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The Roles of Psychological Antecedents and Consumer Innovativeness in Determining Consumer Decision Making Styles of South African Millennial Consumers

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  • Tinashe Musasa

    (Durban University of Technology, South Africa)

  • Padhma Moodley

    (Durban University of Technology, South Africa)

Abstract

Commenting on the significance of work as a pathway for the realization of human needs, evidence has shown the challenges of non-standard employment (NSW) on the actualization of human needs on many grounds. However, this study attempts to stretch this discourse beyond the realm of other industrial sectors in Nigeria to the food processing industrial sector with sparse documentations. The paper interrogates how the labor union has been hampered by a constellation of issues towards addressing the rife of employment casualization. In view of this, the labor market segmentation theory was positioned as a theoretical argument to understand the array of these issues. A total of 24 labor union leaders were purposively selected from three organizations in the food processing industry based on some pre-determined criteria. The NVivo qualitative software was employed to identify themes from the transcripts’ data, while the content analysis tool was used to analyze the themes. The study found a range of workplace challenges for casual laborers and the labor union with consequential impact on the membership and financial strength of the union. The lack of political will and patriotism, economic downturn, rivalry and corruption were highlighted as issues constraining labor union efforts in the realization of decent work places. The study recommends a more habitual political climate for labor union through appropriate legislation for a robust function as well as the need to address the rife of rivalry and corruption among rank-and-file labor leaders for a workable labor union agenda for decent work.

Suggested Citation

  • Tinashe Musasa & Padhma Moodley, 2020. "The Roles of Psychological Antecedents and Consumer Innovativeness in Determining Consumer Decision Making Styles of South African Millennial Consumers," Eurasian Journal of Business and Management, Eurasian Publications, vol. 8(4), pages 348-368.
    • Handle: RePEc:ejn:ejbmjr:v:8:y:2020:i:4:p:348-368
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    References listed on IDEAS

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    2. Samson, Alain & Voyer, Benjamin G., 2014. "Emergency purchasing situations: implications for consumer decision-making," LSE Research Online Documents on Economics 57074, London School of Economics and Political Science, LSE Library.
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    4. Nor Khasimah Aliman & Zailin Zainal Ariffin & Shareena Mohamed Hashim, 2018. "Religiosity Commitment and Decision-Making Styles Among Generation Y Muslim Consumers in Malaysia," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(1), pages 554-576, January.
    5. Banu Kulter Demirgunes & Bulent Ozsacmaci, 2017. "Exploring the Effect of Consumers¡¯ Food-Related Decision Making Styles on National Brand vs. Store Brand Choice," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(1), pages 46-64, February.
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