A study of the role of heritage in brand affinity of south African millennials for iconic South African beer brands
- Authors: Kingwill, Kelly
- Date: 2019
- Subjects: Advertising -- Alcoholic beverages , Advertising -- Brewing industry , Consumers' preferences -- South Africa , Brand name products -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/40610 , vital:36198
- Description: Hollis (2007) states that iconic brands address acute contradictions in society by tapping into a collective desire and that they develop a status that transcends functional benefits. According to Holt (2004) iconic brands hold strong appeal because of their reputation, as told by their brand story, their identity-value or resonance with the consumer and their culture or intense relationship that takes the consumer from merely consuming the brand to sharing the branded lifestyle with like-minded consumers. The reason iconic brands have managed to create seamless integration in consumers’ lives is because they have managed to build a foundation of brand resonance (Carruthers, 2012). Iconic brands in the 21st century have achieved brand saliency, which represents the depth and breadth of brand awareness that goes beyond basic recognition and recall. They have developed not only brand loyalty, but brand affinity in the minds of consumers. Recent years have demonstrated a shift in consumer behaviour. Brand loyalty is on the decrease (Scheuer, 2015), as there are increasing considerations for consumers to make in their purchase decision process. Not only are there more factors to consider, but the number of brands competing has grown exponentially. According to Raynor (2007), iconic brands are forced to remain flexible in this turbulent, consumer empowered environment. The myth of adaptability has seen brands fail as they have been unable to match the pace of these environmental changes. This has bought about the need for iconic brands to become more flexible, allowing them to anticipate future scenarios, formulate optimal strategies and operate effectively by knowing when and where to meet their consumer’s functional and emotional needs (Raynor, 2007).
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- Date Issued: 2019
Variables influencing customers' buying behaviour in the South African clothing retail industry
- Authors: Ndi, Rene Xavier Owona
- Date: 2014
- Subjects: Consumer behavior -- South Africa , Consumers' preferences -- South Africa , Retail trade -- South Africa
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: http://hdl.handle.net/10948/3029 , vital:20388
- Description: It is important for business managers to understand customers’ buying behaviours, as customers are the cornerstone of the business’ marketing strategy and the main providers of businesses’ profits. Previous research have identified numerous factors that influence customers’ buying behaviour, factors such as prices, promotions, brand image, brand reputation, customer experience and socio-cultural aspects. Despite the attention given to variables influencing buying behaviour, there was still a gap to be filled in this field of study in the clothing retail industry, especially in the South African clothing retail industry. Thus, the primary objective of this study was to investigate how the understanding of customers’ brand perceptions, customer experience and social considerations can be used by clothing retailers to initiate a purchase. A literature overview was conducted on the global retail industry, the global clothing retail, as well as on the South African retail and, more specifically, the South African clothing retail. In addition, a literature overview on variables influencing buying behaviour was provided, with a special accent on the selected variables for this study, namely brand perceptions, customer experience and social considerations. From the literature overview conducted on variables, seven independent variables were selected to be investigated with the dependent variable, buying behaviour. The independent variables, namely brand perceptions (as measured by brand quality, brand reputation and brand image), customer experience (as measured by store physical environment and staff service), and lastly social considerations (as measured by reference groups and culture/subculture) and the dependent variable (buying behaviour) were then presented in a hypothesised model. An empirical investigation was undertaken to establish the influence of the independent variables on the dependent variable. The measuring instrument used for the investigation was a self-administered questionnaire using seven-point Likert type of scale. The items were constructed based on previous research instruments found in secondary literature sources. The non-probability convenience sampling was implemented in this study to identify respondents. 207 usable questionnaires were collected and were examined through statistical analyses. The validity and the reliability of the measuring instruments were confirmed by exploratory factor analysis (EFA) and the calculation of Cronbach’s alpha coefficients. Descriptive statistics were undertaken to summarise respondents’ demographic information, while Pearson’s Product Moment Correlations were calculated to determine the correlations among variables. Furthermore, the relationships between the variables were assessed through multiple regression analysis, while a t-test and ANOVA tests were conducted to determine the influence of demographic variables on independent variables that showed significant positive relationships with the dependent variable. In addition, post-hoc Scheffe tests were undertaken to elaborate on the significant differences resulting from the t-test and ANOVA tests. Significant positive relationships were found between Brand Image/Reputation and Buying Behaviour, between Store Physical Environment and Buying Behaviour and between Cultural Clothing and Buying Behaviour. The empirical results also showed that there was a significant relationship between Age and Cultural Clothing. In the same way, there was a significant relationship between Population Group and the variables Brand Image/Reputation and Cultural Clothing. This study has contributed to the body of literature on buying behaviour, especially in the field of clothing retail, by extending the factors to consider when aiming at improving buying behaviour. In addition, the development of the hypothesised model significantly contributed towards having a better understanding of customers’ perceptions of the selected variables, and ultimately how these variables could trigger their purchase decisions. As a result, this study enumerated some recommendations and suggestions that should enable retailers to create a positive image and reputation in customers’ minds, assist retailers in arranging the stores in a more attractive way for customers and reach more culture-conscious customers.
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- Date Issued: 2014