Diagnostic cues used by female consumers to evaluate work wear assortments of major South African department stores

dc.contributor.authorBezuidenhout, Lizet
dc.contributor.authorJacobs, Bertha Margaretha
dc.contributor.authorSonnenberg, Nadine Cynthia
dc.contributor.emailnadine.sonnenberg@up.ac.zaen_ZA
dc.date.accessioned2017-01-16T07:11:20Z
dc.date.issued2016-01
dc.description.abstractThis study investigates the relative importance of diagnostic cues used by female consumers in an emerging market to evaluate work wear assortments in major South African department stores. The cue diagnostic framework was used as a theoretical perspective for the study together with conjoint analysis to provide insights into the relative importance of diagnostic cues in terms of specified attribute levels as well as attribute ranking of importance. A survey research design was employed for the study. Data were collected through a self-administered questionnaire and completed by 121 (N=121) female consumers residing in Gauteng. A non-probability sampling technique was used to recruit these working women who were between the ages of 20 and 60 years with some form of higher education or training. The results indicate that these female consumers have set preferences when purchasing work wear from department stores in South Africa. Certain product cues/attributes were found to be more prominent than others while some were used in conjunction with other attributes to collectively strengthen the importance of these attributes in the decision making process. The findings of this study contribute to existing literature on consumer preferences in emerging markets and the apparel attributes that inform these preference structures. This research will be useful for researchers as well as marketers who are interested in marketing campaigns, product assortment planning and retail settings.en_ZA
dc.description.departmentConsumer Scienceen_ZA
dc.description.embargo2017-01-30
dc.description.librarianam2016en_ZA
dc.description.urihttp://www.unisa.ac.za/Default.asp?Cmd=ViewContent&ContentID=25784en_ZA
dc.identifier.citationBezuidenhout, L, Jacobs, B & Sonnenberg, N 2016, 'Diagnostic cues used by female consumers to evaluate work wear assortments of major South African department stores', The Retail and Marketing Review, vol. 12, no. 2, pp. 28-45.en_ZA
dc.identifier.issn1817-4428
dc.identifier.urihttp://hdl.handle.net/2263/58514
dc.language.isoenen_ZA
dc.publisherUnisa Pressen_ZA
dc.rightsUnisa Pressen_ZA
dc.subjectDepartment storesen_ZA
dc.subjectApparelen_ZA
dc.subjectProduct assortmenten_ZA
dc.subjectDiagnostic cuesen_ZA
dc.subjectEmerging marketen_ZA
dc.subjectConjoint analysisen_ZA
dc.titleDiagnostic cues used by female consumers to evaluate work wear assortments of major South African department storesen_ZA
dc.typeArticleen_ZA

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