Emerging female consumers’ use of diagnostic cues in evaluating apparel assortment of South African department stores

Abstract

Emerging markets have generated a lot of interest during the last couple of years; one reason for this is the economic growth potential of emerging markets and the opening up of new, interesting and potentially very lucrative groups of consumers. South Africa has a rich and diverse culture and shows signs of major socio-economic inequalities that are symptomatic of emerging economies. In South-Africa, department stores are significant to the emerging market female consumer market as they provide an extensive assortment of products and services. Department stores also offer a number of product categories and each provide an opportunity for indepth analysis. Work apparel is one such product category where more research is required in order to understand how these consumers evaluate product assortments. The purpose of this study was to explore and describe how the emerging market female consumer market (EFC) evaluates work wear product assortments in major South African department stores. The study makes a contribution to the field of retail, marketing and consumer behaviour in terms of a better understanding of the emerging market. It is also valuable in providing insight in consumers’ decision making processes towards work wear and preferences towards product assortment. The theoretical approach to the study included a literature review on the emerging market female consumer in South Africa, the South African retail environment and department stores, product assortment and product attributes. The cue diagnostic framework was used as a theoretical perspective for the study. This consumer-based approach was considered particularly appropriate for this study, in terms of the prioritization by a female consumer in an emerging market of product attributes when she is shopping for work wear and evaluating retailers’ product assortments. Combined with the literature review the cue diagnostic framework offered a theoretical basis for the study and provided an overall perspective on the specific phenomenon to be studied. An exploratory survey research design was employed together with a conjoint analysis method to provide insights into attribute ranking and level of influence of specific attributes. The sample consisted of 120 (n=120) female consumers living and working in Gauteng between the ages of 20 and 60, currently working with some sort of training, diploma or degree. Non-probability sampling methods were used, including purposive and snowball sampling. Respondents completed an online selfadministered questionnaire. To ensure an appropriate sample, the online questionnaire was also distributed in paper-based format.. An exploratory survey research design was employed together with a conjoint analysis method to provide insights into attribute ranking and level of influence of specific attributes. The sample consisted of 120 (n=120) female consumers living and working in Gauteng between the ages of 20 and 60, currently working with some sort of training, diploma or degree. Non-probability sampling methods were used, including purposive and snowball sampling. Respondents completed an online selfadministered questionnaire. To ensure an appropriate sample, the online questionnaire was also distributed in paper-based format. The results of the study indicated that the emerging market female consumer market has set ideas and preferences which appeal to them when purchasing work wear from department stores in South Africa. Certain product attributes were found to be more important than others while some were used in conjunction with other attributes. This combining of attributes helped to strengthen the importance of these attributes in the decision making process. The study adds value, knowledge and insight to the existing literature on consumer preferences in emerging markets and the apparel attributes that inform these preferences. This research will be useful for researchers as well as marketers who are interested in marketing campaigns, product assortment planning and retail settings.