https://ir.cut.ac.zw:8080/xmlui/handle/123456789/41 2026-06-06T01:36:14Z https://ir.cut.ac.zw:8080/xmlui/handle/123456789/775 Theoretical models of consumer behaviour: a literature review Manuere, Henry Takudzwa; Chikazhe, Lovemore; Manyeruke, Josphat The purpose of this study is to present the evolution of theories that have influenced consumer buying decision processes in a unique way. Consumer behaviour is the study of how individual customers or groups of organisations, select, buy, use, and dispose ideas, goods and services to satisfy their needs and wants. Marketers use theories of consumer behaviour to explain how consumers behave and to segment the market for consumers. Marketers make use of several theories of consumer behaviour, namely, traditional theories and contemporary theories. Traditional theories are based on economic principles or experiences of marketers, whereas modern theories are associated with empirical results. The concept of empirical means something that can be observed or measured. The theory of consumer behaviour is an explanation of facts in an orderly manner. However not all theories of consumer behaviour are good or sound. A sound theory of consumer behaviour describes both behaviour and the nature of the behaviour. Thus consumer behaviour theories are used to understand and predict the behaviour of consumers. To that end this study makes use of two important groups of theories, namely, the Buyer Behaviour theory and the theories of reasoned action. These theories will help us to conduct research on different aspects of consumer behaviour. Therefore the strengths and weaknesses of these theories are documented. 2022-01-15T00:00:00Z https://ir.cut.ac.zw:8080/xmlui/handle/123456789/721 Exploring the root causes of small and medium enterprise failures in Chinhoyi: A case study of local entrepreneurs Manuere, Henry Takudzwa; Mirimi, Ngonidzaishe This study sought to look at the variables that contribute to the failure of Small and/or Medium Enterprises (SMEs) in Chinhoyi, Zimbabwe. The objectives of this research were to identify the causes of SME failures, discover remedies to SME failures, and give recommendations on how SMEs might overcome their issues. These attributes were achieved by identifying the causes of SME failure, which were deemed critical to understanding. Through an analysis of the literature and primary results, new, better, and more effective strategies were developed to aid SMEs in addressing the challenges encountered. The findings of the study revealed that there are several causes of SME failure in Chinhoyi. According to the survey, the most common causes of SME failure in Chinhoyi are a lack of managerial abilities, a lack of good customer service, a breach of company ethics by sleeping with employees, and a lack of business training. It is recommended that the Government of the Republic of Zimbabwe, as well as SME owners, managers, and supervisors, collaborate to keep SMEs from failing 2025-09-15T00:00:00Z https://ir.cut.ac.zw:8080/xmlui/handle/123456789/540 The Innovation of New Dry Ports in Zimbabwe: The Critical Success Factors (CSF) And Fault Lines Taderera, Faustino; Tukuta, Marian; Masengu, Reason; Chikazhe, Lovemore This research is about, “The innovation of new dry ports in Zimbabwe: the Critical Success Factors (CSF) and fault lines.” Zimbabwe wanted to start four new dry ports across the country and researchers wanted to help by carrying out research on critical success factors to make these dry ports a success, based on success stories elsewhere, and avoid having another white elephant or disappointment. Researchers used the survey questionnaire method as well as face to face interviews, expert panel interviews at universities, observation and literature review in this research. Findings revealed that dry ports required total connectivity to strategic national institutions and corporates like warehouses, bonded warehouses, airports, Ministries, roads, Customs and Excise Department and railways, and these must all fully embrace e-government/smart supply chain and be strategically linked to all importers and exporters as well as critical trade and related government departments. This is a new concept in Zimbabwe but quite old elsewhere. Systems and institutions have improved a lot but still needed further improvement in Zimbabwe to march SADC/COMESA competitors like South Africa, Zambia, Botswana and Mozambique. It was found that critical skills, ports, Customs and investment infrastructure in Zimbabwe needed to be improved as well as processing and turnaround time to match best practices in SADC/COMESA and globally. A One Stop Shop for investment was there but not fully operationalised to cover all transactions, is about partly operational. Delayed deliveries and wrong documentation were experienced sometimes due to port and Customs delays or transport and loading delays. Zimbabwe had made great strides no doubt and was marching on for stardom and big achievements. This paper is futuristic and will be mostly based on best practices globally which Zimbabwe can learn from and start successful dry ports that really add value to the national economy, and avoid toxic bottlenecks and cost overruns. It was time Zimbabwe started to seriously adopt smart blockchain technologies like South Africa to