- Title
- The Impact of Direct Marketing on Consumer Buying Decisions in Mthatha’s Cosmetic Industry
- Creator
- Mlobothi, Lusanda
- Description
- This study aimed to investigate the impact of direct marketing on consumer buying decisions in Mthatha’s cosmetic industry. Direct marketing was measured by four dimensions, namely telemarketing, magazine advertisement, door-to-door selling and television home shopping. To achieve the aim, the research study adopted a positivist paradigm which was motivated by the quantitative approach using the explanatory research design. A self-administered questionnaire was issued to 300 respondents using the snowball sampling technique. The respondents were consumers that purchase cosmetic products sold through direct marketing channels in Mthatha. The key findings of the study, under the simple linear regression, revealed that telemarketing, magazine advertisements, and television home shopping influence consumer buying decisions in Mthatha’s cosmetic industry respectively. However, door-to-door selling does not influence consumer buying decisions in Mthatha’s cosmetic industry. Under the hierarchal regression analysis, the findings revealed that direct marketing influences consumer buying decisions after controlling for the respondents’ demographic variables (educational level, age, gender, marital status, and income level) in Mthatha’s cosmetic industry respectively. Based on the findings, policymakers should assist cosmetic organisations to progress from the manufacturing stage to the commercialisation stage. They should also provide capital and resources to small businesses to up-scale the size of the organisation. Based on the findings, this study will assist direct marketers to gain more understanding of how consumers think and the stages they undergo before making a purchase of a cosmetic product. Key words: Telemarketing, door-to-door selling, consumer buying decisions, television home shopping, magazine advertisements and direct marketing.
- Description
- Thesis (Masters) -- Faculty of Commerce and Administration, 2022
- Date
- 2022-00
- Subject
- Direct Marketing
- Type
- Masters theses, text
- Identifier
- http://hdl.handle.net/11260/8010
- Identifier
- vital:59302
- Format
- computer, online resource, application/pdf, 1 online resource (122 pages), pdf
- Publisher
- Walter Sisulu University, Faculty of Commerce and Administration
- Language
- English
- Rights
- Faculty of Commerce and Administration, All Rights Reserved, Open Access
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WSU Department of Economics and Business Sciences
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details | SOURCE1 | MLOBOTHI, Lusanda_Masters Dissertation.pdf | 2 MB | Adobe Acrobat PDF | View Details |