PhD bagged! and we are still counting….

Dr. Semona Pillay has made her contribution to the field of marketing management with her recently completed Doctorate. On March 19, she achieved a major milestone by earning her PhD in Marketing Management. Her thesis, supervised by Professor Ilse Struweg and co-supervised by Professor Christine De Meyer-Heydenrych, focused on the topic: “A Conceptual Framework for Online Consumer Decision Making in an Emerging Market.”

Dr. Pillay’s research explored how consumers in emerging markets make online purchasing decisions, considering data access and involvement. The study revealed that limited data access in remote areas hinders online shopping, with consumers spending little on data, while sufficient data access in developed areas enables consumers to shop online with ease, using more data. The research also found that low-involvement purchases, like everyday items, are quick and convenient, while high-involvement purchases require more time and effort. Moreover, limited data access hurries the decision-making process, making consumers uneasy about online shopping, whereas sufficient data access allows consumers to take their time, making more informed purchasing decisions. Overall, the research highlights the importance of reliable telecommunications infrastructure for confident online shopping experiences and provides valuable insights into consumer behaviour in emerging markets, emphasising the need for improved data accessibility. Well done Dr Pillay, we celebrate your achievements with pride.