Browsing by Department "School of Management Studies"

Now showing 1 - 20 of 229
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    A comparison of native and non-native English-speaking groups' understanding of the vocabulary contained within the 16PF (SA92)
    (SAGE, 2003) Wallis, Taryn; Birt, Martin
    Part of the qualitative phase of Abrahams and Mauer’s (1999b) study was replicated at the University of Cape Town with both native English-speaking and non-native English-speaking students. Participants were required to provide synonyms for 135 words contained within the 16PF (SA92) in order to ascertain the extent of problems with the language in the test. When following Abrahams and Mauer’s original methodology strictly, results seemed to indicate that both groups struggled with the language contained in the 16PF (SA92). However, less rigid marking, taking into account everyday usage of the words, showed that both groups did understand the words, although they were prevented from displaying this by the original restrictive method. It is suggested that more research be conducted with instruments such as the 16PF in order to obtain a fuller understanding of the extent to which language can affect scores obtained.
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    A consumer neuroscientific method for assessing usability: eye-tracking visual fatigue in visually complex M-commerce applications
    (2025) Johnson, Alexandra; Pillay, Pragasen; Drummond, Mark; Vahed, Ashraf; Fouche, Jean-Paul
    Purpose: Mobile commerce (m-commerce) applications (apps) need to be studied in terms of their visual element richness, usability and how these impact the visual fatigue that is felt by users and their overall system usage. The purpose of this paper is to present and discuss a conceptual model that seeks to establish a method for measuring visual fatigue using eye-tracking and examine its relationship with usability across varying levels of visual complexity in m-commerce apps. It aims to develop and extend existing research on the design of m-commerce apps in terms of the amount of visual elements to needed to satisfy users while mitigating the effect of visual fatigue and usability issues. Study Design/Methodology/Approach: The study utilised a mixed-methods approach to gather data through utilising consumer neuroscience techniques, specifically eye tracking technology to develop an understanding between usability, visual fatigue and visual complexity when the users engage and experience a m-commerce app. This research explored 96 consumer reactions and responses to different visually complex m-commerce apps. Mixed methods is needed to compliment both qualitative and quantitative results and gather a deeper understanding of the complex data. Findings: A model measuring visual fatigue through eye-tracking technology is established to better understand the impact on users within the 18-35 South African cohort when exposed to different visually complex applications. Relationships between the dimensions of visual fatigue, usability, visual complexity, phone usage and context of use are explored through hypothesis testing. Research limitations/ implications: The first contribution of this study is the addition of research on how users from South Africa experience m-commerce applications. The second contribution stems from the model established to measure visual fatigue through eye-tracking techniques to better understand users and how they navigate and experience an application. Third we established the impact of visually complex, visually simple and visually moderate designs on users satisfaction and wellbeing. Finally the study revealed important elements to users of a m-commerce application through the mixed-methods approach. Originality/Value: The findings of this study have numerous implications for both marketing managers, app developers and user experience experts. The findings supply valuable insight into how multiple visual elements impact a user's experience and satisfaction when navigating a m-commerce application. The study found that a more visually complex system did not hinder a user's experience but instead encouraged positive feedback from users.
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    A Design and Short-term Outcome Evaluation of the Commerce Faculty’s First Year Experience Mentoring Programme
    (2018) Moeketsi, Themba; Field, Carren
    This dissertation reports on a design and outcome evaluation of the Commerce First Year Experience (FYEM) programme. The FYEM programme is implemented by the Centre of Higher Education Department at the University of Cape Town. The FYEM programme is an academic and social supportive cooperation between universities faculties, departments, mentors and facilities for first year Commerce students. The collective efforts intend to: i) provide the first year students with a sense of belonging, ii) help students to adapt to university, and iii) offer academic and emotional to the students. A three repeated measure was used for this study. The measures were conducted in May, June and July. The first set of evaluation questions were based on the design of the programme: i) should mentoring be compulsory for first year students? ii) what is the effective duration for tertiary mentoring, iii) what is the most effective way of assigning mentors to mentees? and iv) what is the most effective medium for mentoring relationships? The second set of questions was based on the intended short-term outcomes of the programme: v) did the mentoring programme improve the psychosocial and academic attributes of students at observation time one to observation time two? vi) were these effects sustainable, meaning did the students continue to improve even after the end of the programme between observation time two and observation time three? and vii) was a difference between mentored and non-mentored students over time? The theory design results illustrated that selecting appropriate mentors requires setting up criteria based on certain characteristics. The duration of mentoring should be one year to allow the full transition of first-year students to the university. Another result showed that mentoring should be compulsory for the first year students provided that there is an opt-out option. Mentors and mentees should be given the opportunity to select their preferred individuals to work with and not be randomly assigned. Additionally, the most effective medium for mentoring was group sessions instead of one on one. The short-term outcome results for the mentoring programme were statistically insignificant due to the small sample size. There was, however, a small improvement in the means of the psychosocial and academic outcomes. After three months of the programme, there were no significant differences between the mentored and non-mentored students. The sample size may have contributed to the lack of effect as well as lack of qualitative data. In conclusion, it is evident that FYEM programme results were statistically insignificant. However, positive increases were observed for the mentored students’ sense of belonging, peer interaction, academic adjustment and engagement. The limitations of this study must be addressed so that more reliable and valid data can be gathered. The results from the design evaluation component can be used to improve the programmes’ implementation in 2017.
