The Impact of Direct Marketing on Consumer Buying Decisions in Mthatha’s Cosmetic Industry
- Authors: Mlobothi, Lusanda
- Date: 2022-00
- Subjects: Direct Marketing
- Language: English
- Type: Masters theses , text
- Identifier: http://hdl.handle.net/11260/8010 , vital:59302
- 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. , Thesis (Masters) -- Faculty of Commerce and Administration, 2022
- Full Text:
- Date Issued: 2022-00
Investigating the key performance factors in circumventing the effects of sanctions imposed by the gulf cooperation council (gcc). A case study of qatar airways (2016-2020)
- Authors: Mutebuka , Tonderai
- Date: 2021-00
- Subjects: Industry 4.0 , Airport authorities , Aviation
- Language: English
- Type: Master's/Doctoral theses , text
- Identifier: http://hdl.handle.net/11260/6457 , vital:46285
- Description: The study aimed to investigate the key performance factors in circumventing the effects of sanctions imposed by the Gulf Cooperation Council (GCC) on Qatar. A case study of Qatar Airways (2016-2020) in the form of desktop analysis/document review coupled with observation was carried out. Effects of sanctions identified included the closure of air corridors, increased operational costs, and in-access to services from certain insurance companies and travel agencies. From the results, management was observed to have implemented the following measures to caution the airlines from the effects of sanctions: close monitoring of flights, integration of all operations activities, network expansion, effective marketing, continued engagement with the sanction imposers, consistency in terms of management action and the messages communicated and fighting sanctions legally through the courts. Key Success Factors (KSFs) were extracted from these management initiatives credited with the continued success of Qatar Airways which included marketing, Corporate Social Responsibility (CSR), service quality, marketing, security, resources availability, technology, synergies, diversification, and government support. From the management initiatives, Key Performance Indicators (KPIs) were also extracted which acted as barometers to indicate the progress being made by implementation of these management initiatives in the fight against sanctions. These included accolades, passengers/cargo, fleet size, revenue, employees, and crisis indicators. These findings from the study can be used by other airlines that may find themselves under sanctions. , Thesis (MCom) -- Faculty of Commerce and Administration, 2021
- Full Text:
- Date Issued: 2021-00