Electronic Theses and Dissertations (Masters/MBA)
Permanent URI for this collectionhttps://hdl.handle.net/10539/37942
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Item Digital consumer behaviour and ecommerce trends since the Covid-19 pandemic(University of the Witwatersrand, Johannesburg, 2023) Ramugondo, Nozipho; Chalomba, NakuzeThe advent of the Covid-19 pandemic resulted in many modifications to human behaviours. Most of these changes were visible in how people around the globe began to prioritise different things in their lives, including avoiding human contact. Given the unprecedented uncertainty that arose across most aspects of life, one of the biggest effects of the pandemic was on the global economy; businesses were forced to be agile and invest in digital transformation, while consumers had to adapt to that transformation. This study examines the shopping challenges faced by consumers during the pandemic, as well as the opportunities presented to retailers to employ new strategies to maintain their livelihoods and ultimately enhance user capability in internet shopping. The researcher thus aimed to investigate consumers’ attitudes towards digital adaptation and ecommerce trends during and post the pandemic. Consumers constantly change their attitudes towards shopping, with most changes being driven by technology and e-commerce digital enhancement. This study aimed to address the identified gaps regarding which factors influence consumers to shop online and utilise ecommerce shopping. A quantitative research methodology was used to answer the principal questions of the study, with data being collected through an online distributed survey to gather answers to the research questions. The findings of the study show that consumers spend more time shopping online now than they did prior to the pandemic.Item Changes in consumer behaviour of urban black emerging middle-class consumers in South Africa, as a result of rural to urban migration(2019-03) Malesa, NnanikiMultinational Corporations (MNCs) are facing the scenario that established markets are becoming saturated. They have consequently identified that pursuing entry in emerging markets will contribute to the growth of their respective brands. In turn, the development of emerging market strategies adapted to reflect understanding and localisation of the consumer behaviour habits found within these emerging markets, has become a priority for them. It is within this context that this research study was undertaken. The purpose of this research study was to investigate the changes in consumer behaviour of black emerging class consumers when they migrate from rural areas within SA to urban areas of Gauteng. A qualitative research methodology was pursued with three focus groups to understand the changes in their consumer behaviour across four key themes, namely: Circular Migrators and Remittance providers to rural dwellers; dietary consumption habits; purchase decision making and shopping habits; as well as appreciation for high-value products. Findings from this research study highlighted that black emerging middle-class consumers who migrated from rural areas of South Africa to urban areas of Gauteng remain circular migrators and do not see Gauteng as a permanent establishment for them. In addition, upon migrating to urban areas of Gauteng, these consumers continued to keep in contact with their rural-based relatives. These urban-based participants confirmed that they remitted groceries, money as well as furniture to their rural-based relatives. Lastly, the research findings confirmed that, upon migrating from rural areas to urban areas of Gauteng, the consumer behaviour habits of these participants changed. Their dietary consumption habits, their decision-making shopping habits, as well as their grocery shopping purchase habits reflected changes in their consumer behaviour patterns. In addition, it was identified in this study that the dietary consumption behaviour, decisionmaking shopping habits, as well as grocery shopping purchase habits of the rural-based relatives also changed. This was as a result of being influenced by the changing consumer behaviour habits of the urban-based participants who remitted contributions to them regularly. The findings of this research report have practical implications when pursuing strategies in emerging markets such as South Africa. In ensuring that the strategies deployed have factored an understanding of the local market and placing the consumers’ interests at heart, three key areas are proposed for consideration when developing emerging market strategies in this rural-urban context. Firstly, the decreasing rural-urban gap eminent in the changes to dietary consumption habits and grocery purchases that are similar between the two areas needs consideration. Secondly, the increasing “urban poverty”, contributed to by the limited access of basic services to the peri-urban communities, must be recognized. Lastly, the role aspiration plays in driving desire and subsequent acquisition of high-valued products by emerging middle-class consumers, is important.Item The effects of psychosocial factors on healthy lifestyle choices: the moderating role of normative beliefs and health consciousness(2020) Mokgethi, KgaisoNoncommunicable diseases (NCDs) negatively impact people's lives worldwide, particularly in developing economies, and South Africa is no exception. Consumers' lifestyle decisions, which necessarily impact their well-being, play a significant role in NCDs. As a result, this study is predominantly driven by the health industry. This research supports the marketing fraternity in understanding the significant variables that influence consumer behaviour in relation to healthy lifestyles. The researcher has observed that health-oriented brands play a minimal role than brands that promote activities such as consuming fast foods, alcohol, and smoking. The purpose of this study was to investigate how key psychosocial factors influence lifestyle choices. The focus is on healthy living choices amongst South Africans. The key factors of this study include identity-based motivations, self-efficacy, consumer attitude, and consumer knowledge. In addition, the susceptibility to normative influence and health consciousness serves as interaction factors and the link between consumers’ healthy lifestyle attitudes and purchase intentions. An online survey questionnaire was conducted, and the data was collected through social media platforms, with a total of 493 respondents. The study tested seven hypotheses using Structural Equation Modelling. The research results confirmed that five out of the seven hypotheses were significant. The study results indicate that self-efficacy, a favourable attitude, and identity-based motivation have a significant relationship with healthy lifestyle choices. Knowledge was found to be insignificant. Previous studies confirm that for knowledge to have a significant relationship, it needs to be paired with appropriate interventions. The study also indicated that normative beliefs positively influenced consumer lifestyle choices and purchase intentions, whereas health iii consciousness as a moderating factor was insignificant. The findings will significantly contribute to the literature and theoretical knowledge on healthy lifestyle choices within an emerging market