Research Projects

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Big Brands Need Big Data: Investigating How Major Retail Brands in South Africa Use Consumer Data to Shape Consumer-brand Engagement.
(The IIE, 2015) Mutendadzmera, Tare
Never before has society generated such vast amounts of data pertaining to how we communicate, interact, shop and spend our free time. For most people living in this digitally connected world, our digital companions (computers, laptops, tablets and phones) record and store vast amounts of data on our state of fitness, what we eat and the places we go. Your phone for example, just by being in your pocket can record ‘how much exercise you’ve been getting and how many stairs you have been walking up and so on’ (Katz, 2012). Every time we make a call, send a text message, email, swipe our bank or loyalty cards, we leave behind a digital ‘paper trail’ that can be used to accurately determine who you are and how you choose to live your life. Over the past two years humans have generated more data than we had recorded in the whole of human existence prior (Shaw, 2014). This data is stored in different databases around the world, and while it is scattered and unusable to most in its raw form, ‘data analytics’ has made it possible for this raw data to be ‘mined’ (Oliver and Vayre, 2015; Osei-Bryson and Rayward-Smith, 2009; Power, 2014). Once mined, patterns can be established. These patterns can be used to successfully predict how one will live their life, down to predicting what brands one will purchase in favour of competitors.
Conducting exploratory research to determine the use of reciprocal teaching methods to promote academic reading and comprehension ability in second year marketing management students
(The IIE, 2015) Pinnoy, Jane
Students leaving school do not seem to be adequately prepared to read and comprehend academic material at the required level for higher education (Department of Education, 2008). The purpose of this exploratory research was to gain understanding of the influence of reciprocal teaching strategies on comprehension of academic reading. The sample comprised of eight second year B. Commerce (B.Com) respondents majoring in marketing management at a private institute of higher education. The student’s ability to succeed in higher education is closely linked with their ability to read and comprehend academic material (Dreyer, 2003). An assignment case study was used to teach the use of reciprocal strategies. The respondents were thereafter required to apply reciprocal strategies to the prescribed academic material. Each respondent answered a questionnaire to establish their perception of the effect these strategies had on their comprehension of the case study. The initial findings are encouraging and would warrant further research.
Music and its Relevance to Brand Personality amongst the Female Your Market
(The IIE, 2015) Makhuza, Ponatshego
The current consumer lives in a cluttered market where brands try to communicate various messages. Brands thus need to stand out by communicating with intelligence and uniqueness.
An exploratory study of the 'creativity toolbox' as a teaching tool to promote creativity in learning.
(2015) Paken, Shakti
The intention of presenting this article on the use of the creativity toolbox, which has been used to explore creativity in teaching and learning which assists educators in, fostering student engagement and student centeredness in the class room . The article further aims to present information on the monitoring and evaluation of the use of the creativity toolbox during lesson planning, classroom activities and behavior management. The research project was prompted due to the lack of poor concentration and literacy levels that contribute to a lack of classroom engagement within the Public Relations Practice module. The research aims to encourage active learning via various teaching strategies such as the use of the creativity toolbox. This proactive approach is linked to the constructive approach to encourage students to interact with content and tools in a creative way that shapes content into learning, knowledge and understanding. The findings of the research present the use of the creativity toolbox emphasising the learning experience in the classroom. Students enjoyed lessons being planned to accommodate a style of learning that catered to their understanding by assisting them absorb content and made the lesson interactive. This study aims to provide a contribution to teaching strategies in a higher educational classroom amongst many different levels of students.
An exploration to include asynchronous learning tools and Web 2.0 applications in a short learning course to enhance the learning experiences for part-time adult students
(The IIE, 2015) Trengove, Racheal
The research article presents exploratory research that considers how the specific educational environment for a short learning course can be evolved with connections enabled by information technology.
eCommerce: To Compare How Online Business-to-consumer retailers Build Their e-Brands to Become Competitive Players in Their Respective Markets.
