Search results for: Kruger Uys
16 Genomic Surveillance of Bacillus Anthracis in South Africa Revealed a Unique Genetic Cluster of B- Clade Strains
Authors: Kgaugelo Lekota, Ayesha Hassim, Henriette Van Heerden
Abstract:
Bacillus anthracis is the causative agent of anthrax that is composed of three genetic groups, namely A, B, and C. Clade-A is distributed world-wide, while sub-clades B has been identified in Kruger National Park (KNP), South Africa. KNP is one of the endemic anthrax regions in South Africa with distinctive genetic diversity. Genomic surveillance of KNP B. anthracis strains was employed on the historical culture collection isolates (n=67) dated from the 1990’s to 2015 using a whole genome sequencing approach. Whole genome single nucleotide polymorphism (SNPs) and pan-genomics analysis were used to define the B. anthracis genetic population structure. This study showed that KNP has heterologous B. anthracis strains grouping in the A-clade with more prominent ABr.005/006 (Ancient A) SNP lineage. The 2012 and 2015 anthrax isolates are dispersed amongst minor sub-clades that prevail in non-stabilized genetic evolution strains. This was augmented with non-parsimony informative SNPs of the B. anthracis strains across minor sub-clades of the Ancient A clade. Pan-genomics of B. anthracis showed a clear distinction between A and B-clade genomes with 11 374 predicted clusters of protein coding genes. Unique accessory genes of B-clade genomes that included biosynthetic cell wall genes and multidrug resistant of Fosfomycin. South Africa consists of diverse B. anthracis strains with unique defined SNPs. The sequenced B. anthracis strains in this study will serve as a means to further trace the dissemination of B. anthracis outbreaks globally and especially in South Africa.Keywords: bacillus anthracis, whole genome single nucleotide polymorphisms, pangenomics, kruger national park
Procedia PDF Downloads 15015 Using Infrared Thermography, Photogrammetry and a Remotely Piloted Aircraft System to Create 3D Thermal Models
Authors: C. C. Kruger, P. Van Tonder
Abstract:
Concrete deteriorates over time and the deterioration can be escalated due to multiple factors. When deteriorations are beneath the concrete’s surface, they could be unknown, even more so when they are located at high elevations. Establishing the severity of such defects could prove difficult and therefore the need to find efficient, safe and economical methods to find these defects becomes ever more important. Current methods using thermography to find defects require equipment such as scaffolding to reach these higher elevations. This could become time- consuming and costly. The risks involved with personnel scaffold or abseil to such heights are high. Accordingly, by combining the technologies of a thermal camera and a Remotely Piloted Aerial System it could be used to find better diagnostic methods. The data could then be constructed into a 3D thermal model to easy representation of the resultsKeywords: concrete, infrared thermography, 3D thermal models, diagnostic
Procedia PDF Downloads 17114 Optimizing Pick and Place Operations in a Simulated Work Cell for Deformable 3D Objects
Authors: Troels Bo Jørgensen, Preben Hagh Strunge Holm, Henrik Gordon Petersen, Norbert Kruger
Abstract:
This paper presents a simulation framework for using machine learning techniques to determine robust robotic motions for handling deformable objects. The main focus is on applications in the meat sector, which mainly handle three-dimensional objects. In order to optimize the robotic handling, the robot motions have been parameterized in terms of grasp points, robot trajectory and robot speed. The motions are evaluated based on a dynamic simulation environment for robotic control of deformable objects. The evaluation indicates certain parameter setups, which produce robust motions in the simulated environment, and based on a visual analysis indicate satisfactory solutions for a real world system.Keywords: deformable objects, robotic manipulation, simulation, real world system
Procedia PDF Downloads 28013 Living outside the fence: Opportunities for Neighbouring Communities to Supply Products and Services to the Sabi Sand Game Reserve, South Africa
Authors: Andrew Rylance, Anna Spenceley
Abstract:
An evaluation was undertaken to understand opportunities for stimulating local enterprise development within the tourism supply chain, linked to a private game reserve in South Africa, the Sabi Sand Game Reserve, which neighbors the Kruger National Park. The study focused on understanding the market demand for local products and services from commercial lodges, and the current local supply from enterprises and entrepreneurs in local communities. This article quantifies the value of current procurement spend by lodges on local products and services and estimates their potential future expenditure. The study matches these responses with the availability of products and services in the neighboring communities. It also provides insights into relationships between private lodges, game reserves and local communities in South Africa. It concurs with previous research on tourism supply chains in rural South Africa, and also makes recommendations for the development of local businesses with higher technical capacity development.Keywords: tourism, communities, business development, South Africa, Sabi Sand Game Reserve, market study, supply study
