Black consumers’ preference for black professional service providers

dc.contributor.advisorErasmus, Alet
dc.contributor.emailichelp@gibs.co.za
dc.contributor.postgraduateBulose, Bonginkosi Sihle
dc.date.accessioned2020-04-06T09:59:53Z
dc.date.available2020-04-06T09:59:53Z
dc.date.created2020/04/01
dc.date.issued2019
dc.descriptionMini Dissertation (MBA)--University of Pretoria, 2019.
dc.description.abstractThe central aim of this research was the investigation of the preference that South Africa’s black consumers have for black professional service providers in the legal, medical, accounting and auditing professions. This research was carried out in the context of a country struggling with racial inequality. In light of the failure of the private and public sectors to bring the objectives of broad-based black economic empowerment to fruition, the researcher examined the contribution of individual consumers to economic transformation. The preference of black people was conceptualised by using the social identity theory. The researcher also drew on elements of consumer ethnocentrism. The researcher looked at the ingroup affection, cognitive bias and behavioural preference of South Africa’s black consumers in relation to the purchase of professional advisory services from black service providers. A reflective conceptual model was developed and tested through the partial least squares structural equation modelling approach. The findings reported that black consumers have a (i) strong positive affective reaction, (ii) cognitive bias, and (iii) strong behavioural preference, for black service providers. The results of this research provide insights into the consumer decision-making approach of South Africa’s black consumers
dc.description.degreeMBA
dc.description.departmentGordon Institute of Business Science (GIBS)
dc.description.librarianpt2020
dc.identifier.citationBulose, BS 2019, Black consumers’ preference for black professional service providers, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/73944>
dc.identifier.urihttp://hdl.handle.net/2263/73944
dc.language.isoen
dc.publisherUniversity of Pretoria
dc.rights© 2020 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.
dc.subjectUCTD
dc.titleBlack consumers’ preference for black professional service providers
dc.typeMini Dissertation

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