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Black consumers’ preference for black professional service providers
Mini Dissertation (MBA)--University of Pretoria, 2019.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2020
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| _version_ | 1867613628720480256 |
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| access_status_str | Open Access |
| author2 | Erasmus, Alet |
| author_browse | Erasmus, Alet |
| author_facet | Erasmus, Alet |
| 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:2263/73944 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:10.429Z |
| 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:2263/73944 Black consumers’ preference for black professional service providers Erasmus, Alet ichelp@gibs.co.za Bulose, Bonginkosi Sihle UCTD Mini Dissertation (MBA)--University of Pretoria, 2019. The 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 pt2020 Gordon Institute of Business Science (GIBS) MBA 2020-04-06T09:59:53Z 2020-04-06T09:59:53Z 2020/04/01 2019 Mini Dissertation Bulose, 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> http://hdl.handle.net/2263/73944 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 Black consumers’ preference for black professional service providers |
| title | Black consumers’ preference for black professional service providers |
| title_full | Black consumers’ preference for black professional service providers |
| title_fullStr | Black consumers’ preference for black professional service providers |
| title_full_unstemmed | Black consumers’ preference for black professional service providers |
| title_short | Black consumers’ preference for black professional service providers |
| title_sort | black consumers preference for black professional service providers |
| topic | UCTD |
| url | http://hdl.handle.net/2263/73944 |