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    A Formative Evaluation of the Dream Toolkit component of the Be the Dream Programme
    (2018) Bhebe, Brilliant; Field, Carren
    The need for positive youth development programmes is necessary in the South African context where youth struggle with many socio-economic challenges including poverty, youth unemployment, alcohol and drug abuse, teenage pregnancies, violent behaviour and high school dropout. These programmes aim to promote personal and interpersonal development outcomes for at-risk youth so that they can lead better purpose-driven lives. The following dissertation presents the findings of a formative evaluation conducted for the Dream Toolkit Component of the Be the Dream Programme, a PYD programme implemented by Dream Factory Foundation in Cape Town. Three evaluations were performed, namely programme theory evaluation, implementation evaluation, and short-term outcome evaluation. A combination of qualitative and quantitative research methods were utilised to answer the evaluation questions posed. Overall, the findings indicate that: a) the programme theory of the Dream Toolkit Programme is consistent with best practices programmes and the causal logic of the programme was deemed to be plausible; b) programme participants were highly satisfied with the programme services; c) the programme was implemented with limited fidelity; and d) majority of the learners demonstrated relatively high self-esteem and career decidedness outcome levels. While the evaluation yielded positive results, the evaluator was able to make a number of recommendations and highlight important considerations for DFF to improve the Dream Toolkit Programme. This evaluation contributes to limited research on implementation and programme theory driven evaluations in the PYD programme context.
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    A holistic investigation into healthcare service quality using a multi-stakeholder approach: The case of Parirenyatwa Hospital
    (2023) Mubayiwa, Frank; Dlamini, Siphiwe
    Service quality is a matter of concern for everyone. As such, understanding the differences in perceptions about service quality provision becomes pertinent, especially under the conditions of the COVID-19 pandemic. One of the questions at stake is whether patients' perceptions should be given equal weight with those of healthcare practitioners, given that patients may not be able to comprehend the technical aspects of healthcare service quality. This study explored the perspectives of both parties in healthcare service delivery, in a multispecialty hospital setting of the Parirenyatwa Group of Hospitals. A cross-sectional research design, encompassing the collection of quantitative data using a questionnaire, was used. Convenience sampling was used to select participants to complete the online questionnaire. The respondents (patients and healthcare practitioners) received a pop-up message prompting them to click and complete the online questionnaire on Qualtrics. The results show that the perspectives of healthcare practitioners and patients differed on four of the five dimensions of the HEALTHQUAL scale, namely, efficiency of healthcare service, improvement of care service, tangible evidence, and safety. The improvement of care and efficiency of healthcare service dimensions both had a large effect size, whilst the tangible and safety dimensions both had a medium effect size. This study was a novel attempt to simultaneously assess healthcare service quality from the perspectives of both patients and healthcare practitioners who are directly involved in the treatment of patients. The research, therefore, provided a holistic view of healthcare service quality in a particular context.
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    A quantitative analysis of Augmented Reality visual merchandising on online purchase intention: A consumer neuroscience approach
    (2022) Abbott, Lara Elizabeth; Pillay, Pragasen; Rosenstein, David; Drummond, Mark
    The rapid evolution of e-commerce has led retailers to fixate on how to differentiate themselves and provide an enhanced and engaging experience for their customers. In this dynamic industry, emerging technologies and innovation have become crucial for maintaining a competitive advantage. The purpose of this study is to explore how newer methods of visual merchandising can influence consumer purchase intentions, paying particular attention to Augmented Reality (AR) and how its inclusion in the online shopping industry could mark a pivotal change. The study addresses present difficulties in online retail such as the lack of touch and feel aspect, customer uncertainty and cart abandonment. It is proposed herein that Augmented Reality as a visual merchandising technique will mitigate these difficulties and allow South African online retail to grow in accordance with global standards. Given the recent developments in online retail in South Africa due to the COVID-19 pandemic, it is an opportune moment to investigate consumers and invest in meeting their ever-changing needs, enhancing their experiences, and formulating insight-driven digital marketing strategies. This paper serves to break new ground in nascent AR literature within the field of market research, and particularly in the South African and Neuroscience context. By examining the real-time Emotion and Attention of respondents using Neuroscience technology, this study provides a practical approach for marketing executives to optimize their customers' online experience and thus drive conversion rates. The objectivity of neuroscience methods presented more reliable, evidence-driven insights by accessing unconscious consumer responses that complement traditional measures. The Technology Acceptance Model (TAM), a robust and frequently used model for new technology adoption and the Model of Emotion Regulation were also used, providing the explicit measures for the study. Perceived Ease of Use, Perceived Usefulness and Purchase Intention were all rated favorably, indicating a positive likelihood of AR adoption by the South African market. The positive feedback regarding Purchase Intention is also a significant finding given it has proven previously to be an indicator of actual buying behaviour. Higher levels of arousal in the AR group present a promising indication of the consumers' cognition of the product and ultimately its impact on the consumer decision making process. Therefore, this study suggests the incorporation of AR into marketing strategies to remain successful in a dynamic retail environment.
