Pitso, Goitumetswe2024-07-032024-07-032022Pitso, Goitumetswe. (2022). Antecedents and consequences of brand preference in the cement industry [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace. https://hdl.handle.net/10539/38830https://hdl.handle.net/10539/38830A Research Report Submitted in Partial Fulfilment of the Requirements for the Degree of Master of Management in Strategic Marketing to the Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, 2022The study investigates the antecedents and outcomes of brand preference in the South African Cement Industry. The theoretical groundings of the study are the Theory of Brand Equity and the Theory of Planned Behaviour. The constructs examined include brand image, perceived quality, price, the influence of others, sales promotions, packaging, brand preference, word-of-mouth, and purchase intention. Design/Methodology A self-administered questionnaire was employed and obtained 260 valid responses. Structural Equation Modelling was used to test the proposed conceptual model and CFA was used to measure the relationship between the variables using SPSS v28 and AMOS. Findings The findings of the study revealed that perceived quality, brand image, price and the influence of others positively impact brand preference. Furthermore, the study found brand preference positively influences word-of-mouth and purchase intentions. The study revealed that sales promotion and packaging do not play significant roles as antecedents of brand preference in the cement industry. Originality/Value This study explored the choice of cement brand from a business-to-business point of view and from a retail to consumer point of view. As far as the author knows, this is first study to investigate brand preference in the South African Cement Industryen© 2022 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.Brand preferencePurchase intentionBrand ImageWord-of-mouth, Perceived Product QualityInfluence of OthersPricePackagingSales PromotionUCTDSDG-12: Responsible consumption and productionDissertationUniversity of the Witwatersrand, Johannesburg