Department of Marketing and Retail Managementhttps://hdl.handle.net/10500/27972024-03-29T14:35:03Z2024-03-29T14:35:03ZConsumer attitudes towards the Ghanaian African print textile industryNikoi, David Ashaleyhttps://hdl.handle.net/10500/293072022-12-05T09:32:55Z2022-01-01T00:00:00ZConsumer attitudes towards the Ghanaian African print textile industry
Nikoi, David Ashaley
The Ghanaian textile industry is faced with a drifting consumer attitude in favour of Asian and European African print textile brands. The actual state and reasons of the Ghanaian African print textile consumers’ attitudes are unknown. Studies that have explored the subject area tend to be eurocentric. The few studies that have been conducted in sub-Saharan Africa and Ghana gave limited attention to the attitudinal and demand factors that account for the Ghanaian African print textile consumers’ choices. It is against this background that this study examines consumers’ attitudes towards the Ghanaian African print textile industry. It seeks to identify the demand factors that motivate consumers to buy Ghanaian African print textiles, the brand attributes that form their brand perception, and the elements of normative beliefs that influence their purchase behaviour towards the Ghanaian and foreign African print textiles.
A review of previous studies and theoretical models such as the economic theory and the theory of planned behaviour identified five relevant constructs: economic factors, marketing environmental factors, motivational factors, attitudinal, and purchase behaviour factors. These were used to develop a conceptual model that formed the basis of the research. Guided by the positivist research philosophy, this research adopted the mono-method quantitative approach that conducted a cross-sectional field survey with 443 respondents in four key consumption areas of Accra, Kumasi, Takoradi, and Tamale in Ghana. The study used factor analysis to identify the relevant factors for hypothesis testing. Structural equation modelling, t-test and ordinary least squares regression were also employed in the study.
The study’s findings supported some of the hypothesized constructs and rejected others. It revealed that the Ghanaian African print textile consumers’ attitudess is positive. The consumers’ industry knowledge anchors these attitudes, beliefs, especially in the Africaness of the product and positive perceptions of the industry, among others. Consumers’ motivation was also positive and is anchored by their self-gratification, appealing product design, colours, limited editions and supplies. These research findings fill the knowledge gap in the study area.
The study contributed to knowledge by developing a model for the attitude of the Ghanaian African print textile consumer. It established that the Ghanaian African print textile consumers’ attitudes is positive, which ironed out controversies among academics on the subject. The study integrated the five key constructs that determine African print textile consumers’ attitudes, motivation, and purchase behaviour. The study established their interrelationship and proposed a model that broadens knowledge on the subject area, among other pertinent findings to academic literature. Finally, it draws out many managerial and policy implications that direct industry and future research.; Imboni yezindwangu yase-Ghana ibhekene nezimo zengqondo zabathengi ezintengantengayo ezivuna izinhlobo zezindwangu eziphrintiwe zase-Asian Kanye nase- European African. Isimo sangempela kanye nezizathu zezimo zengqondo zabathengi bendwangu yase-Ghana yase-Afrika azaziwa. Izifundo ezihlole indawo yesifundo zivame ukuba yi-Eurocentric. Ucwaningo olumbalwa oluye lwenziwa e-Afrika eseningizimu ye-Saharan Africa nase- Ghana lunikeze ukunakwa okulinganiselwe ezicini zengqondo nezidingo ezithinta ukukhetha kwabathengi bendwangu yokuphrintha yase-Ghana yase-Afrika. Kungenxa yalesi sizinda lapho lolu cwaningo luhlole izimo zengqondo zabathengi mayelana nemboni yendwangu yokuphrintha yase-Afrika. Lolu cwaningo belufuna ukuhlonza izici ezidingekayo ezikhuthaza abathengi ukuthi bathenge izindwangu zokuphrintha zase-Ghana zase-Afrika, izibaluli zomkhiqizo ezakha umbono womkhiqizo wabo, kanye nezici zezinkolelo ezivamile ezinomthelela ekuthengeni kwabo izindwangu zokuphrintha zase-Ghana nezangaphandle zase-Afrika.
