Faculty of Commerce, Law and Management

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Attitudes and purchase behaviour of green products among generation Y consumers in South Africa
(2014) Anvar, M; Venter, M
The purpose of this study was to determine what factors influence attitudes and purchase behaviour of green products among Generation Y consumers in South Africa. The factors that were under investigation in this study were social influence, environmental awareness and price. Further, this study aimed to investigate whether consumer attitudes can in fact influence consumers’ purchase behaviour of green products. A quantitative approach was used for data gathering. Data collection was conducted by means of self-administered questionnaires among 200 students between the ages of 18 to 23. The data was analysed by using statistical methods such as simple and multiple linear regressions. The results from the study indicated that social influence, environmental awareness and price, positively influence individuals’ attitudes towards green products. The effect of attitude on buying behaviour was also positive; hence consumers with positive attitudes towards green products are more likely to purchase green products. Further, the findings indicated that there is indeed a difference between males and females with regards to buying behaviour of green. The findings of the study will provide marketers with a clearer understanding as to how they can influence Generation Y’s attitude and buying behaviour towards green products. With the Generation Y cohort being of crucial importance to marketers, companies can drive sales and increase market share through appropriate marketing strategies. This is essential for a developing country such as South Africa, and among Generation Y consumers whom will play an active role in the future global economy.
Attributes that Generation Y business students desire in an employee value proposition in management consulting in South Africa
(2014-01-21) Bhoola, Kavir
Attracting talented individuals to management consulting firms within a competitive market remains a challenge for many firms. In an environment where a large amount of Generation Y individuals are entering the workplace, tailoring an employee value proposition (EVP) to meet the needs of the market is one of the means of attracting talented individuals to an organisation. This research investigated the attributes that Generation Y business students desire in the EVP of management consulting firms. It also investigated if there is a link between the Generation Y characteristics and selection of EVP attributes. A quantitative approach using surveys was undertaken on 158 students pursuing postgraduate business studies. A qualitative approach with eight experienced management consulting professionals was also undertaken. The findings suggest that „compensation‟, „development opportunities‟, „future career opportunities‟ and „work-life balance‟ are the most desired EVP attributes. Furthermore, there is evidence that Generation Y characteristics are linked to the selection of desirable EVP attributes. The findings of the research are consistent with existing literature on the subject of EVP, despite the differences in age group, geography and target industry.
Consumer behaviour and targeting of generation Y students
(2011-10-14) Taoushanis, Maria
The student market is attractive to marketers as it is during this period that much of the consumers‟ personal style and brand preferences are determined, and this influences the consumption patterns maintained throughout their lives (Simpson, 2003 and Ness, Gorton & Kuznesof, 2002). They also influence the buying behaviour patterns of other market segments including those of their parents (Simpson, 2003 and Ness et al, 2002). The purpose of the study is to provide insights to marketers developing marketing strategies that target students. Qualitative research was used to identify the factors influencing the buyer behaviour of students, to determine the relative importance of a number of factors, to segment the market based on these characteristics and to identify effective means to target this market. The results showed that students consider brand, price, quality, style and practicality to be the most important factors influencing their purchasing decisions and based on these factors, the market was divided into six segments. The study revealed that television is the most effective means, and direct campaigns; especially telephone campaigns were the least effective means, used to target this market.

Faculty of Commerce, Law and Management

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