The effect of non-traditional advertising media on the brand loyalty of Generation-Y : an emerging market context
Date
2015
Authors
Pillay, Thamona
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Abstract
The Generation Y consumer segment has emerged as the most lucrative, demanding, price, quality and loyal consumer facing sellers in this Generation (Noble et al, 2009; Wolburg and Pokrywczynski, 2001). Building and maintaining the loyalty of the Generation Y consumer will ensure a continuous revenue stream throughout the lifecycle of the customer thereby increasing market share and shareholder profits. The pursuit of addressing this recent dynamic is what underlies this research study. Based on the literature presented, sellers should use more creative and modern ways to communicate with and advertise to the Generation Y consumer in order to increase brand loyalty. Non-traditional advertising media has emerged as a new paradigm and more and more sellers have used non-traditional advertising media to make in-roads into the market every year in light of the new empowered consumer.
The main research problem was to compare the effects of traditional and non-traditional advertising media on the Generation Y South African consumer, and to evaluate the effect of non-traditional advertising media on the brand loyalty of the South African consumer. The research used quantitative data. There were 87 completed questionnaires, from a convenience sample consisting of largely University students. The survey was analysed using descriptive statistics and a non-parametric rank test known as the Wilcoxon Rank Sums test.
The main findings concluded that Generation Y consumers consider non-traditional advertising media more effective than traditional advertising media. The non-traditional adverts inspired respondents to purchase the brand, increase the frequency of purchase of the brand as well as switch to the brand, indicating that behavioural or purchase loyalty was evidently higher in the non-traditional advertising media. The non-traditional adverts enhanced respondent’s commitment to the brand, willingness to pay a higher price for the brand and willingness to recommend the brand to friends, indicating that attitudinal loyalty was higher in the non-traditional advertising media.
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The key message is that advertising plans, if not already, should start to accommodate for an evolved advertising strategy that includes non-traditional advertising media. New marketing tools and techniques are emerging and the possibilities are endless.
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Consumer behavior -- South Africa. Generation Y -- South Africa. Brand choice -- South Africa.