3. Electronic Theses and Dissertations (ETDs) - All submissions
Permanent URI for this communityhttps://wiredspace.wits.ac.za/handle/10539/45
Browse
7 results
Search Results
Item Examining drivers of red bull's brand preference and price premium using Keller's resonance model among Generation Y in Johannesburg(2019) Wang, JiahuiCompeting energy drink brands, such as Monster, Score, Dokta, Lucozade, Power Play, Bioplus are much cheaper than the Red Bull brand. For an example, one can of Red Bull energy drink (473ml) is sold at R25.83 compared to one can of Player (500ml) which is sold at around R15.00. Despite the high price, Red Bull’s share of the South African energy drink market grew from a 4.5 million in 1998 to 39.5 million cans in 2010 and the brand has captured the greatest South African market share. It was therefore questionable as to what drives consumers’ preference for the Red bull brand and whether the preference continues to drive their willingness to pay a price premium. This study tested Keller’s resonance model as a theoretical background for exploring the reasons behind consumers’ preference and willingness to buy Red Bull energy drink, despite it being more expensive than other competing brand. Specifically, the study investigated the impact that salience (brand awareness), performance (product primary characteristics and secondary features, style and design), imagery (sincerity, excitement, competence, sophistication) and judgment (credibility and superiority) have on brand preference. The study also examined the extent to which brand preference drive consumers’ willingness to pay a price premium for the Red Bull brand. Quantitative data through survey was collected from 300 Generation ‘Y’ consumers of all races. They were recruited from University of Witwatersrand, which a socio-cultural and economically diverse university. Covariance based structural equation modelling analyses using Amos 25 revealed that Red Bull’s brand preference was driven by Product Primary Characteristics and Secondary Features, style and design (performance factors), credibility and superiority (judgment factors) and not salience and imagery factors. The brand preference in turn positively and significantly impacted on consumers’ willingness to pay a price premium. The empirical testing of Keller’s resonance model with an energy drink does not only empirically validate the model, but it exposed to Red Bull marketers and other marketing practitioners the factors in the model that make the greatest contribution to building brand preference. Since price premium is an important driver of brand profitability, the testing of whether there is a direct relationship between brand preference and consumers’ willingness to pay a price premium sheds light on the importance of branding energy drinks and more specifically, the market performance significance of Red Bull branding amongst Generation ‘Y’ in the South African context.Item Testing for the extent of competition among banks in the Southern African Development Community ("SADC") region(2016-04-06) Mashego, Dikabelo PetronellaThis paper analyses the competitiveness in the banking sector of eight countries in the SADC region. Both the Panzar-Rosse and the Lerner Index approaches were used for the period 2002- 2013. Although the results yield opposing outcomes, the overall findings suggest that the eight countries cannot be described as being perfectly competitive but rather suggest imperfect competition in these banking sectors. These countries could be characterised as monopolies when using the Panzar-Rosse study and monopolistically competitive when using the Lerner Index.Item Assessing stakeholder perceptions of effectiveness of Namibia's communications regulatory framework(2014-03-18) Stanley, ShanapindaCommunications regulatory frameworks are established to achieve affordable pricing, consumer welfare, innovation and competition. A regulatory framework is therefore endowed with regulatory governance measures and regulatory incentives to enable it to achieve these purposes. In applying these measures and incentives, the framework becomes effective, or ineffective, if the framework fails. The purpose of this qualitative exploratory study was to assess the perceptions of the stakeholders on the effectiveness of the types of governance measures and incentives implemented in Namibia because stakeholders are involved in the success or failure. The study of perceptions are important because they offer insight of informed stakeholders of how policies, laws and regulations are implemented for whom those policies, laws and regulations are designed, implemented and meant to impact. Such insights can inform the design of recommendations on how these measures and incentives can be improved to make the regulatory framework more effective, as it has done in this study. One of the main findings of the research was the perceived conflict of interests between the ICT policy role of the Ministry of ICT and its shareholder role over Telecom Namibia, negatively impacting on competition and putting privately owned licensees at a market disadvantage. The conclusion was that this regulatory governance design measure conflicts with the regulatory framework and requires legislative amendment and a re-design of the framework to achieve the regulatory purpose of competition and improve Namibia’s regional and global competitiveness.Item The influence of regulatory approach on competition in the South African pay-TV market(2014-02-03) Thothela, Monamodi OwenIn the year 2004, before the advent of competition in the South African subscription television broadcasting