服装销售助理女性消费者的购买决策的影响：一项探索性调查.pdfVIP

ISSN 0378-5254 Tydskrif vir Gesinsekologie en Verbruikerswetenskappe, Vol 36, 2008 The influence of the clothing sales assistant on the female consumer’s purchasing decision: an exploratory investigation Daleen van der Merwe, Marlize Stoltz Sonica Jacobs INTRODUCTION Opsomming Die doelwitte van hierdie studie was om vroulike Despite the fact that South Africa’s clothing industry is verbruikers se persepsies en emosies aangaande large and capital and people intensive (Du Preez die klere-verkoopsassistent in die klerekleinhandel Visser, 2003), not much is known about the clothing te bepaal. Die invloed van die bystand en diensver- shopping behaviour of consumers in the country (Du Preez, 2003). One important factor that contributes to skaffing van die klere-verkoopsassistent op die ver- bruiker se aankoopbesluit is ook bepaal. ʼn Kwalita- this shopping behaviour is the interaction of the con- tiewe navorsingsstrategie is gevolg. Semi-gestruk- sumer with the staff in the clothing store (Terblanche tureerde onderhoude is gebruik vir data-insameling Boshoff, 2003). For instance, the sales assistant plays a critical role in establishing the consumer– om onderhoude met respondente in ʼn bekende Suid-Afrikaanse klerekettingwinkel te voer. Die retailer relationship in a retail store (Sharma, 2001), as meerderheid van die respondente het dieselfde ver- the consumer forms a percept