3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item Standing out on the high street: how fashion retailers are embracing experiential marketing(2016) Venter, MarikeWith an increase in competition, the retail industry is experiencing a paradigm shift as marketers revert to innovative retail experiences to influence consumer buying behaviour. Therefore, it is of interest to examine how consumers experience store environments in order for retailers to design atmospherics that are conducive to influencing purchase decision-making. Although several studies have explored store environment and consumer buying behaviour, few studies have explored atmospheric cues as a holistic construct to investigate the effect of these on brand loyalty and purchase intention. More specifically, few studies have explored this topic in a fashion retail context among the black middle class woman in South Africa. This paper aims to determine whether store environment influences consumers’ purchase intention and brand loyalty of fashion products. By means of a proposed conceptual model, store environment is the predictor variable, with brand experience, brand trust, brand satisfaction and brand attitude as the mediating variables, and purchase intention and brand loyalty as the outcome variables. The present study undertakes a quantitative approach in which 501 online surveys are distributed among black middle class woman to explore the influence of store environment on purchase intention of fashion brands. The findings support all nine proposed hypotheses. Therefore indicating that store environment influences consumers’ brand experience, brand trust, brand satisfaction and brand attitude. Likewise, the latter branding variables have a significant influence on brand loyalty, and ultimately purchase intention. The contribution of this paper is threefold. Firstly, by exploring the importance of store environment on consumer behaviour, this study adds to contextual knowledge on experiential retailing, fashion consumption and the buying behaviour of the emerging black middle class. Secondly, it adds to existing literature in retail management and fashion marketing. Theoretically, it is positioned in experiential marketing and contributes to empirical literature that focuses on consumer behaviour, branding, and retail. Lastly, by investigating store environment and it’s influence on consumers’ purchase intentions, the findings provide marketing practitioners with a better understanding of strategies that can be employed to influence consumers buying behaviour through the design of a conducive store environment.Item Personality traits influencing style adoption among the youth in South Africa(2013-04-09) Venter, MarikePurpose – This study provides a theoretical framework that explores the personality traits that influence style adoption among the youth in South Africa. Five personality traits form part of the framework, namely fashion consciousness, the need for uniqueness, susceptibility to interpersonal influence, individualism/collectivism, and masculinity/femininity. Methodology – A quantitative approach was undertaken and the data were collected by means of self-administered questionnaires among 400 university students. Established multi-item scales were adapted for the study, and a pilot test was used to confirm the validity of the multi-item scales and the correctness of the data-gathering procedure. Following the data gathering and coding, validity and reliability tests were carried out on the entire sample. A regression analysis was used to test the relationships between the constructs. Findings – The findings suggest that the dominant factors influencing style adoption are susceptibility to interpersonal influence and masculinity/femininity. Fashion consciousness, the need for uniqueness, individualism/collectivism and masculinity/femininity, influence the knowledge acquired of style. One’s attitude towards style is influenced by the need for uniqueness and masculinity/femininity. Research Limitations - The results of this study may not be appropriate for generalizing across the majority of youth culture in South Africa, and in a global context. However, understanding one segment of the youth may be beneficial to practitioners in South Africa, and may encourage exploration into other youth segments through continuous resampling and reassessment of difference ages and gender populations. Implications - By examining the youth and their sense of style, the study facilitates the possibility of consumer-behaviour research that not only includes style in a broad sense, but also explores post-modern and classic style expressions, thus providing a better understanding of modern youth culture in a local context, and the influence of their personality traits on style adoption.