The influencers of consumption frequency intention in the sparkling soft drinks category amongst South African youth

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dc.contributor.authorPhiri, Elsie Morwesi
dc.date.accessioned2017-03-03T08:48:32Z
dc.date.available2017-03-03T08:48:32Z
dc.date.issued2016
dc.descriptionA research report submitted to Wits Business School, Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, in partial fulfilment of the Degree of Master of Management in Strategic Marketing November 2015en_ZA
dc.description.abstractBuilding, maintaining and measuring consumption frequency over a specific period of time has become the primary driver of success for nonalcoholic beverage organisations; however, there is limited research on youth consumption frequency within South Africa. Using the Theory of Planned Behaviour, the study aimed to investigate the impact of brand association, flavour variety, peer influence and perceived value on consumption frequency intention in the sparkling soft drink (SSD) category amongst youth in South Africa. A quantitative research design was followed and data collected from 300 research participants aged between 16 and 24 years in Soweto, Gauteng Province in South Africa. The collected data was analyzed using SPSS 22 and AMOS 21 statistical packages for structural equation modelling. All four hypotheses are supported, with results indicating a positive relationship between brand association, flavour variety, peer influence, perceived value and consumption frequency intention. Peer influence and perceived value have a significantly stronger influence on consumption frequency intention. The results also indicate that flavour variety “ambiguous SSD flavour names” scored higher amongst 16 to 18 years olds. Ambiguous flavour naming strategies have proven to be successful in other beverage categories. Quantity-frequency (QF), a consumption frequency measurement instrument has been used, with consumption skewed towards “sharing” with friends or family. This study contributes significant new knowledge to the existing body of marketing literature in Africa and consumer behaviour in emerging markets. This study has implications for practitioners, academicians and public policy makers.en_ZA
dc.description.librarianMT2017en_ZA
dc.format.extentOnline resource (ix, 146 leaves)
dc.identifier.citationPhiri, Neo Elsie Morwesi (2016) The influencers of consumption frequency intention in the sparkling soft drinks category amongst South African youth, University of the Witwatersrand, Johannesburg, <http://wiredspace.wits.ac.za/handle/10539/22150>
dc.identifier.urihttp://hdl.handle.net/10539/22150
dc.language.isoenen_ZA
dc.subject.lcshConsumers' preferences--South Africa
dc.subject.lcshSoft drink industry--South Africa
dc.subject.lcshCarbonated beverages--South Africa--Marketing
dc.titleThe influencers of consumption frequency intention in the sparkling soft drinks category amongst South African youthen_ZA
dc.typeThesisen_ZA
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