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    A theory and outcome evaluation of the Allan Gray Orbis Foundation Association programme
    (2025) Modubi, Ngoakwana Nkakga; Chapman, Sarah
    Introduction: This dissertation presents the outcome and theory evaluation of the Allan Gray Orbis Foundation (AGOF) Association programme. The Association programme is a lifelong support network for fellowship programme alumni aimed at fostering responsible entrepreneurship by providing continuous development opportunities through industry experiences, workshops, seminars, business accelerators and access to funding. Its long-term goal is to cultivate entrepreneurial competence by equipping fellows with resources to start and grow their ventures and by supporting those in employment to foster an entrepreneurial mindset within the workplace. The evaluation addressed key questions to assess the programme theory and the outcomes. Methodology: The theory evaluation systematically assessed the validity and effectiveness of the programme's underlying theory of change. Key components included evaluating the causal mechanisms within the theory of change to determine its plausibility, as supported by the literature. Additionally, seven subject matter experts, including entrepreneurial professionals, were interviewed during the evaluation process. These experts contributed valuable insights into the programme's theory of change, leveraging specialised knowledge and experience in entrepreneurship to validate the assumptions and logic underpinning the theory of change. Furthermore, a qualitative approach was employed using the Success Case Method (SCM) for the outcome evaluation. This method identified whether the intervention was effective and explored opportunities for improvement. Qualitative data were collected from eleven success cases and five non-success participants, providing comprehensive insights into the programme's impact. The qualitative data for the subject matter expert interviews was analysed using content analysis to interpret findings and reduction analysis for the success and non- success case semi-structured interviews. Ethical considerations were prioritised throughout the process, ensuring participants' informed consent, anonymity and confidentiality while addressing potential harm. Findings: The programme theory of change was plausible. Access to capital was identified as a critical component for the programme's success. Experts emphasised that while financial resources are essential, they must be paired with a supportive network to maximise impact. In addition, the theory evaluation highlighted the importance of participation in entrepreneurship mindset development increased the likelihood of the establishment of socially responsible, high-impact enterprises. Research suggests that these activities can equip fellows with essential skills and knowledge while fostering a commitment to ethical business practices and social responsibility. The theory evaluation also identified the importance of a structured entrepreneurial programme pipeline to support the continuous development of fellows into socially responsible, high- impact entrepreneurs. Results from the outcome evaluation, utilising the SCM, found that the programme beneficiaries successfully foster an entrepreneurial mindset, equipping the fellows with problem-solving and resilience skills, which they apply in both business ventures and corporate environments. Most fellows reported that the programme assisted them in navigating workplace challenges, driving innovation, and influencing decision-making processes. Furthermore, the programme facilitates community engagement and leadership development, evident by the fellows' contributions through mentorship, volunteering, event organisation, and financial support. These activities strengthened the network among fellows, fostering a culture of knowledge-sharing and social responsibility. Despite this, engagement levels were inconsistent, with some fellows highlighting communication gaps and unclear programme expectations as barriers to active participation. Moreover, while E² was a valuable funding resource, some beneficiaries noted that the slow and rigid application process hindered its effectiveness, with some fellows struggling to secure capital when needed. E² was, however, acknowledged for preparing fellows to pitch to venture capitalists and providing patient capital for business growth. As requested by the client, an evaluation of the AGOF pipeline was conducted to identify its strengths and weaknesses. Findings suggested that while the long-term support structure from the Scholarship programme to the Fellowship programme to the Association programme effectively nurtures entrepreneurial talent, gaps in transitioning Scholarship recipients into the Fellowship were noted. Conclusion: The Association programme has made a meaningful impact on its beneficiaries, contributing to their growth and success. The integration of access to capital, targeted development activities, and a comprehensive programme pipeline is crucial for nurturing successful entrepreneurs through the Association programme. The insights gained from this evaluation provide a solid foundation for future research and practical recommendations to enhance the programme's effectiveness.
