Rural Ürban Differences in Consumer de

Rural-Urban differences in consumer decision making in South Africa

By

Mzimkulu Christopher Landu

Submitted in partial fulfilment of the requirements for the degree:
Master of Commerce (Research proposal)

In the

Department of Industrial Psychology
Faculty of Economic and Management Sciences
University of Fort Hare

16 August 2012

Supervisor: Professor Dr .N. Dodd

ABSTRACT:
The study examines Rural and Urban differences in consumer decision making in Makana Municipality in the Eastern Cape Province, South Africa. There are factors which impact upon What,When,Where, and Which Brand will purchased by the consumer. The participants in this study will be family units in Grahamstown and the Albany district i.e. (Seven Fountain, Alicedale, Salem) in South Africa. The independent variable for the study is Urban and Rural residence, and the dependent variable is consumer decision making. The measuring instrument will comprise a self-designed questionnaire to measure biographical information, with a questionnaire developed by Spores and Kendall (1986) to measure consumer decision making. This is a 22 item instrument which was used to measure consumer decision making. The scale reliability is (α= 0.87)

KEYWORDS: Rural and Urban differences, Consumer decision making

Definitions of Terms:
Rural: - Land used for commercial farming is classified as rural and also villages in tribal areas are regarded as rural.

The rural development framework (RDF) of 1997 defines rural areas as "sparsely populated areas in which people farm or depend on natural resources, including villages and small towns, that are dispersed through these areas. In addition they include the large settlements in former homelands, created by the apartheid removals, which depend for their survival on migratory labour and remittances" (RDF, 1997)

Urban: - An urban area is generally a very populated area. Most urban areas are considered to