The aim of the study was to determine the factors contributing to online or in-store shopping behaviour among academics from a private higher education institution in South Africa. In addition, the ...study examined types of products or services consumers are likely to purchase in-store and online and particular aspects relating to store atmosphere, as well as the challenges that were experienced using both modes of shopping. The study was conducted at a private higher education institution. A cross-sectional quantitative study was conducted among all the academics in the organisation. The study show that the majority of respondents belonged to generation X and Y and that they are more inclined to purchase from both in-store and online stores rather than a singular mode of shopping. However, there is an element of fear, anxiety and uncertainty that customers face when purchasing online. This is motivated by the Stimulus-Organism-Response (SOR) model. Factors that influence the overall purchasing decision for both online and in-store shopping include accessibility, convenience, delivery service, store aesthetics (atmosphere and ambience) and the availability of an assistant. Recommendations for retail marketing managers include the fact that they should consider a hybrid model of both in-store and online shopping. Moreover, invest in enhancing the store image of both physical stores as well as virtual online stores as the subtle atmospheric cues trigger impulse purchasing.
The impact of the lockdown restrictions and travel bans, locally and internationally, have had an immense impact on tourism businesses in South Africa. Several Tourism businesses closed during the ...lockdown, and those that survived are making a slow recovery. The purpose of this study is to evaluate the promotional strategies used by tourism businesses prior to the Covid-19 pandemic, as well as promotional strategies used during the pandemic. The methodology employed is a secondary data analysis of desktop research. The researcher expands on a former study conducted with tourism businesses based in Durban, South Africa. Results reveal that the tourism industry mostly used traditional promotional strategies prior to the Covid-19 pandemic. In addition, the Covid-19 pandemic had a direct impact on 100 percent of the sample. However, during the pandemic, the tourism sector shifted drastically from traditional promotional strategies to digital strategies. The implications of the study reveal that businesses need to understand how digital marketing tools can be utilised to reach their full potential post-Covid19. The study stimulates the need for tourism businesses to constantly evaluate and re-evaluate their promotional strategies.
