Functionally illiterate consumers’ food purchase behaviour in Botswana

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dc.contributor.advisor Du Rand, Gerrie Elizabeth
dc.contributor.coadvisor Erasmus, Alet C. (Aletta Catharina)
dc.contributor.postgraduate Morapane, Mondiya Nametso
dc.date.accessioned 2014-08-13T12:56:49Z
dc.date.available 2014-08-13T12:56:49Z
dc.date.created 2014-04-10
dc.date.issued 2012 en_US
dc.description Dissertation (MConsumer Science)--University of Pretoria, 2012. en_US
dc.description.abstract Illiteracy continues to be a major problem in developing countries. Botswana as an emerging economy with consumers of different literacy levels has no escape for this problem. This study puts the spotlight on consumer illiteracy in Botswana focusing specificallyon purchasing behaviour of functionally illiterate consumers; the problems encountered in the market place and coping strategies used when purchasing food. To elicit relevant information a quantitative research design and survey techniques using a structured questionnaire was used to gather information. Potential respondents were conveniently sampled in Gaborone and surrounding areas in Botswana (N=200) and women aged between 25 and 65 years formed the sample group. Data analysis involved descriptive statistics and inferential analysis. From the discussion and the interpretation of the results of the sample of the survey it became clear that certain elements of retailers‟ marketing mix product, price, place, promotion and processes were the most important factors that influenced younger women‟s‟food purchases. Salespeople are apparently of lesser importance to influence consumers. The results indicated that functionally illiterate consumers mainly purchased food products from supermarkets and informal traders but also patronised other retail outlets occasionally. The study further revealed that consumers are vulnerable in the market place as they encountered problems during market place navigation, specifically in terms of too much information; difficulties in computing prices reduced by percentages; crowded places, and advertisements tempting them to buy. These problems seemed to negate the use of coping strategies. The study has contributed to the limited literature on the food purchasing behaviour of functionally illiterate consumers. Retailers will gain insight on how to deal with functionally illiterate consumers in the market place and find ways of making the market place more consumer friendly. en_US
dc.description.availability unrestricted en_US
dc.description.department Consumer Science en_US
dc.description.librarian gm2014 en_US
dc.identifier.citation Morapane, MN 2012, Functionally illiterate consumers’ food purchase behaviour in Botswana, MConsumer Science dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/41246> en_US
dc.identifier.other E14/4/363/gm en_US
dc.identifier.uri http://hdl.handle.net/2263/41246
dc.language.iso en en_US
dc.publisher University of Pretoria en_ZA
dc.rights © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. en_US
dc.subject Functionally illiterate consumer en_US
dc.subject Functional literacy en_US
dc.subject Low literate consumer en_US
dc.subject Purchasing behaviour en_US
dc.subject Retailoutlets en_US
dc.subject Coping strategies en_US
dc.subject Gaborone en_US
dc.subject Botswana en_US
dc.subject UCTD en_US
dc.title Functionally illiterate consumers’ food purchase behaviour in Botswana en_US
dc.type Dissertation en_US


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