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    A Theory and Process Evaluation of the Umhlathuze Water Stewardship Programme of the International Water Stewardship Programme
    (2019) Gautier, Estelle; Goodman, Suki
    Water is a scarce resource without which human survival is at risk and major economies would collapse if not carefully managed. Water stewardship involves collaboration between role players from the public- and private sector as well as civil society to effectively mitigate some of the water related risks and improve water security. Good practice examples of water stewardship have been captured in only a limited number of international studies through the work of a few organisations driving adoption of stewardship practices. Most of these are internal documents and remain unpublished. There are a few local, unpublished studies that are specific to water stewardship as an approach to water resources management in South-Africa. A comprehensive literature review on water resource management institutions in South published between 1997 and 2011, shows that research is predominantly focused on catchment management agencies (CMA) than on other entities such as international water management bodies, water user associations or water irrigation boards (Meissner, 2013) The uMhlathuze Water Stewardship Programme (UWaSP) is a South African programme selected to evaluate if the programme has been established against globally recognised good practices of water stewardship and to what extent it has been implemented accordingly. The programme is part of an international water stewardship programme which provided an ideal opportunity to evaluate a local programme against a global good practice model. The international literature on water stewardship as well as literature on adaptive co-management approaches to water resources management enabled the development of a consolidated global good practice evaluation model of water stewardship. The research included consideration of contextual influences that may have enabled or hindered the implementation of the establishment of the water stewardship programme. The South African literature shows that a specific type of integrated water resources management ( IWRM) , catchment management associations (CMA’) share certain adaptive co-management elements with a water stewardship approach to water management. These include three concepts extracted from the literature namely collaborative stakeholder engagement, adaptation through learning (experimentation) as well as a bioregional approach to water resources management which means implementation of management structures at the river basin level (Meisner, 2016). The local contextual factors influencing implementation of the UWaSP and commonalities with CMA’s are considered during the discussion, against the background of the findings of local studies.
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    A theory evaluation and programme implementer decision analysis for two therapy-driven programmes operating in the disability and rehabilitation sector
    (2018) Minne, Lara; Duffy, Carren
    This dissertation focused on two therapy-driven programmes operating in the disability and rehabilitation sector in the Western Cape, South Africa. One programme is an inclusive education programme with a classroom component and parenting component to it and the other is a vocational rehabilitation programme. These two programmes, implemented by the Chaeli Campaign (CC), are aligned with the community-based rehabilitation model of service delivery. These programmes are implemented by personnel with a variety of qualifications, including community workers and occupational therapists. Key goals for programmes of this nature are to ensure that all persons with disabilities are active participants of socio-economic life, to ensure that the rights and dignity of all persons are respected and upheld and to reintegrate persons with disabilities into family and community life. Another goal of these programmes is to transfer skills from highly-skilled professionals to workers with less training and lay persons. With respect to the last mentioned goal, the skills required to services persons with disabilities are redistributed, so that professionals such as occupational therapists are no longer solely responsible for serving these persons. Both programmes under evaluation in this document are implemented either exclusively or with help from occupational therapists. Problem Statement: The problem statement is made up of two components. First, the underlying programme theories of the two therapy-driven programmes were not well articulated. According to CC’s director, this poor articulation made it difficult for programme staff to describe their programmes to potential programme donors. Second, the organisation struggles to obtain funding from potential programme donors to finance the use of occupational therapists in their programmes. The difficulty in obtaining funding is assumed to be due to potential donors’ belief that these programmes could be implemented at a reduced cost by community workers. Method: The evaluator decided to conduct two programme evaluations to address the two aspects mentioned in the problem statement. First, programme theory evaluations were done to address the poor articulation of the programmes’ theories. The programme theory evaluation aimed to elicit and articulate the underlying logic of each of the programmes, thus enabling the evaluator to assess their plausibility. Following this, three multi-criteria decision analyses (MCDAs) using the Analytical Hierarchy Process (AHP) were conducted. The MCDAs were intended to establish which implementer (an occupational therapist or a community worker) is most preferred by CC’s current programme stakeholders. The participants of the MCDA included programme beneficiaries, current programme donors, field experts, programme facilitators and programme staff. Results: Programme theories were made explicit and articulated. These were then depicted as logic models. Results indicate that when assessed against social science and evaluation literature, the programme theories elicited in this dissertation are plausible. The MCDA results indicate that programme stakeholders prefer occupational therapists for technical aspects of programme delivery and prefer community workers for psychosocial aspects of rehabilitation, such as relationship-building and providing emotional support. Of note is that stakeholders weighted the perceived benefits of occupational therapists and community workers as more important than the costs associated with each implementer. The results from the MCDA highlight that programme stakeholders perceive the benefits of implementers (occupational therapists and community workers) to be more important than their associated costs. The evaluator assessed these results against social science literature and found that in general, stakeholders value benefits more than costs of implementing personnel. Recommendations: Recommendations are made to the organisation to describe their programmes’ theories more coherently and more clearly express their need for both community workers and occupational therapists Conclusions: Rather than considering cost, potential donors should consider that occupational therapists and community workers serve specific purposes in programme implementation. Their purpose, rather than their cost, should be prioritised in order for programmes to be effective. The field should be made aware of this disjuncture, while costs are important considerations, stakeholders in the field of disability and rehabilitation should not compromise on the quality of services in order to reduce programme costs.
