Investigating the impact of the economic recession on households’ buying behaviour at Uis village between 2016 and 2020
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Date
2022
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of Namibia
Abstract
After two consecutive quarters of a negative growth rate in Namibia’s Gross Domestic Products
(GDP), Namibia was technically in a recession by the end of the second quarter of 2016. This
study sought to investigate the impact of the economic recession on households buying
behaviour at Uis Village between 2016 and 2020. The study adopted an explanatory sequential
mixed methods research design. Simple random sampling and convenience sampling
techniques were used to select the samples of the study from a population of 75 households. A
close-ended questionnaire, and an interview schedule was used for data collection. The data
received was analyzed using the SPSS software, Version 26, micro-soft excel and Terreblanche
five stage process. The study found that, households at Uis village were negatively impacted
by economic recession that occurred between 2016 to2020 to a great extent. The study also
established that the impact of the change in disposable income during the economic recession
on households buying behaviour at Uis Village was significant. However, when it came to
brand preference, the study established that, households at Uis village did not place much
importance to brand preference, and therefore it was revealed that their brand preference in
relation to their buying behaviour was mostly not impacted upon much during the economic
recession
Description
A thesis submitted in partial fulfilment of the requirements for the degree of master in business administration management strategy
Keywords
Consumption patterns, Households brand preference, Disposable income, GDP, Buying behaviour, Economic recession