(The IIE, 2015) Agnelli, Ana Lucia
ECommerce News (2013) predicts that South Africa will grow at a rate of 20-25% for the next 3-7 years which indicates that online retailing is an emerging market in South Africa. The growth potential can be attributed to growing wealth and the increased middle class consumer as well as better broadband availability. The South African eCommerce market is lagging in growth compared to developed markets worldwide. While South African e-brands are still attempting to conquer the local market, with the exception of Yuppiechef and Zando, American businesses are looking abroad for opportunities for growth. United States of America is the top eCommerce country in the world in terms of turnover, achieving a $419 billion in turnover for 2013. With this being said, America is also the most popular country in cross-border B2C eCommerce (North America B2C ECommerce Report, 2014). This provides reason for the researcher to compare these two business markets, the developed American market and our developing South African market. The researcher would like to establish whether there is potential for growth in this industry or if the market will continuously be dominated by a few e-brands, who are currently at the forefront of South Africa’s eCommerce. The four online stores selected as case studies are highly competitive in their respective markets and have their own strategies and reasons for success. The markets in which they operate in have their own trends and the consumers within these markets have their own perceptions, habits and preferences for making online purchases. The online shopping industry and e-brands have to work a lot harder to make a success of their virtual businesses. The element of physical touch and physical store is non-existent which makes the virtual experience that brands provide their consumers, vital to its success. E-tailers have to ensure each feature and touch point with a consumer is memorable and that they deliver a great experience overall.
Analysis of the Brand Experiences of Customers at the Johannesburg Neighbourgoods Food Market
(The IIE, 2015) Lephadi, Omphile
Food has long been a part of South African culture, and will continue to be so as a member at the majority of events which South African’s attend. The South African food industry as a whole has witnessed numerous changes and trends, currently the trend that is resonating with consumers most is food markets. The Neighbourgoods Market is a food market which was established in Cape Town at the Old Biscuit Mill in 2006, it went on to establish a sister market in Braamfontein, Johannesburg, as part of the refurbishment of Braamfontein. Since its establishment the market has grown in popularity and in its ability to draw crowds of people consistently on a weekend-to-weekend basis (Neigbourgoods, n.d.). This popularity that The Johannesburg Neighbourgoods market has found left the researcher curious as to the factors which contribute to consumers frequenting the market and as to what the experiences of these consumers are with the brand as a whole.
Assessing the usefulness of integrated curriculum assessment as a formative assessment tool for first year students
(The IIE, 2015) Williams, Sarah
This study explored the usefulness of integrated curriculum assessment as a formative assessment tool for first year students. Two research questions from a higher education perspective were explored, namely how useful lecturers find Integrated Curriculum Engagement as an assessment tool to encourage student engagement and academic development, and what lecturers think Integrated Curriculum Engagement tasks have (value) to encourage students to actively engage with the learning content? The primary data for this study was generated from questionnaires distributed to 20 higher education respondents (lecturers). Findings that emerged were that the majority of respondents found value in the use of Integrated Curriculum Engagement (ICE) tasks within the classroom environment. Case studies, class tests and revision type questions encouraged the most engagement of students and students are generally more engaged and motivated when ICE tasks assist them with their preparation for assessments. The study provides recommendations for the development of a guide to provide clarity on the ICE requirements and expectations for lecturers
An Analysis of Online Presence of the South African Government Departments: Websites, Facebook and Twitter.
(The IIE, 2015) Mashego, Mmatau, F
The Consume-Brand Relationship: Understanding Consumer Behaviour and Reaction to Brand Transgression.
(The IIE, 2015) Heydenrych, Luke, A
In a perfect world, the relationship between a consumer and a brand would be an infallible one. A relationship where supply and demand go hand in hand, and expectations are managed and aligned from both sides of the relationship spectrum. Unfortunately, this utopian market is not one that all consumers will experience. The reality is, that brands are human by association (brands are managed by people, hence display behavioural characteristics of those who represent them), and therefore imperfect. The focus of this research is less concerned with if brand failure or transgressions occur will occur, as that will be taken as inevitable but rather on what impact that failure will have on the behaviour of the consumer who experience it. It is in this thinking that the research problem and objectives can be introduced. The research problem can be posed as a question, being ‘What are the specific situational characteristics in which behaviours of a brand could lead to a negative change in consumer behaviour?’ Not a benign or inconsequential behavioural change, but rather a fundamental change to the purchasing behaviour and loyalty of the consumer towards the brand. To begin this analysis, concepts such as relationship theory and consumer-brand relationships must first be defined in detail. From this foundation, the next step would be to understand the paths a relationship could take, what could impact it, and specifically for this research, how it could possible end.
The Remix: The Influence of Hip Hop Culture on Brand Identities in Johannesburg from 2012 to 2015
(The IIE, 2015) Modiko, Keabetswe
It can be deliberated that music has occasionally been an intertwined part of human culture, the advancement of technology in modern society has created its increased accessibility and portability, which has led to unprecedented production and listening of this medium that enables individuals to enacts and perform various identities during everyday life. Research also shows that young people are consuming music more than any other age group. As a result music can in some respect be considered to be important cultural influencer in the lives of young individuals. Research that has been conducted thus far has been conducted in gaining understanding the various forms and functions of this influence has focused in the disciples that a linked to musicology and sociology. European and American psychologists have gained an interest in understanding the role that music has in constructing identity in young individuals. As a contribution to this field of application outside of these contexts and located within a qualitative framework, the purpose of this study is to explore the idea that the Hip Hop sub culture has an influence on the way brands have been positioning themselves from 2012 till 2015, specifically in South Africa. It debates whether or not Hip Hop music has had any impact on how brands in Johannesburg align themselves and create relevance to their target audiences. This research document will argue that Hip Hop culture is creating a new generation of consumers that are finding new ways of creating cultural expression that are redefining how young people are seeing themselves in post apartheid South Africa. Focusing the research on how brands like Ama Kip Kip (Sunday Times best SA brand 2013 and 2012 Old Mutual Teen Choice Award) and Nike S.A. have used Hip Hop to their advantage to grow their urban footprint in Johannesburg’s consumer landscape. The study will also look at how Hip Hop has been contextualized in South Africa to move away from its US cultural imperialist constrains (Adam Haupt, 2012).
Exploring the use of blended learning to change perceptions towards economics
(The IIE, 2015) Aboobaker, Feroza
The purpose of this exploratory research is to determine the effectiveness of using a blended learning teaching strategy to increase student engagement and changing student sentiment towards the subject of economics. Classroom lessons were extended to an online platform through the use of discussion forums, blogs and online activities. Data was collated using a cross sectional survey design where students were required to provide feedback on the blended learning approach and rank the most enjoyable activities through a questionnaire. The findings revealed that the use of blended learning helped to improve student sentiment towards economics and the relevance of the subject became more apparent. Students preferred activities that included group work and simulation exercises. This would imply that the use of a constructive learning theory in the classroom is an appropriate method to improving student engagement and student attitude towards economics.
An exploratory investigation into factors affecting class attendance in a hospitality management module.
(2015) Braak, Doulette
The research investigates various factors that influence student class attendance in a Hospitality Management module. Using survey questionnaires, the research aimed to determine factors that may negatively affect class attendance of first year students. The research was embarked upon to determine reasons for students not attending class as a possible variable for low throughput and high dropout rates. The research findings will indicate which factors affects class attendance the most in a Hospitality Management module. The data was analysed according to biographical information, external factors influencing class attendance, students’ motivation, respondents’ perceptions and internal factors to the institution. The biographical information does not play a factor in absenteeism. External factors do play a very small factor in non-attendance, what but no a significant role. The research found that motivation, respondents’ perceptions and internal factors to the institution do play a role in non-attendance in group of students.
To Analyse the Perceived Attitude of Bankmed Medical Scheme Members, Age 18-30 Years, Toward the Medical Aid within the Framework of the Censydiam Model.
(The IIE, 2015) Bam, Michelle
Following the outcome of the Bankmed quantitative Member Satisfaction and Loyalty survey where the member segment aged 18 – 30 years was identified as “Potentially Lost”. Potentially lost members are characterised by poor attitude and behaviour in that there is a small likelihood that they would continue using your product and service should they be able to choose an alternative. In addition your brand is also not their preferred brand (Ipsos Loyalty 2015). It was determined that research into this segment be conducted in order to ascertain how best to favourably position the Bankmed brand and brand offering in the minds of this target audience. The research objective is to analyse the perceived attitude of the Bankmed medical scheme members, age 18-30 years, toward the medical aid within the framework of the Censydiam Model. The research will focus on an understanding of these members’ needs and motivations and provide direction as to how to connect the Bankmed brand with these deeper human motivations and ultimately ensure the brand resonates with this segment. The Censydiam Model research framework will be utilised as it seeks to uncover core human motivations associated with a specific category (in this case medical aid), thereby growing brands by recommending how they can connect to these deeper human motivations. To address the research objectives two 3-hour Censydiam qualitative focus groups, semi-structured conversational interviews, has been conducted with males and females, age 18 – 30 years, separately within a targeted accessible and most appropriate population given the complexity of the research problem. This research has shown that a one-size-fits-all approach is not likely to be successful with the younger segment in Bankmed. The segment feels disempowered and disengaged from the category, and is unable to see return on investment in their health, particularly given that they are contributing monthly, which compromises their take-home salary, but making minimal use of medical facilities. Part of their disempowerment lies in the all-inclusive communications distributed by Bankmed, which presents as a one-way communication that puts members in a subordinate position, whereas young members respond better to a dialogue between Michelle Bam_PHBL_student no: 12016236 (part time) Page 10 equals. It was also seen that changes in life stage, specifically the arrival of dependants, result in a change in the motivational space underlying members’ approach to healthcare cover from a ‘me-orientation’ to an ‘us-orientation,’ which is where the core motivational space for the category is to be found. The core motivational spaces for the medical aid category have been identified on the Censydiam model as Security (segment name “Sanctuary Seekers”) and Belonging (segment name “Carers”). Sanctuary Seekers want to know that they are covered for every medical eventuality, and want to feel reassured that their healthcare cover provider has the track record and capabilities to guarantee this cover. The Carers need to know that all their loved ones are covered by their healthcare cover, and that they are receiving similar care from their provider. Currently Bankmed is positioned in the Sanctuary Seeker segment but it is advised to investigate the feasibility of relocating itself in the Carer segment The primary audience for this research is the Bankmed CEO and the Bankmed Brand Council, and the key message to this audience is to reposition the brand as a brand that does not merely care for members (enable them to take care of their primary medical needs), but cares about them – positioning Bankmed as a co-traveller on the journey to achieve and maintain health, thereby optimising oneself in all spheres of life. The secondary audience for this research is the brand team, and the key message to this audience is to reconsider the channel, tone and content of communications to reinforce the relationship between provider and member as a collaboration rather than an enablement; it would be advisable that channels include social media platforms in order to cue relevance, and that messaging be personalised and targeted rather than over-generalised. The results of the research will influence the strategic direction of how to position the Bankmed value offering and communication content and channels to optimise brand resonance and equity.
Banks and their Physical Space: How Design can Enhance Traditional Banking Brands.
(The IIE, 2015) Johnson, Tammeryn, T
This research report is a qualitative analysis on a how the internal culture within a traditional bank affects the branch design and what elements in the design of a branch are the most important. The analysis aims to understand what form traditional bank’s branches should take in the next decade in order to become more customercentric and create great experiences with the customer. Methods used involve a thematic analysis of various case studies on similar surveys and investigations done across the World. The results include findings which relate point to the fact that the internal culture and lack of long term vision is the main obstacle in the transformation of traditional banks. It also suggests that service customers receive in a branch is the most important aspect and branch aesthetics come secondary to branch functionality.
Exploring the use of learning and teaching strategies in visual communication to improve the use of drawing and sketching
(The IIE, 2015) Graaff, Christiaan
The purpose of this paper is to explore how teaching and learning strategies in the module Visual Communication can be adapted to include drawing and sketching methods to encourage design students to utilise freehand drawing and sketching during the first phase of the design process. Quantitative research was conducted based on a cross-sectional survey design. Students were asked to solve a design problem before and after an intervention. Data was captured using a questionnaire and results were analysed through the use of numerical counts-frequencies, and is presented graphically. Findings indicate that teaching and learning strategies can be successfully adapted to include drawing and sketching methods to encourage design students to better understand, and make use of these abilities and techniques, during the initial phase of the design process.
An exploratory research on the benefits of a web-based cognitive training programme for higher education students.