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    A theory evaluation of action volunteers Africa's career guidance programme
    (2025) Waswaga, Robert; Duffy, Carren
    This research presents an evaluation of a youth unemployment initiative. Action Volunteers Africa (AVA) implements a Career Guidance Programme in Western Cape, South Africa. The Programme targets unemployed male and female youth aged 18-25 who have completed matric and live in urban areas. Career guidance is embedded in all the Life Matters Programme. The programme uses a variety of activities to help youth identify their career aspirations, build competencies, and gain work experience through volunteering, so that they are better prepared to enter the job market. The programme's current design, however, has been based on AVA's internal learning experiences with the programme. No design and implementation choices have been derived from social science research or best practice approaches. The client wanted to assess whether the theory of their programme was plausible, compared to other successful career guidance programmes, and whether any improvements were necessary to strengthen the causal logic between their activities and intended outcomes. Accordingly, a theory evaluation of the programme was undertaken. The theory evaluation was guided by five theory-driven evaluation steps prescribed by Donaldson (2007). The evaluation entailed document review, extracting initial programme theory, conducting a plausibility check using a literature review and stakeholder feedback to produce a refined plausible programme theory of the programme. Overall, the initial programme theory was found to be plausible. Most components of the programme theory suggested good alignment to similar interventions. The programme has clearly articulated pathways between different components of its theory. AVA's Career Guidance Programme aligns with different career development, counselling and learning theories. The programme's quality assurance is supported by regular feedback, the use of qualified personnel, and the specification of outputs and outcomes. The research suggested that short-term outcomes have been achieved thus far by programme participants, supporting the inclusion of these outcomes in the programme's theory of change. These outcomes included: self-awareness (in several contexts including passion, career choice, etc), self-discipline, and different behaviours that demonstrated motivation and youth effort to seek employment or further education. Following the extensive theory evaluation, an adjusted programme theory was presented to inform future programming. The findings emphasised the need for AVA to develop career guidance standards to inform its practice and also, expand its scope of activities to meet the emerging needs of targeted youth. These recommendations included exposure to more careers, the use of job shadowing, coaching, and linking interns to education opportunities.
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    Actuarial resources in high demand, what makes them stay?
    (2018) Muzondo, Lyn Nyasha; Goodman, Suki
    The shortage of qualified actuaries and actuarial science resources in general, remains a challenge for organisations operating in the South African financial and insurance sectors. Access to such resources are a business imperative for these organisations and, therefore, there is a compelling business case to better understand which total rewards elements contribute most to the retention of individuals that possess these critical and also scarce skills. Furthermore, it would seem that traditional strategies that are meant to retain actuaries and/or actuarial science resources are no longer effective and new and innovative approaches in terms of their design and implementation need to be found. The aim of the present study was, therefore, to investigate the retention of actuarial resources and identify the total rewards elements that will be most useful in creating the conditions that are conducive for them to stay within their respective organisations. Limited research in which the total rewards elements that may contribute most to the retention of actuarial resources, could be found. Greater insight in this area will hopefully enable organisations to develop reward policies and practices that are able to more effectively attract and retain actuarial resources. A descriptive research design and quantitative approach was employed to estimate the total rewards preferences of actuaries, in other words which reward elements they would prefer and that may be related to their intention to stay. Using a non-probability convenience sampling approach, primary data was collected by means of an online field survey (n = 135). The questionnaire that was used to collect data, included a total rewards sub-scale (21 items), a reward preferences sub-scale based on best-worst scaling (10 items), a job satisfaction subscale (6 items), an intention to stay sub-scale (4 items), an affective commitment sub-scale (6 items) and a single open-ended question, which was optional. Data was analysed using descriptive statistics, factor analysis, assessing reliability using Cronbach’s alpha and conducting inferential statistics. The results of the factor analysis indicated that the total rewards dimensions do not influence intention to stay of the participants. Although job satisfaction and affective commitment were found to be significantly positively related to intention to stay, these variables were not found to mediate the relationship between total reward elements and intention to stay. The best-worst scaling results revealed that all participants considered remuneration and career advancement to be the most important total reward element for their intention to stay. For all generational groups, the bottom three reward elements (i.e. ranked) were learning opportunities, performance recognition and employee benefits, respectively. Traditional reward elements are important to employees with scarce skills. However, customizing reward preferences according to the generational preferences would enable an innovative approach to talent retention of actuarial resources.
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    Adaptive vs. visionary-advocacy approaches in scenario planning : implications of contrasting purposes and constraint conditions
    (2013) Gordon, Adam Victor; Soko, Mills
    Scenario planning has steadily grown to become a significant part of business and organisational foresight processes, particularly where planning situations demand approaches beyond traditional forecasting, due to extent of uncertainty variables or length of future time under consideration. However, despite general consensus as to the importance of the scenario approach in general, and rapid growth in both theory and practice in the field, fundamental questions remain over which situations are most tractable to scenario planning and why; and, in the face of uneven success in application, which among an apparent myriad scenario planning approaches best serves different planning situations, or organisations holding different goals. This dissertation makes an intervention into this problem, investigating to what extent scenario planning projects can be separated by underlying project purpose, and, based on original primary case studies and case-based structured interviews, finds that two meta-categories of purpose exist, which are here referred to as 'adaptive' and 'visionary-advocacy' purposes. It is argued that a purpose-based distinction of scenario modes provides part-explanation of the effective basis, or absence thereof, of scenario work for different situations - a basis which is achieved via congruence of scenario project purpose with (a) underlying organisational planning purpose, and (b) the extent of organisational influence over external conditions, including macro-variables of change, that constrain it. These findings suggest additions to scenario method as currently understood, particularly pre-project analysis (audits) of both an organisation's planning purpose and its external constraint conditions, to ascertain the presence of absence of necessary congruencies, so as to inform adoption of the purpose platform (and allied methodology) more likely to produce successful outcomes in application.
