Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
Functionally illiterate consumers’ food purchase behaviour in Botswana
Dissertation (MConsumer Science)--University of Pretoria, 2012.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
University of Pretoria
2014
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613448369602560 |
|---|---|
| access_status_str | Open Access |
| author2 | Du Rand, Gerrie Elizabeth |
| author_browse | Du Rand, Gerrie Elizabeth |
| author_facet | Du Rand, Gerrie Elizabeth |
| collection | Thesis |
| dc_rights_str_mv | © 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. |
| description | Dissertation (MConsumer Science)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/41246 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:18.633Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/41246 Functionally illiterate consumers’ food purchase behaviour in Botswana Du Rand, Gerrie Elizabeth Erasmus, Alet C. (Aletta Catharina) Morapane, Mondiya Nametso Functionally illiterate consumer Functional literacy Low literate consumer Purchasing behaviour Retailoutlets Coping strategies Gaborone Botswana UCTD Dissertation (MConsumer Science)--University of Pretoria, 2012. 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. gm2014 Consumer Science unrestricted 2014-08-13T12:56:49Z 2014-08-13T12:56:49Z 2014-04-10 2012 Dissertation 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> E14/4/363/gm http://hdl.handle.net/2263/41246 en © 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. application/pdf University of Pretoria |
| spellingShingle | Functionally illiterate consumer Functional literacy Low literate consumer Purchasing behaviour Retailoutlets Coping strategies Gaborone Botswana UCTD Functionally illiterate consumers’ food purchase behaviour in Botswana |
| title | Functionally illiterate consumers’ food purchase behaviour in Botswana |
| title_full | Functionally illiterate consumers’ food purchase behaviour in Botswana |
| title_fullStr | Functionally illiterate consumers’ food purchase behaviour in Botswana |
| title_full_unstemmed | Functionally illiterate consumers’ food purchase behaviour in Botswana |
| title_short | Functionally illiterate consumers’ food purchase behaviour in Botswana |
| title_sort | functionally illiterate consumers food purchase behaviour in botswana |
| topic | Functionally illiterate consumer Functional literacy Low literate consumer Purchasing behaviour Retailoutlets Coping strategies Gaborone Botswana UCTD |
| url | http://hdl.handle.net/2263/41246 |