3. Electronic Theses and Dissertations (ETDs) - All submissions
Permanent URI for this communityhttps://wiredspace.wits.ac.za/handle/10539/45
Browse
2 results
Search Results
Item The influence of domestic workers on the brand equity of homecare products in South African households(2016) Dube, SibonileSince 1994, the number of South Africans who have the ability to hire domestic help has increased due to the economic inclusion of the African majority. This research has been conducted amongst South Africa’s middle to upper class (also referred to as LSM 7-10 or LSM A). A sizeable number of them have a monthly household income of R50 000 and above and another significant number is made up of business owners. The aim of the study is to assess the extent to which domestic workers’ perceived brand quality of homecare products influence the brand loyalty of the same as far as their employers are concerned. The data collection of this study was exclusively conducted online for the simple reason that the target population of the study is made up of office bound and busy people. A large majority of the respondents in fact spend 4-5 hours in their homes per day during the week. Therefore expecting them to fill in a questionnaire and submit to the researcher would have been a challenge. The research’s point of departure was based on the assumption that employers of domestic workers are not the end users of the products under discussion as their lifestyle did not permit this. However, the fact that the employers are the eventual buyers of the products presented the researcher with a point of curiosity. The key finding of the research was that there was a very strong link between Employer Brand Association and Employer Brand Loyalty. However, there was a weak influence of Employer Brand Awareness on Employer Brand Loyalty. These findings therefore ultimately suggest that domestic worker Brand Quality perceptions, will influence the Brand Equity of homecare products in South Africa. Overall, the Domestic Worker Perceived Brand Quality of homecare products had a positive influence on Employer Brand Awareness and Employer Brand AssociationsItem "Domestic workers' social networks and the formation of political subjectivities : a socio-spatial perspective(2017) Khunou, Kelebogile FrancinaDespite their long history of organising, South African domestic workers are deprived of a platform to organise due to the post-apartheid state positioning itself as the primary articulator, representative, and protector of domestic workers‟ collective interests and the resultant displacement of the domestic workers‟ union in these roles. Even at its peak, the union struggled to rally domestic workers around its cause. The shift from “live-in” domestic work to “live-out” domestic work provides workers with greater personal freedom and less isolation from friends and family; allows them to gain some control over their working conditions and; challenges the “atomised” nature of domestic work as domestic workers interact quite frequently with each other in spaces such as taxis and buses, taxi ranks and street corners as they go about travelling to and from work every day. Domestic workers‟ engagement in the everyday practice of commuting to work and the spaces where domestic workers regularly interact with each other allow for the appearance of social networks where grievances can be shared and rallied around; mutual support is given and; information regarding work can be obtained. Significantly, these social networks are integral to the formation of collective identities and the building of political subjectivities of domestic workers, who as a group are deprived of a platform to organise. Furthermore a fuller conception of political action needs to be adopted. Domestic workers, who are without resources and the leadership of a vital union, find themselves in a position of political marginalization; yet participate in everyday forms of resistance. These coupled with their engagement in everyday life, constitute the invisible face of political mobilization. The social networks that have appeared show promise, however they are under-developed and have not yet been formalised in a way that organised action can ensue. As such it is possible that organisational impetus will have to come from the efforts of middle class actors belonging to NGOs, activists and government agencies as has been experienced in other parts of the globe.