Poultry Products Feature in PhD study on Consumer Behaviour

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Avid sports enthusiast Dr Charles Makanyeza was awarded a PhD for his thesis titled: “Consumer Awareness, Ethnocentrism, Attitude and Purchase Behaviour toward Imported Poultry Products: A Zimbabwean Perspective”, at a Graduation ceremony of the College of Law and Management Studies.

Makanyeza, a Lecturer in the Department of Marketing at the Chinhoyi University of Technology in Zimbabwe, recently published papers from this study.  The Journal of International Consumer Marketing published a paper titled: “Consumer Awareness, Ethnocentrism and Loyalty: An Integrative Model” which he co-authored.

Another paper titled “Examining the Measurement and Dimensionality of the Construct of Consumer Awareness in a Developing and Transition Economy” will be published in a forthcoming publication of the SA Journal of Industrial Psychology (AOSIS OpenJournals).   

Makanyeza’s study, which was supervised by Dr Francois Du Toit and Dr Manduth Ramchander, focuses on consumer awareness and ethnocentric tendency - it explores how these two concepts influence the attitude and purchase behaviour of consumers regarding imported poultry products in Zimbabwe. His research also examined factors considered by consumers when purchasing imported poultry products.

His study was motivated by the nature of consumer behaviour especially in a business environment plagued by heightened competition because of increased international trade in poultry products. Consequently he believes that a sound understanding of consumer behaviour in the global competitive environment is a key strategy consideration for the survival of organisations.

Makanyeza said he was excited and humbled by his academic achievement. ‘It is a dream come true! Looking into the mirror I see a great difference in myself. This degree is going to boost my confidence and precision as I embark on the journey of improving the wellbeing of communities, individuals and businesses.’

He is indebted to his family for the moral and spiritual support they gave him. ‘I cannot adequately describe how elated the family feels. After all the years of tolerance and support, it is also their achievement. They are immensely excited,’ he said.

Makanyeza intends to spread his new knowledge through publishing more articles. ‘Armed with the skills I acquired in the process of earning my PhD, I intend to continue publishing works that can improve the lives of individuals and the wellbeing of organisations.’

He plans to unwind by catching up on his favourite sports - golf and soccer. ‘My favourite golfer is Rory McIlroy and my favourite football club is Manchester United.’

 Hazel Langa