An investigation into consumer buying behaviour of alcoholic beverages in specialist retailer outlets in South Africa

Vigario, Deborah (2019-12)

Thesis (MCom)--Stellenbosch University, 2019.

Thesis

ENGLISH SUMMARY : The alcoholic beverage industry in South Africa is highly competitive, with thousands of brands competing for market share. Companies investing in advertising want to understand if they are getting a return on their investment and also ultimately, whether the advertising contributes towards changing consumers’ buying behaviour and leads to increased revenue. The objective of this study is to examine the effectiveness and efficiency of branded advertising in specialist retailer outlets in the alcoholic beverage industry of South Africa, also making clear recommendations on how these methods can be used in the industry and be integrated into marketing strategy. The alcoholic beverage industry in South Africa is cluttered with brands and products. There is a lack of recorded information on advertising campaigns. The product life cycle (PLC) methodology is used to segment the market and determine a product’s competitor set. The data envelopment analysis (DEA) method is used to determine the advertising efficiency. Regression analysis is used as a benchmark method to determine effectiveness. The results show that using the PLC and DEA methods in combination have meaningful results and meet the set objectives. It is also possible to overcome the practical industry problems of noise, clutter and availability of data, while providing market insights. The study will cover alcoholic beverages available in the formal retail market from January 2013 to December 2017.

AFRIKAANSE OPSOMMING : Die alkoholiese drankbedryf in Suid-Afrika is uiters mededingend, met duisende handelsmerke wat meeding om markaandeel. Ondernemings wat in advertensies belˆe, wil verstaan of hulle ’n opbrengs op hul belegging kry, en uiteindelik ook of die advertering daartoe bydra om verbruikers se koopgedrag te verander en tot verhoogde omset lei. Die doel van hierdie studie is om die doeltreffendheid en doelmatigheid van handelsmerkadvertensies in spesialiswinkels in die alkoholiese drankbedryf in Suid-Afrika te ondersoek, en ook duidelike aanbevelings te maak oor hoe hierdie metodes in die bedryf gebruik kan word en in die bemarkingstrategie geintegreer kan word. Die alkoholiese drankbedryf in Suid-Afrika is gelaai met handelsmerke en produkte. Daar is ’n gebrek aan aangetekende inligting oor advertensieveldtogte. Die produksielewensiklus (PLC) -metodologie word gebruik om die mark te segmenteer en die versameling van mededingers van ’n produk te bepaal, en die DEA-metode word gebruik om die advertensiedoeltreffendheid te bepaal. Regressie-analise word gebruik as ’n maatstaf om effektiwiteit te bepaal. Die resultate toon dat die gebruik van die PLC- en DEA-metodes in kombinasie noemenswaardige resultate lewer en aan die gestelde doelwitte voldoen. Dit spreek ook die praktiese industrieprobleme van geraas, rommel en dataverskaffing aan, terwyl dit insigte in die mark bied. Die studie dek alkoholiese drank wat beskikbaar is in die formele kleinhandelsmark vanaf Januarie 2013 tot Desember 2017.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/107287
This item appears in the following collections: