Browsing Marketing by Author "Makgosa, R."
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Makgosa, R.; Mohube, K. (Academic Journals, http://www.academicjournals.org/AJBM, NaN, 2007)[more][less]
Abstract: There are some people that an individual keeps in mind when making a purchase. Usually, such people disseminate opinions and other individuals are pressured into following their trend, becoming associated with them and using them as a standard of their purchase decisions. Such people are known as reference groups and they include entertainment figures, sports heroes, political leaders, parents, co-workers, teachers and peers. This paper seeks to contribute to the existing body of the literature on reference group influence. Specifically, it focuses on peer influence among young adults’ products purchase decisions. A convenience sample of 101 university students participated in this study. The results of Analysis of Variance and t-tests indicated that there is more normative influence for a public luxury (sunglasses) than for a private luxury (cell phone) and private necessity (toothpaste). Informational influence was also more for a public luxury than a private necessity. Additionally, a public necessity (shoes) had more normative influence than a private luxury and private necessity as well as a high informational influence than private necessity. Overall, these results demonstrated that the influence of peers varies across various product categories. URI: http://hdl.handle.net/10311/1086 Files in this item: 1
Makgosa_AJBM_2007.pdf (1.038Mb) -
Makgosa, R. (Botswana Journal of Business, Faculty of Business, University of Botswana, September NaN, 2006)[more][less]
Abstract: The purpose of this study is to demonstrate the importance of ensuring the measure equivalence of marketing concepts in cross-cultural research. It is crucial to give attention to measure equivalence in cross cultural research because it makes it possible for meaningful comparisons to be drawn between and among cultures. Specifically, the present paper focuses on a procedure of testing for the measure equivalence of the concept of conflict resolution strategies using multiple group confirmatory factor analysis. The results provide evidence of partial measure equivalence, which suggests that the concept of conflict resolution strategies is measured or perceived in the same way across the three ethnic groups investigated. URI: http://hdl.handle.net/10311/60 Files in this item: 2
bjb_makgosa.pdf (176.6Kb)license.txt (1.998Kb)
Now showing items 1-2 of 2