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    Advertising to low-income consumers: portrayals of women in Drum magazine advertisements 1981-2010
    (2011) Jere, Mlenga Golden; Burgess, Steven Michael
    This research examines the portrayal of women as message sources in advertisements appearing in Drum magazine 1981-2010, an important time period that captures South Africa's transition from Apartheid rule to a time when the equality of women has been recognised more formally.
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    An explorative study of linear vs non-linear hedonic pricing of second-hand cars in South Africa
    (2025) Hendry, Stuart; Priilaid, David
    This study investigates the pricing dynamics of the top four entry-level used cars in South Africa, namely the Ford Fiesta, Hyundai i10, Toyota Etios, and VW Polo Vivo. Using a hedonic pricing approach to develop four linear and four non-linear regression models the study analyses a comprehensive dataset of 4,386 second-hand vehicles collected from the Cars.co.za website in 2018 and focuses on eight key vehicle attributes, namely age, mileage, region (province of origin), transmission type, fuel type, colour, engine size, and sub-model variant. The use of hedonic pricing theory enables the deconstruction of overall vehicle price into marginal contributions of the eight attributes, thereby offering a detailed understanding of their marginal, relative value in determining fair market prices. For instance, characteristics such as age and mileage exhibited diminishing returns, highlighting that their impact on price decreases disproportionately as values increase. The research identifies asymmetrical relationships between vehicle price and its attributes through a comparative analysis of linear and non-linear regression models. The non-linear models, enhanced by the inclusion of dummy variables, outperformed linear models in terms of accuracy, offering a more precise tool for identifying value for money in the second-hand car market. This study integrates strategic marketing, and applied management elements to provide actionable insights for stakeholders across the used-car sector, including consumers, dealers, insurers, and manufacturers. The statistical analysis within an applied management framework is exploratory and the findings equip consumers with knowledge for making more informed purchasing decisions and assists dealers and insurers in refining pricing strategies and product offerings. Manufacturers are also advised to prioritize attributes significantly impacting resale value during the design and production phases. In light of increasing digitalization and technological disruptions, the study advocates for the development of a consumer-facing digital platform that incorporates hedonic pricing models. This would offer consumers a reliable tool to evaluate and compare used-car prices in an increasingly complex market and promote trust between buyers and sellers.
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    An investigation into employee engagement in a workwear distribution company
    (2019) van Wyk, Randall Alvin; Price, Linda
    This study examines the levels and drivers of employee engagement in a South African organisation that distributes personal protection equipment. The organisation relies on its human resources to retain a competitive advantage in the industry. An understanding of employee engagement is essential for the attraction of new talent and the retention of existing employees. The researcher employed a mixed method design, incorporating both quantitative and qualitative methods. A survey was sent to all employees to determine levels of engagement. It was followed by focus groups to probe deeper into the survey results. The findings of the survey and the focus groups are contradictory. The survey results indicate that respondents are engaged within the workwear distribution company, whilst the findings of the focus groups depict a different narrative. The researcher believes that participant responses to the different methodologies explains this contradiction. The survey contained a number of closed-ended statements, where participants were required to tick a particular box, indicating their responses. The researcher believes that this approach was very clinical and elicited certain responses. Furthermore, participants might not have felt comfortable sharing their true feelings in writing. The approach to the focus group was very interactive and the researcher posed open-ended questions to the participants. This approach was organic and participants might have felt more comfortable sharing their feelings and views in this forum. The study revealed that a work environment characterised by poor communication and conflict impacted negatively on employee engagement. It also revealed that the organisation is characterised by an autocratic leadership style whereby top management make the decisions and are not open to suggestions from employees. While support between co-workers was acknowledged, relationships were also described as strained and that there is no synergy between departments. Maintaining positive relationships with management and co-workers are vital drivers to achieving increased employee engagement. Although these findings are particular to one organisation, they will hopefully assist other organisations to expand their understanding of employee engagement and thus refine their employee engagement strategies.
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    An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions
    (2021) Wicht, Alina; Pillay, Pragasen; Mbumbwa, Tendai
    Digital advertising has become a multi-billion-dollar industry; and it is growing tremendously each year. In times of strong market dynamics, marketers are particularly aware of Facebook advertising as a powerful advertising form. The dynamic market situation also magnifies the need for marketers to monitor and analyse consumers' perceptions. The purpose of this study was, thus, to assist marketers in understanding the influence of targeted Facebook advertising through mobile devices on South African consumers' advertisement perceptions. The form of advertising investigated was in-stream advertisements. The aim of this study was to explore the role of South African consumers' emotions in relation to these consumers' attention to the targeted in-stream advertising on Facebook delivered via mobile phones. South African consumers view videos on their mobile phone through the Facebook platform, which can be interrupted by targeted Facebook advertising. This study investigated the role that the interruption of video watching bears in relation to the interpretation and perception of the advertisement by these consumers. Another objective was to explore the role of South African consumers' attitudes towards brands in relation to what these consumers remember from the advertisements delivered through mobile targeted in-stream Facebook advertising. The sample consisted of 13 South African consumers and was acquired using purposive sampling. This study was based on a perception-formation model, which is a composition formed from the perception models of different authors. The model was investigated using qualitative interviewing and the data gathered was analysed through qualitative content analysis. The results of the study provide support for the theoretical framework and suggest that consumers' perception of in-stream advertising on Facebook is influenced by various factors such as the nature of Facebook usage, emotions, the disruption caused by the advertising, the attitude towards the brand and the Facebook video viewed. Marketers may be able to influence consumers' perception of in-stream advertisements through more precise targeting, a better fit between the in-stream advertisements and the video and by limiting the advertisement occurrence. By shedding light on South African consumers' perceptions of targeted in-stream advertising on Facebook, this thesis could serve as a basis for marketers' decisions, and also lay the foundations for future academic research in this field.