market the Independent Communications Authority of South Africa (ICASA) identified various potential barriers to enter this market. Then, in January 2006 ICASA issued an invitation to apply for commercial satellite and cable subscription television broadcasting licenses. Eighteen applications were received and five were licensed during November 2007. The purpose of this qualitative study is to assess how effective the regulatory approach has been in addressing the identified entry barriers and in promoting competition and convergence in this market. The findings from the research study indicate that there is lack of effective and sustainable competition and convergence in the market, and that the applicable light-touch regulatory approach is preferred for this market but needs to be intensified. This may seem contradictory, but it is not if the regulator is regarded as absconding from its responsibilities. A significant finding is that ICASA is viewed as a weak regulator that is absconding from its regulatory obligations in this market. Some of the important negative findings include: there are extensive barriers to entry which have created an uneven playing field that favours the dominant operator; ICASA and the Department of Communications have been captured by the dominant operator; there is monopoly in the ownership of content rights which stems from abuse of content exclusive rights and lack of relevant regulations; and the regulatory framework and licensing regime should be modified in the context of the migration to the Digital Terrestrial Television transmission, the urgent need to promote competition in this market and the creation of a converged communications industry in the country.Item Local loop unbundling and competition in South Africa(2013-08-28) Perry, Samantha JainCannot copy abstractItem The regulation of interconnection in Rwanda.(2012-10-16) Nkurunziza, Alex.The aim of this research is to explore the regulation of interconnection in Rwanda by investigating whether the current interconnection regime has ensured fair and reasonable interconnection rates that can enhance efficiency and effective competition. A qualitative research approach was used and the data were collected using semi-structured interviews and documentary analysis. The findings reveal that although RURA adopted a cost-based interconnection approach to ensure a fair and reasonable interconnection rate, its poor implementation resulted in an inefficient level of fixed and mobile interconnection rates. The study found an inconsistent application of the regime by incumbents, lack of sufficient regulatory capacity and lack of clear and comprehensive policy instruments. More recently, RURA is making efforts towards adopting a new regime to address the current interconnection rate issues in Rwanda. This study demonstrates that the current interconnection rate regime requires extensive rethinking about appropriate costing models and regulatory capacity, in order to enhance market efficiency and promote effective competition.Item Information technology, knowledge management and competitiveness: an empirical study in the South African hospitality context(2012-06-29) Olsen, KarenThe current contribution of the hospitality industry to South Africa’s GDP is estimated at 8.7% and this is targeted to increase to 9.4% by 2015. Yet, hospitality organisations in South Africa are under increasing pressure to remain competitive. One emerging school of thought links knowledge to competitiveness. Knowledge management has been the focus of much recent research, but there are few studies that investigate the potential competitive gains of knowledge in combination with IT, and even fewer within the context of the hospitality industry. The purpose of this paper is to examine the joint and independent effects of knowledge content, knowledge processes, and IT resources on the competitiveness of hospitality organisations. A research model was developed following a review of the literature. To test the model, a structured questionnaire was developed and a survey was conducted in hospitality organisations across South Africa. 112 Hospitality organisations participated from a sample of 656. Knowledge and IT together significantly and positively influence the financial performance of hotels. Results indicated that the acquisition, conversion, protection and application knowledge processes, knowledge content, IT infrastructure quality and IT capabilities significantly and positively affect market, financial, employee and customer performance, while knowledge sharing significantly and positively affects market, financial and employee customer performance. The mediating role of knowledge application on the relationship between knowledge processes and competitiveness was confirmed. The resulting models had adjusted R2 of .210 for market performance, .226 for financial performance, .118 for employee performance and .117 for customer performance. The findings of this paper benefit the hospitality industry by providing guidance to managers of hotels in their decisions to invest in knowledge management and IT to improve market, financial, employee and customer performance. An earlier version of this study’s research model and design was presented at the 12th annual Global Technology Management Association (GITMA) World Conference held in Las Vegas in June 2011. Citation: Cohen, J.F., Inward, K., Toleman, M. (2011). 'Knowledge Management, Information Technology Resources, and the Competitiveness of Hospitality Organisations' Twelfth Annual Global Information Technology Management (GITMA) World Conference, Las Vegas, USA, June 2011.