Ukubuyekezwa kwezifundo zangaphambili namamodeli wethiyori, njengethiyori yezomnotho Kanye nethiyori yokuziphatha okuhleliwe, kuhlonze izakhiwo ezinhlanu ezifanele: izici zomnotho, izici zemvelo zokuthengisa, izici ezikhuthazayo, izici zengqondo, nezici zokuziphatha zokuthenga. Lezi zakhiwo zasetshenziswa ukuthuthukisa imodeli yomqondo eyakha isisekelo socwaningo. Elawulwa ifilosofi yocwaningo lwe-positivist, umcwaningi wasebenzisa indlela ye-quantitative ye-mono-method quantitative futhi wenza inhlolovo yensimu ehlukene nabaphenduli ababeyinxenye yocwaningo abangu-443 ezindaweni ezine ezibalulekile zokusetshenziswa e-Ghana, amagama azo yilawa,i- Accra, i-Kumasi, i-Takoradi, kanye nase-Tamale. Umcwaningi usebenzise i-factor analysis ukuze abone izici ezifanele zokuhlolwa kwe-hypothesis. Ukumodela kwezibalo zesakhiwo, ukuhlola kuka- t-kanye nokuhlehla kwezikwele ezincane ezijwayelekile nakho kusetshenzisiwe ocwaningweni.
Okutholwe kulolu cwaningo kusekele ezinye zezakhiwo ezicatshangelwe futhi zanqaba ezinye. Ucwaningo luveze ukuthi izimo zengqondo zabathengi bendwangu yase-Afrika yase-Ghana zazilungile. Ulwazi lwemboni yabathengi lwagxilisa izimo zengqondo zezinkolelo zabo,ikakhulukazi inkolelo yabo ebu-Afrika bomkhiqizo kanye nombono wabo omuhle ngemboni, phakathi kokunye. Ngokwalokho okutholwe kulolu cwaningo, ukugqugquzelwa kwabathengi nakho bekukuhle futhi bekusekelwe ekuzaneliseni kwabo, ukwakheka kwemikhiqizo ekhangayo, imibalo, izinhlelo ezinomkhawulo, kanye nezinsiza. Imiphumela yocwaningo igcwalise igebe lolwazi endaweni yocwaningo.
Ucwaningo lube nomthelela olwazini ngokwakhiwa kwemodeli yezimo zengqondo zabathengi bendwangu yase-Afrika ephrinthwe e-Ghana. Ithole ukuthi izimo zengqondo zabathengi bendwangu yase-Ghana yase-Afrika zazilungile, ngaleyo ndlela isusa impikiswano ngale ndaba phakathi kwezifundiswa. Ucwaningo luhlanganise izinto ezinhlanu ezibalulekile ezinquma izimo zengqondo zabathengi bendwangu ephrinthiwe yase-Afrika, ugqozi, kanye nokuziphatha kokuthenga. Ucwaningo lwasungulwa ukuhlobana kwalezi zakhiwo futhi lwaphakamisa imodeli eyandisa ulwazi endaweni yesifundo, phakathi kokunye ukubamba iqhaza elifanelekile ezincwadini zezemfundo. Ekugcineni, iveze imithelela eminingi yokuphatha nenqubomgomo engaqondisa ucwaningo lwangomuso.
Text in English, abstract in English and Zulu
2022-01-01T00:00:00ZDeveloping a conceptual integrated online visual merchandising framework for apparel e-tailers: a South African consumers' perspectiveWessels, Elsa Corinnehttps://hdl.handle.net/10500/269232020-11-30T08:41:10Z2019-11-01T00:00:00ZDeveloping a conceptual integrated online visual merchandising framework for apparel e-tailers: a South African consumers' perspective
Wessels, Elsa Corinne
The purpose of this study was to develop a conceptual integrated online visual merchandising framework containing online visual merchandising themes that South African apparel e-tailers could use when developing an effective apparel e-store, with the main aim of possibly influencing consumer purchasing behaviour. The study adopted a consumer-centred response approach to online visual merchandising in an attempt to holistically consider this area of the South African e-tail industry from the consumer’s perspective. The study followed a pragmatic paradigm that implemented a mixed-method approach.
The qualitative section of the mixed-method approach primarily comprised four focus group interviews as the main data-collection instrument. The data obtained during the qualitative section was analysed by Tesch’s inductive descriptive coding technique, better known as thematic analysis. The findings obtained during the qualitative section were used as the basis for the quantitative section of the mixed-method approach, which implemented a self-administered web-based questionnaire as the data-collection instrument. The data was analysed by means of the Statistical Package for Social Science (SPSS) version 23.
The findings of the study delivered a conceptual integrated online visual merchandising framework that consists of 13 themes and 82 items. This conceptual integrated online visual merchandising framework will contribute to the South African apparel retail and e-tail industry, as both apparel brick-and-mortar retailers and apparel e-tailers in South Africa can benefit from using the conceptual integrated framework as a guideline. The value of the conceptual integrated framework lies in the fact that it includes consumers’ views regarding the online visual merchandising themes. Therefore, apparel e-tailers, as well as brick-and-mortar retailers that want to develop an e-store, or update an existing e-store, can use this conceptual integrated framework as a guideline to make their online offering as attractive as possible. This way involves the least possible online risks to ensure that online trust is created, and ultimately, that consumer purchasing behaviour has been influenced.
