Business Excellence and Management

7

Authors: Saurav KUMAR

Branding and consumer buying behaviour are positively correlated (Muhammad & Iqbal, 2014). Emotional loyalty is considered as optimistically influencing emotional brands towards customers (Jawahar & Maheswari, 2009). The value premium generation of the brand and effusion do get effected by the association of parent brand and brand extension. Concluded value trade off experienced from the parent brand is discovered to be effectively connected effusion towards brand extension. Mustafa & Akdogan (2015) admit that customer innovation exists in all segments of market. The article investigates buyers’ excitement and experience relationship sometimes called as customer innovativeness is drawn as an association of value premium generation by the parent brand and effusion towards brand extension.

14

Authors: Faith TINONETSANA, Steve Kayambazinthu MSOSA

The COVID-19 epidemic has affected how consumers work, travel, communicate, and shop, among other things. This study examined significant shifts in consumer behaviour that were induced by the COVID-19 pandemic and assess whether these shifts persist in the post-Covid era or if consumers reverted to their previous behaviour. The study focused on consumer behaviour in the fast-moving consumer goods sector. The study used a qualitative approach. This study utilised purposive sampling to select 15 participants during the peak of the COVID-19 pandemic and an additional 12 participants after the pandemic. During the peak of COVID-19, online interviews were conducted, while face-to-face interviews took place in the post-pandemic phase. This methodological approach enabled a thorough investigation of consumer behavioural shifts during and after the pandemic. The findings reveal that in response to the COVID-19 pandemic, there was a substantial surge in online shopping, driven by health concerns and convenience, but post-COVID, participants reverted to their pre-pandemic shopping habits, emphasising a return to physical stores. Further, in the post-Covid era, consumer behaviour shifted towards greater loyalty and stability, with many individuals reducing the frequency of changing stores or brands compared to the pandemic's peak. The study also reveals a significant shift in consumer behaviour towards valuebased buying during and after the COVID-19 pandemic, reflecting a change in consumer attitudes influenced by economic factors and pandemic experiences. The findings reflect changes in consumer attitudes and intentions, demonstrating the applicability of TRA to these shifts. Additionally, the findings highlight the alignment between consumers' attitudes and behaviour, indicating that TRA principles were evident in their shopping decisions. Retailers should adopt a robust omnichannel strategy that integrates both physical and online shopping experiences. Recognising that consumers value the convenience of online shopping but also seek the in-store experience, businesses should provide seamless options for customers to switch between channels. Retailers should adopt an omnichannel approach, seamlessly blending online and in-store shopping experiences. Marketers should focus on affordability, promotions, and trust-building to align with consumers' value-based buying preferences. Future research could investigate deeper into the long-term sustainability of the observed shifts in consumer behaviour towards physical stores, loyalty, stability, and value-based buying. Assess whether these changes persist or evolve over an extended period beyond the immediate post-pandemic era.

16

Authors: Kudzanai CHINOGWЕNYA, Reward UTETE

Although the concept of procurement management has recently garnered attention of researchers, the relationship between strategic procurement practices and organisational performance is still unknown. Thus, study sought to assess the effect of strategic procurement practices on organisational performance within the public sector. However, the study specifically focused on a leading state entity in Zimbabwe. The study adopted a correlational research design and quantitative research approach. The data was collected from a sample of 53 respondents who comprised of head of procurement from state entity subsidiaries situated in different regions of Zimbabwe. The key findings of the study indicated that strategic procurement practices have significant and positive impact on organisational performance at a leading state entity in Zimbabwe. The government should ensure that there is smooth and timeously disbursement of funds to suppliers as this has been identified to be the root cause of strained relationships.

17

Authors: Advera M. Gibe ROCHE, John Nshimba JECKONIAH, Fatihiya Ally MASSAWE

This study investigates the impact of small-scale fish business (SSFB) on women's empowerment in Mwanza Region, Tanzania, utilizing a cross-sectional research design. Ilemela and Nyamagana Districts were purposively selected; encompassing wards and fish markets, with 309 respondents sampled using the proportion allocation formula. Data analysis employed the Women’s Empowerment Index (WEI) and Ordinal regression. Five empowerment indicators were considered: participation in household decision-making, control over permanent assets, women’s economic contribution to the household, freedom of movement, and political autonomy. Results indicated a medium level of empowerment among women in small-scale fish business. Notably, higher empowerment levels were observed in participation in household decision-making and freedom of movement, with medium levels in political autonomy and lower levels in asset control. Ordinal regression revealed that type of marriage, contribution to family income, and access to resources significantly predicted women’s empowerment (p < 0.05). The study concludes that SSFB contributes to moderate empowerment in controlling permanent assets, contributing to household income, and political autonomy. Elevated levels of empowerment are observed in women's participation in household decision-making and freedom of movement. The findings underscore the need for policies challenging gender norms to address gender inequalities comprehensively and promote sustainable women's empowerment across all indicators in the study area.