46 research outputs found
Addressing low-literacy in the South African clothing retail environment
No full textLow-literate consumers display distinctive behaviour in the marketplace, which entails concrete thinking (for example, the use of single pieces of information) and pictographic thinking (for example, the use of information as symbols), also evident among low-literate clothing consumers in this study. This behaviour poses challenges to low-literate consumers, although certain strategies are applied to cope with these challenges. In our study, the aim was to explore the challenges and coping strategies of female low-literate clothing consumers in the South African marketplace, especially in the context of high low-literacy levels in the country. An interpretive descriptive qualitative design was followed and semi-structured interviews were used to gather data from low-literate female consumers. Through inductive and interpretative data analysis, two broad themes relevant to the clothing marketplace were identified: Personal-related (cognitive, social, financial, and affective) such as poor reading and numeracy skills, and product-related challenges (types and format of product information, evaluative criteria) for example the format of label information. Coping strategies (cognitive, product, and social and affective), such as asking children to read for them or leaving the store, were associated with both themes. This is the first study addressing the marketplace behaviour of low-literate clothing consumers in South Africa. The results can be helpful in advising marketers and store assistants on how to specifically respond to the behaviour, needs, and strengths of low-literate clothing consumers, which are different from consumers in genera
Profiling consumers in home ware stores according to their decision‐making process: an exploratory study
No full texthttp://dx.doi.org/10.1111/j.1470-6431.2007.00645.
Consumer sciences in a health context : a shift in traditional thought / Daleen (M) van der Merwe
No full textAccess to information, products and services − considered a basic human right − is universally important to all consumers. Consumers are constantly in a conscious or subconscious way engaging in a process of acquiring information, products and services to fulfil human needs. According to The American Association of Family and Consumer Sciences (AAFCS), the discipline of (family and) consumer sciences entails the skills, research and knowledge about people (consumers) to assist them in making informed decisions about their “well-being, relationships, and resources to achieve optimal quality of life” (Kabaci, 2013). The vehicle used to gain an understanding of consumers’ needs or desires is a study of consumer behaviour, which involves the behaviour or processes that consumers (individuals, groups or organisations) engage in when they are searching for, selecting, buying, securing, using, evaluating and disposing of mainly products, services, ideas and experiences (Hawkins et al., 2010; Schiffman & Kanuk, 2010; Solomon, 2009). The consumer society has been shaped since the beginning of the Industrial Revolution (Jansson-Boyd, 2010); therefore consumer behaviour takes into account the continuously changing environment and influences that consumers are exposed to and function in
Consumers’ expectations of furniture labels during their pre-purchase information search: an explication of proposed furniture labelling specifications
No full textThis study aimed to investigate consumers' expectations of furniture labels during the pre-purchase information search, in order to propose furniture labels that would serve as a more relevant source of external information during the consumer decision-making process. A mixed-method approach using a two-phase exploratory design was followed. The qualitative phase consisted of semi-structured interviews with experienced sales assistants, while the quantitative phase entailed a questionnaire filled out by consumers during furniture shopping. These results were used to design potential furniture labels during a final phase. Qualitative findings indicated participants' opinions regarding the appearance of and information on specific types of furniture. General information requested to be on furniture labels included price, care instructions, guarantees, warrantees, style and dimensions. Quantitative results showed that the majority of respondents deemed the price, materials used, cleaning instructions, guarantees and warrantees as important information that should appear on furniture labels. This coincided with their pre-purchase search criteria. There was no practically significant difference between consumers' expectations of the information and appearance of different types of furniture labels. Consumers therefore expect all labels to be similar in appearance and to contain general information, apart from product-specific information that would be necessary on different types of furniture, for example leather furniture. Appearance characteristics of furniture labels, such as colour, size and layout, were summarized and potential furniture labels were recommended accordingly. These labels can be used by product developers, marketers and the furniture industry to assist consumers during their pre-purchase information search
Low-literate consumers' use of clothing labels amidst personal and product related challenges
No full textLow-literate consumers experience various challenges in the marketplace. This quantitative study focused on low-literate female consumers' use of clothing labels amidst personal and product-related challenges in the marketplace. An interviewer-administered questionnaire was used among black African female consumers (n = 450) with literacy levels ranging from Grades 5 to 8 (on average, 11–14 years old), residing in the Emfuleni Local Municipality area, Gauteng, South Africa. Personal challenges experienced involved reading and numeracy skills, as well as concrete and pictographic thinking. Although respondents indicated that they read and understand clothing labels, results revealed problems experienced when attempting to use the information provided. Their numeracy skills were average and related abstract thinking skills were fair. Product-related challenges were related to the format of labels, care-label knowledge and evaluation of clothing quality. Respondents' preference for symbolic and graphic presentation of size format provided evidence of pictographic thinking. Care label understanding was poor, and clothing products were evaluated concretely. Some of the older respondents were inclined to follow the peripheral route of elaboration when reading clothing-label information. We conclude that low-literate consumers' use of clothing label information can improve if provided in a format that they can read and understan
Consumers experiences of cold chain food packaging: a qualitative study among women in South Africa
No full textFood packaging defines a product’s uniqueness and strengthens consumers’ relationship
with a brand, in this way offering functional and experiential benefits. Although cold chain
food is predicted to become even more important to consumers, consumers’ experiences of
the packaging of these products have been neglected in the literature. Thus, this exploratory
study investigated these experiences of female participants in Potchefstroom, South Africa,
using semi-structured interviews and a projective technique assisted by ambiguous mock
packaging. The findings reveal that despite marketers’ intention to use packaging to lure
consumers to purchase food products, participants also valued functionality and quality in
cold chain food packaging. This study also identified a dislike of carton boxes and
preference for plastic bottles for this kind of packaging, as well as further negative and
positive characteristics for consideration by manufacturers. Although brand loyalty
and price sensitivity were stronger considerations for some participants than the packaging,
the latter seemed to play a pre-eminent role in most participants’ purchasing decisions.
