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Consumerism and the retailer in South Africa

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dc.contributor.author Chaitman AM en
dc.date.accessioned 2016-09-22T09:16:05Z
dc.date.available 2016-09-22T09:16:05Z
dc.date.submitted 1981 en
dc.identifier.uri http://hdl.handle.net/20.500.11892/51791
dc.description.abstract Investigates consumerism in South Africa, focusing on how retailers are reacting and adapting to the problems and opportunities it presents. The study reviews the available literature on consumerism. A discussion of consumerism as it exists in South Africa examines the roles and influence of various consumer organisations. A brief overview of the legal framework in so far as it affects the retailer reveals the lack of protection offered to the South African consumer by the law. Top executives of 9 major retailers in the fields of food, clothing, furniture and appliances and general chain stores, were interviewed. The respondents confirmed that the consumer movement in South Africa has had a very minor impact. A comparison of South African retailers with their USA counterparts is undertaken. The most common adaptation to consumer needs has been in terms of improved customer service. South African retailers clearly perceive consumerism as a marketing opportunity, rather than a threat. Some recommendations are made to retailers suggesting guidelines for developing more effective responses to consumerism in the future. It is concluded that the retailers interviewed appear to have made constructive in terms of customer-orientated planning, and to have avoided any policies or practices which might result in consumer abuse. However, empirical evidence is necessary to confirm how successful they have been in the eyes of the consumer. en
dc.language English en
dc.subject Business administration / Business leadership en
dc.subject Marketing management en
dc.title Consumerism and the retailer in South Africa en
dc.type Masters degree en
dc.description.degree MBA en

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