The Retail and Marketing Review - Volume 11, Issue 2, 2015
Volume 11, Issue 2, 2015
Source: The Retail and Marketing Review 11, pp 1 –19 (2015)More Less
Generational differences in emotive reaction to television advertisements and the applicability of verbal and non-verbal measures in establishing emotive profiles are explored. Multi-dimensional scaling established generational emotive profiles in accordance with AdSAM®, PrEmo© and Link LoE models across South African generations. The accruement of positive information seems to be accentuated with age and generational emotive differences appear more apparent with negative emotions using a verbal measure in response to a television advertisement aimed at the adult consumer market. Contrary to customary belief, liking ratings alone do not necessarily translate into a higher propensity for television viewers to act, but feelings of engagement are also required. This research firstly argues the importance of having to understand different generation consumers and presents findings that different age cohorts react differently to the same advertising. Secondly, given the ardent television watching behaviour of older generations, this older consumer market's insights should be given thoughtful consideration during consumer research endeavours. Thirdly, it is argued that the type of measurement instrument used to establish emotive reaction could influence the manner in which consumers indicate their true reaction to advertisements, emotive or cognitive, and determine the way in which consumer decisions are made about the product being advertised.
Source: The Retail and Marketing Review 11, pp 19 –28 (2015)More Less
Following the first democratic elections in 1994, the South African government has introduced several laws regulating the country's business environment for the purpose of protecting consumers from unethical business practices. One such law is the Consumer Protection Act (68 of 2008) (CPA). The CPA was implemented for a number of reasons,including to conform to international best practices regarding consumer law, to replace the existing but out-dated laws, and, most importantly, to provide protection to vulnerable consumers who in the past were exposed to unethical business practices as a result of the antecedent of apartheid. Despite the good intentions of the CPA, the law will be of little value to consumers if retailers do not generally know and apply it. Therefore, a study was undertaken to measure the perceived and actual knowledge of the CPA amongst retailers. A self-administered questionnaire was used to measure perceived and actual knowledge of the CPA amongst a sample of 97 small independent retailers located in 10 shopping malls in the Vaal Triangle area of South Africa. The findings indicate that whilst small independent retailers consider themselves well-informed regarding the CPA, their actual knowledge of the Act is lacking. This suggests that a number of small independent retailers in South Africa may be conducting their business in a manner that does not comply with the CPA and, therefore, is not in the best interests of consumers.
Source: The Retail and Marketing Review 11, pp 29 –51 (2015)More Less
Despite criticism of the effective use of relationship marketing in mass consumer markets, retailers are increasingly investing in relationship marketing tactics to retain customers, thereby necessitating a thorough understanding of the successful development of retailer customer relationships. While studies posit the existence of a positive, bi-directional, relationship between strong customer relationships and customer satisfaction, the role of customer-related antecedents, such as relationship intentions, remains largely unexplored in the retail context. The purpose of this study was to determine customers' satisfaction, as well as the influence of relationship intentions on customers' satisfaction in the South African clothing retail industry. Through convenience sampling, 511 questionnaires were collected from clothing retail customers in the greater Pretoria metropolitan area. Results indicate that customers' satisfaction with selected store attributes (namely price, the assortment offered, perceived product quality and employee service), significantly predict clothing retail customers' cumulative satisfaction. Findings show further that clothing retail customers' relationship intentions significantly influence their satisfaction with selected store attributes, as well as their cumulative satisfaction. More specifically, customers' satisfaction increased as their relationship intention levels increased. Clothing retailers could therefore benefit from identifying and targeting customers with higher relationship intentions, as these customers display greater satisfaction.
Author A.T. RouxSource: The Retail and Marketing Review 11, pp 52 –72 (2015)More Less
The evolution of transit advertising offers marketers a whole range of new opportunities to engage and reinforce their advertising messages, and even to entertain commuters. Minibus taxis are the most-viewed Out-of-home advertising medium, and the dominant mode of transport in South Africa. Despite the potential opportunities and the reach of minibus taxi advertising in the country, there is a lack of understanding of the effectiveness of this medium from an emerging perspective.Therefore, this study attempts to fill this lacuna by investigating the relationships between constructs that might further contribute to the effectiveness of minibus taxi advertising. The target audience comprises regular minibus taxi commuters at six of the largest taxi ranks in Tshwane. Judgement sampling was used; and a total of 1200 questionnaires were completed. The results show that the strengths of the relationships differ: the strongest relationship was found between commuters' view of minibus taxi advertising and the effectiveness of minibus taxi advertising; while the weakest relationship was between the attitude towards advertising in general, and the perceptions of minibus taxi advertising. The research is beneficial to marketers who intend to make use of this conduit, in order to target minibus taxi commuters -who are typically the key decision-makers in household purchases.
