Consumer Purchase Behavior

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“DECISION-MAKING STYLES OF GENERATION Y CONSUMERS IN THE PURCHASE OF FASHION APPAREL IN KEMPTON PARK”

LAWRENCE MANDHLAZI M Tech: Marketing
Dissertation submitted in fulfilment of the requirements for the degree of Magister Technologiae in the Department of Marketing, Faculty of Management Sciences, Vaal University of Technology.

Supervisor: Prof. M. Dhurup

The financial assistance of the Central Research Committee of the Vaal University of Technology towards this research is hereby acknowledged. Opinions expressed and conclusions arrived at are those of the author and are not necessarily to be attributed to the Central Research Committee.

DECLARATION

This work has not previously been accepted in substance for any degree and is not being concurrently submitted in candidature for any degree. Signed……………………………….. Date ………………………………..

STATEMENT 1 This dissertation is being submitted in partial fulfilment of the requirements for the degree of Magister Technologiae: Marketing

STATEMENT 2 The dissertation is the result of my own independent work/ investigation, except where otherwise stated. Other sources are acknowledged by giving explicit references. A bibliography is appended. Signed……………………………….. Date …………………………………

STATEMENT 3 I hereby give consent for my dissertation, if accepted, to be available for photocopying and for interlibrary loans, and for the title and summary to be made available to outside organizations. Signed………………………………… Date …………………………………

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ACKNOWLEDGEMENTS

The following persons are acknowledged in for their support and encouragement during my studies.

I deeply appreciate the guidance and patience of Prof. M. Dhurup (Dean of the Faculty of Management Sciences), my supervisor who consistently provided me with support, understanding and strong leadership to complete my studies.

I am especially grateful to Mrs Aldine Oosthuyzen for the statistical services (North-West University).

I would like to thank Dr.S. Nayimuli and Mr. S. Sandada, my colleagues for their unconditional assistance, support and encouragement throughout my studies.

Mrs. D. Maneschijn and Mr L Ndhlovu for their expertise and advice they have given.

Prof. P. Omara-Ojungu and Ms. H. Dube for their encouragement.

My friends J. Masoka and E. Quobo for their moral support.

I would like to thank Ms. V. Shikhwivulu and Mrs. K. Venter for their contributions in typing the manuscript.

I also like to thank Mr B. Record for his contribution in editing my project for language.

I would like to thank Prof. B. Surujlal for assisting me with the reference list.

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DEDICATION
______________________________________________________________________________

This work is dedicated to

My mother Margaret Monqwe for her encouragement and immeasurable support in all difficulties I went through. Special thanks to my fiancée Duduzile Khumalo, for her moral and unconditional support throughout my studies.

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ABSTRACT
The underlying determinants of how and why people shop has been a topic of study for many years, when typologies of shopping styles were developed. These studies have been successful in demonstrating that some shoppers display consistent shopping orientations that can be diametrically opposed, for example, the functional shopper versus the recreational shopper. This study concentrates on purchasing patterns of consumers by examining the decision-making styles of Generation Y consumers with regard to fashion apparel.

The study reports on various stages that consumers undergo when confronted with a decision situation. These stages are outlined as need recognition, information search, pre-purchase evaluation, purchase, consumption and post-consumption. The buying behaviours influencing consumers were categorised into internal and external factors. The internal factor includes perception, motivation, learning, attitudes, personalities, self-concept, lifestyle and demography. The...
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