(2015) Weimann, Tanya
Prior research has revealed that benefits of cognitive training include greater ability to carry out daily activities in adults (Willis et al: 2006), reduced risks of being involved in a motor vehicle accident (Ball et al: 2010) and improvements in academic performance (Merzerich et al: 1996; Holmes et al: 2009). The study explores whether a web-based cognitive training programme supported any improvement on the cognitive skills of higher education students. The quantitative research study was conducted with the use of a survey questionnaire on a group of third-year Travel and Tourism Management students after participating in the brain training over a 4-week period. Results showed positive cognitive outcomes being perceived by the respondents in the areas of working memory, attention, speed of processing and problem-solving skills. Respondents found a positive general result in their daily activities, such as overall improvement in their visual attention. Respondents indicated a small improvement in their memory skills such as being able to remember the content of a lecture more accurately. The results of the study also show that respondents found an improvement in their concentration in the classroom, their ability to react faster to questions and their ability to work faster with less errors. Problem-solving skills such as being able to calculate figures mentally also showed an improvement. It is recommended that further exploration on the ability of the mind to change in all phases of the life-cycle be pursued and further attention be given to present such a programme to higher education students as an added value to their studies and daily activities.
The Good Fortune of Online Influencers
(The IIE, 2015) Mabie, Zoe
The introduction of the internet has created a whole new dimension of opportunity and connectivity for people around the world (DiMaggio, Hargittai, Neuman & Robinson, 2001). The number of peo-ple gaining access to and using the internet increased exponentially over time. In 1995 there were less than 20 000 live web sites on the internet, in under six years, it grew to over ten million (Di-Maggio et al. 2001). The internet allowed for people all over the world to not only communicate and share but to also converse and learn. It also created a new platform of communication for brands. Media, in a traditional sense has always involved press and television, now, brands are able to communicate to their audiences on a more personalised, specified level, talking directly and more promptly to conversations people are having about their brand. Brands started seeing this platform as an additional channel through which brands can speak to their audiences (DiMaggio et al. 2001). While big brands were developing strategies to talk to their audiences through the digital platform, another phenomenon was developing. The phenomenon of social media, where individuals all over the world were sharing and conversing about topics of interest as well as themselves, it became an opportunity for people to connect with each other and communicate without necessarily being in each other’s presence (Kietzmann, Hermkens, McCarthy & Silvestre, 2011). Social media gave users an opportunity to stay connected to each other without having to physically be in contact with each other; soon enough, activity on social media became a form of self-expression (Kietzmann et al. 2011). Never before was it this easy to communicate with individuals on a global platform, peo-ple in China where learning about and communicating with people in Brazil. People who had formed friendships from travelling the world, were able to stay in contact and maintain their friend-ships, the term globalisation had never been more relevant (Kietzmann et al. 2011). Social media was here to stay. Social media has changed the landscape of communication; it would only make sense to investigate the phenomenon’s that have arisen from it.
Research into the Relevance of Print Fashion Magazines in the Digital Era.
(The IIE, 2015) Kubeka, Zinhle
MacCullum (2013) writes that there has been a change in the way readers access information. Readers have moved from print to digital platforms. In 2013, print circulations and advertising declined (Gillespie, 2014 ). This follows the trend of the decline in the print media industry. This research aims to investigate whether print magazines are still relevant and if there are models print media publishers can use in order to remain viable.
The Psychological Impacts of Instagram on Young South African Adults' Self-esteem.
(The IIE, 2015) Hene, Yandisa
The growth in smartphone penetration and access to social networking sites has seen an emergence of online personal brands as people with social media presence are knowingly or unknowingly communicating a crafted brand identity to an audience. This research paper is guided by the theory of social comparison and will examine the psychological effects of Instagram use on young South African adults in relation to Aakers Brand Identity model. The current academic research on psychological effects of social media presence is limited to one social networking site, Facebook. This study fills in the obvious gap by studying the visual SNS’s, Instagram which is a photo and video sharing platform where over 300 million of personal brands converge. An online survey that included a 40 young people between the ages of 20-30 was conducted. The survey was followed by in-depth interviews (IDIs) with 10 respondents to gain deeper insights and understanding of the common themes around Instagram usage, behaviours and psychological implications. Results from the research study reveal that the need for relevance is a key driver for Instagram use and that the aesthetic nature of Instagram drives young adults to seek perfection and validation. Visual brand that compete on social media drive competition and upward social comparison. Instead of being impacted negatively this has a positive effect by motivating young adults to improve their lives.

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