Procedia PDF Downloads 52512 Issues in the Learning and Construction of a National Music Identity in Multiracial Malaysia: Diversity, Complexity, and Contingency
Authors: Loo Fung Ying, Loo Fung Chiat
Abstract:
The formation of a musical identity that shapes the nation in this multiracial country reveals many complexities, conundrums, and contingencies. Creativity and identity formation at the level of an individual or a collective group further diversified musical expression, representation, and style, which has led to an absence of regularities. In addition, ‘contemporizing accretion,’ borrowing a term used by Schnelle in theology (2009), further complicates musical identity, authenticity, conception, and realization. Thus, in this paper, we attempt to define the issues surrounding the teaching and learning of the multiracial Malaysian national music identity. We also discuss unnecessary power hierarchies, interracial conflicts, and sentiments in the construct of a multiracial national music identity by referring to genetic origins, the evolution of music, and the neglected issues of representation and reception at a global level from a diachronic perspective. Lastly, by synthesizing Ladson-Billings, Gay, Kruger, and West-Burns’s culturally relevant/responsive pedagogical theories, we discuss possible analytic tools for consideration that are more multiculturally relevant and responsive for the teaching, learning, and construction of a multiracial Malaysian national music identity.Keywords: Malaysia, music, multiracial, national music identity, culturally relevant/responsive pedagogy
Procedia PDF Downloads 20011 Doping in Sport: Attitudes, Beliefs and Knowledge of Talented
Authors: Kim Nolte, Ben J. M. Steyn, Pieter E. Krüger, Lizelle Fletcher
Abstract:
Objective: The primary aim of this research was to determine the attitudes, beliefs and knowledge of talented young South African athletes regarding prohibited performance-enhancing drugs (PEDs) and anti-doping rules and regulations. Methods: This was a survey study and a quantitative research approach was used. South African TuksSport academy athletes at the High Performance Centre, University of Pretoria and competitive high school athletes at four private high schools in Gauteng completed the survey. A self-determined structured questionnaire was used to establish the attitudes, beliefs and knowledge of the athletes. Results: A total of 346 (208 males, 138 females) athletes, age (mean ± SD) 16.9 ±1.41 years participated in the survey. According to this survey, 3.9% of the athletes in this survey admitted to be using a prohibited PED and more than 14% of the athletes said they would consider using a prohibited PED if they knew they would not get caught out. Ambition (46%) and emotional pressure (22.5%) was the primary reasons why the athletes would consider using prohibited PEDs. Even though coaches appear to be the main source of information (PEDs and anti-doping rules), only 42.1% of the athletes felt they were well informed. Conclusion: Controlling doping by means of testing is important. However, it is not sufficient and interventions should include psychosocial programmes planned and developed focusing on changing attitudes towards doping and doping culture, as well as the appropriate education specifically on the health risks of using PEDs.Keywords: doping, anti-doping, attitudes, athletes and sport
Procedia PDF Downloads 51310 Extraction of M. paradisiaca L. Inflorescences Using Compressed Propane
Authors: Michele C. Mesomo, Madeline de Souza Correa, Roberta L. Kruger, Luis R. S. Kanda, Marcos L. Corazza
Abstract:
Natural extracts of plants have been used for many years for different purposes and recently they have been screened for their potential use as alternative remedies and food preservatives. Inflorescences of M. paradisiaca L., also known as the heart of the banana, have great economic interest due to its fruit. All parts of the banana are used for many different purposes, including use in folk medicine. The use of extraction via supercritical technology has grown in recent years, though it is still necessary to obtain experimental information for the construction of industrial plants. This work reports the extraction of Musa paradisiaca L. using compressed propane as solvent. The effects of the supercritical extraction conditions, pressure and temperature on the yield were evaluated. The raw material, inflorescences banana, was dried at 313.15 K and milled. The particle size used for the packaging of the extraction cell was 12 mesh (23.5%), 16 mesh (23.5%), 32 mesh (34.5%), 48 mesh (18.5%). The extractions were performed in a laboratory scale unit at pressures of 3.0 MPa, 6.5 MPa and 10.0 MPa and at 308.15 K, 323.15 K and 338.15 K. The operating conditions tested achieved a maximum yield of 2.94 wt% for the CO2 extraction at 10.0 MPa and 338.15 K, higher pressure and temperature. The lower yield, 2.29 wt%, was obtained in the condition of lower pressure and higher temperature. Temperature presented significant and positive effect on the extraction yield with supercritical CO2, while pressure had no effect on the yield. The overall extraction curves showed typical behavior obtained for the supercritical extraction procedure and and reached a constant extraction rate of about 80 to 100 min. The largest amount of extract was obtained at the beginning of the process, within 10 to 60 min.Keywords: banana, natural products, supercritical extraction, temperature
