millennial generation consumer group (Ruane & Wallace 2013:317). Since the millennial generation started to enter the working-class market, this large global market has developed into one of the fastest-growing consumer segments, with a substantial amount of disposable income (Faruk, Stuart & Griffin 2013:657; Ruane & Wallace 2013:316; Leen, Thurasamy & Omar 2012:111; Tapscott 2009:188; Djamasbi, Tullis, Siegel, Capozza, Groenzinger & Ng 2008:1). This large generation is therefore regarded as a market segment with high consumption patterns and large spending potential (Pinzaru, Savulescu & Mitan 2013:321; Waters 2006:1). Although the millennial generation is seen as one of the largest consumer market segments to date, they have not been included in much literature with specific reference to their consumption of, and preferences and attitudes towards... , M.Tech.
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Consumer attitudes towards key alcohol policies among South African consumers living in the Gauteng Province
- Authors: Scott, Cordelia
- Date: 2017
- Subjects: Consumers - South Africa - Attitudes , Consumer behavior - South Africa , Drinking of alcoholic beverages - Government policy - South Africa , Drinking of alcoholic beverages - South Africa
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/237909 , uj:24384
- Description: M.Com. (Business Management) , Abstract: The alcoholic beverages industry contributed an estimated R73 billion to the South African Gross Domestic Production (GDP) in the financial year 2009 – 2010, an approximate 2.9 percent contribution to South Africa’s GDP (Department National Treasury, 2014:6). The alcoholic beverages industry further delivers more than 500 000 job opportunities in South Africa across various industries (Fieldgate, Jeffrey, Madinane, Ebrahim, Soobyah & Jordaan, 2013:1). The World Health Organisation (WHO) is putting pressure on governments around the world to reduce the misuse and abuse of alcohol (Roets, Bevan-Dye & Viljoen, 2013:961). As a result, the South African government proposed various alcohol policy changes in support of the WHO in an attempt to reduce unhealthy alcohol consumption behaviour in South Africa. There are however concerns that implementing these policies might have undesirable economic effects (Fieldgate et al., 2013:1). Attitude is an important factor that assists in determining a consumer’s intention to behave (Blythe, 2013:153). It is thus believed that a consumer’s attitude can be used as a predictor of the consumer’s intention to behave or change behaviour. In the case of this study, the primary objective of the study is to determine the attitude of South African consumer in Gauteng Province towards alcohol policy, and consumer intention to change alcohol consumption behaviour should new alcohol policies be implemented. Although the current alcohol policy as well as the proposed restriction of alcohol marketing policy has a direct effect on South African consumers, little is known about consumer attitudes towards alcohol policies or the effect a change in policy will have on their alcohol consumption behavioural intentions. Consumer attitudes towards alcohol policy were measured, as well as the consumers intention to change alcohol consumption behaviour should alcohol policy change. The study is descriptive in nature and made use of quantitative research techniques. Questionnaires were used as the research instrument and to collect data. The target population included all consumers of alcohol (who consume an average of three or more alcoholic beverages per week) and are of legal drinking age (over 18). One hundred sixty-nine usable questionnaires from the sample size of 200 were utilised for...
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- Authors: Scott, Cordelia
- Date: 2017
- Subjects: Consumers - South Africa - Attitudes , Consumer behavior - South Africa , Drinking of alcoholic beverages - Government policy - South Africa , Drinking of alcoholic beverages - South Africa
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/237909 , uj:24384
- Description: M.Com. (Business Management) , Abstract: The alcoholic beverages industry contributed an estimated R73 billion to the South African Gross Domestic Production (GDP) in the financial year 2009 – 2010, an approximate 2.9 percent contribution to South Africa’s GDP (Department National Treasury, 2014:6). The alcoholic beverages industry further delivers more than 500 000 job opportunities in South Africa across various industries (Fieldgate, Jeffrey, Madinane, Ebrahim, Soobyah & Jordaan, 2013:1). The World Health Organisation (WHO) is putting pressure on governments around the world to reduce the misuse and abuse of alcohol (Roets, Bevan-Dye & Viljoen, 2013:961). As a result, the South African government proposed various alcohol policy changes in support of the WHO in an attempt to reduce unhealthy alcohol consumption behaviour in South Africa. There are however concerns that implementing these policies might have undesirable economic effects (Fieldgate et al., 2013:1). Attitude is an important factor that assists in determining a consumer’s intention to behave (Blythe, 2013:153). It is thus believed that a consumer’s attitude can be used as a predictor of the consumer’s intention to behave or change behaviour. In the case of this study, the primary objective of the study is to determine the attitude of South African consumer in Gauteng Province towards alcohol policy, and consumer intention to change alcohol consumption behaviour should new alcohol policies be implemented. Although the current alcohol policy as well as the proposed restriction of alcohol marketing policy has a direct effect on South African consumers, little is known about consumer attitudes towards alcohol policies or the effect a change in policy will have on their alcohol consumption behavioural intentions. Consumer attitudes towards alcohol policy were measured, as well as the consumers intention to change alcohol consumption behaviour should alcohol policy change. The study is descriptive in nature and made use of quantitative research techniques. Questionnaires were used as the research instrument and to collect data. The target population included all consumers of alcohol (who consume an average of three or more alcoholic beverages per week) and are of legal drinking age (over 18). One hundred sixty-nine usable questionnaires from the sample size of 200 were utilised for...
- Full Text:
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