An Assessment of consumer buying behavior of African aesthetic fashion brands in South Africa
Date
2019
Authors
Moret –Qubu, Natasha Eaglet Makgotso
Journal Title
Journal ISSN
Volume Title
Publisher
Strathmore University
Abstract
African aesthetic brands have faced increased competition from global fashion brands within the local South African markets. Despite the normal market being perceptive to the brands, there has been limited growth within the sector. There is a demand for African fashion, and African fashion designers and South African businesses could benefit from a better understanding of consumer buying behaviour as improved insights on the targeted consumers could result in an increase in sales and profitability, and this could, in tum, improve the growth of fashion businesses in South Africa. The current study sought to determine how perceived quality, consumer perceived value, media influence and gender identity influence consumer purchasing behaviour. The research was premised on the social cognitive theory. The target population of the research was drawn from consumers within South Africa, and an appropriate sample was then scientifically determined. The collected research data was collected from primary sources using a structured questionnaire through Google Forms. The collected research data were analysed using descriptive and inferential statistics. The analysed data was presented using charts and tables. The findings of the research indicated that variations in the consumer purchasing behaviour of African aesthetic brands were determined by perceived quality, consumer perceived value, media influence and gender identity. The study concludes that an improvement in the above factors would enhance consumer purchasing behaviour. The study recommends that managers of African fashion brands firm should foster the cultural acceptability of their products, enhance their pricing mechanisms, increase their product durability and quality as well as increase their media visibility.
Description
A dissertation submitted in partial fulfillment of the requirements for the award of the degree of Master of Business Administration at Strathmore University