Browsing by Author "Reyneke, Mignon"

Now showing 1 - 3 of 3
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    An exploratory study into human-centred design in new product development for low-income consumers
    (2022) Pillay, Kuvendren; Reyneke, Mignon
    After over 25 years of decline, the global poverty rate has started to increase driven by the COVID-19 pandemic, taking millions back into poverty, most of them live in Sub-Saharan Africa. Low-income consumers are underserved and do not have the means to pay for or access to goods or services which are required for a minimum standard of living. These consumers struggle to find essential goods, the products do not always meet their needs or are too expensive for them to afford and the products' benefits are not easily understood. Yet the spending power and demand from consumers at the bottom of the economic pyramid in emerging markets and developing countries are motivating for global consumer goods companies. Not only does the opportunity presents financial benefit but is a social obligation to democratise new product innovations across markets. The 4As Framework (Affordability, Acceptability, Availability and Awareness) encompass factors which help manufacturers to better reach and serve low-income consumers. This framework is applied in this research to understand products meet their needs of low-income consumer across these four factors; and how designers employ human centred design to design products for low-income consumers against these factors. Human Centred Design has been employed to develop solutions to complex problems with great empathy to users and stakeholders for many years but has been gaining popularity with business and social ventures since the early 2000s. By interviewing consumers and designers, this study delved into understanding (1) the motivations and challenges of designing products for low income consumers, (2) how human centred design was being employed in the design of consumer goods for this group against the 4As framework and (3) how products currently meet the needs of low-income consumers, against the 4As framework. It was found that designers were consistently motivated by designing products for this consumer group which they believed served them. However, the constant evolution of needs, and needing to design for an affordable price were challenges. It was also found that some human centred design practices were prominent but there was more consistency needed in application, particularly when dealing with acceptability, affordability and awareness.
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    Open Access
    Digital media to inspire and sustain sport participation in urban areas
    (2020) Rollinson, Benedict Douglas; Reyneke, Mignon
    This research looks to understand the role digital media plays to inspire and sustain sports participation and how digital media could be used as a socially inclusive tool. The study explores if strategically packaged digital media could be used in a socially inclusive way to increase or sustain sports participation. This would address one of the problems facing sports organisations, as sports participation is decreasing or at least stagnating both in South Africa and on a global scale. This study followed an exploratory, inductive approach, using Self-determination Theory (SDT) developed by Deci and Ryan (1985) as a theoretical framework. The paper looks to understand what research has been done to understand how people are motivated to participate in sport and the proven theories that have been tested (Pelletier et al., 1995) to understand the role of intrinsic motivation has as a powerful indicator of intention. This study made use of a qualitative, cross-sectional design and data was collected through semi-structured interviews with active participants based in Langa, Cape Town. The findings of this study showed the participants regularly accessed digital media in a manner which strongly aligned with the literature and has been shown to increase intrinsic motivation, which leads to action. The findings further show that sports media can be used as a tool for social inclusion, despite the participants socio-economic status they regularly accessed online sports content for motivational and learning purposes. Based on the findings of this research, sports organisations need to consider digital media as a viable and socially inclusive way to sustain or even increase sports participation.
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    Perceptions of value consumption of digital business platforms by informal sector Traders in South Africa
    (2023) Makholwa, Clement; Reyneke, Mignon
    This research project is a quantitative enquiry focused specifically on the value consumption of digital business platforms (DBP's) in relation to how informal sector traders (IST's) are using them to buy, sell and market their product and services in their daily trade functions. This study has adopted the approach of classifying the social media platforms, internet banking platforms and mobile payments platforms, as a single collective and defined under the banner of Digital Business Platforms. The advantage to this approach, is that it provides a multi-dimensional view of the perceived value-axis based on positive and negative experiences of using a variety of digital platforms including messaging, payments, and banking applications on their mobile phones in their daily trading functions. This study examines the positive experiences of perceived value (PV), collectively in the form of social value (SV), emotional value (EV) and functional value (FV). On the opposite end of the value spectrum, are the negative experiences of perceived risk in the form of price risk (PR) and technical barriers (TB) for the same group of informal sector traders. Understanding the relational impacts of these positive and negative experiences of value consumption, may lead to an understanding of their influence in the perceived usefulness (PU) and the perceived ease of use (PEoU) of DBP's. The results of these relationships will shed some light towards the behavioural intention (BI) to adopt DBP's and their actual usage in the long term. The analysis yielded the following results: for positive experiences, emotional value had the least impact on both perceived ease of use and usefulness and functional value was higher than social value. This means that IST's place more value on the utility of DBP's, than the emotional and social values. Regarding the negative experiences, price risk had the most significant impact on the willingness to adopt DBP's by ISTs.