Perceived values impacting purchase decisions of young African student consumers in small Lephalale retailers

Abstract

The young African adult population, particularly in Lephalale and South Africa, is a significant demographic group with substantial purchasing power, therefore holding great potential for future economic growth. The study aimed to research the perceived values of young African adult students in Lephalale that influence their decision-making when making purchases from small retailers. Small and medium enterprises substantially influence the African economy because they account for between 51 and 57 per cent of South Africa’s gross domestic product. However, up to 40 per cent of these businesses fail during their first year of operation. To achieve the secondary objectives, hypotheses were devised, with the secondary objectives serving to support the primary objective. In this study, 202 young adult African students aged 16 to 26 registered at the Lephalale Technical Vocational Education and Training College participated in a questionnaire-based survey using a quantitative research methodology. To conduct the survey, a probability simple random sampling technique was utilised. Following the cleaning of the data, descriptive (univariate analysis, frequencies), inferential (bivariate correlations inferential t-test, ANOVA), and path analysis (total impact and direct effects models) methods were used to test the hypotheses and measure the objectives. The findings showed that young adult African students consider utilitarian, hedonistic, and social values, albeit at varying levels of importance, while making purchase decisions. Young African adult students responded that social values (social identity and social self-image) had the greatest influence on their intention to purchase. Young African adult students’ purchase intentions appeared to be influenced by a smaller but significant amount of hedonic value. Utilitarian value, however, had relatively little influence on the purchase intentions of young adult African students. While customer satisfaction was discovered to be a powerful predictor of repeat purchase behaviour. When customer satisfaction is used as a mediator, it indicates that purchase intention improves because of the mediated influence of perceived values. Therefore, it is recommended that small independent sellers should create market strategies that enhance the social and hedonic value that young African adults place on shopping in Lephalale in order to win their commitment.

Setšhaba sa bafsabagolwane ba Afrika, kudukudu ka Lephalale le Afrika Borwa, ke sehlopha se bohlokwa sa tshedimošo ka ga setšhaba seo se nago le maatla a magolo a go reka, ka gona se swere bokgoni bjo bogolo bja kgolo ya ekonomi ya ka moso. Maikemišetšo a dinyakišišo tše e be e le go nyakišiša maikutlo a moreki a baithuti ba bafsabagolwane ba Afrika ka Lephalale ao a huetšago go tšea ga bona diphetho ge ba reka go dikgwebopotlana. Dikgwebo tše nnyane le tša magareng di na le khuetšo ye kgolo go ekonomi ya Afrika ka lebaka la gore di tšea magareng ga diphesente tše 51 le tše 57 tša palomoka ya ditšweletšwa tša ka nageng tša Afrika Borwa. Le ge go le bjalo, go fihla go diphesente tše 40 tša dikgwebo tše di a palelwa ngwageng wa tšona wa mathomo wa go šoma. Go fihlelela maikemišetšo a tlaleletšo, go ile gwa hlangwa dikakanyokgolo, ka maikemišetšo a tlaleletšo a šoma go thekga nepo ya motheo. Dinyakišišong tše, baithuti ba bafsabagolwane ba 202 ba Afrika ba mengwaga ye 16 go ya go ye 26 bao ba ingwadišitšego Kholetšheng ya Thuto le Tlhahlo ya Bothekniki bja Mešomo ya Lephalale ba kgathile tema tekolonyakišišong ye e theilwego godimo ga lenaneopotšišo go šomišwa mokgwa wa nyakišišo ya bontši. Go dira tekolonyakišišo, go dirišitšwe thekniki ye bonolo ya go dira sampole ka go se kgethe. Ka morago ga go hlwekiša datha, mekgwa ya tlhalošo (tshekatsheko ya go fapafapatšha gatee, mabokgafetšakgafetšo), phapantšho (tekolo ya go bapetša tshekatsheko ya nyalantšho ya go fapantšha gabedi ANOVA), le tshekatsheko ya diponagatšo tša datha (mehuta ya palomoka ya khuetšo le diabethwii) e ile ya šomišwa go lekola dikakanyokgolo le go lekanya maikemišetšo. Diphihlelelo di bontšhitše gore baithuti ba bafsabagolwane ba Afrika ba lebeledišiša boleng bja tirišo ya setšweletšwa, boipshino le leago, le ge e le gore di maemong a go fapana a bohlokwa, mola ba dira diphetho tša go reka. Baithuti ba bafsabagolwane ba Afrika ba arabile ka gore maitshwaro a tša leago (boitšhupo bja leago le go ipona ga tša leago) di bile le khuetšo ye kgolo kudu maikemišetšong a bona a go reka. Maikemišetšo a go reka a baithuti ba bafsabagolwane ba Afrika a bonala a huetšwa ke palo ye nnyane eupša ye bohlokwa ya boleng bja boipshino. Le ge go le bjalo, boleng bja tirišo ya setšweletšwa bo bile le khuetšo ye nnyane kudu maikemišetšong a go reka a baithuti ba bafsabagolwane ba Afrika. Mola kgotsofalo ya bareki e utolotšwe e le selo se maatla sa go bolela e sa le pele ka boitshwaro bja go reka gape. Ge kgotsofalo ya bareki e šomišwa bjalo ka monamodi, e laetša gore maikemišetšo a go reka a a kaonafala ka lebaka la khuetšo ye e tsenago gare ya maitshwaro ao a lemogwago.

Ka gona, go šišinywa gore barekiši ba bannyane ba ikemetšego ba swanetše go hlama maano a mmaraka ao a godišago boleng bja leago le bja lethabo bjoo bafsabagolwane ba Afrika ba bo beago mo go rekeng ka Lephalale gore ba fihlelele boikgafo bja bona.