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    An outcome evaluation of the Home-School partnership programme
    (2018) Muzire, Mufudzi; Chapman, Sarah; Boodhoo, Adiilah
    This is an outcomes evaluation of the Home-School Partnership (HSP) programme, implemented by Wordworks, an organisation based in the Western Cape Province. The programme aims to improve language and literacy for the children between four and eight years of age. To achieve this, the programme seeks to integrate parents in the process of child learning at home. The programme sensitise parents and make them realise their important role in child development. South Africa’s averages of numeracy and literacy test scores range from 30% to 35% as presented in Annual National Assessments (2011) for Grade one to six. The low language and literacy performance in South Africa is one problem that calls for action from different stakeholders. The implementing organisation train teachers to become facilitators. The facilitators will then cascade the training to parents with children aged four to eight years. This evaluation focused on addressing three evaluation questions: 1. How do teachers (facilitators) perceive the programme to have impacted on students’ literacy learning and achievement in and out of school, in terms of participation, confidence and self-esteem? 2. To what extent has the Home-School Partnership programme managed to change parents’ attitude towards child learning and improved their involvement in child learning at home? 3. What early indications are there to suggest that the Home-School Partnership programme will be sustainable after Wordworks has fully withdrawn its support? In this evaluation, a descriptive design was used. The design employed a quantitative approach to address question one as secondary data from 90 feedback reports by teachers were analysed using Microsoft excel. The data to answer the second evaluation question was gathered through interviews with six teachers and six school management members. Data from three focus group discussions with parents was used to address evaluation question three. In analysing the data, thematic analysis was used which involved the processes of open coding in generation of themes. The results of the study revealed a positive improvement of learners’ performance on various indicators that are related to child language and literacy development. Ninety percent of the 90 sampled learners showed a positive change in at least one of the several academic assessment areas. That is, 46% of learners showed some notable improvements in writing, 32% in drawing, 31% in reading and about 30% showed some improvement in vocabulary. However, these results should be interpreted with some degree of caution as the analysis was based on subjective teachers’ perceptions. Regardless of the drawbacks of the design and data collection methods, there is a growing amount of evidence from other studies to validate the findings of this study. There were some positive changes noted in parents particularly their attitude towards child learning. Parents are now more involved in child learning and have gained some important skills to support child development. However, the results need to be taken with caution as they are based on subjective perceptions of parents. There was always an increase in the number of parents who enrolled for the programme each year and more interestingly, men started enrolling for the programme in the last two years. In 2016, a total of 42 men were trained and in 2017, a total of 86 men were trained under HSP. This provides some evidence of the ability of the HSP programme to change parents’ attitude towards child learning. The HSP programme shows some signs of sustainability particularly around environmental support and organisational domains. In this regard, results of the study revealed that the HSP programme has managed to garner support from its operational environment. The programme is particularly applauded by teachers, school leadership and parents, and their appreciation is one of the indicators of sustainability. Under organisational support, the study revealed that the teachers and parents are satisfied with the timely support they are receiving from Wordworks. However, there are some gaps around programme evaluation and funding stability domains. All the schools are still fully receiving financial support from Wordworks to facilitate the HSP programme. Based on the study findings it is prudent that Wordworks prepares schools for continuity in the event that their support is withdrawn and a more robust monitoring and evaluation system needs to be put in place. It is recommended that the programme documents more success stories to showcase its relevance.