Procedia PDF Downloads 6139 Optimization of Fused Deposition Modeling 3D Printing Process via Preprocess Calibration Routine Using Low-Cost Thermal Sensing
Authors: Raz Flieshman, Adam Michael Altenbuchner, Jörg Krüger
Abstract:
This paper presents an approach to optimizing the Fused Deposition Modeling (FDM) 3D printing process through a preprocess calibration routine of printing parameters. The core of this method involves the use of a low-cost thermal sensor capable of measuring tempera-tures within the range of -20 to 500 degrees Celsius for detailed process observation. The calibration process is conducted by printing a predetermined path while varying the process parameters through machine instructions (g-code). This enables the extraction of critical thermal, dimensional, and surface properties along the printed path. The calibration routine utilizes computer vision models to extract features and metrics from the thermal images, in-cluding temperature distribution, layer adhesion quality, surface roughness, and dimension-al accuracy and consistency. These extracted properties are then analyzed to optimize the process parameters to achieve the desired qualities of the printed material. A significant benefit of this calibration method is its potential to create printing parameter profiles for new polymer and composite materials, thereby enhancing the versatility and application range of FDM 3D printing. The proposed method demonstrates significant potential in enhancing the precision and reliability of FDM 3D printing, making it a valuable contribution to the field of additive manufacturing.Keywords: FDM 3D printing, preprocess calibration, thermal sensor, process optimization, additive manufacturing, computer vision, material profiles
Procedia PDF Downloads 408 An Edusemiotic Approach to Multimodal Poetry Teaching for Afrikaans
Authors: Kruger Uys
Abstract:
Poetry analysis plays a vital role in promoting critical thinking, literary appreciation, and language skills among learners. This paper proposes an innovative multimodal teaching approach that combines traditional textual analysis of poems with multimodal educational semiotic analysis of animated poetry films. The aim is to present a methodological framework through which poetry concepts and elements, along with the visual and auditory components in animated poetry films, can be comprehensively illuminated. Traditional textual analysis involves close reading, linguistic examination, and thematic exploration to identify, discuss, and apply poetry concepts. When combined with a multimodal edusemiotic analysis of the semiotic signs and codes present in animated poetry films, new perspectives emerge that enrich the interpretation of poetry. Furthermore, the proposed integrated approach, as prescribed by CAPS, enhances a holistic understanding of poetry terminology and elements, as well as complex linguistic and visual patterns that promote visual literacy, refined data interpretation skills, and learner engagement in the poetry classroom. To illustrate this phenomenon, the poem My mamma is bossies (My mom’s bonkers) by Jeanne Goosen (prescribed for Grade 10 Afrikaans Home Language learners in the CAPS curriculum) will be discussed. This study aims to contribute to the existing Afrikaans poetry curriculum but also equip all language educators to cultivate poetry appreciation, critical thinking, and creativity among learners in the ever-evolving landscape of education.Keywords: edusemiotics, multimodality, poetry education, animated poetry films
Procedia PDF Downloads 237 Monitoring of Endocrine Disruptors in Surface Waters and Sediment from the River Nile (Egypt) by Yeast Assays
Authors: Alaa G. M. Osman, Khaled Y. AbouelFadl, Angela Krüger, Werner Kloas
Abstract:
In Egypt, no previous records are available regarding possible multiple hormonal activities in the aquatic systems and especially the river Nile. In this paper, the in vitro yeast estrogen screen (YES) and yeast androgen screen (YAS) were used to assess the multiple hormonal activities in surface waters and sediment from the Egyptian river Nile for the first time. This study sought to determine if river Nile water caused changes in gonadal histology of Nile tilapia (Oreochromis niloticus niloticus). All water samples exhibited extremely low levels of estrogenicity. Estrogenicity was not detected nearly in any of the sediment samples. Unlike the estrogenicity, significant androgenic activities were recorded in the water and sediment samples along the Nile course. The present study reports for the first time quantified anti-estrogenic and anti-androgenic activities with high levels in both water and sediment of the river Nile. The greatest anti-estrogenic and anti-androgenic activities were observed in sample from downstream river Nile. These results indicated that the anti-estrogenic and anti-androgenic activities along the Nile course were great and the pollution of the sites at the downstream was more serious than the upstream sites due to industrial activities at theses sites. Good correlations were observed among some hormonal activities, suggesting coexistence of these contaminants in the environmental matrices. There were no signs of sexual disruption in any of the gonads analysed from either male or female Nile tilapia, demonstrating that any hormonal activity present along the Nile course was not sufficient to induce adverse effects on reproductive development. Further investiga¬tion is necessary to identify the chemicals responsible for the hormonal activities in the river Nile and to examine the effect of very low levels of hormonally active chemicals on gonadal histology, as well as in the development of more sensitive biomarkers.Keywords: multiple hormonal activities, YES, YAS, river Nile, Nile tilapia, gonadal histology