improve efficiencies and turnaround time. One of the biggest frustrations and costs in the value chain was customs delays, fuel shortages and power outages. Something must be done long-term to address these bottlenecks. Dry ports were just like any other business and were concerned about ease of doing business, national competitiveness, country of origin effect, and national image. A business was a business regardless of sector, as they all used the same benchmarks and standards, and deliverables were achievable in a conducive national business environment which generated maximum profits to shareholders and taxes to the government whilst creating thousands of jobs, giving a world-class logistics service, being a national prestige project, national pride and point of reference, giving wide product choice and prosperity to the nation, and operating with environmental protection and ethics in mind. Zimbabwean politicians, the population at large, NGOs, and industrialists needed to get this message as clear as possible 2023-09-09T00:00:00Z https://ir.cut.ac.zw:8080/xmlui/handle/123456789/326 Mediators of the effect of corporate social responsibility on product uptake: insights from the insurance sector in Harare, Zimbabwe Chikazhe, Lovemore; Jecha, Farirayi; Nyagadza, Brighton; Bhebhe, Thomas; Manyeruke, Josphat Successful new product introductions are very important for an organisation’s long-term performance (Njue et al., 2018). This holds especially for the insurance sector in which firms invest heavily in innovative products (Masara and Dube, 2017). Product uptake (PU) hinges the survival and success of insurance organisations across all economies (Camilleri, 2018). However, the major challenge is that customers for insurance products are more comfortably sticking to products they already know than taking a gamble on new offerings (Bocoum et al., 2019). Thus, firms operating within the insurance sector remain under pressure to promote new products. This exerts more pressure on insurance sector management to develop strategies that influence PU (Zhang et al., 2012). Moreover, the insurance sector ought to understand the role played by corporate social responsibility (CSR), corporate image (CI) and product awareness (PA) in influencing PU (Camilleri, 2018). CSR is a critical component in developing and maintaining a positive CI, which is regarded as a critical strategic resource contributing to a company’s competitive advantage (Chuang, 2018). Also, serious consideration should be given to CSR as customers remember well products or services offered by firms that are involved in activities like philanthropic and developmental activities, donations and sponsorships within their communities (Di Benedetto, 2017). Accordingly, insurance firms should participate in CSR activities within their communities so as to increase chances of product adoption (Hoque et al., 2018). PA is the understanding of the specific items a business offer, particularly in comparison to those made available by its rivals. PA educates customers on the availability the product on the market (Wei and Alon, 2010) as well as the benefits associated with purchasing the same product (Agudelo et al., 2019). Through PA, customers give priority to certain products although PA campaigns are generally low in developing nations as compared to the developed world. Hence, insurance firms in developing economies should promote products and services in order to improve their uptake. CI should also be given considerable attention by the service industry since it influences PU (Machogu et al., 2017). Firms with better CIs occupy a better position in the customers’ mind (Tafesse and Wien, 2018). Furthermore, customers prefer to acquire products from firms that exhibit a good image (Machogu et al., 2017). Masara and Dube (2017) concur with the assertion by Agudelo et al. (2019) that firms are compelled to maintain an attractive appearance since consumers have a tendency of extending maximum support to organisations that show good CI. It is upon this backdrop that this paper looks at the role of PA and CI as mediating factors on the effect of CSR on PU. To date, several studies have been carried out across the globe in order to have an understanding of factors that influence PU (Bocoum et al., 2019; Brick and Visser, 2015; Jin et al., 2016; Machogu et al., 2017; Masara and Dube, 2017; Mukayami, 2016; Njue et al., 2018; Shigute et al., 2017). However, it is worth noting that most of these studies focused on direct relationships among the study variables and the majority were conducted in different sectors of the economy other than the insurance sector where PU is very low. Moreover, none of the studies considered the mediating role of PA and CI on the effect of CSR on PU especially within emerging markets like Zimbabwe. Hence, CI and PA are strong factors that help strengthen the effect of CSR on PU. Therefore, after testing direct relationships among all the study variables (CSR, PU, PA, CI, CSR and PU), the current study sought to further establish the mediating role of PA and CI on the effect of CSR on PU. Thus, the current study extends previous works within the field of services marketing domain in emerging markets by incorporating PA and CI as a mediators of the effect of CSR on PU. 2022-01-01T00:00:00Z