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Factors influencing lack of middle class comsumer participation in luxury purchases on black friday
Mini Dissertation (MBA)--University of Pretoria, 2019.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2020
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| _version_ | 1867613551424700416 |
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| access_status_str | Open Access |
| author2 | Smith, Sean |
| author_browse | Smith, Sean |
| author_facet | Smith, Sean |
| collection | Thesis |
| dc_rights_str_mv | © 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. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2019. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/73939 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:56.779Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| 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:2263/73939 Factors influencing lack of middle class comsumer participation in luxury purchases on black friday Smith, Sean ichelp@gibs.co.za Zulu, Nelisa UCTD Mini Dissertation (MBA)--University of Pretoria, 2019. This paper determined factors that influenced lack of middle class consumer engagement in Black Friday to purchase luxury goods. Black Friday, a relatively new phenomenon in South Africa, significantly contributes to retailer profitability and economic growth and stability. The Theory of Planned Behaviour (TPB) and the Engel, Kollat and Blackwell (EKB) model of consumer behaviour were utilised in this research to determine the information processing, decisional and external factors that negatively influenced consumers’ purchase intentions and behaviour on Black Friday. Data was collected using 14 semi-structed interviews with middle class consumers who satisfied the qualifying criteria and had not participated in Black Friday to purchase luxury goods. The study found that factors that negatively influenced the middle class consumer sample groups participation in Black Friday included a negative attitude, low social norms and low perceived behavioural control, which negatively influenced their purchase intentions and decision to engage in Black Friday to purchase luxury goods. Additionally, factors including customer experience, lack of convenience, accessibility and retailer disingenuity were identified as moderators of behaviour on Black Friday. The study contributes to the literature of consumer behaviour on Black Friday in South Africa, by identifying strategies that retailers can adopt to overcome the barriers to participation. ms2020 Gordon Institute of Business Science (GIBS) MBA 2020-04-06T09:59:52Z 2020-04-06T09:59:52Z 2020/04/01 2019 Mini Dissertation Zulu, N 2019, Factors influencing lack of middle class comsumer participation in luxury purchases on black friday, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/73939> http://hdl.handle.net/2263/73939 en © 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. application/pdf University of Pretoria |
| spellingShingle | UCTD Factors influencing lack of middle class comsumer participation in luxury purchases on black friday |
| title | Factors influencing lack of middle class comsumer participation in luxury purchases on black friday |
| title_full | Factors influencing lack of middle class comsumer participation in luxury purchases on black friday |
| title_fullStr | Factors influencing lack of middle class comsumer participation in luxury purchases on black friday |
| title_full_unstemmed | Factors influencing lack of middle class comsumer participation in luxury purchases on black friday |
| title_short | Factors influencing lack of middle class comsumer participation in luxury purchases on black friday |
| title_sort | factors influencing lack of middle class comsumer participation in luxury purchases on black friday |
| topic | UCTD |
| url | http://hdl.handle.net/2263/73939 |