scholarly journals South African Generation Y students' global consumer orientation

2021 ◽  
Vol 18 (2) ◽  
pp. 140-161
Author(s):  
Ayesha Lian Bevan-Dye
Keyword(s):  
South African ◽  
Generation Y ◽  
Consumer Orientation

Generation Y students' purchase behaviour towards organic foods in South Africa

2021 ◽  
Vol 6 (4) ◽  
pp. 202-212
Author(s):  
Kirsty-Lee Sharp ◽  
Costa Synodinos
Keyword(s):  
South Africa ◽  
South African ◽  
Generation Y ◽  
Organic Food ◽  
Food Product ◽  
Primary Objective ◽  
Measurement Scale ◽  
Full Time ◽  
The South ◽  
Organic Foods

Objective - The primary objective of this study is to identify and explain the antecedents of organic food purchase behaviour of Generation Y students in the South African context. This study aimed to shed some light on Generation Ystudents' health consciousness, perceived behaviour control, convenience, attitudes, purchase intentions, and actual buying behaviourtoward organic food products. The study also attempted to determine the underlying strengths and relationships between the constructs used in the measurement scale. Lastly, gender relationships were investigated to determine if any differences existed between males and females in terms of their organic food product purchases. Methodology/Technique - This research study employed a descriptive, non-probability, convenience sampling design. The intended target population was full-time registered undergraduate Generation Y students aged between 18 and 24 years. The sample size was 200 students based across the four faculties within the chosen higher education institution, namely the Faculty of Management Sciences, the Faculty of Applied and Computer Sciences, the Faculty of Engineering, and the Faculty of Human Sciences. The 200 self-administered questionnaires were distributed during recess times as to not to disrupt any learning time. The questionnaire contained a cover letter explaining the purpose of the study and that participation in the study was completely voluntary. Findings - The measurement scale displayed adequate reliability and validity for all constructs. Furthermore, all constructs had statistically significant positive means, indicating that Generation Y students are health-conscious, care for the opinions of friends and family, display pro-organic attitudes, intentions, and behaviour. Results from this study indicate that there is a need for food organizations to consider implementing organic-based products in their product offerings within the South African market. Novelty - Investigation oforganic food product purchase behaviouramong South African Generation Y students (Consumer behaviour). Type of Paper - Empirical Keywords: Organic Foods; Purchase Behaviour; Generation Y, South Africa. JEL Classification: M31, M39.

A Pilot Study of Brand Loyalty in Generation Y of Technical and Vocational Education Training Colleges

2021 ◽  
Vol 9 (4) ◽  
pp. 253-260
Author(s):  
Itani Listen Ramuthivheli ◽  
Dr Kirsty-Lee Sharp ◽  
Prof. Bongazana Dondolo
Keyword(s):  
Higher Education ◽  
Pilot Study ◽  
Service Quality ◽  
South African ◽  
Generation Y ◽  
Brand Loyalty ◽  
Correlation Coefficients ◽  
Communication Service ◽  
Brand Communication ◽  
Brand Satisfaction

Objective - In an increasingly changing and dynamic South African higher education landscape, institutions must communicate their brand to stakeholders to perceive the institution as offering quality services,to have a loyal stakeholder. However, thereseemsto be little attention devoted to the influence of brand communication, brand satisfaction and service quality on brand loyalty in higher education, particularly in the Technical and Vocational Education and Training (TVET) sector. Considering this view, and noting that prior research on brand loyalty in the service sector has shown a connection between brand communication, service quality, brand satisfaction and brand loyalty, it is unknown if a similar correlation is found in the South African TVET sector. Therefore, it is necessary to investigate Generation Y students' views of brand communication, brand satisfaction and service quality in the TVET sector throughout the Gauteng Province of South Africa.As a result, this paper summarises the findings of a pilot study to establish the validity and reliability of a questionnaire used to examine Generation Y students' perceptions of brand communication, brand satisfaction and service quality related to brand loyalty in Gauteng TVET colleges. Methodology/Technique - The variables for the paper were derived from previously established questionnaires. A section of the questionnaire asked students about their views of a TVET's brand communication. Additionally, there were questions concerning the quality of service, brand selection and brand loyalty. Finally, all scale items were modified to be more contextually relevant.The questionnaire used a six-point Likert scale, with 1 indicating strong disagreement and 6 indicating strong agreement. The questionnaire was piloted with a convenience sample of 50 students not included in the primary study's sampling frame. Finding - The overall number of respondents (46) was insufficient to undertake extensive statistical testing. As a result, only frequency and correlation coefficients were computed. Correlation analysis revealed a substantial association between brand loyalty and the variables that influence it. All had a strong association between brand loyalty and brand communication, service quality and brand loyalty and satisfaction. Additionally, there were substantial correlationsbetween service quality and brand satisfaction and between service quality and brand communication. Correlation coefficients between constructs ranged from 0.294 to 0.781. This demonstrates that these constructs do not correspond to the same concept. As a result, all construct items were kept for use in the main study. Novelty - The results from the pilot study provides preliminary support for the hypothesised relationship between brand loyalty and its predictors. Marketers and service organisations need to recognise that the future patronage of a service organisation depends on loyalty. Type of Paper - Empirical Keywords: Brand Communication; Service Quality; Brand Satisfaction; Brand Loyalty; Technical and Vocational Training JEL Classification: M31, I23, I29

