3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item The role of brands in online and offline consumer choice(2015) Saini, Yvonne KabeyaThis dissertation examined the role of brands in consumer decision making in online environments versus offline environments. The effects of the information type and quality available in a given purchase environment influences consumer choice. The premise on which this study was based is the accessibility-diagnociticity model which states that the weight given to any piece of information which would be used for consumer decision making depends on the accessibility of that piece of information, the accessibility of alternative inputs and diagnositicity or perceived relevance of the inputs (Feldman & Lynch 1988). Information available to consumers plays a significant role in their decision making and there has been limited studies investigating this in the online versus offline shopping environments. The challenge of online shopping for some product categories is that there is limited capacity to provide touch, smell and taste information. The dissertation reports three experiments which were conducted to test the hypotheses. Participants were randomly assigned to different shopping environments with varying levels of information. The findings extend the theory of the diagnosticity of information (Alba, Hutchinson, & Lynch, 1991; Feldman & Lynch 1988; Herr, Karde, & Kim, 1991; Lynch, Marmorstein & Weigold, 1988; Lynch 2006) indicating that, when consumers observe that they do not have enough information to make a purchase decision, they do not make a decision unless the brand is familiar. vii The findings from the research offer fresh insights that familiar brands have greater advantage in online shopping than unfamiliar brands, particularly for experiential products. The results suggest that in purchase situations where there is limited sensory information, consumers rely on brand familiarity to make decisions or they do not make a decision if the brands are unfamiliar. The results of the dissertation showed that when there is limited information in consumer decision making processes, consumers use their knowledge about brands to make or not make a decision. The results contradict the long tail theory (Anderson, 2006) which proposes that the businesses would make more profits from niche offerings of unfamiliar brands. The results of the study were not conclusive on the effects of shopping environments on price sensitivity for familiar and unfamiliar brands. The results suggested the predicted pattern, though the interaction was not statistically significant and there is need for future research on online price elasticity. Future research should also explore the effects of these new sources of information like blogs, consumer and expert reviews, Facebook, etc. on consumer decision making in the offline and online environmentsItem Business information sources in Gauteng(2014-02-17) Croll, Jennifer AnneThis research investigated the way in which an academic library could add value to the research undertaken by the business community in Johannesburg. The research was qualitative and data was collected via interviews, both telephonic and face-to-face. Two research questions were examined: 1. Where does corporate South Africa access information? 2. Why does corporate South Africa access information? The results were collated and themes drawn to reach conclusions. It was initially thought that researchers in the business community used Google and social media extensively in order to trace information for innovation, the development of new products, and marketing. A significant theme that emerged during the research was that people actually prefer personal contact, either face-to-face or via conferences and telephonically. This contradicts the library literature which maintains that libraries need to maintain a profile in the social media since this is where people are looking for information. It was also discovered that while researchers are using Google extensively, they are not using libraries to any significant extent. It is recommended that libraries consider linking into communities of practice in order to ensure that they are part of the research process and, at the same time, part of the community of practice, and so are able to anticipate the research needs of their community. The research highlights the need for libraries to actively market their resources to their communities to increase their visibility in order to validate the value they can add to the bottom line of an organisation.