Mr Tshegofatso Monamodi , Ms Khanya Ngcobo, Prof Tinashe Chuchu3, Dr Chuma Diniso
Abstract
This research aimed to examine the underlying factors that shape consumer perceptions within South Africa’s beauty and fashion landscape. As elements such as haircare and fragrances significantly contribute to how individuals present themselves and feel confident, the study positioned these aspects as central to consumer behaviour. Grounded in Ajzen’s (1991) Theory of Planned Behaviour (TPB), the study adopted a behavioural lens to explore how purchase intentions can be anticipated. Specifically, the research evaluated the influence of Brand Experience (BE), Brand Commitment (BC), and Brand Satisfaction (BS) on Brand Trust (BT), and further analysed how BT affects Purchase Intention (PI). A quantitative methodology was employed, aligned with a positivist research paradigm, and data were collected using non-probability sampling techniques from 323 South African respondents aged 18 years and older. The analysis revealed that 58.2% of respondents allocated more of their spending to hairstyles, while 41.8% spent more on fragrance products. Additionally, 13.6% expressed a preference for premium or luxury brands. Interestingly, BE showed no statistically significant impact on BT, whereas BS emerged as the strongest predictor. These findings offer important contributions to the literature on beauty, fashion, and luxury consumer behaviour, particularly by providing insights reflective of the South African market.