South African Generation Y students’ self-disclosure on Facebook

2015 ◽  
Vol 46 (1) ◽  
pp. 114-129 ◽  
Author(s):  
Ayesha L Bevan-Dye ◽  
Ufuoma Akpojivi
Keyword(s):  
South African ◽  
Generation Y ◽  
Self Disclosure

scholarly journals Influence of perceived integrity and perceived system quality on Generation Y students’ perceived trust in mobile banking in South Africa

2017 ◽  
Vol 12 (1) ◽  
pp. 128-134 ◽  
Author(s):  
Marko van Deventer ◽  
Natasha de Klerk ◽  
Ayesha Bevan-Dye
Keyword(s):  
South African ◽  
Generation Y ◽  
Perceived Risk ◽  
Positive Influence ◽  
Mobile Banking ◽  
System Quality ◽  
Convenience Sample ◽  
Perceived Trust ◽  
Retail Banks

Mobile banking represents an important addition to retail banks’ digital banking channels and a salient tool for servicing both current and future customers. However, given the cybernetic nature of mobile banking, there is a certain degree of uncertainty and perceived risk associated with the use thereof. This uncertainty and perceived risk elevate the importance of trust in fostering mobile banking adoption. The Generation Y cohort, which encompasses today’s youth, represents an important current and future banking segment and their adoption of mobile banking channels could have a significant effect on the cost of servicing members of this cohort. Understanding the factors that positively contribute to the Generation Y cohort’s trust in mobile banking will help retail banks to better market their mobile banking channels to members of this cohort and thereby foster greater adoption of such channels. The study reported in this article considers the influence of the perceived integrity of the bank and the perceived system quality of mobile banking on Generation Y students’ perceived trust in mobile banking in the South African context. Data were gathered from a convenience sample of 334 students registered at three public South African university campuses using a self-administered questionnaire. The gathered data were analyzed using descriptive statistics, correlation analysis and bivariate regression analysis. The results of the study suggest that Generation Y students’ perceived integrity of a bank, together with the perceived system quality of mobile banking, has a significant positive influence on their perceived trust in mobile banking.

scholarly journals Assessing Consumer Purchasing Decision Styles: An Empirical Investigation From South Africa

2014 ◽  
Vol 13 (4) ◽  
pp. 679 ◽  
Author(s):  
Chengedzai Mafini ◽  
Manilall Dhurup
Keyword(s):  
South African ◽  
Generation Y ◽  
Empirical Investigation ◽  
Sampling Methods ◽  
Novelty Seeking ◽  
Rational Decision ◽  
Purchasing Decisions ◽  
Stimulus Effect ◽  
Decision Styles ◽  
Structured Questionnaire

The determinants of how and why people shop has been a topical matter to many people for many years. This had a stimulus effect on the development and proliferation of a diversity of consumer typologies. The purpose of this study was to develop a typology of South African Generation Y consumers in their purchasing decisions. The study adopted a quantitative approach in which a structured questionnaire was used to survey 294 Generation Y consumers who were selected using an integration of non-probability convenience and judgement sampling methods. Seven groups of Generation Y consumers, namely quality conscious, brand conscious, novelty seeking, hedonistic, confused by over-choice, habitual, brand loyal, and fashion conscious were identified. Differences were found between consumers who are confused by over-choice and younger Generation Y consumers. Younger consumers were found to be more confused by over-choice compared to their older counterparts. Findings of this study suggest that retailers should use communication channels which would be more easily understood by Generation Y consumers, and they should provide information that assists buyers to make a rational decision in the buying process.

Predictors Of Brand Loyalty With Technical And Vocational Education Training Colleges İn Gauteng: Results Of A Pilot Study

2021 ◽  
Vol 12 (1) ◽  
pp. 49-49
Author(s):  
Itanı Lısten Ramuthıvhel ◽  
Dr Kirsty-Lee Sharp ◽  
Prof. Bongazana Dondolo
Keyword(s):  
Pilot Study ◽  
Service Quality ◽  
Vocational Education ◽  
South African ◽  
Generation Y ◽  
Brand Loyalty ◽  
Communication Service ◽  
Brand Communication ◽  
Technical And Vocational Education ◽  
Brand Satisfaction

According to Akoojee and McGrath (2008:132), TVET colleges are required to build institutions that are attuned better to satisfy the needs of the stakeholders through their brand. Very few TVET colleges have attracted stakeholders without proper brand communication and service quality (Beneke & Human 2010: 437). In most TVET colleges, very little is done to communicate the brand to stakeholders, which may be a direct result of the lack of proper brand communication and service quality (Azoury, Daou & El Khoury 2013:5). In an increasingly changing and dynamic South African higher education landscape, it is imperative for institutions to communicate their brands to stakeholders in such a way that these stakeholders perceive the institution as offering quality service in order to have a satisfied stakeholder who is loyal to the institution. However, there appears to be little attention paid to effects of brand communication, service quality and brand satisfaction on brand loyalty in the tertiary education sector, especially in the Technical and Vocational Education Training (TVET) sector. This study was conducted in Nigeria. In light of this view, and given previous research on brand loyalty in service industries identifying a relationship between brand communication, service quality, brand satisfaction and brand loyalty, it is unclear whether such relationships exist in the South African TVET sector. Therefore, there is a need to examine Generation Y students' perceptions of brand communication, service quality and brand satisfaction on brand loyalty in TVET colleges in Gauteng. Consequently, this research study reports on the findings from a pilot study conducted to determine the legitimacy and reliability of the measuring instrument being employed to examine Generation Y students' perceptions of brand communication, service quality and brand satisfaction on brand loyalty in TVET colleges in Gauteng. Keywords: Brand Loyalty, Brand Communication, Service Quality, Brand Satisfaction

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