Procedia PDF Downloads 4836 Trend of Foot and Mouth Disease and Adopted Control Measures in Limpopo Province during the Period 2014 to 2020
Authors: Temosho Promise Chuene, T. Chitura
Abstract:
Background: Foot and mouth disease is a real challenge in South Africa. The disease is a serious threat to the viability of livestock farming initiatives and affects local and international livestock trade. In Limpopo Province, the Kruger National Park and other game reserves are home to the African buffalo (Syncerus caffer), a notorious reservoir of the picornavirus, which causes foot and mouth disease. Out of the virus’s seven (7) distinct serotypes, Southern African Territories (SAT) 1, 2, and 3 are commonly endemic in South Africa. The broad objective of the study was to establish the trend of foot and mouth disease in Limpopo Province over a seven-year period (2014-2020), as well as the adoption and comprehensive reporting of the measures that are taken to contain disease outbreaks in the study area. Methods: The study used secondary data from the World Organization for Animal Health (WOAH) on reported cases of foot and mouth disease in South Africa. Descriptive analysis (frequencies and percentages) and Analysis of variance (ANOVA) were used to present and analyse the data. Result: The year 2020 had the highest prevalence of foot and mouth disease (3.72%), while 2016 had the lowest prevalence (0.05%). Serotype SAT 2 was the most endemic, followed by SAT 1. Findings from the study demonstrated the seasonal nature of foot and mouth disease in the study area, as most disease cases were reported in the summer seasons. Slaughter of diseased and at-risk animals was the only documented disease control strategy, and information was missing for some of the years. Conclusion: The study identified serious underreporting of the adopted control strategies following disease outbreaks. Adoption of comprehensive disease control strategies coupled with thorough reporting can help to reduce outbreaks of foot and mouth disease and prevent losses to the livestock farming sector of South Africa and Limpopo Province in particular.Keywords: livestock farming, African buffalo, prevalence, serotype, slaughter
Procedia PDF Downloads 635 Constraint-Based Computational Modelling of Bioenergetic Pathway Switching in Synaptic Mitochondria from Parkinson's Disease Patients
Authors: Diana C. El Assal, Fatima Monteiro, Caroline May, Peter Barbuti, Silvia Bolognin, Averina Nicolae, Hulda Haraldsdottir, Lemmer R. P. El Assal, Swagatika Sahoo, Longfei Mao, Jens Schwamborn, Rejko Kruger, Ines Thiele, Kathrin Marcus, Ronan M. T. Fleming
Abstract:
Degeneration of substantia nigra pars compacta dopaminergic neurons is one of the hallmarks of Parkinson's disease. These neurons have a highly complex axonal arborisation and a high energy demand, so any reduction in ATP synthesis could lead to an imbalance between supply and demand, thereby impeding normal neuronal bioenergetic requirements. Synaptic mitochondria exhibit increased vulnerability to dysfunction in Parkinson's disease. After biogenesis in and transport from the cell body, synaptic mitochondria become highly dependent upon oxidative phosphorylation. We applied a systems biochemistry approach to identify the metabolic pathways used by neuronal mitochondria for energy generation. The mitochondrial component of an existing manual reconstruction of human metabolism was extended with manual curation of the biochemical literature and specialised using omics data from Parkinson's disease patients and controls, to generate reconstructions of synaptic and somal mitochondrial metabolism. These reconstructions were converted into stoichiometrically- and fluxconsistent constraint-based computational models. These models predict that Parkinson's disease is accompanied by an increase in the rate of glycolysis and a decrease in the rate of oxidative phosphorylation within synaptic mitochondria. This is consistent with independent experimental reports of a compensatory switching of bioenergetic pathways in the putamen of post-mortem Parkinson's disease patients. Ongoing work, in the context of the SysMedPD project is aimed at computational prediction of mitochondrial drug targets to slow the progression of neurodegeneration in the subset of Parkinson's disease patients with overt mitochondrial dysfunction.Keywords: bioenergetics, mitochondria, Parkinson's disease, systems biochemistry
Procedia PDF Downloads 2934 Prevalence of Common Mental Disorders and Its Correlation with Mental Toughness among Professional South African Rugby Players
Authors: H. B. Grobler, K. Du Plooy, P. Kruger, S. Ellis
Abstract:
