Alignment of consumer purchasing preferences with retailing activities in the South African branded clothing industry
Date
2012-10-02
Authors
Glazer, Darren
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Abstract
The continually evolving and increasing competitive retail environment has
placed pressure on the retailers and their bottom line. In order for the retailers to
develop a sustainable competitive advantage and be seen as the retailer of
choice, the retailers have to continually reassess and re-evaluate their
strategies in light of the changing needs, purchasing preferences and behaviour
of the consumers.
This research investigated the degree of alignment in the thinking and views of
the consumers and the individuals responsible for establishing and
implementing the strategy within the retail stores related to the relative
importance of the various dimensions of the retail model.
The research was conducted utilising a closed ended questionnaire. 202
consumers, over the age of 18, completed this in-store survey questionnaire by
rating the relative importance of the various dimensions of the retail model on a
five point Likert scale. The views and opinions of management were also
obtained by requesting 14 members of the executive management team of the
retailer to complete the questionnaire.
The study demonstrated alignment and consistency in the thinking of
management and the consumers. Both parties have demonstrated a clear
preference for a store that will provide the consumers with a magical shopping
experience in terms of the atmosphere created by the store, the store’s
customer relationship marketing initiatives and the range of merchandise
available within the store.
With limited time available to the consumers due to our current lifestyles and
with the research being conducted in the latter part of November, in the peak
trading period leading up to the Christmas rush, there was also an expectation and acceptance that the store should also provide the consumers with
knowledgeable and courteous employees and other services that will be able to
and will assist the consumers in locating and purchasing the desired products
within the expected and available time frames
Description
MBA thesis - WBS
Keywords
Retail, South Africa, Branded clothing, South Africa, Consumer preferences