Predictors of student beer brand choice at institutions of higher learning : a case study of the Witwatersrand UniversitySource: The Retail and Marketing Review 11, pp 73 –92 (2015)More Less
In a quest to ascertain why students prefer specific beer brands over other beverages and what perceived benefits are associated with their preferred brands, the current study was established to investigate the key factors that drive student beer brand choices at the University of the Witwatersrand, Johannesburg (Wits University). Irrespective of the rich body of literature on this subject, the problem of what brands really mean to students and what antecedents influence brand choice still remain unanswered. Consecutively, another important line of research reveals that in spite of a plethora of studies on this issue, available literature still remains inconclusive and is greatly confined to developed countries. In light of these two research outlines, the current study aims to ascertain, firstly, which beer brand is the most preferred amongst students and to quantitatively establish the main factors prompting Wits students to prefer a specific beer brand over another. Through these and other objectives, this study managed to fill the lacuna that exists in current literature, particularly with regards to South Africa. To realise the objectives of this study, a conceptual model was formulated and from this model, hypotheses were derived and later tested using Path Modeling. A structured survey questionnaire was distributed to a sample of 273 students registered within the Faculty of Commerce, Law and Management (CLM), at Wits University. Thereafter, the data was coded and analysed using SPSS 22 (for descriptive statistics) and Structural Equation Modeling (SEM) (for inferential statistics). AMOS 21 statistical software was used for SEM. The results suggested that Heineken was the most preferred beer brand in comparison with the fifteen listed brands and other brands that were specified by respondents. Brand advertising was found to be the key antecedent that influences student beer brand choices. The findings of the current research provided several theoretical and managerial implications and these will serve to boost and guide future research endevours within the student beer brand domain. The contributions of this study will undoubtedly improve managerial practices in terms of effective branding strategies, while simultaneously and positively shaping policies relating to the field under study.
Source: The Retail and Marketing Review 11, pp 93 –110 (2015)More Less
With the rise of globalisation and the infiltration of global brands into emerging markets, retailers are facing challenges to win market share in this competitive landscape. As a result, retailers are reverting to innovative methods such as experiential marketing to influence consumer buying behaviour. The purpose of this paper is to investigate the effectiveness of using experiential marketing as a way of influencing consumers' purchase intentions in coffee shops. The influences of scent and sight as predictors of purchase intention among Generation Y consumers is explored. By means of a quantitative study, 256 self-administered questionnaires were distributed amongst Generation Y individuals in Johannesburg. The data analysis was done by means of structural equation modelling (SEM), with the main focus being placed on path modelling for testing the proposed hypotheses. The findings indicate that both scent and sight are predictors of purchase intention. Although several studies have explored this phenomenon in an array of contexts, few studies have investigated Generation Y within a South African context. This paper is of paramount importance to retailers who seek to gain market share in the competitive landscape by implementing innovative ways in a bid to effectively influence consumer buying behaviour.
Source: The Retail and Marketing Review 11, pp 111 –131 (2015)More Less
In a competitive environment, high fashion retailers must become proficient at not only providing quality merchandise, but also at providing value to their customers, in order to be successful. Only high fashion retailers that offer the value their customers demand, are able to increase customer satisfaction levels and remain competitive in the long term. Higher levels of customer satisfaction have been shown to lead to repurchase intention and profitability. Customer value is considered a complex construct and is viewed by many as multidimensional in nature. High fashion retailers' unique nature highlights the fact that their customers have different expectations and may view customer value dimensions differently, as opposed to other clothing retailers. The aim of this article is to propose a multidimensional model of customer value for high fashion retailers, including the interrelationships between customer value, customer satisfaction and repurchase intention. A descriptive research design using quantitative methods was used to collect primary data. A non-probability multistage sampling approach was followed to select respondents, and 620 completed interviewer-administered questionnaires were included for analysis. Structural equation modelling (SEM) was utilised to measure the interrelationships between the three constructs of the study. Results show that high fashion retailers need to focus on sacrifice value, service value, store value, experience value and status value in order to positively influence their customers' satisfaction levels and subsequent repurchase intention.