Browsing by Author "Chigada, Joe"

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    Analysing the loyalty levels displayed by football fans: A case study on Cape Town City Football Club
    (2017) Desai, Muhammed; Chigada, Joe
    According to conventional wisdom, football fans exhibit perpetual loyalty to the clubs that they choose to support. These prevailing beliefs are largely the product of the fanaticism and intense partisanship that fans display. However, in South Africa, the reality is that the majority of the football teams are either failing to harness this loyalty, or that the loyalty levels that their fans display, contradict conventional wisdom. Due to the important role that these fans play in revenue generation, there is a need for leadership at these clubs to better understand this lucrative market. The objective of this study was to establish whether the loyalty levels displayed by fans in South Africa correspond with, or contradict, conventional wisdom. The limited understanding of the matter within a South African context means that clubs lack the required understanding of their respective fan bases. This creates a situation, which stifles the efficacy of management to implement positive changes. This study was anchored in the model of Stewart and Smith (2007) of sport fans' motivations. There are three core dimensions distinguished by the model. These relate to psychological, socio-cultural and social motives, all of which facilitate the process of an individual becoming a fan; and then subsequently remaining loyal. A qualitative research approach was used to collect the data for this study. An interview guide was used to collect the information from the fans and the top management of Cape Town City Football Club through face-to-face interviews. Each interview was recorded with the aid of a voice recorder and all the data collected were then transcribed. The findings from the study show that fans demonstrate more support to Cape Town City Football Club when the team is winning, as opposed to when it is going through a rough patch. Conclusively, the lack of understanding of fans in football clubs means that it is difficult to communicate in an all-inclusive way, considering that not all fans are the same. Based on the findings, the study suggests that leadership at South African football clubs should allow for open dialogues to be created, in which the issues can be discussed; so that practices implemented would better serve the target population.
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    An investigation of low-income consumer-buying behaviour in the personal-care industry in South Africa
    (2017) Starkey, Simone; Chigada, Joe
    South African companies are said to be mining the so-called "Black Diamond", the emerging middle-class segment that is driving economic growth within the country (Mahajan, 2009:9). The focus on the emerging Middle Class in South Africa (SA) has left a knowledge gap on Low-Income consumers - even though they are still the largest consumer group in SA (Connecting with Survivors, 2014). The Unilever "Connecting with Survivors Report" (2014) highlights the fact that 70% of the SA Market earn less than R6000 per month, while together they have a spending power of R300 Billion per annum. According to Martin (2012:71), 5.8% of Low-Income Consumer Households (HH) spending is prioritised for the purchase of personal care products, while 64.2% of their HH income is prioritised for food and housing expenses. Given the trivial proportion allocated to personal care products, this research has been guided by the problem statement that Low-Income consumers are forced to make trade-offs, when purchasing personal care products, which fall outside their realm of affordability. The primary objective of this study was to investigate Low-Income consumers' buying behaviour in the Personal Care Industry in South Africa. The Theory of Buyer Behaviour was used as a theoretical framework to assist in the understanding of Low-Income consumer behaviour in the Personal Care industry. The phenomenological research paradigm was used in this study, utilising interviews to collect the data from respondents in the Western Cape Province. Inductive reasoning was practised to draw a conclusion on the investigation of Low-Income consumer buying behaviour in the personal care industry in South Africa. The findings from the study indicate that Low-Income consumers do indeed make trade-offs when personal care products fall outside their realm of affordability. The extent to which they do so varies, based on necessity. This research stands to contribute to the body of knowledge by narrowing the knowledge gap on the Low-Income Consumer market in South Africa with the focus on the Personal Care Industry, thereby allowing marketers to develop and implement effective marketing strategies.