Objectives: The primary objective of the study was to determine the common mental disorders (CMD) identified by professional South African rugby players and its correlation with their mental toughness, as a first step towards developing such a programme within a larger research project. Design: Survey research, within the theoretical perspective of field theory, was conducted, utilising an adaptation of an already existing mental health questionnaire. The aim was to obtain feedback from as many possible professional South African rugby players in order to make certain generalizations and come to conclusions with regard to the current mental health experiences of these rugby players. Methods: Non-randomized sampling was done, linking it with internet research in the form of the online completion of a questionnaire. A sample of 215 rugby players participated and completed the online questionnaire. Permission was obtained to make use of an existing questionnaire, previously used by the specific authors with retired professional rugby players. A section on mental toughness was added. Data were descriptively analysed by means of the SPSS software platform. Results: Results indicated that the most significant problem that the players are experiencing, is a problem with alcohol (47.9%). Other problems that featured are distress (16.3%), sleep disturbances (7%), as well as anxiety and depression (4.2%). 4.7% of the players indicated that they smoke. 3.3% of the players experience themselves as not being mentally tough. A positive correlation between mental toughness and sound sleep (0.262) was found while a negative correlation was found between mental toughness and the following: anxiety/depression (-0.401), anxiety/depression positive (-0.423), distress (-0.259) and common mental disorder problems in general (-0.220). Conclusions: Although the presence of CMD at first glance do not seem significantly high amongst all the players, it must be considered that if one player in a team experiences the presence of CMD, it will have an impact on his mental toughness and most likely on his performance, as well as on the performance of the whole team. It is therefore important to ensure mental health in the whole team, by addressing individual CMD problems. A mental health support programme is therefore needed to be implemented to the benefit of these players within the South African context.Keywords: common mental disorders, mental toughness, professional athletes, rugby players
Procedia PDF Downloads 2183 Pull-Out Analysis of Composite Loops Embedded in Steel Reinforced Concrete Retaining Wall Panels
Authors: Pierre van Tonder, Christoff Kruger
Abstract:
Modular concrete elements are used for retaining walls to provide lateral support. Depending on the retaining wall layout, these precast panels may be interlocking and may be tied into the soil backfill via geosynthetic strips. This study investigates the ultimate pull-out load increase, which is possible by adding varied diameter supplementary reinforcement through embedded anchor loops within concrete retaining wall panels. Full-scale panels used in practice have four embedded anchor points. However, only one anchor loop was embedded in the center of the experimental panels. The experimental panels had the same thickness but a smaller footprint (600mm x 600mm x 140mm) area than the full-sized panels to accommodate the space limitations of the laboratory and experimental setup. The experimental panels were also cast without any bending reinforcement as would typically be obtained in the full-scale panels. The exclusion of these reinforcements was purposefully neglected to evaluate the impact of a single bar reinforcement through the center of the anchor loops. The reinforcement bars had of 8 mm, 10 mm, 12 mm, and 12 mm. 30 samples of concrete panels with embedded anchor loops were tested. The panels were supported on the edges and the anchor loops were subjected to an increasing tensile force using an Instron piston. Failures that occurred were loop failures and panel failures and a mixture thereof. There was an increase in ultimate load vs. increasing diameter as expected, but this relationship persisted until the reinforcement diameter exceeded 10 mm. For diameters larger than 10 mm, the ultimate failure load starts to decrease due to the dependency of the reinforcement bond strength to the concrete matrix. Overall, the reinforced panels showed a 14 to 23% increase in the factor of safety. Using anchor loops of 66kN ultimate load together with Y10 steel reinforcement with bent ends had shown the most promising results in reducing concrete panel pull-out failure. The Y10 reinforcement had shown, on average, a 24% increase in ultimate load achieved. Previous research has investigated supplementary reinforcement around the anchor loops. This paper extends this investigation by evaluating supplementary reinforcement placed through the panel anchor loops.Keywords: supplementary reinforcement, anchor loops, retaining panels, reinforced concrete, pull-out failure
Procedia PDF Downloads 1952 A Study of Different Retail Models That Penetrates South African Townships
Authors: Beaula, M. Kruger, Silindisipho, T. Belot
Abstract:
Small informal retailers are considered one of the most important features of developing countries around the world. Those small informal retailers form part of the local communities in South African townships and are estimated to be more than 100,000 across the country. The township economic landscape has changed over time in South Africa. The traditional small informal retailers in South African Townships have been faced with numerous challenges of increasing competition; an increase in the number of local retail shops and foreign-owned shops. There is evidence that the South African personal and disposable income has increased amongst black African consumers. Historically, people residing in townships were restricted to informal retail shops; however, this has changed due to the growing number of formal large retail chains entering into the township market. The larger retail chains are aware of the improved income levels of the middle-income townships residence and as a result, larger retailers have followed certain strategies such as; (1) retail format development; (2) diversification growth strategy; (3) market penetration growth strategy and (4) market expansion. This research did a comparative analysis between the different retail models developed by Pick n Pay, Spar and Shoprite. The research methodology employed for this study was of a qualitative nature and made use of a case study to conduct a comparative analysis between larger retailers. A questionnaire was also designed to obtain data from existing smaller retailers. The study found that larger retailers have developed smaller retail formats to compete with the traditional smaller retailers operating in South African townships. Only one out of the two large retailers offers entrepreneurs a franchise model. One of the big retailers offers the opportunity to employ between 15 to 20 employees while the others are subject to the outcome of a feasibility study. The response obtained from the entrepreneurs in the townships were mixed, while some found their presence as having a “negative impact,” which has increased competition; others saw them as a means to obtain a variety of products. This research found that the most beneficial retail model for both bigger retail and existing and new entrepreneurs are from Pick n Pay. The other retail format models are more beneficial for the bigger retailers and not to new and existing entrepreneurs.Keywords: Pick n Pay, retailers, shoprite, spar, townships
Procedia PDF Downloads 1941 The Influence of Experiential Marketing on Customer Purchase Intention of Online Fashion Products
Authors: Marike Venter de Villiers, Alicia Kruger
Abstract:
The rapid development of the Internet has facilitated the proliferation of online stores. It has, therefore, become a pertinent issue for online retailers to provide the ultimate experience to customers in an attempt to maintain market share in this competitive landscape. Experiential marketing refers to the sensory dimensions that consumers experience when being faced with a purchase decision, such as getting them to sense, feel, think, act, and relate. The goal of experiential marketing is to provide a holistic experience for customers that allow them to engage in an activity where they may be motivated to purchase the concept behind the product. Creating a unique online experience holds several benefits to brands such as increased customer satisfaction, increased revisit intention, and higher levels of customer loyalty. Although several studies have explored the topic of experiential marketing in an online context, a lack of research exists on South African consumers, an emerging economy that is often overlooked globally. More specifically, the present study focused on professional females and their perceptions of experiential marketing when shopping for fashion products online. The main purpose of this study was to investigate the experiential factors that influence the online purchase intention of fashion products among female professionals. Furthermore, this study aimed to achieve the following objectives: firstly, to gain insight into key website characteristics that consumers value when shopping online for fashion products; secondly, to apply Pine and Gilmore’s (1989) Four Realms of an Experience (entertainment, education, esthetics, and escapism) to ground the study; and thirdly, to gain in-depth insight into the importance of these dimensions and identifying sub-categories that fashion marketers can use to enhance consumers’ online experience. By means of a qualitative study, a focus group was conducted comprising six professional females by using semi-structured questions. Respondents were selected using convenience sampling, and the results were analyzed using thematic analysis. The present research suggests that three of the four realms of experience influence purchase intention of fashion products online, namely, escapism, esthetics, and education. The fourth dimension, pleasure, was present but to a lesser degree. In other words, ‘escapism’ provides online shoppers with a sense of emotional and intellectual pleasure, while ‘esthetics’ refers to the website design, functionality, and product range, and ‘education’ comprises the product information such as the quality, fabric, price and available sizes. The findings of this study provide fashion marketers with insight into how they can maximize on experiential marketing when selling fashion products online. It further provides strategies and techniques for creating an enhanced online experience that ultimately may lead to increased purchase intention.Keywords: experiential marketing, fashion, online, retail
Procedia PDF Downloads 131