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    Analysing factors influencing purchase intentions, perception and culture for consumers of women’s luxury footwear in South Africa
    (2018) Bridglall, Shenai; Chigada, Joel
    Consumer behaviour and purchase intention are some of the most discussed topics in marketing academia and practice alike. A rich and constantly developing body of literature complements this field. However, even though many theories exist, one’s understanding remains limited in some areas. The motivation for conducting this study was attributable to the researcher’s experience who has worked with luxury footwear brands in South Africa, Europe and Asia. In addition, marketers’ failure to understand consumer buying behaviour and purchase intentions are difficult tasks that have driven the researcher to undertake this study. The primary objective was to determine the factors that influenced the purchase intentions of consumers of luxury footwear This study explored South Africa and the literature around propositions of the model of purchase intentions proposed by Vigneron and Johnson through a positivist lens. Data was collected using Elle South Africa’s Instagram social media networking platform. A total of 1350 participants were involved in the survey, which was only limited to Cape Town and Johannesburg. Only 200 participants met the criteria of women spending money on luxury footwear. Non-probability convenience sampling technique was used in this study because the sample elements were readily available using the Elle South Africa Instagram social networking platform. Quantitative data was analysed through Structural Equation Modelling and the findings were presented in frequency tables. The results showed that culture moderated the relationships between luxury perception and the purchase intention for consumers of luxury women’s footwear; extrinsic factors were more relevant than intrinsic factors in the purchasing of luxury footwear; and that luxury perception positively influences the purchase intentions for consumers of the luxury footwear market in South Africa. Knowing what motivates women’s purchase intentions is critical to growing brand customer bases, which is possible through improving market segmentation. Suggestions for improving segmentation are possible through greater definition of variables. Additional research was suggested to establish details which encourage this market to buy luxury footwear brands. This is particularly important in terms of South Africa, which is home to many different cultures where these ethnic groups are confined to a small region. Customers need to be able to make trade-offs between intrinsic and extrinsic factors and costs in this market, which is critical knowledge especially in economic downturns.
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    Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province
    (2019) Coetzee, Quintin; Chigada, Joel
    While the concept of brand loyalty is well-researched, qualitative studies pertaining specifically to generational transfer of brand loyalty in a South African fast-moving consumer goods context are few and far between. This study used the dishwashing liquid product category in the Western Cape Province of South Africa to analyse generational transfer of brand loyalty. Following a qualitative research methodology, using in-person interviews across two generations - children and parents/guardians - raw data was obtained. Participants were asked to provide information relating to their preferred brand of dishwashing liquid, as well as their reasons for using the brand, their loyalty towards the brand, as well as their likelihood of brand switching. The data underwent a thorough thematic data analysis. Codes, categories, and themes were identified, with the researcher continually seeking to identify patterns in responses. A number of findings were laid out, offering insights into the concept of generational transfer of brand loyalty, as well as a foundation for future research into the topic. The study established that, in the dishwashing liquid product category in the Western Cape, there is a strong degree of generational transfer of brand loyalty, and at times, the transfer has taken place across three generations. Aspects such as consumers’ use of a brand out of habit and brand associations also appear to transfer generationally at times. There is also a strong occurrence of brand loyalty in the product category - mostly towards Unilever’s Sunlight brand. Brand switching across generations is uncommon in this sector, prevented by factors including enthusiastic brand loyalty and budgetary limitations. When switching does occur, it is driven mainly by a desire to discover whether a better brand exists, and changes in price and availability. Price and effectiveness frequently combine to form assessments of value during consumers’ purchase decision process in this product category. This study provides insight into the phenomenon of generational transfer of brand loyalty, within the context of the FMCG industry in the Western Cape. The findings within may prove useful both to brand marketers as well as researchers seeking a foundation upon which to conduct further studies in this area. The implications of this study, and recommendations for future, related studies, have been discussed in this report.
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    Analysing the Adoption of awesome South Africa mobile travel application as a marketing strategy
    (2019) Chivizhe, Takunda Victor; Chigada, Joel
    Mobile Marketing is a critical marketing strategy and a foundation of competitive advantage for small to medium enterprises in the tourism and hospitality industry in South Africa. While many studies focus on mobile marketing, this study focuses on the adoption of mobile marketing innovations by small to medium enterprises in the tourism and hospitality industry in the Western Cape Province of South Africa. Analysing the adoption of Awesome South Africa mobile application, as a marketing strategy among SMEs in the Western Cape tourism and hospitality industry was therefore imperative to understand the factors that influence mobile marketing adoption. The objective was to find out the factors that contribute to the adoption of mobile marketing as well as the factors that would impede the adoption of mobile marketing by the SMEs in this industry. The research employed the Technology Acceptance Model as a theoretical framework as well as a guide in ascertaining the factors that affect the adoption of mobile marketing innovations among SMEs. There is certainty that the Awesome South Africa mobile travel application could partly solve the information asymmetry problem as well as the marketing challenges of the SMEs in the Western Cape Tourism and hospitality industry. An exploratory design was deployed in this study, resulting in the application of a qualitative research approach for data collection, analysis and interpretation. Both content and thematic data analyses were used in this study because data was collected from multiple sources that included reports and face-toface interviews. The research findings showed that the TAM provides a reasonable explanation of the factors that influence technology acceptance amongst SMEs. Perceived usefulness, perceived cost, perceived competitive pressure and perceived employee capability emerged as the significant factors that simultaneously influenced mobile marketing adoption among SMEs. Factors impeding the adoption of mobile marketing application by the SMEs included perceived high cost of adoption, lack of managerial support, employee incompetence, limited financial resources and perceived complexity of the mobile marketing innovations. The recommendation was that the Awesome South Africa mobile application innovators should capitalise on the TAM constructs in order to realise the adoption of their mobile application among SMEs in the Western Cape tourism and hospitality industry.