Therefore, it is recommended that when designing packaging for frozen and refrigerated
foods, product developers and manufacturers should take into account consumers’ experiences,
requirements and needs of the packaging specific to cold chain food. Our research
offers a starting point for designing cold chain food packaging that complies as closely as
possible with consumers’ expectationsNational
Research Foundation (NRF), South Afric
Die implikasies van landelik-stedelike interaksie vir plaaslike owerheidsbestuur in die Stellenbosch-distrik
No full textTesis (M.A.) -- Universiteit van Stellenbosch, 1996.The distinction between rural and urban areas in various parts of the worlds is fading because of increasing interaction between the two groups of communities. Few studies on this topic have been done in South Africa. It is particularly the nature and magnitude of the levels of integration between towns and their surrounding rural areas that holds definite implications for future local government in the areas. In this study the degree of rural-urban interaction with regard to elements like government and administrative organization, provision and utilization of services, urban and rural population profiles, educational characteristics and economic activities in the magisterial district of Stellenbosch have been researched. Interviews, reports, census data and a questionnaire were used to gather the necessary information.Master
Consumers' knowledge of textile label information: an exploratory investigation
No full textTextile label information facilitates consumers' pre- and post-purchase decisions. Because consumers' knowledge regarding this information is relatively unexplored in a South African context, it was the focus of this exploratory descriptive study. A face-to-face survey was employed among respondents (n = 120) recruited at selected public locations in Potchefstroom, North-West Province, South Africa, according to predetermined inclusion criteria. The majority of respondents were able to correctly locate specific information (such as country of origin, size and fibre content; 75%) and identify textile and care symbols (78%) on the label, but were less knowledgeable about synthetic fibres (41%) and certain care symbols (53–58%). More educated, younger respondents speaking Eurocentric languages (Afrikaans and English) appeared to be more knowledgeable about textile label information than respondents speaking an African language. Even though respondents had excellent label knowledge in most instances, a lack of practical application of this knowledge was evident in their reading of care labels pre- and post-purchase, as well as in their use of textile labels to make purchasing decisions. Educational programmes regarding textile labels should thus emphasize the skills that are necessary to optimally utilize label
South African metropolitan consumers’ response to health-related messages regarding fresh vegetables
No full textThe high prevalence of nutrition-related conditions and diseases in South Africa and scientific evidence regarding the health benefits offered by vegetables, guided this nationally representative study among South African metropolitan consumers. Vegetables have become a symbol of health for consumers, as they are exposed to health-related messages about vegetables by means of consumer socialisation and marketing. This study aimed to describe consumers' opinions on health-related messages about vegetables, their frequency of consumption of different vegetables and the preparation practices employed by consumers for different vegetables. This descriptive study employed stratified sampling for the recruitment of respondents (N=1997) from metropolitan areas in South Africa. Field workers collected data by means of interviewer-administered questionnaires. Results showed positive consumer opinions on health-related messages about vegetables. Most respondents, however, failed to include a sufficient variety of vegetables that are needed for health maintenance in their diets since they indicated that there were certain vegetables they never ate. Less healthy practices, such as adding fat and sugar to many vegetables, were also common among respondents. Health messages concerning vegetables should emphasise the incorporation of a variety of vegetables in consumers' diets. Interventions to equip consumers to employ healthy preparation practices are also recommende
Consumer decision-making and psycho-social well-being as complementary perspectives: a narrative review
No full textGlobalisation contributes to an abundance of marketing, which stimulates unneeded and unplanned purchases. Research indicates that although consumers differ in terms of their purchasing styles and their consideration of immediate and future consequences of purchases, they are also strongly influenced by their social environment. This is even more applicable to consumers who reside in urban environments, since they are to a greater extent exposed to products, social and work pressures. Hence, in order to minimise pressures, consumers often purchase socially motivated products such as idealistic household equipment. Household equipment comprises products that strongly communicate social standing and status in a symbolic manner. Literature in different fields has been examined in order to compile a connection-focused informative literature review, which provides a unique argument of interpretation from these various texts and settings. This review therefore highlights the implications regarding decision-making and a consideration of future consequences of decisions on consumers’ psycho-social well-being. To this end, the links between these fields of study are explored. To conclude, the importance of empirical research in the field is highlighted in order to empower consumers towards improved decision-making which could aid in their psycho-social well-bein