2019-11-01T00:00:00ZAn assessment of brand differentiation as a viable strategy in the commoditised Western Cape fresh milk marketSerman, Joelhttps://hdl.handle.net/10500/265822020-08-20T12:40:00Z2019-12-01T00:00:00ZAn assessment of brand differentiation as a viable strategy in the commoditised Western Cape fresh milk market
Serman, Joel
Companies in commoditised marketplaces such as the fresh milk market in the Western Cape are seeking ways to improve sales and increase their market shares relative to the competition. This study explored differentiation as a viable competitive strategy in the Western Cape fresh milk market to increase market share and drive brand preference. Using telephonic interviews to administer a structured questionnaire to a randomly selected sample of 300 respondents, the study undertook to identify Western Cape milk consumers’ procurement behaviour, the attributes that consumers look for when selecting fresh milk and their selection criteria when choosing between fresh milk brands.
The study found that nine attributes influenced the consumer’s choice of fresh milk brand, with price, consistency of taste, consistency of colour and expiry date being the most important. Brand attributes such as the company image, environmental concerns, company location, animal welfare and packaging played a less prominent role, but were also considered by consumers when selecting a brand of fresh milk. The study concluded that while price was the overriding decision-making variable, a differentiation strategy based on the nine identified attributes, or a subset thereof, will influence consumer procurement behaviour and potentially sway consumer preference. The study contributes to the existing body of knowledge on differentiation as a competitive strategy and specifically applies it to the Western Cape fresh milk market.
2019-12-01T00:00:00ZThe influence of human variables on consumers' shopping experience in FMCG retail stores in EkurhuleniMalope, Henry Shitisanghttps://hdl.handle.net/10500/260202019-11-22T08:39:29Z2019-03-01T00:00:00ZThe influence of human variables on consumers' shopping experience in FMCG retail stores in Ekurhuleni
Malope, Henry Shitisang
In today’s constantly changing, fast-moving consumer goods (FMCG) retail market environment, it is imperative that retailers should focus on creating a pleasant shopping experience to differentiate their stores in order to achieve a competitive advantage. One of the strategies to achieve competitive advantage can be human variables. This study focused on the influence of human variables on consumers’ shopping experience in FMCG retail stores in Ekurhuleni. Therefore, this study expands the existing knowledge of human variables in the FMCG retail environment. Human variables in the context of this study comprise other customers and sales associates. Each of these human variables is made up of sub-variables. The sub-variables of other customers include crowding and social relations. On the other hand, the sub-variables of sales associates are sales associates’ availability, physical attributes of sales associates and behavioural attributes of sales associates.
This empirical study was conducted with 400 FMCG retail stores consumers of the ages between 18 and 60 who reside in Ekurhuleni. The study followed a descriptive research design and quantitative approach in order to address the research objectives. A convenience sampling method and a mall-intercept survey by means of self-administered questionnaires were used to collect data. An exploratory factor analysis (EFA) was conducted in which the Likert scale statements in question 2 - 6 (see Appendix B) measuring different sub-variables of other customers and sales associates were subjected to a Principal Axis Factoring with Oblimin rotation. The results of the final EFA involved 13 Likert scale items. The test were conducted to validate the measures of human variables. The Principal Axis Factoring revealed five factors. These factors were social relations, behavioural attributes, crowding, physical attributes and sales associates’ availability. Therefore, reliability tests were conducted on the final items measuring the human variables. The results of this research study indicate that social relations, sales associates’ availability, physical attributes of sales associates and behavioural attributes of sales associates influence consumers’ shopping experience in FMCG retail stores in Ekurhuleni. However, the consumers felt neutral with regard to crowding. The test results of a chi-square for equal proportion revealed that all the five hypotheses (H1, H2, H3, H4, and H5) were supported as the proportions of consumers with regard to the influence of these sub-variables on their shopping experience were statistically different. Furthermore, ANOVA and F-test results for testing whether there were differences between demographics indicated that H1a, H2b and H5c were supported because there were statistically significant differences between genders with regard to the influence of crowding, between age groups regarding social relations, as well as between racial groups with regard to the influence of behavioural attributes of sales associates on consumers’ shopping experience.
2019-03-01T00:00:00Z